Pat Hightower is the vice president of business development at the Hightower Agency. Hightower has over 25 years of experience in the business sector, with a strong background in sales management and has served as a member of the board of directors for the Hightower Agency for 19 years.
The Hightower Agency was established in 1990 as a full-service advertising agency specializing in truck driver recruiting. Headquartered in Madison, Mississippi, with offices in Garrison, Iowa and St. Louis, Missouri, Hightower has been twice recognized as a "Fast 40" company by the Mississippi Business Journal. Learn more about their recruitment advertising services at www.hightoweragency.com.
If you're recruiting truck drivers, you know it's no easy feat to convert visitors into leads. There are a ton of blockers that can either distract, prevent, or turn off potential driver leads from filling out your form or application.
Therefore, one of your goals should be to create a lead generation process that's effortless for driver candidates. To achieve this, you need to remove all of those distracting, annoying, and confusing obstacles that commonly prevent them from converting.
Want to ensure you have an effortless conversion process? Follow these 10 tips to master lead generation:
1. Shorten Your Lead-Capture Forms
A long lead-capture form is one of the quickest ways to scare potential leads away from your landing page and make them question, "Do I really want to fill all this out?" Ask only for the information you need to contact and adequately qualify your driver leads, and understand that there is a delicate balance between quantity and quality.
2. Create Targeted Landing Pages
The more targeted your landing pages are, the more aligned they'll be to your specific visitors' needs, making it much more likely they'll be enticed to convert. If you're promoting a landing page to a segment of your prospects that you've identified as having a particular need, tailor the landing page to speak to those needs and address those topics.
3. Remove Top/Side/Bottom Navigation
If driver prospects make their way to your landing page, don't you want to keep them there? Streamline the conversion process by removing any other top/side/bottom website navigations from your landing pages to keep visitors from feeling compelled to leave.
Once they convert, bring back the navigation and consider including a secondary call-to-action (CTA) on your thank-you page to keep them engaged with your trucking company.
4. Get Rid of Other CTAs on Landing Pages
Just as you should remove navigation links from your landing pages, you also shouldn't distract them from filling out your app by showcasing other conflicting calls-to-action. Keep your page focused on that one form, and target your efforts on convincing visitors to convert there rather than giving them a reason to go someplace else.
5. Place CTAs on Your Website/Blog
In driver recruiting, not only should you be creating landing pages, but you should also be optimizing your website and blog for conversion, too. The best way to do this is to place relevant calls-to-action on your web pages and blog articles. In fact, the only places you shouldn't have CTAs are your landing pages, as we discussed earlier.
Think about it... if a driver prospect lands on your blog post from a Google search, you want them to read your blog, then become a lead through your call-to-action.
6. Share Landing Page Links in Social Media
Because social media followers aren't on your website yet, you need to create as few steps as possible to convert them into a lead. Rather than sending them to your website's homepage, direct them to the unique landing page.
For tracking purposes, include a snippet so you can measure leads generated from social media.
7. Stick to One CTA in Email Marketing
Just as your landing pages should only be honing in on one offer, so should your email messages. If your company is holding a job fair, send an email blast to qualified driver candidates focused on a few high points of the event, and include a landing page where they can sign up. Rather than splitting their attention amongst tons of other content, focus on the job fair and a landing page to match it.
8. Put Landing Page Forms Above the Fold
'Above the fold' simply means the visitor doesn't have to scroll down to see the form. Make sure your form is easily visible, and the visitor understands that in order to receive the offer you're providing, filling out the form is essential. Making your visitors scroll down is just another way to lose them.
9. Use Actionable Language
Tell visitors exactly what to do by using actionable, definitive language in your call-to-actions, on your landing pages, and in form 'submit' buttons. Examples of this include "Apply Now" and "Sign Up for Newsletter" There should be no guesswork involved in understanding what action the visitor is taking, and what they're receiving in return.
10. Just Make it Easy
In general, don't make your visitors jump through all sorts of hoops on your landing pages. Make the process as easy as possible. If you wouldn't fill out the form or wouldn't even be able to figure out how to make your way to that landing page in the first place, it's safe to assume your driver prospects won't either.
Hope you've learned something today! Comment on our blog with your thoughts or questions. Need help improving lead generation in driver recruitment or want more recruiting advertising tips? Contact the Hightower Agency, one of the top driver recruitment advertising agencies in the industry.
The Hightower Agency is one of the best driver recruitment agencies. As one of the top recruitment agencies in the trucking industry, we offer a wide variety of driver recruiting services. Our driver recruitment consultants can get your company where it needs to be.