We have all heard the term “retargeting” regarding online marketing—but if you’re like many people, you may be wondering, what exactly is retargeting? What makes this strategy effective for trucking industry businesses?

Retargeting 101

Retargeting, or remarketing, is online advertising that can help you to keep your brand in front of bounced traffic after visitors leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting helps companies to reach the 98% of qualified drivers who don’t convert right away.

Site-based retargeting serves ads to visitors after they leave your website. These ads appear on a variety of other sites around the web, keeping your brand in front of bounced site visitors—including potential clients or job applicants—to recapture their interest.

Retargeting is effective because it focuses your advertising spend on potential truck drivers who are already familiar with your brand and have recently demonstrated interest. Companies of all kinds use retargeting to stay in front of key prospects and customers, increasing sales and keeping their competitive edge. Driver vacancy recruiters can use retargeting to keep their companies in front of qualified applicants and increase truck driver application completion.

How to Put Retargeting to Work for You

Now, the big question: how does retargeting work?

Retargeting is a cookie-based technology that uses simple a JavaScript code to anonymously ‘follow’ your audience all over the Web. You place a small, unobtrusive piece of code on your website (referred to as a pixel). The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance.

Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.

Retargeting is a powerful branding and conversion optimization tool, but whether you want to increase your overall truck driver reach or fill a direct driver vacancy, it works best if it’s part of a larger digital strategy.

To direct truck driver traffic to your website, use a marketing strategy that includes optimized social media pages, effective content marketing, Google Ads, and targeted display ads.

Retargeting can help you to increase conversions, but it can’t drive people to your site if they’ve never visited. Your best chance of success is to use one or more proven marketing tools to drive traffic, then use retargeting to get the most out of that traffic.

How To Retarget Truck Drivers on Facebook

Retargeting on Facebook can be an effective method to target potential candidates who have shown interest in your brand but haven’t yet applied. Facebook offers a massive pool of driver candidates. Putting your carrier’s name in front of your target audience frequently will help to familiarize drivers with your brand. Here are three steps to retarget truck drivers on Facebook and boost your driver recruitment success:

1. Install the Facebook Pixel:

Start by installing the Facebook Pixel on your website. This tool allows you to track the activity of site visitors and create custom audiences based on their actions, such as visiting specific pages or adding items to their cart.

2. Create Custom Audiences:

Once you have the pixel installed, you can create custom audiences of truck driver prospects. This can be done by selecting specific criteria, such as people who have visited your career page or have clicked on your job openings. This step allows you to deliver tailored ads and relevant content to reengage potential candidates and encourage them to apply.

3. Run Retargeting Advertising Campaigns:

With your custom audiences in place, the next step is to launch retargeting advertising campaigns on Facebook. These campaigns can include ads that highlight your job opportunities, showcase your company culture, or provide testimonials from current drivers. By retargeting truck drivers who have already shown interest in your brand, you increase the likelihood of conversions.

Retargeting on Facebook allows trucking companies to make use of valuable data gathered from site visitors and target driver prospects who have shown prior interest in their brand.

Start Retargeting Now with a Powerful Marketing Partner

Whether you want to take advantage of retargeting to fill a driver vacancy or appeal to potential clients, you need the right marketing partner to get there. Skip the endless internal analysis and unlock comprehensive support for your marketing objectives with the KJ Team. From making the most of your social media offerings to rethinking how you recruit a truck driver, we’re here to help you go further.

Contact the KJ Team at 800.620.9967 or use our contact page.