How Auto Shops Can Build Trust and Grow with Marketing
- Strengthen Local Presence: Use social media, community involvement, and an optimized Google Business Profile to connect with local drivers.
- Leverage Reviews & Retention Tools: Request Google reviews, send service reminders, and use newsletters to keep customers engaged.
- Fuel Growth with Digital Marketing: Combine content, digital ads, and automated tools to attract new customers and bring existing ones back.
The auto service industry is one of the most robust and necessary customer-based service businesses in most cities. As people rely on their vehicles increasingly and technology speeds up, the need for qualified technicians grows. Yet, consumers don’t always have an effective relationship with their auto mechanic. That means, to grow your business, you need specialized auto service marketing strategies that foster relationships, retain customers, and bring back those that haven’t connected in a while.
The Importance of Marketing Strategies for Auto Services
Service businesses thrive when they can build customer loyalty. Establishing a positive relationship with customers encourages them to come back time and time again. However, that’s not always easy to do when there’s ample competition in the area.
As prices rise on services, it’s even more important to establish a strong relationship with every customer. Consider a statistic provided by Consumer Affairs. They found that 78% of drivers are skeptical of the auto repair mechanics they use. Whether there are reasons for that mistrust or not, for those in the auto repair industry, it becomes essential that you work to correct those implications. To do that, turn to your auto service marketing.
Components of Successful Auto Repair Company Marketing
Numerous tools exist to help companies build strong relationships with their customers to draw them in, create positive interactions, and bring them back. Those satisfied customers will also tell their friends about you once they have that good service. That means that done well, your auto repair company marketing can:
- Help you establish your business in the community
- Build trust that ensures customers come back to you every time they need service
- Encourage customers to share your business with others
To achieve these goals, you need to start by creating your brand image as well as establishing in-house customer service initiatives that strengthen relationships. Technicians who are knowledgeable, provide good customer service on the day they arrive, and provide an overall positive experience are important. From there, use the following tools to help you build your business.
Establish Your Auto Service Social Media Accounts
Social media is a critical tool for connecting with and building relationships within your community. Most of the customers you have are local, and local marketing starts with digital marketing through social media platforms. To build a relationship, establish your business’s social media accounts on Facebook and Instagram, and later YouTube, TikTok, and LinkedIn.
- Update your social media accounts to have the same branding and language throughout
- Ensure that your address and company name are exactly the same on every platform (and that they match your website)
- Ensure there is a simple way for people to connect from your social media accounts to the tools to schedule an appointment
Once you establish your social media accounts, use them. Consistency is critical in building your local audience. To do so, create simple and direct posts that provide something of value to the customer. In 80% of those posts, focus on the customer, not just on deals and sales. Here are some ideas:
- Post about the technicians at your location with a focus on skill and expertise. What do these individuals do for the customer better than others?
- Provide a behind-the-scenes tour of the shop so customers can see what happens when they drop off their vehicle.
- Incorporate information on when to get a repair, how to troubleshoot problems, and preventative maintenance insights.
- Share photos and messages of positive customer reviews.
- Advertise deals and promotions without gimmicks – showcasing how you’re working to support the community.
Community involvement is one of the best ways to build your auto repair company’s marketing reach. Be a part of your community (sponsor the baseball teams or school fundraisers). Don’t overlook your online community as well. That should include engaging with people who make comments on your social media pages. Participate in community groups as a business, sharing insights, offering services, or contributing in some way.
Social media creates the opportunity to build customer relationships. Now, you need to analyze the traffic you are getting and create a strategy that helps you retain your customers.
Google Business Profile and Auto Service Marketing
The next tool to put in place to market your auto service is your Google Business Profile. There is no cost to setting it up, but it is easily one of the most important tools you have for building relationships and getting customers back to you.
Your profile should include your exact name and address. Include your contact information. Then, use these tips to build an optimized profile that others will find:
- Incorporate the names of the cities you service, including those surrounding the actual city you operate in.
- Be sure your service description includes those services you specialize in – get in as many of the keywords that represent your specific auto repair services as possible (people don’t always look for an auto mechanic – they look for transmission repair in Detroit, for example!)
- Tell stories about what makes your business different from the competition. This might include experience, specialized services, quick services, last-minute appointments – whatever you do to stand out.
- Add photos of the location from the outside and, when possible, photos of the shop and the team.
- Add any specials or discounts you are running (just make sure to update your promotions over time as they change).
Once you have your Google Business Profile set up and optimized, the next step is to get people to submit reviews for it. Customer reviews give people confidence to work with you. They also keep your current customers engaged.
How to Get Google Business Profile Reviews
As a part of your retention strategy, ask your customers for reviews. Your customers want to tell others about your service when they have a good experience. These reviews are a valuable resource for growing your business.
One way to do so is to send your customers a request for a review. Get the URL for your Google Business Profile and then consider sending an email or text message to your customer after you complete a service for them. A simple text message with a link allows them to leave you 5 stars in seconds.
Follow Up and Continued Auto Repair Service Marketing
You’ve created a strong foundation for bringing customers in. The next step in the process is to develop a way to get them back. There are a few ways to do so.
Establish an Email Newsletter
When customers book service with you, they should provide an email address and, ideally, opt in for newsletters. This allows you to send biweekly or monthly newsletters that include tips and resources, discounts, and updates to your service. Every email is another opportunity to book a service. Giving people a reason to sign up – such as promotional offers – keeps them engaged.
Send Reminder Texts
People are busy, and remembering to get their vehicle in for an oil change isn’t top of mind. You can help. Ask your customers to opt in for service reminders. If there’s a recall or their vehicle is due for a tune-up, you’ll automatically send them a message through email or text to book an appointment.
Engage with Customers on Social Media
Be sure you remain consistent on social media. Aim to post something on the platform every other day or at least a couple of times per week. Encourage interactions, questions, and shares. The more consistent you are about engaging with your customers, the more success you have.
Utilize Digital Ads
Digital ads allow you to drive customers back to your business, too. You can develop an ad promotion that enables you to connect with people who are looking for the services you offer. Once you optimize those ads and drive customers in, use your automated tools to get them signed up for services.
Build Quality Content That Creates Repeat Customers
Consumers want to remain connected and engaged with the companies they believe are leaders, experts, and authentic. By creating content that resonates with your customer base and offers them truly valuable insights, you can get them to your business more effectively, time and time again.
Consider an example. You create a winter checklist for your customers. You include a link to it in your text message marketing, email newsletter, and on social media. Offer a discount to those who download it. Incorporate a link to booking an appointment for winterization.
Done well, that’s going to build trust, create a relationship, provide the customer with something they need, and get your current customers back in for service. These strategies drive business growth.
For help creating an effective auto repair company marketing strategy, turn to Surefire Local. Our tools do all of the work for you so you can focus on excellent customer service. Set up a Surefire Local demo this week (no cost, just a how-to to help you get started).