Towing Marketing: 6 Strategies and Best Practices for 2025

Like any service-based company, towing businesses must deliver exceptional customer service or risk becoming irrelevant. Following best practices in marketing can help towing businesses unlock new sources of revenue and gain market share. The right path can set them on a course to stand out, attract new customers, and cultivate long-term customer relationships.

These businesses have their work cut out for them, however. Successful towing companies have found ways to overcome challenges like a crowded marketplace. In any given market, there could be dozens of companies, and you need to give consumers a reason to select one over another. It also doesn’t help that customers will call you in a pinch (and in a panic) and don’t need your services on a regular basis. The one-off nature means it’s more challenging to gain long-term customers. On a related note, some customers hold a negative view of towing companies. You might have to prove you’re trustworthy— and that can take some effort to get started on the right foot.

6 Tow Truck Marketing Strategies

Towing companies can make investments in proven marketing strategies to win customers. A few of the most common and effective include the following:

Retargeting Ads

Retargeting helps you command the attention of customers who have visited your website but didn’t follow up. Specifically, you can display targeted ads on websites and apps to re-engage potential customers. Top-of-mind awareness can work to your advantage here.

Content Marketing

Content marketing is all about educating your target customers about your industry. Your content marketing strategy should include blog posts related to car maintenance, how to handle roadside emergencies, and when to call for help. Cross-promote these pieces on your social media channels to amplify your message.

PPC Advertising

Also known as pay-per-click advertising, you can take advantage of platforms like Google Ads to reach prospects based on specified keywords and backgrounds. Make sure your website and landing pages reinforce your messaging and draw the reader in.

Reputation Management

Check review sites regularly and address glowing and less flattering ones as soon as possible. Make it a part of your processes and procedures to ask for reviews on Google, Yelp and the like.

You can invest in reputation management tools to keep you plugged into customer sentiment and respond faster.

Email Marketing

Email marketing is relatively inexpensive and fairly easy to implement. Start by entering the email addresses of past towing customers and prospects. From here, you can push out monthly updates with discounts, company news, and tips. Emails can help you court prospects and push them through the sales funnel.

SMS Marketing

Text messaging offers a similar use case as email marketing, and it’s also accessible in terms of cost. You can create text-based campaigns to send appointment reminders, status updates, and other relevant touchpoints. When in doubt, SMS marketing is great for simple and mass communication.

These marketing tactics can lay the foundation for towing companies to attract new customers and become the company of choice in their market.

How to Leverage Towing Advertising

Knowing how and when to advertise is how towing companies can entice prospects to make the call. The right approach and execution are how they can get noticed, attract leads, and hit sales goals.

First and foremost, all ads should communicate a sense of urgency. You should be the name that comes to mind when they’re panicking and need help. Stress your reliable reputation and professionalism and how you’ll come to their rescue when it matters the most.

Vehicle wraps can present a positive brand image, while giving you 24/7 exposure through truck advertising. The art should reflect your company marketing and brand palette. The call to action should be clear and to the point. Important details like your phone number and website should be easy to read.

Beyond traditional advertising channels, you might consider investments in community events. Think festivals, sports tournaments, and charity fundraisers. You also might find success aligning with other local businesses and promoting each other. This can make your advertising and marketing dollars go further.

Video marketing is another way to reach people online. The sky’s the limit when it comes to the type of content you could make. For instance, tutorials on how to change a flat can help position you as the expert in towing services. Customer testimonials are great in a video format because they offer more dimension than a text-based review. You also might feature a “day on the job” type of content to give customers and prospects a window into how your tow truck business works.

When it comes to success with social media more broadly, it’s important to share regularly on a mix of platforms, like Facebook, X, Instagram and TikTok. Be sure your content is helpful and even entertaining—not just promotional—or people will be turned off. Be sure to keep tabs on activity on all your social media accounts and respond to comments, questions and other engagement.

Best Towing Advertising Ideas for 2024

Towing companies might find their efforts go further when they allocate funds to online advertising. Here’s a look at a few of the most popular channels and tips to get better results.

Google Ads

Build your ads around phrases like “tow truck near me” or “emergency towing.” Use geo-targeting so you don’t waste your budget on showing ads to people outside your service area. Be sure your call-to-action is specific.

Facebook Ads

Your ads should be visually engaging and get your point access. Use Facebook’s targeting abilities to reach people who fit your ideal customer profile. Monitor your ad performance and adjust course as needed.

Instagram Ads

Post photos and videos that show how you help people solve their problems. Instagram Stories are a great way to capture moments on the job that you can’t anticipate. Tap the expertise and networks of influencers to increase your reach.

How to Get More Towing Business

You can’t expect your phone lines to be flooded with new customers overnight. Rather, growing your customer base is all about strategy. These tips can help set your towing company up for success:

1. Elevate Your Online Presence

How easily customers can find you online and what they read about you influences buying decisions. That said, you’ll want to make sure your Google Business Profile is fleshed out and current. Take inventory of all important details like address, phone number, and website. You don’t want to lose business because something is dated. Ask customers for reviews after each job. You could even offer a discount on their next service as an incentive.

Your website is equally as important when it comes to search ranking and inquiries. Your site should be easy to navigate and communicate your offerings. Be sure you’re using relevant keywords so search engines will rank you higher.

2. Provide Exceptional Customer Service

In moments of crisis, great customer service can save the day. Be sure your team is responding to requests for help promptly and courteously. Arrive at job sites as quickly as possible and respect the customer’s time. Always be sure to inform them of your prices and how you collect payment upon scheduling so they know what to expect.

3. Use Digital Marketing

Digital marketing can be your ticket to getting more jobs. Pay-per-click advertising like Google Ads helps you target people who might be in need of towing services. Similarly, targeted ads on Facebook and Instagram can help you get in front of potential customers. Content marketing offers the same value proposition. You can create educational blog posts and video tutorials to capture interest and drive traffic to your website. Last, email marketing helps you engage with your customers in a way that allows you to track results.

4. Build Strong Community Relationships

Your customers live, work, and play in your service area. They likely want to do business with a familiar name and someone who cares about the well-being of its residents. Being invested in your community can create a positive association with your brand. For instance, you can underwrite the cost of charity fundraisers and community-wide celebrations. You could consider joining forces with other businesses to help your dollars go further.

5. Optimize Your Google Business Profile

It’s a good idea to audit your Google Business Profile every now and then. For instance, photos and videos can help generate interest. Make a point to respond to reviews. Double-check that all location information is accurate. For example, if you recently changed addresses, you’ll need to make sure the directory information aligns to avoid creating undue confusion.

6. Encourage Customer Reviews

Encourage customers to create profiles on Google, Yelp, and other review sites to detail their experience with your towing company. Acknowledge both positive and negative ones and thank them for their feedback.

Transform Your Towing Marketing with Podium

Podium can help towing businesses grow the smart way. Business owners can use it to manage and boost online reputation, engage with customers through features like chat and text messaging, and bring in more business.

Trying these strategies alongside a proven tool like Podium can help towing businesses rank higher online and achieve sales goals. Watch a demo and see how Podium can be your ally in business growth this year and beyond.