So, you’re debating taking the plunge into automotive marketing services. Good on you. Leveraging services like these can take your business to the next level and get more customers through your door. As you probably have gathered already, there are quite a few platforms out there that can help with your marketing initiatives. How do you choose the one that fits the needs of your shop?
It’s important to research because making the wrong choice risks draining your budget with nothing to show for it. Here are the top questions you need to ask.
Question 1: Is their sole focus auto repair?
It’s no secret that the auto repair industry is unique and presents its own set of challenges. Plus there is a stark difference between auto repair and automotive sales. And when it comes to marketing services, one-size-fits-all isn’t the most effective approach.
When hiring on an automotive marketing services team, you need to ensure that they specialize in your field or at least have extensive experience in auto repair. Someone who has been through the trenches themselves will have a way better idea on how to successfully navigate the industry on your behalf. Think about it this way, would McDonalds hire marketing services from a company that focuses their efforts on fine dining? You know the answer.
Bottom line: Make it a point to ensure they get auto repair like you do. The last thing you want is for your marketing campaigns to portray your shop as a dealership.
Question 2: Will I have access to reporting?
At the end of the day, you’re making an investment into your shop. That investment ideally needs to have some kind of return. And the only way to measure return on investment (ROI) is to have reporting functionality.
You should be able to set and track benchmarks and key performance indicators (KPIs) within the system you implement. Here are a few to consider:
- Increased average repair order- Rising repair orders can be an indication that customers are beginning to purchase more recommended services and trust your shop with bigger repairs.
- Improved car count- More cars coming through your shop is likely not coincidence and could mean the marketing initiatives are bringing more clients in.
- Rewards program membership increases- A rewards program is a critical component for increased customer loyalty. An increase in sign-ups is a sign you’re moving toward more dedicated customers willing to spend more in the long run.
Bottom line: Ensure your marketing reporting can be directly integrated into your shop’s system. This ensures easier reporting and more accurate metrics.
Question 3: Can they help cultivate reviews?
9 out of 10 customers think that online reviews are just as significant as personal recommendations. Since reviews have the power to drive new business into your shop (and keep your loyal customers coming back), it should be a large component of your marketing strategy. You can successfully collect reviews by:
- Asking every customer to leave a review when they’re checking out
- Sending reminders digitally after every purchase by via text or email
- Adding easily accessible links for leaving reviews in any of your correspondence with your customers
Bottom line: Collecting and responding to reviews can be a tedious process. Make sure your marketing platform has the capability to streamline it.
Question 4: Can they implement a loyalty program?
When it comes to loyalty programs, the benefits are virtually endless. They’re great for customer retention, competitive advantage, and even upping your bottom line. Once you start consistently rewarding your customers simply for coming in for their appointments, they’ll never go anywhere else.
The fact of the matter is that rolling out an effective loyalty program that has all the bells and whistles to keep your customers coming back can be a huge undertaking. Even the process of figuring out what to give them loyalty points/rewards for can make your head spin. For example, do you reward them based on:
- The amount of money they spend?
- How many times they visit your shop?
- The number of referrals they’ve sent?
This is why it’s crucial to genuinely consider automotive marketing services that do all of this for you.
Bottom line: Look for an automotive marketing service that not only has a loyalty program but can help you seamlessly implement it.
At the end of the day, your shop needs automotive marketing services that fit your individual needs. With a sole focus on auto repair, having access to reporting, the ability to collect online reviews, and a built-in loyalty program, BayIQ has everything you need.
As auto repair professionals themselves, the BayIQ team can give you unique, relevant advice and marketing help that will put your shop on the road to success and save you time and headaches along the way.