How Do We Drive Quality Leads?

We here at Randall-Reilly drove more than 1 million leads for our recruiting clients in 2016. How did we do it?

Not to paint with too broad a brush, but we have built a data-driven operation here with many different arms that all work together to help fleets find, filter, and connect with qualified candidates. Sort of like a hyper-efficient lead generation robo-octopus. That’s an odd analogy but let’s just roll with it.

Part of the Randall-Reilly secret sauce for helping our clients succeed is our ability to pull insight from nitty-gritty digital data, and to strategize accordingly. Mastering the subtleties of cost-per-lead, cost-per-click, click-through rates, regional keyword trends, social media advertising cost comparisons, and audience targeting are all part of the recipe. We are knee-deep in this stuff.

As a Google Premier Partner, we’re able to precisely track the particulars of search queries that pertain to your recruiting efforts, and lead directly to the phone calls and applications you need. We monitor metrics like freight index tonnage compared to cost per lead to make sure we’re at the forefront for our clients.

We know that fleet executives have a promising outlook for 2017, and that shippers are expecting freight volume to grow, too. We constantly track advertising costs on sites like Google, Facebook, Bing, and other job boards to see where you can get the best advertising bang for your buck.

Chess, Not Checkers

 
Digital advertising is not a ‘set it and forget it’ venture. It’s a volatile, shifting landscape that requires vigilance and forethought if you want to spend wisely. Prices change, bidding wars on certain keywords are never-ending, platforms ebb and flow. It’s a complex chess match to say the least. Especially when you consider the shortage of drivers available, and the cost of trucks sitting idle, we don’t have to remind you that the stakes are high.

So what does all this data crunching look like? More importantly, what does all this mean for you as a client? Let’s go a bit deeper.

Data-Driven Lead Generation

 
We get a monthly report from Google that shows how many search queries were conducted for particular phrases, such as ‘owner-operator jobs.’ To ensure we produce relevant, applicable leads, we sort these into driver-segment-specific keyword groups like:

  • General (e.g. ‘truck driver jobs’)
  • Flatbed
  • Owner-operator
  • Lease/Purchase
  • Team
  • Autohaul
  • Driveaway
  • Oversized
  • Severe Service
  • Dedicated driving jobs
  • Regional driving jobs
  • Tanker

You get the idea.

We also have access to data that correlates to each search query, regarding impressions, clicks, click-through rates, cost-per-click, and the cost of bidding on said keyword. We can break these searches down by region as follows:

West Midwest Southwest Southeast Northeast
Colorado Ohio Texas West Virginia Maine
Wyoming Indiana Oklahoma Virginia Massachusetts
Montana Michigan New Mexico Kentucky Rhode Island
Idaho Illinois Arizona Tennessee Connecticut
Washington Missouri North Carolina New Hampshire
Oregon Wisconsin South Carolina Vermont
Utah Minnesota Georgia New York
Nevada Iowa Alabama Pennsylvania
California Kansas Mississippi New Jersey
Alaska Nebraska Arkansas Delaware
Hawaii South Dakota Louisiana Maryland
North Dakota Florida


Or get even more granular by analyzing search data within the top 5 states that produce the most searches, which right now are:

  1. Texas
  2. Florida
  3. California
  4. Georgia
  5. North Carolina

This is valuable information for those looking to hire only in specific areas. Let’s say you need drivers in South Dakota. Armed with monthly search details, which in this case would be South Dakota specific, we get an idea of how and where to allocate your budget in a cost effective manner.

Furthermore, our monthly recruiting channel breakout analysis shows cost-per-lead on each platform we use (Google, Bing, Facebook, video, Careers in Gear, print, banners, mobile network, etc), in addition to monthly lead generation counts to see who is delivering the most leads. This reveals if campaigns are working, or if we need to pivot to another strategy.

What We’re All About

 
All this informs our decisions as we go and determines how to best allocate your recruiting dollars. Which is really what we’re all about — getting you the drivers you need in the most efficient, effective way.

We’ll keep doing our best to stay out in front of keyword trends, platform shifts, and cutting edge digital breakthroughs so you can keep your trucks full and on the move.
 

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