Getting ahead in the auto repair business takes more than just top-notch mechanical skills. Today, a powerful marketing strategy can be the difference between your shop being a fixture in the community or just another run-of-the-mill garage. 

For example, boosting your local search engine optimization (SEO) helps ensure new customers can find your shop online, while tracking and measuring key performance indicators (KPI) tells you whether your marketing strategies are on target.      

So, let’s talk about how to build a comprehensive auto shop marketing plan that will put your business on the map and vehicles in your bays.

Hidden Gem? Lonely Island?

Is your shop one of those hidden neighborhood gems, or a lonely island on the marketing map that, despite your expertise and first-class customer care, isn’t getting the attention it should? If so, it’s probably time to retool your marketing efforts. 

After all, a strong automotive marketing strategy doesn’t just throw a spotlight on your business; it builds a bridge of trust to your customers and paves the road to increased sales and loyalty, whether you run a small specialty shop or a multi-location service operation.

Part 1: Navigating Multiple Channels

Diversifying your marketing efforts is key. Why? Because a multi-channel approach ensures that your messages reach a wider audience, no matter where they are. Here are the most important digital channels, and tips on how to leverage them. 

Organic Search (SEO): To improve how your website ranks in unpaid search engine results, optimize it for relevant keywords like "oil change near me." Also, claim and manage your Google My Business listing to enhance your local search presence. We also recommend creating informative blog content with DIY car care tips to establish your expertise and engage with customers.

Paid Search (PPC): Invest in Google Ads so your website shows up prominently in search results when potential customers are looking for services you offer; Google even lets you target different audiences based on demographics, keywords, and other categories. You can also create special promotions to attract new customers and further stand out from the competition.

Social Media: Identify and engage with your target audience on platforms like Facebook and Instagram. Share engaging content like repair tips, customer testimonials, and behind-the-scenes pictures and videos of your shop. Running local contests and giveaways can help increase your engagement and reach as well.

Paid Advertising on Social Media: Same channels, different strategy. Here, you’re using targeted ads to reach potential customers beyond your organic reach. This is another opportunity to highlight special offers or promote specific services to get peoples’ attention.

Email Marketing: Go straight to your customers’ inboxes with auto repair email marketing! You can grow your email list with sign-up incentives like discounts (“Buy three tires, get the fourth free”) or automatic enrollment in your loyalty program. Engage customers through newsletters with valuable and useful content like repair tips, maintenance reminders, and exclusive offers.

And, don’t forget to establish a set marketing budget. This helps ensure you're investing wisely across different channels and maximizing your returns.

Part 2: Beyond the Click

In addition to a multi-channel approach, which is essential to any well-rounded auto repair shop marketing plan, consider these other ways you can align with your customers.

Discounting Under-Used Services: There might be great services you offer that customers aren’t fully aware of. By promoting these under-used services, you can increase their visibility and usage. One proven way is to bundle less popular services with those that are in high demand. Targeted marketing campaigns–online or offline–can be used to educate customers on the benefits of these services.

Building Relationships & Community: At the heart of every successful business are loyal customers, and building a community around your shop can lead to repeat business and referrals. But loyalty must be earned, and one way to do that is by offering shop incentives. Start a customer loyalty program to reward repeat visits. Hosting customer appreciation events also strengthens relationships and encourages word-of-mouth. Even offering personalized service, like remembering customer names and vehicle preferences, are difference makers.

The Power of Reviews: These days, positive online reviews can be as valuable as a personal recommendation. So encourage happy customers to share their experiences on Google, Yelp, and other review platforms. Just make sure you always respond to reviews–even negative ones–in a professional manner so that customers know you value their feedback. And definitely feature positive reviews prominently on your website and social media pages.

A powerful marketing strategy can be the difference between your shop being a fixture in the community or just another run-of-the-mill garage.

Part 3: If You Really Want to Stand Out

Beyond the basics, here are some additional strategies that can really showcase your shop’s commitment to quality work and customer service, along with a little personality.          

Embrace Video Marketing: Leverage the appeal of content marketing by creating short but engaging videos that demonstrate your services ("How to Change An Air Filter"). Share these videos across social media platforms like YouTube and TikTok to reach a broader audience. For a more personalized experience, you could even offer virtual consultations and advice to remote customers. 

Think Outside the Box: People love fast cars…and old cars…and fast old cars. Organizing a Cars & Coffee-type meetup for enthusiasts is a great way for you and your customers to make some cool connections. Another idea: Start up a referral program that rewards customers with discounted services (or other great incentives) for bringing in new clients.   

Tap Into Next-Level Marketing

With the right marketing in place, your shop can become the go-to spot for car care in your community. A diverse approach that spreads your automotive digital marketing efforts across various channels goes a long way toward ensuring you reach your audience wherever they are. And, don’t underestimate the role community and relationship-building can play in boosting your shop’s brand and reputation.

If you’re ready to tune up your auto repair marketing engine, we encourage you to request a demo of Shopmonkey’s automotive marketing solutions today. With best-in-class tools and expertise at your disposal, there’s no better opportunity to ramp up your shop’s next-generation marketing plan.