Marketing to Owner-Operators: Don’t Forget the Internet!
As you are seeing part 3, I hope you have been following the series. If not you can catch up with the previous 2 articles here and here. You can also take a look at the 23 Ways to Hyper Target Owner-Operators slideshow, which is full of great information and can help get you up to speed.
But today, let’s look at the role the internet is playing in your sales lifecycle.
Fact: Owner-operators rate the internet as one of the most important resources for researching and purchasing products and services.
What does this mean for your marketing?
This means that digital marketing is a great opportunity for you to target, connect, engage, and convert your audiences. I don’t mean you should cancel of your other advertising channels, print is still a very important part of your marketing. But it does mean you need to invest in digital.
Every digital marketing channel available to you has a number of different targeting capabilities. You can get in front of very specific audiences who are most likely to convert from your advertising. You can target tagged audiences, geotarget around your AOR or in profitable markets, or even display to owner-operators around specific keywords and interests.
But targeting isn’t everything.
You need to do more than just reach the right prospects. Digital advertising offers you a number of different channels that help you get in front of the right prospects at the right time.