Trucking and logistics companies market to two very different audiences: shippers who buy capacity and drivers who supply it. “Trucking company” draws about 9,900 searches a month in Canada, “freight” about 6,600 and “logistics company” about 1,900, while driver recruitment searches add thousands more. Carriers, brokers and 3PLs that grow treat both as pipelines: one for freight, one for people. This guide covers how.
Marketing to shippers
| Shipper question | What to show |
|---|---|
| Can you move my freight? | Equipment, lanes, cross border capability and capacity |
| Are you reliable? | Safety record and compliance status, on time process and tracking |
| Are you properly authorized? | Operating authority for your province and cross border work, insurance and cargo coverage |
| How do I get a quote? | A short quote form by lane, freight type and frequency |
We plan and run B2B marketing across search, ads, content and email for Canadian companies.
- Lane and service pages: LTL, FTL, temperature controlled, flatbed, cross border, warehousing.
- Industry pages: food and beverage, construction materials, retail, manufacturing.
- LinkedIn outreach to logistics, procurement and operations managers. See LinkedIn Ads for B2B.
- Follow up every quote and track won freight in a CRM.
Marketing to drivers
Driver shortages make recruitment marketing as important as sales. What drivers look for:
- Pay structure explained clearly, with real numbers where you can stand behind them.
- Routes and home time: local, regional or long haul.
- Equipment age and quality.
- Benefits, safety culture and how dispatch treats drivers.
- A fast application that works on a phone.
Job postings with structured data appear in Google’s job listings. Short videos of real drivers and trucks outperform stock footage. Follow employment and human rights law in every posting, and if you recruit internationally, follow federal and provincial rules on recruiters and foreign workers.
Trust and compliance as marketing
Shippers check safety ratings and authority before they book. Keep your registrations current and accurate, and only claim certifications and programs you actually hold.
Search and content
- Guides on cross border shipping documentation, freight classes and choosing a carrier.
- City and lane pages for the corridors you run most.
- A careers section with driver guides for the licence class you hire.
Measure both pipelines
Track cost per qualified shipper lead, quote to win rate and lane revenue on one side, and cost per hired driver and driver retention on the other.
See our B2B marketing, lead generation and recruitment marketing guides, and manufacturing and distributor marketing.
Frequently asked questions
How do trucking companies get more freight?
Lane and service pages, clear proof of authority, insurance and safety, LinkedIn outreach to shippers and fast quote follow up.
How do carriers recruit drivers?
Clear pay, routes and home time, good equipment, real driver videos and a fast mobile application.
How much search demand is there for trucking companies?
In our October 2026 data, trucking company drew about 9,900 searches a month in Canada.
What do shippers check before booking?
Operating authority, insurance, cargo coverage and safety records.
Should carriers publish driver pay?
Explain pay structure clearly and publish numbers you can stand behind.
Does LinkedIn work for logistics companies?
Yes, for reaching logistics, procurement and operations managers.
What content works for logistics SEO?
Cross border guides, freight class explainers and lane pages.
Should trucking companies use structured data for jobs?
Yes. It helps postings appear in Google's job listings.
What should trucking companies measure?
Cost per qualified shipper lead, quote to win rate, cost per hired driver and retention.
Are there rules for recruiting international drivers?
Yes. Follow federal and provincial rules on recruiters and foreign workers.
