Operating your own small auto repair business is no easy task. In addition to helping customers get back on the road in their automobiles, you need the knowledge to perform those services, a supply chain to ensure you can offer quick turnaround on jobs, and of course the ability to promote your business. As you get your small auto repair business up and running, what are some dos and don'ts you should follow?'
It is tempting to focus your marketing efforts on promoting your brand, whether you've been around for 30 years or just opened up in the last few months. Consumers are less interested in your brand than they are in the services you provide. Rather than focusing ad headlines on the brand itself, use that ad space to speak to customer pain points and focus on benefits of your auto repair service that stand out above other companies. It's important that your ads be customer-centric in nature.
Data is important; almost as important as your small company's budget. You likely don't have a deep reservoir of capital to spend on marketing, so make sure you are spending it on ad campaigns and platforms that offer you analytics in return. That data can help you identify what ads consumers are interacting with the most so you can effectively use your marketing dollars.
Speaking of analytics, if you have data from your marketing campaigns make sure you are using it to your benefit. Look into that data to find out where most of your leads are coming from geographically, as well as what platforms are generating those leads. Is there a particular side of town that people call from more than others? What about their online origins? Are they interacting with social media ads, banner ads, search ads? Use that information to test different ad content, placements, and types. Measure the success of each, and don't be afraid to roll out new ads targeted to the right consumers in the right places.
Starting a loyalty program is a great way to build a consumer base and generate leads for your business. Offer 10% off standard services (oil change, tire rotation, etc.) in return for consumers signing up for an email newsletter or providing their contact info in a lead form. You can use those loyalty programs to continue sending exclusive deals to that group, build a larger customer base, and even get repeat customers.
There's no shortage of benefits your small auto repair business will reap from inbound phone calls. Consumers who pick up the phone to call or click-to-call your business are further down the sales funnel. These callers know what they want and are ready to purchase. From a business perspective, this means less time working on leads, converting customers, and results in greater revenue for your business.
Read More: Why Phone Calls are Still Important