What makes a small carrier stand out in a crowded industry where brokers are flooded with options and shippers stick to what’s familiar? If you don’t have a large fleet, a national sales team, or a big budget, how do you get noticed—and remembered?
It’s a question that most new trucking company owners eventually ask, especially after they’ve gotten past the paperwork and permits. Finding freight is one thing. Building a business that earns consistent, profitable work is something else entirely. And that’s where smart marketing comes in—not in the traditional sense of flashy ads or billboards, but in how you position your business, communicate your value, and show up consistently.
This article is based on lessons shared by Rob McCutcheon, Vice President of Strategy and Growth at TAFS, during his appearance on the Miles and Mentors Podcast. Rob has spent years helping small carriers and owner-operators not only stabilize their finances, but grow their businesses with purpose. In this episode, he emphasized that marketing is often overlooked by small fleets—but when done right, it becomes a competitive edge.
Know your customer before you promote yourself
One of the first things Rob recommends to carriers who want to grow is to define who they actually want to serve. That may sound obvious, but it’s a step many skip. When asked who their customer is, Rob often hears answers like “anyone who needs a load moved” or “whoever’s on the load board.” But that approach makes it nearly impossible to build a brand or a business with intention.
Instead, Rob encourages carriers to ask deeper questions. Do you want to work with brokers long-term or go direct to shippers? Do you prefer short hauls or long lanes? Are you looking to specialize—whether that’s refrigerated freight, final-mile delivery, flatbed loads, or something else? Once you know the kind of customer you’re trying to reach, you can shape everything else—your communication, your online presence, and even your logo—around speaking to that specific audience. Marketing starts with knowing who you’re for.
Your brand is already telling a story—whether you mean to or not
Rob emphasized that whether you realize it or not, your business is already marketing itself. Every time you show up at a dock, every time you answer the phone, every time someone sees your truck or visits your profile on a load board—they’re forming an opinion. That opinion becomes your brand.
Marketing, in Rob’s view, isn’t something you “do” once you get everything else figured out. It’s baked into your operation. It’s the tone of your emails. It’s whether you communicate delays clearly. It’s whether your equipment looks reliable. It’s whether your voice sounds confident and capable when a broker calls. And those little signals add up. When a broker is choosing between ten similar carriers for the same load, your brand might be the one thing that tips the scale.
Show up where your customers are already looking
Rob pointed out that small carriers often miss opportunities by not having even a basic online presence. He’s not talking about expensive websites or complex social media campaigns. Sometimes, it’s as simple as having a professional email address, a working phone number, and a clean, consistent profile on broker platforms.
But for those willing to go a little further, the payoff can be real. A simple website that lists your services and service areas. A LinkedIn profile that shows who you are and what kind of freight you specialize in. A Facebook page where shippers in your community can tag you or message you. These are small moves that help you show up in places where customers are already searching.
Rob also emphasized that marketing doesn’t have to mean trying to go national. For many carriers, smart marketing starts with becoming known in your local area. Sponsor a local youth team. Put your logo on your truck in a way that’s visible and legible. Drop off cards at logistics firms, agricultural businesses, or warehouses in your region. In other words—start small, but be intentional.
Relationships are marketing too
Marketing isn’t just what you say about yourself. It’s also what other people say about you. Rob reminded us that in this business, relationships drive opportunity. When brokers trust you, they come back. When shippers have a good experience, they remember it. And when another carrier can’t take a load but trusts your professionalism, they might send the referral your way.
That’s why Rob encourages carriers to treat every interaction—especially the difficult ones—as a brand-building moment. When things go wrong, communicate clearly. When there’s a delay, own it. When there’s an issue with the rate or paperwork, stay professional. Those behaviors get noticed. And over time, they become the foundation of a reputation that money can’t buy.
Smart marketing isn’t about size—it’s about consistency
Rob made one point very clear: you don’t need to be a large carrier to do marketing well. What you need is consistency. If your phone presence is professional, your brand visuals are clean, your communication is proactive, and your message stays focused on what makes you different—you will stand out.
Whether you’re running one truck or five, every interaction becomes a marketing touchpoint. Rob’s advice is to stop thinking about marketing as a separate task and start treating it as part of how you operate your business daily. That shift in mindset can be what helps you move from chasing spot market loads to building real relationships that grow your business.
Need more mentor advice?
If you’re running a small trucking company and trying to figure out how to get noticed in a competitive space, marketing might be the lever you’ve been missing. You don’t need an ad agency or a big budget. You just need a clear message, a professional presence, and consistent follow-through. That’s what makes carriers memorable—and that’s what helps them grow.
At Miles and Mentors, we’ve partnered with industry professionals who understand how to help owner-operators present themselves with clarity and confidence. If you’d like to connect with someone who can help you sharpen your message or build a stronger presence, fill out the form below. Or subscribe to the Miles and Mentors Podcast to keep learning from experienced voices like Rob McCutcheon.
