The Challenge
A trucking company lost access to its Facebook page and needed to rebuild its Facebook presence from scratch. Although Facebook follower count does not provide the same level of guaranteed organic exposure it once did, an active following still adds credibility. Social proof and an established Facebook audience both help with running truck driver recruiting campaigns on Facebook.
The Strategy
To Exceed developed a consistent Facebook posting program built around original, relevant content for professional drivers and the trucking community. Selected posts were also boosted to reach more people beyond the page’s existing audience.
Content included:
- Health and wellness tips for truck drivers
- Driver appreciation and recognition posts
- Trucking industry news, safety information and practical tips
- Custom graphics designed specifically for the client’s audience
The goal was not simply to publish more frequently. Each post needed to give drivers a reason to notice, engage with, or follow the page.
The Results
With infrequent and inconsistent posting from January 1 through June 18, the new page reached 89 followers.
From June 19 through July 20, To Exceed increased the use of regular custom content and boosted posts. In just 32 days, the page grew from 89 to 252 followers.
That represents:
- 163 new followers in approximately one month
- A 183% increase in total followers
- A follower-growth rate approximately 10 times faster than during the first half of the year
The improvement extended beyond follower count. Compared with the earlier period, average daily performance increased across every major metric:
- Average page visits increased from 20 to 178 per day
- Content interactions increased from approximately 8 to 24 per day
- Unique viewers increased from approximately 768 to 2,278 per day
- Link clicks increased from approximately 44 to 103 per day
- Content views increased from approximately 3,993 to 6,875 per day