* First Published in the September 2024 Edition of American Towman Magazine

The towing business is not for the faint of heart. Its very nature involves danger, consistent movement, machinery, dealing with the public during moments of stress, alongside the countless other ways that operators are tested out on the roads each day. When compared to those aspects of the business, the digital landscape which houses all your company information might sound tame, when actually… it’s a battlefield. The internet and specifically mobile devices are where thousands of tow calls begin each day, and with countless competitors vying for the same types of calls, getting noticed can be a challenge. Understanding this from the inside, Google has invested heavily in technology and in a myriad of new tools which they continue to roll out and integrate into their products. Thanks to the power of Artificial Intelligence (AI), the tide is turning in favor of local players who pay attention. Here’s how AI has begun to revolutionize online advertising and local searchability for towing businesses like yours:

1. Smarter Targeting, More Cash Calls: Imagine an advertising platform that understands your ideal customer as if they were a friend. AI can analyze vast amounts of data to pinpoint the geo-location, certain demographics, interests, and other online behavioral patterns of potential customers in your local area. This allows for hyper-targeted ads to reach the right people at the right time, in the right location, maximizing your exposure to potential customers and generating more qualified calls.

2. Personalized Ad Experiences: AI can create dynamic ad experiences that cater to individual users. Imagine your ads including copy that is local to, and familiar to those in your immediate service area. Perhaps this means showing potential customers ads featuring familiar names or nicknames, or other descriptive verbiage that is harvested from their previous browsing habits. This level of personalization fosters a stronger connection with potential customers, making them more likely to “click to call” your ad.

3. AI-powered Content Creation: Creating fresh content is a time-consuming task. AI can help automate content generation for tow companies, crafting social media posts, blog entries, and even localized ad copy. This frees up valuable time for business owners to focus on core operations, while upping the game on your online presence.

4. Optimizing Local SEO for Maximum Visibility: Search Engine Optimization (SEO) is crucial for towing companies in competitive markets across the county. Where AI can assist is in analyzing search trends and user behavior to help create a strategy that has proven effective elsewhere. This relates specifically to selecting the most relevant keywords and phrases that should be the focus of your SEO efforts. Once this information is gathered and interpreted, it can be used to optimize your website content and online listings. These proven techniques can help to ensure that your business shows up at the top of local search results, driving more organic traffic and generating more no-fee cash calls.

5. 24/7 Customer Engagement with Chatbots: AI-powered chatbots provide a convenient way for customers to interact with your business around the clock. These chatbots can answer basic inquiries, such as impound pick-up regulations, the types of payments you accept, proof of ownership documentation, your impound location and directions, and other time consuming FAQ’s that tie up and can frustrate staff. A smartly deployed, AI infused chatbot can enhance your website, improving customer satisfaction, and making your operation more professional and your website more useful to your customers.

Challenges and Considerations:

While AI offers a treasure trove of benefits, it’s important to acknowledge some potential challenges.

• Data Privacy: AI relies heavily on user data. Businesses need to ensure responsible data collection practices and transparent communication about how customer information is used. Adding a privacy policy to your website and having your customer acknowledge that they have read it as part of an invoicing or check-out process will help avoid potential problems which may arise in the future.
• Technical Expertise: Implementing complex AI solutions requires some technical expertise. However, these tools are becoming increasingly user-friendly and accessible for businesses of all sizes. 

The Future is Local, and it’s Powered by AI

The future of towing can be made a bit brighter with the integration of smart AI tools. By leveraging AI’s capabilities for targeted advertising, personalized content, and enhanced local SEO, tow companies can gain a significant edge in their competitive local online landscape. As AI technology continues to evolve, we can expect even more innovative solutions that will empower forward thinking Tow Bosses, helping them to thrive in this dynamic and increasingly digital age. AI is more than just a buzz word or fuzzy concept. It encompasses real world applications which can improve your business today, and maximize your ROI tomorrow! 

OMG TOW MARKETING ALERT! – Google Screened Comes to Towing – Full U.S. Rollout Imminent 

As we shared in the October 2023 edition of American Towman, Google’s Local Services Ads rolled out their beta test across several markets in both Texas and California. As Google Premier Partners and Google Certified LSA Onboarding Professionals, OMG Tow Marketing was selected to pilot this test. The pilot was a success and over the next few months, motorists will begin to see “Google Screened” towing ads in markets nationwide. As you may know, these are the ads that appear at the very top of the Google search results, above the pay-per-click ads, map results and all organic links. Clients have reported excellent call quality, and per call costs have been in line with other cost per call ad types, with several huge advantages. 

Find out more about becoming the first Google Screened towing provider in your local market and capitalize on the limited exclusivity that early adopters of this program will enjoy. Visit omgtowmarketing.com to see if your company qualifies and for more information.