Auto repair facilities must get customers through the door and ensure they come back again. Marketing strategies help these facilities achieve their goal in this area, and there are several strategies to choose from. However, the shop must track their efforts to ensure they are providing the desired results and to determine where they need to make changes. Many people struggle to do so, which is why they seek outside help. What strategies might a third-party provider use?
Branding
A website serves as the first introduction to an auto repair facility for many individuals. They may find they are dissatisfied with their current facility or purchased a new car and want someone to service it. Many drivers find the dealership doesn’t meet their needs and seek an independent mechanic. They turn to the internet to research their options and look at websites to find which facility to use. The website must provide an appealing view of the shop to generate interest on the part of the driver and leave them wanting to bring their car in. How can a company ensure this is the case with their website? UpSwell can be of help.
The website must make use of responsive design, as many drivers look for a mechanic when their vehicle breaks down on the road. They want to see the same information on their device they see on their desktop or laptop at home. Responsive design ensures this is the case, but the average person doesn’t know enough about website design to make this happen. This explains why many auto repair shops choose to outsource this task.
In addition, the search engines rank sites making use of responsive design higher than those that don’t use this technique. This allows more customers to see the shop’s website, which is of great importance in a competitive industry. Furthermore, the site needs to be secured with Hypertext Transfer Protocol Secure or HTTPS to protect the user’s private information, and it needs to have content that provides accurate information about the business. This gives the driver confidence, knowing they are working with a reputable provider.
Search Engine Optimization
Customers looking on the internet for information rarely move past the first page of the search engine results. For this reason, every auto repair shop needs to make certain their website makes it onto the first page. Search engine optimization helps them achieve this goal. In addition, individuals searching for a local provider choose a facility that is within five miles of their current location. Make certain it is your shop they are visiting by using SEO and other techniques to get your shop noticed and draw customers in. Once they arrive on the website, ensure it provides the information they need, as described above.
Search engine optimization involves using techniques to show the relevance of your company when the user searches for a specific keyword related to auto repair. The business owner needs to use these keywords naturally throughout the website and in the content shared on other websites. For example, use the keywords when creating a social media site to bring more drivers to the shop’s website.
Social Media
Make certain the shop maintains a presence on social media sites. Social media today serves as word-of-mouth advertising. When a person wants information about a business, they often visit one of these sites to learn what others are saying about the repair shop. In 2018, Pew Research Center reported 73 percent of American adults used YouTube, 68 percent used Facebook, and 35 percent used Instagram. Set up pages on these sites to increase brand visibility.
Use YouTube to give drivers a look at your shop and the technicians that will work on their car. Facebook offers a platform for sharing specials or service promotions, while Instagram allows you to share pictures of the shop or before-and-after photos of work done on customer vehicles. In addition, this site becomes of great help when you wish to share photos of the mechanics and give drivers a glimpse of your company culture. When using these sites, make sure the page contains information about the business, including the location and contact information. This ensures they don’t have to leave the page to contact the shop.
Reviews
Every auto repair shop needs to build up its presence on local review sites. According to Pew Research Group, 50 percent of individuals 50 years of age or younger visit these sites when they must make a purchasing decision. Make certain they find positive reviews on the following sites for great results: Google Local Search, Yelp, and YellowPages.com.
On these sites, add a link to your website so drivers can find the shop. When sending out emails to customers, include the link to these sites to encourage drivers to leave reviews, and ask for a review when a satisfied customer picks up their car. Furthermore, promote these review site links on your business cards. However, auto repair facilities need to take this a step further.
Whenever a customer leaves a negative review, respond to it promptly. Use the interaction to build a better relationship with customers by showing you care what they think. Recognize them for their feedback and take action when a customer relates an issue in a review. This shows other drivers that customer satisfaction is a priority for your organization.
Referrals
Happy customers remain the best advertisers for any business. When a person makes a recommendation to a family member or friend, they are more likely to take action than they would if someone they know hasn’t used a company in the past. This form of advertising ranks higher than branded websites. Take advantage of this and offers customers a discount if they refer someone to the shop. Be sure to share information about the referral program on the website, in emails sent to customers, and on social media for the best results.
Marketing an auto repair shop takes time and effort. The abovementioned methods are only a few of many an auto repair facility may use to generate more business and increase revenues. If you find you struggle to keep up in this area, get help. Marketing is one area where no business can afford to fall behind its competitors. Those that do so often find they cannot continue operating. Nobody wants this, so make marketing a priority today.
