Every business – yes, including automobile towing businesses – needs a reliable marketing strategy.
In an industry where the primary obstacle is high competition, without a smart, effective, and data-driven marketing strategy, your towing business runs the risk of becoming directionless, wasting money on campaigns that don’t yield results, and losing out prospects to your competitors. And even more importantly, without a smart marketing strategy, you will, quite simply, miss the opportunity to create brand awareness and develop a deeper understanding of your customer base.
2020 has undoubtedly been a weird year, and an industry that has seen a steady increase for much of the five years to 2020 is expected to decline -10.3% in 2020, according to IBISWorld. But in 2021, things are likely to take a turn for the better, and the U.S. economy and travel conditions throughout the country are expected to normalize.
So, what does this mean for your automobile towing business?
It’s pretty straightforward: it’s essential to have a revised marketing strategy in place. It doesn’t really matter how good your towing services are… if you’re stampeding into the automobile towing industry without a marketing strategy, or if you haven’t revised your existing strategy, you’re walking on thin ice. And it could crack at any time and swallow your business!
A Reliable Marketing Strategy Doesn’t Have To Cost You An Arm And A Leg!
Budgeting… it can be daunting, right? While creating a reliable marketing strategy can be challenging, even on the best of days, adding budgetary problems to the equation increases the chances of making your efforts more daunting.
But this doesn’t always have to be the case. For automobile towing businesses that don’t have unlimited marketing budgets, it is crucial to determine the right budget for their marketing strategy.
An effective marketing strategy is about working smarter and without breaking the bank. And yes, your tow truck company can develop a powerful marketing strategy that is reliable, impactful, and cost-effective.
Set Up Your Automobile Towing Business For Success With These Marketing Strategy Tips
In an industry prone to frequent and unpredictable changes, you might wonder why your business should put so much effort into developing a marketing strategy that will likely need amending anyway?
Well, it’s because retaining existing customers and getting new customers is an active task. You’re going to have to research your market base continually, find prospects, let them know your business exists, and more importantly, convince them to stay. And the only way to get you there is by creating a solid marketing strategy.
After all, an effective marketing strategy – both online and offline – sets the overall long-term goals for your company’s marketing, and while it will require regular tweaks, it provides you with a template of where to start. This makes it easier to see similar and even improved results from each marketing campaign you undertake without having to start from zero.
Is your tow truck business struggling to reach peak performance? Do you get the feeling that your marketing strategy is missing something? Maybe your business isn’t getting new customers, even though you have exceptional services. Or perhaps your competition is running you out of business? Whichever the case, a reliable marketing strategy can help you identify what’s working well, what hasn’t and allow you to identify new tactics that can set you up for success.
Luckily, you don’t have to be clueless when creating a marketing strategy for your automobile towing business.
This guide will spotlight some tips and strategies that can help kickstart your marketing strategy to success. Get ready to stretch your marketing muscles as you strengthen your automobile towing company’s ability to:
– Stay on track more and get derailed less
– Become indispensable to customers
– Prioritize and focus on what really matters
Below are the top things you need to focus on to create a marketing strategy that will make your tow truck business thrive:
Review Your Existing Marketing Strategy
This might sound obvious, but it’s a vital part of an effective and profitable marketing strategy. Before you can figure out how to tweak your marketing strategy in preparation for where you want your business to go, take your time to understand where you are. What were your goals for a given period? Did you achieve them? In addition to your marketing strategy, consider the specific marketing campaigns you launched and the tactics you tried. How did they work out?
By taking your time to reevaluate your marketing strategy for 2020 and previous years, you’ll be able to clearly spot what worked for you and what hasn’t. Armed with this information, your marketing strategy can be tweaked, and future marketing campaigns can be tailored to replicate your success while avoiding failures.
Know Your Audience And Focus On Customer Preferences
Knowing and understanding your target audience could change the way you communicate your brand message and even the language you use to do it.
So, does your current marketing strategy define your target audience? Do you have a clear idea of the people or businesses you’re trying to reach? Remember, your clients drive your tow truck business forward. Understanding what they want and need from your business will help you tailor your marketing strategy and campaigns to customer preferences.
When defining your target audience, NEVER make assumptions. To define your target audience, you must:
– Conduct market research to know exactly who your target audience is.
– Research your competition to identify who other tow truck businesses are targeting, and think about how you can do better.
– Create a buyer persona template. You’ll want to visualize your customers by asking questions about their motivations and behaviors, to the smallest details.
To define your main persona, you can ask the following questions:
– Who is my persona? Are they male or female or other?
– What type of experience do your clients expect?
– Where do they get their news?
– What is the customer’s initial state of mind before the decision-making process?
– Why are they choosing your business or competitor?
– What concerns might your persona have when buying your services?
Weaving a buyer persona into your marketing strategy could prove to be invaluable in customer retention. Besides, by defining your target audience, you gain the ability to strike the chord with your ideal customers, and you’re more likely to see a higher ROI (return on investment).
One of the top reasons most tow truck companies fail is when their marketing efforts fail to identify customer preferences and pain points. Below a few useful suggestions on how to identify customer pain points:
– Create a customer journey map from the point of interest to how they arrived at your online or physical business
– Talk with your sales team
– Look at your competition
Identify Market Trends And Pay Close Attention To Your Competition
When developing or revising your tow truck business’s marketing strategy, don’t make the mistake of overlooking market trends or your competition.
While the automobile towing industry in the U.S. has no major companies, there are 40,000+ tow truck companies in the country. And guess what? These businesses likely have unique ideas about the best way to reach and retain customers. So you must carry out a competition analysis and figure out what tricks and tactics they have up their sleeves.
Before you get the wrong idea, competitor analysis is not about replicating your competitors’ every move but rather about figuring out what’s working for them so you can do it better and, in the process, uncover untapped opportunities.
Below are a few things to do when researching your competition:
– Identify your competitors
– Pick 1-5 competitors to focus on
– Categorize your competitors. Are they direct or indirect competitors?
– Catalogue the services they offer (including pricing, work hours, discounts, etc.)
– Take a look at their branding and how they engage with customers
Many tools exist that will streamline your competitor analysis and allow you to access data about other tow truck businesses in many different areas of operation – make use of them.
Creating or adjusting your marketing strategy without a clue of what other tow truck businesses are doing is a disaster in waiting. Identifying market trends and researching your competition, however, allows you to create a marketing strategy that considers your current and future competitors, thus removing all guesswork.
Focus On Storytelling, Not Selling
Your target customers’ ability to recognize the name of your tow truck business, its brand and main services is a huge plus; however, it’s only a stepping stone towards a profitable marketing strategy.
But how do you go about making your tow truck business recognizable to your target audience?
It’s pretty straightforward: enable your customers to get to know, like, and trust your business. With a marketing strategy focused on storytelling, you’ll naturally increase brand awareness and equity. Storytelling is a powerful tool and can actively impact conversion rates.
Instead of trying to get your target audience to purchase your services, tell your story and share your values. What does your business stand for? Centering your marketing strategy on storytelling will get you further than salesy marketing alone.
Below are a few tips for business storytelling:
– Be 100% authentic
– Be consistent
– Get personal
– Allow customers to be a part of your story
Identifying, exploring, and utilizing collaborations and partnerships can go a long way in helping you reach your ideal customer. While your tow truck business can survive alone, it can only really thrive when you develop effective partnerships with the community around you.
Sometimes, developing partnerships and collaborations could give you access to a new customer base and help you achieve better results.
SEO And Other Digital Marketing Strategies Should Lead The Charge
Digital marketing should be the foundation of any modern marketing strategy for all businesses, especially medium-sized and small businesses such as automobile towing companies.
Digital marketing encompasses many online marketing strategies, but above all, it helps elevate, advance, and optimize your brand. Now that you understand the importance of digital marketing, you need to select online marketing channels that fit your brand and services. Some of the main digital marketing channels to look into include:
– SEO: Search engine optimization involves optimizing aspects of your website and content to generate more traffic and conversions. Effective SEO practices not only put your business on search engines’ top pages but also go a long way in telling your story.
SEO also simplifies searches for prospects interested in your services, and, more importantly, it’s an affordable way to keep your tow truck business competitive with similarly situated businesses.
– Social Media: Social media marketing focuses on telling your brand’s story and providing the target audience with content they find relevant, valuable, and want to share, resulting in increased brand visibility and site traffic. One of the main reasons social media is an integral part of any marketing strategy is because it ‘humanizes’ your business.
– Email Marketing: Email marketing still works and remains an effective way to nurture and convert leads. This is because email marketing targets specific customers and prospects intending to sway their purchasing decisions.
– Content Marketing: Content marketing involves different media types, from videos to podcasts to blogs and is an excellent way to promote your business in a way that gives useful information to your customers and prospects. Besides, you will stand out as a ‘thought leader’ in the automobile towing industry when you have great content.
When it comes to digital marketing channels such as social media and content marketing, the traditional ‘hard sell’ tactics just won’t cut it! People don’t want to be prodded and treated like nothing more than numbers. They want things that are relevant, meaningful, and useful to them. That’s why social media and content marketing have become some of the most prominent and favorable marketing channels for marketers.
Survey, Listen, Monitor, And Learn
These are some of the most crucial steps in anything to do with marketing.
Without surveying or researching your customers and competition, you won’t know about market trends. Without listening, you can never figure out what your customers want. Without monitoring market trends, consumer behavior, and your results, you can never figure what’s working and what’s not. After all, if you don’t have the data to guide your strategy, it won’t be easy to improve.
Analyze the results of your marketing strategy because doing so will allow you to make to learn and advance your business.
Without a focus on the things that matter, your marketing strategy may never help your tow truck business see the success it deserves. If your current strategy is underperforming, reevaluate.
Luckily, now that you’re armed with the information regarding the top things you need to focus on to have an effective Tow Business marketing strategy, you should have plenty of ammo to maximize the return on investment on your next marketing campaign.