When it comes to auto shops, many people think of marketing in terms of billboards, commercials, and radio ads; however, a modern marketing approach encompasses a variety of nuanced outreach methods.
Social media, email, and text message marketing can help your auto shop stand out from the competition and reach your target customers, ultimately improving your revenue. Here’s how it works.
Creates Brand Awareness
Customers won’t think to visit your shop if they don’t know it exists, so one of the first steps of marketing is to increase brand awareness. To an extent, your storefront and sign already accomplish this, signaling to passersby that you are, in fact, an auto shop.
To take this one step further, you’ll also want to create a digital storefront through your website and social media accounts. This way, when potential customers Google your business, they can easily find your contact info, learn about your services, and put a face to your shop’s name.
One study finds that 97% of people learn about local companies through the internet, making it essential to have your online presence in order.
Enables You to Reach Your Target Audience
When done properly, marketing efforts allow you to reach your target audience, that is, the people who are most likely to buy from you. For auto shops, this means a local audience, and, depending on your type of shop––for example, a business specializing in German cars––you might even cater to a more specific audience.
Marketing tools from Facebook and Instagram allow you to reach out directly to specific groups of people based on location, age, and other identifying factors. Additionally, setting up a free Google Business Profile will allow your shop to show up on both Google Maps and Google searches. This way, when a person in your region searches oil change near me you can increase the chances of them interacting with your business.
Unlike the food industry, where choosing the wrong restaurant comes mostly with disappointment, the auto repair industry requires a large degree of trust. People won’t trust just anyone to put new brake pads on their cars.
Once again, this is where Google can be your friend. On your Google Business Profile, customers can post and read reviews of your services. Since 93% of customers read online reviews before making a purchase, it’s important to not only solicit reviews from satisfied customers but also monitor what former clients are posting so that you can respond thoughtfully.
Remember to maintain a positive demeanor even when responding to a negative post. Offer solutions like a free oil change for a bad experience. Not only does this help to resolve the issue, but it shows the dissatisfied customer and anyone else reading reviews, that you truly care.
Helps You Stand Out
Depending on your location, you may have several competing auto shops nearby, both family-owned businesses and national chains. By marketing yourself, you can help keep your auto shop top of mind for customers, new and old.
Post photos of your staff on social media, noting their expertise, and even include stories of satisfied customers (with their permission, of course). You can also use text message marketing to publicize any current promotions, encouraging people to book an appointment.
These efforts will help build your brand identity as a small business and help you stand out from the corporate competition.
See Results Quickly
Marketing is often time-consuming, and as an auto shop owner, you’re likely pulled in many different directions. This is when automation is a great solution.
BayIQ is software created specifically for auto shops. With the BayIQ platform, you can put the process of online review management on cruise control, as it will automatically email customers, request they complete online reviews, and push these reviews to social media accounts.
BayIQ also features a robust system for email and SMS marketing. Customers will receive automated messages reminding them to schedule routine services, and you can even create customized profiles for clients that allow you to target specific types of people with different promotions.
While competition in the auto industry has never been more fierce, strategic marketing efforts can help you stand out from the crowd and reach your target customers. BayIQ takes over the marketing for your team so can focus on providing exceptional service.