If you want to transmit a one-way message to your customers, a billboard is a wonderful option; radio ads work well too.
However, if your goal is to build your food truck business around loyal customers, a better option is to use a marketing channel like Twitter, where engagement is one-to-many and one-on-one. You and the customer, the customer and you.
Here are some tips for making that digital relationship more personal.
State your name. Whomever is the owner of the truck should at least be listed in the bio by name. It helps tweets that start with “I” make a little more sense and be more meaningful.
Use your business as a canvas. If you have a smartphone, you’re officially obligated to post photos. Is there something new on your menu? Are you preparing food in your commercial kitchen? What’s on the menu today? How full is the line of your truck? These are all opportunities for photographic bragging rights.
Actively listen. Use social media monitoring tools to chime in when someone talks about you. Don’t let a mention go unnoticed or unappreciated. Respond when people talk to you.
Be a voice, not an echo. Cross posting to both Twitter & Facebook, or (gasp!) having Facebook feed into Twitter is the biggest pet peeve of Twitter users. Use each platform separately and to their greatest individual strengths.
Jump in on hashtags. There are lots of TweetChats and hashtags to join. There’s #foodtruckchat for discussing your truck and issues around it.
Be their guide. Your customers are following you because they think you’re cool, they like your food truck, and they want to hear about specials. Be a resource to them about the topics related to your mobile food business.
Provide customer service. Listen to what your customers are saying on Twitter, and respond to them no matter what the feedback. It’s just like how in real life a great service window attendant can get someone to buy half the menu, while a poor one sends customers off to their next destination quickly. Resolve complaints, and be gracious of compliments.
One of the biggest hurdles that anyone who’s just joined Twitter will come across is the question of how to interact. However, for food truck owners, the question is more esoteric, as you’ll need to build a digital persona that acts as both a brand and a likable human.