A significant challenge for a small business in today’s Internet based marketplace is to be visible to prospective customers. A Google Business Profile (formerly known as ‘Google My Business’) can be a major factor in realizing success in that effort. The information most people are interested in when looking for an auto repair shop can
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Sending marketing messages to existing and potential customers via email can be an effective method of attracting business in automotive repair. Email marketing can be an effective method of marketing to existing customers as well as prospective customers. Emails for reminders, promotional offerings and value messages can be employed. Following are ways that email marketing
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The most beneficial use of social media in auto repair shop marketing is in sharing of information of value with followers. The majority of postings to social media should be information that will be helpful to vehicle owners. Advertising messages should be used sparingly if at all. Also, in any of the social marketing platforms
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Marketing actions taken – if effective – will elicit a corresponding reaction in an automotive repair business. Conversely inaction will result in no responsive results. Marketing efforts should always be considered as directed at retaining existing customers or attracting new business thus effectiveness can be evaluated. In the end the truth remains that action results
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Incentives and consequences can be very powerful when incorporated into marketing efforts. People respond to incentives and avoid consequences. Using incentives in marketing efforts will offer customers more motivation to have their vehicles serviced. Communicating the consequences of not having services performed will motivate customers to have their vehicles services in order to avoid the
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Key performance indicators can be very effective in assessing the effectiveness of marketing efforts. Questions such as: Are we acquiring customers at an acceptable rate; Are we doing a good enough job of keeping existing customers; Are we performing the appropriate mix of repair vs preventive maintenance work can be answered. In any use of
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When managing customer retention it’s important to evaluate the effectiveness of efforts directed at this objective. This is measured in a key performance indicator referred to as the customer retention rate. The retention rate is the percentage of customers that return for service within a given time period – usually a year. Knowing the customer
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Inbound marketing can be employed in an effort to acquire new customers but can be equally as powerful in retaining existing customers. The foundation of inbound marketing is providing value primarily through information sharing. Sharing knowledge on vehicle ownership can be very influential in cultivating and reinforcing existing customer relationships. Inbound marketing can be employed
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Outbound marketing can be viewed as an integral part of customer retention and is widely employed in the auto repair industry. The focus in this regard is to encourage existing customers to return to the shop to have their vehicles serviced. Marketing tools such as service due reminders, recommendation reminders and lube stickers can be
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Inbound Marketing is becoming more and more widely used every day. However businesses still need to rely on traditional advertising or Outbound Marketing. Even though outbound marketing is employed largely through digital venues these days the same time tested principals that have been used for decades still apply. Using the most effective venue, building powerful marketing
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