There are a million different ways to market an auto repair shop–maybe even two million. From TV and radio to email and social media, deciding how and where to promote the business can sometimes feel like navigating a maze with endless paths. 

But wait, there’s good news ahead, because not all automotive marketing tools and tactics are created equal. Some will be better suited to your shop’s needs and are more likely than others to provide a greater return on investment (ROI). To make sure you’re on the right track, let’s take a closer look at how you can get the biggest bang for your marketing buck.

Low-Cost, High-Impact Strategies

Claim Your Google My Business Listing: One of the easiest and most impactful moves you can make is claiming and optimizing your Google My Business listing. Think of this as your shop’s online storefront. When people in the area search for auto repair services, they’re looking for a place nearby. If your Google My Business listing is complete and up to date, your shop will appear higher up in the search results, making you more likely to get the nod.      

To maximize your Google My Business profile, start with an eye-catching description of your services. Next, add high-quality photos of your shop, your team, and the services you offer. Images help build trust and give potential clients a peek into your business. And don’t forget to keep your operating hours updated, especially during holidays or special events.

Pro Tip #1: If you have multiple locations, make sure each one has its own Google My Business listing. This helps boost your search engine optimization (SEO) efforts while pointing customers to the closest shop.

Harness the Power of Reviews: When a potential customer is deciding where to take their car for repairs, they’re more likely to trust a shop with positive reviews…and lots of them. The best way to get those reviews? It’s simple! After you’re done with the service, politely ask your customer to rate and review the experience. Sometimes, offering a small incentive like a discount on their next visit can encourage them to leave positive feedback. And, the easier you make it for them, the more likely they are to follow through. Just make sure you respond to each review professionally. Thank customers for their positive comments, and promptly address any concerns raised in negative reviews. The right automotive review management software can even automate much of the process for you.    

Pro Tip #2: Showcase your best reviews on your website and social media pages. Why? Because over 90% of consumers now say online reviews impact their buying decisions, and this kind of social proof can help convert prospects into customers.

Build Community on Social Media: Social media is another great tool for building a community around your auto shop. Here, you can share car maintenance tips, behind-the-scenes looks at your shop, company news, and customer testimonials. Platforms like Facebook and Nextdoor allow you to engage with your community and build familiarity and trust. This also raises your shop’s brand awareness and strengthens customer loyalty.

Low-Cost Strategies with Measurable ROI

Email Marketing That Converts: Email marketing remains one of the most effective ways to retain customers and encourage repeat business. Collecting email addresses at your shop or through your website, then segmenting your list into categories like new customers and loyal customers, lets you tailor your messages to each group. For example, you could send seasonal reminders for maintenance like oil changes and tire rotations, or offer exclusive discounts and promotions to your email subscribers.

Pro Tip #3: Use analytics tools within your automotive email marketing program that allow you to track email open rates and click-through rates. This will help you monitor and improve your campaigns.

Your Website as a Lead Generation Machine: Your website is often the first impression potential customers have of your business, so make it user-friendly and informative. It should feature relevant content and clear calls to action (“Request a Quote” or “Schedule an Appointment”). And, since most people will visit your site from their phones, it should also be mobile-friendly. 

Make sure your website includes detailed descriptions of your services as well, along with up-front pricing wherever possible. A photo gallery showcasing your work could be a nice touch, too. You could also look at A/B testing different website layouts and calls to action to see what works best.

Paid Advertising Strategies: High ROI Potential

PPC Ads: Pay-Per-Click (PPC) advertising allows you to reach specific groups of people and drive the right kind of traffic to your website. Platforms like Google Ads and Facebook Ads help you create highly targeted campaigns for your ideal customers. Consider partnering with a marketing professional to help you put together PPC campaigns with measurable goals that you can monitor. 

Basically, PPC can be highly effective for auto shops because it allows you to control your budget, go after specific target audiences, and accurately gauge your ROI.

Social Media Ads: Paid social media advertising will help you reach a wider audience within your target market. These ad campaigns could promote special offers, highlight positive reviews, or advertise new services or promotions (“Now Offering Smog Checks” or “10% Off Wheel Alignment”). 

Pro Tip #4: Track your ad performance. Based on the results, you can adjust the parameters to better target your audience and maximize your efforts…and automotive marketing ROI.   

The most effective marketing strategies typically include a multi-pronged approach that combines local SEO, online reviews, social media engagement, email marketing, website optimization, and paid advertising.

Maximizing Your Shop’s ROI

The most effective marketing strategies typically include a multi-pronged approach that combines local SEO, online reviews, social media engagement, email marketing, website optimization, and paid advertising. Finding the right mix, while monitoring and refining your formula for the best results, will help you develop a comprehensive plan that significantly boosts your auto shop’s visibility and customer base.

Ready to reap the rewards of next-level marketing? See how Shopmonkey’s automotive marketing solutions can help you grow your business and ROI. Request a free demo today and we’ll get you started down the path to success!