Advertise Your Auto Repair Company
Putting your auto repair company in a position to be noticed by the people who count is more daunting than it sounds. There’s a lot of behind the scenes effort that goes into making this happen. The key to this, of course, is to advertise. While word of mouth recommendations are helpful, they won’t take you as far as spending a bit of cash will. You have to spend money to make money: the old saying is true. Lean on our online marketing consultant to come up with a personalized plan of attack.
The right marketing message relies on knowing exactly what your company offers and what it’s great at. Think about what makes you stand head and shoulders above the competition. Maybe you have won several customer service awards, or maybe you back up your work with excellent labor and part warranties. Whatever it is that customers say they love about you, use that as the crux of your advertising campaign.
Next, take a look at the perks you offer your customers. This is another area in which you can capitalize. From free, no-obligation estimates to free oil changes to seasonal discounts, make sure you highlight those things that appeal most to your customers. Usually, this involves some sort of money savings.
Next up is your core demographic. Do you specialize in classic or luxury foreign cars? Target a higher end clientele. Do you offer across-the-board car repair for any make or model, new or used? Appeal to the every-man. Understanding your customers will assist you in narrowing down your target audience.
This way, you can focus your marketing efforts on one segment of the market that requires auto repair services, resulting in a more cost effective approach. Why spend thousands on a large group of people that may not really need your services? Instead, drill down and target your audience quickly and early on. Did you know that 80% of car repair and maintenance appointments are scheduled by women? As with many household decisions, the females are the ones booking those appointments and bringing the cars in for service. Appeal to them, make the information clear and easy to read, and gain their repeat business before they even leave their existing auto repair appointment. You can do this by offering a discount or some other perk for advanced appointment booking.
Advertise on all the High-Traffic Places
High-traffic sources include anywhere your customers congregate these days, from social media platforms to review sites. The Yellow Pages are no longer an effective form of advertising; people have moved on. Follow them and you will benefit greatly. Social media is an integral component of online marketing. You should be on all the major platforms, such as Facebook and Instagram, to boost your exposure as well as the potential for interaction with customers. Don’t just use social media as a fun resource to connect with people. Use it as a way to educate your audience. You can do this by posting how-to videos on simple car repairs or oil changes, or update your followers on the latest industry news or recalls. To further retain their interest, post contests and seasonal discounts.
Because your most valuable marketing tool is your website, your online strategy must be in line with that approach to maximize your potential. So, within your website, you can build loyalty, demonstrate your expertise, and grow credibility through photos of restoration projects and videos of your work. These galleries are go a long way in advertising your brand. Another way to show people why they should choose you is to highlight the satisfaction of your past clients in the form of testimonials.
Spend Money and Get More Jobs
Be prepared to spend some money in your advertising endeavor. You may feel the pinch when writing those initial checks, but trust us, your efforts will pay off 100-fold later. Not to mention you can’t gain exposure if you don’t spend a dime! The only way you will get out of the rut of running your business hand to mouth is to actually make more money than you’re spending. Gaining visibility will bring many more customers to your door so you can realize that increased potential.
We’ve seen many people insist that they can get by through advertising for free. Well, to that, we say you will indeed just “get by.” And while organic approaches like SEO are extremely effective in growing your exposure, the ROI on free ads can be up to 12 months and beyond. We assume you want to see results NOW. And to do that, you need to hit on the search engines like Google. Ranking high and fast is only made possible through paid advertising like PPC.
Growing your auto repair business takes cash. Be prepared to make that investment and you will see rewards.
Target Ads to Local Areas You Serve
You’re lucky to be in a business in which customers are extremely loyal. Once you do right by a customer, you have them for life (well, in most cases). This is why gaining new business as well as fostering repeat business are equally important endeavors. Even if you have more than one shop, your business is considered local. You have to target those local neighborhoods so the people who live there can find you easily. You’re paying good money for those ads; make sure they are seen by the right people at the right time. One of the biggest mistakes for auto repair mechanics who try to manage their own SEM campaigns is that they spend so much time bidding on and monitoring relevant keywords that they fail to make sure their message hits its mark.
Every dollar that goes towards your advertising campaign should be well thought out, planned, and managed. You don’t have the time to do it: you’re too busy growing your business on the front lines. Today’s Local Media can bring you a stellar return on investment (ROI) because we take the time and effort to do it right.
Our PPC services include:
- Researching your competition
- Personalizing each campaign with your brand, message, and/or offer
- Utilizing analytics to determine which keywords, negative keywords, and geographic areas are bringing you the best ROI
If you want to see results quickly, you need to advertise your auto repair business. Call Today’s Local Media today at 972-479-5009 to learn how we can best achieve exposure for your company.
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