Car owners may not love the cost of vehicle maintenance, but they can appreciate the value an auto repair shop provides. Implementing a strong auto repair marketing plan is the best way to prove your worth long before new customers walk through your door.
Of course, auto repair marketing is no longer as simple as it was in the heyday of direct mail and billboards. Consumers are using the internet as their main resource and relying on smartphones more than ever. As a result, you need to upgrade your marketing to turn saturated search engines, review sites, and social media pages into your greatest opportunities.
13 Effective Auto Repair Marketing Ideas & Strategies
Online marketing is a necessity for reaching today’s consumers. Our lives are now intertwined with the digital world, which means businesses need to be right there as well to stay relevant.
We’ll break down 13 of the best automotive marketing strategies you should implement in your business as soon as possible.
1. SMS Marketing
Business text messaging is emerging as the future marketing strategy for auto repair services due to its unparalleled effectiveness. Unlike emails, which typically have a low open rate, and cold phone calls that often go unanswered, text messages are more likely to get noticed and read. Moreover, text messages allow auto repair services to quickly respond to customer inquiries, book appointments faster, and resolve issues with greater efficiency. Additionally, businesses can use text messaging as a way to deliver special promotions, send out surveys, and provide personalized customer service.
With automotive text marketing, you can create more personal interactions with your leads and customers while staying on a platform that’s convenient to them. Auto repair business owners can improve conversion rates and reduce missed appointments when they use text messages to:
- Remind current customers about scheduled appointments.
- Remind current customers about recurring maintenance needs.
- Promote limited-time discounts.
- Send first-time service discounts to new leads.
Lead-capturing widgets like Podium Webchat can empower you to automatically capture warm leads and their phone numbers straight through your website, so every potential customer is included in your text message marketing strategy.
With Podium, you also get access to ready-to-use texting templates. You can send one text to drive thousands in revenue.
2. Loyalty Programs
Every driver has to keep up with their car maintenance. With the need for your automotive services already there, all you have to do is encourage drivers to choose your auto repair shop and return every time. Rewarding loyal customers is a great way to engage members of your local community and make each person feel important to your business.
With many customers seeking loyalty programs before purchasing, this auto repair marketing tactic can make your leads and customers feel like they’re getting the best value while you improve your bottom line, too.
Common rewards offered by auto shop owners include:
- One free oil change for every 10 oil changes
- A free service worth up to $50 per $100 spent
- A discounted service during a customer’s birthday month
Loyalty programs help you collect customer data so you can personalize your marketing, but you can cater your loyalty program toward lead generation, too. For example, you may offer rewards when your customers share your business with their networks through word of mouth, social media, or a Google review. In this sense, loyalty programs can function in part as referral programs.
Digital loyalty program platforms like Fivestars, Square Loyalty, and CandyBar are great for taking your offers straight to customers’ smartphones, where they’re already looking, instead of requiring them to carry around a punch card in their wallet.
3. Content Marketing
Auto repairs can get expensive, so customers want to know that their chosen auto repair shop is well worth the price. There’s no better way to prove your expertise than to offer helpful content that positions you as a leader in your industry.
Video is one of the most engaging forms of content, with many customers preferring it over any other type of marketing. Auto repair shops can provide value to potential and current customers by filming visual car maintenance guides or car product reviews. These videos can then be shared on social media like LinkedIn and Facebook or in your email marketing.
You can also pair your video content with written blog content.
Not only is blog content the fifth most-trusted source of online information, but your company blog is also an effective place to develop your search engine optimization (SEO) and improve your Google ranking. Each blog post you write can include keywords your target audience is searching for. This way, they come to you when they’re looking for expertise.
4. Landing Pages
When it comes to capturing qualified leads, landing pages can be a highly effective auto repair shop marketing tool. Whereas your website homepage is a compilation of all the major maintenance and car repair services you can provide, landing pages keep visitors focused on the topic at hand, such as a tire alignment and a single call to action (CTA).
To get the best results, your landing page should always be mobile-friendly, as many website visits are done via mobile. It should also grab your attention with images or video—as long as it can still load quickly—plus headlines that separate blocks of text.
Each landing page should be focused on only one CTA to ensure that users are driven to perform one action and aren’t overwhelmed by your requests. However, you can include your contact information, like phone number and email address in case your leads want to get in touch through other channels.
Much like your company blog, landing pages are also a great place to target specific keywords for your industry and boost SEO. This will help you reach the most relevant searchers, so site visitors are more likely to become new customers.
5. Complete Business Listings
Our next auto repair marketing idea is one of the simplest. Claiming your business listings on relevant websites—specifically, on relevant review sites—can have a huge effect on how often you generate leads online. A verified and complete listing immediately adds legitimacy to your business and gives potential customers access to accurate information.
Claiming listings on review sites like Google and Yellow Pages is a great start. This allows you to start building consistent business pages and responding to customer reviews throughout the web.
However, claiming and completing your listings on niche review sites like RepairPal and AutoMD can prove to be an effective addition to your marketing plan for two reasons. First, visitors to these platforms are already seeking your services, which means they tend to be high-quality leads. Second, your competitors are less likely to be taking advantage of these platforms, making it easier for you to stand out.
6. Local Events
From school fundraising, football games, networking hours, and animal shelter adoption showcase, there are different events in your local community.
Getting involved in these events is a fun way to market your services. You can sponsor events and get your shop’s logo shown in the event’s promotional materials like brochures, give out gift certificates for your services to auctions, or provide whatever you think will benefit the drivers in your local service area.
By giving back to the community, your auto repair shop gets more exposure to customers and prospects alike. You’re doing something good while getting your brand out there.
To make this strategy more effective, snap pictures of each local community event your business participates in and share them on your social media accounts. If you have a website, you can create a page dedicated to your community involvement.
7. Pay-Per-Click (PPC)
As mentioned above, the best SEO tactics can bring your website to the top of the search engine result pages (SERP). So, when people search for auto repair services, they will see your website immediately. However, achieving this could take time. You may have to wait for weeks or even months.
If you want your page to appear on the first page of search results within hours, pay-per-click (PPC) marketing can do the trick. The PPC advertising solution you can find in Google is Google Ads.
PPC advertising involves bidding on relevant keywords like “auto repair service.” If you win the bid, your auto repair ad will appear above the organic listing and the Google Maps result when people search for the keyword.
Like Facebook ads, you also need to spend money on PPC ads. Aside from the keyword cost, you also need to pay for every click on the ad (hence the name pay-per-click). The downside of this strategy is that you cannot be sure those leads that click your ad will result in a conversion.
If you want to get results from your PPC ads, consider hiring a PPC expert. Or, if you’d rather save your budget for ads, make sure to do your due diligence to avoid overspending.
8. Social Media Marketing
If your business does not have an account on the most popular social media platforms, like Facebook and Instagram, you’re missing out on a lot of opportunities. This is especially true when it comes to marketing. These platforms give you the opportunity to engage with potential customers and get your message across quickly and effectively.
In case you decide it’s time to be on social media platforms, you must be careful about what you post. Cancel culture is still thriving; one wrong post and your business can say goodbye to future actions and engagements with potential customers.
So, what type of content should you post? Here are your options:
- Community involvement posts: If your business joins and sponsors local events, you can use the photos as social media content. It will show people that you’re not just after making money but also care about the community.
- Human element posts: People often prefer to do business with people they like, know, and trust. And you can use social media to show your prospects the human side of your business. You can post something that shows the culture at your shop, share about your staff’s birthdays and anniversaries, or do an “employee of the month” feature.
- Expert authority posts: People will trust your business if they see that you’re an expert in your field. So, consider posting content that shows your expertise. It can be a video of your staff fixing something or a link to an informational blog.
- User-generated content: If customers post something good about your business or send you positive feedback on social media, you can share it on Facebook or repost it on Instagram.
- Promotional content: This is content where you ask your audience to buy from you. Just be careful about the frequency of posting promotional content. If your feed is nothing but advertisements, people might be turned off and stop following you. At most, you can have one promotional content in every five posts.
If you want to maximize your promotional content, consider paying for it. Facebook allows you to run ads so your posts can reach more prospects.
Unfortunately, running social media ad campaign costs money. The process can also get a bit tricky; it’s often best to get an expert to do the job. You can get more ideas about what to post on your social media account by visiting the pages of your competitors. It won’t hurt to adopt the type of content that’s working for them.
Take note that Facebook and Instagram are not the only platforms your business can use to advertise your service. There are also YouTube and TikTok, where you can post videos.
9. Google Business Profile Optimization
Customers of other local businesses like tire shops, auto parts stores, car dealerships, and car insurance companies will likely need auto repair services at one point or another. You can partner up with similar businesses in your local area so they can refer your service to their customer should they need it.
For example, you can set up an arrangement with a local tire business where if their customer needs repair work, they will refer your auto repair shop to them. And if your customer needs some tires, you can refer them to your business partner.
But make sure to choose your business partner carefully. You don’t want to refer your customers to a shop that provides poor customer service. If you do, it will reflect poorly on you. If you want the partnership to bring more customers to your business, choose a partner who is genuinely invested in your success.
10. SEO
People these days turn to search engines like Google to find out different kinds of information, such as which auto repair shops near them have the best rating. The websites that appear on the first page of the search result are those with the best SEO tactics. So, creating a website will not be enough. If you want your site to be found by people searching for auto repair services near them, you’ll need to up your SEO game.
Unfortunately, SEO is complex. It involves the use of different strategies like building backlinks, creating quality and relevant content, targeting the right keywords, and other techniques. Generally, SEO can be broken up into three categories: on-page SEO, off-page SEO, and local SEO. You can start improving your local SEO efforts by creating a Google Business Profile. Make sure you provide as many details about your business as you can, such as business hours, your store’s address, and your contact number.
It is important to note that the best SEO practices constantly change. If you want to ensure your SEO strategy will be successful, make sure you constantly update your knowledge or consider hiring an expert in this field.
11. Referral Programs
Implement a referral program where you offer incentives to customers who refer new clients to your shop. This can be in the form of discounts, free services, or other rewards. You can also use SMS to remind customers of their referrals and provide them with updates on how many people they have referred. Additionally, you can set up a promotional campaign targeted at newly referred customers. This could include special discounts or offers that are only available to those who were referred by someone else. By rewarding both parties, you can help encourage more referrals and create a larger customer base.
12. Influencer Marketing
Collaborate with influential individuals or bloggers in your local area who have a significant online following. They can promote your services to their audience through sponsored content or reviews. Utilize their influence to attract new customers and generate more sales. Additionally, leverage SMS marketing as an effective cross-channel tactic.
Integrate SMS messages into your existing email campaigns by including a call-to-action in the emails that encourage readers to text for more information. This gives your subscribers two platforms from which they can receive updates about your business and what you have to offer.
13. Customer Reviews
Encourage satisfied customers to leave reviews on platforms like Google, Yelp, and Facebook. Positive reviews act as social proof and can greatly influence potential customers’ decisions. Utilize tools like Podium to make it easy for customers to leave reviews.
14. Website Optimization
Optimize your website for search engines and user experience. Ensure it is mobile-friendly, loads quickly, and contains relevant keywords. Use compelling visuals and clear calls to action to encourage visitors to contact you or schedule an appointment.
15. Follow-up Programs
Implement follow-up programs to stay connected with customers. This can include sending thank-you emails, reminders for upcoming maintenance services, or personalized offers based on their previous visits.
16. Event Marketing
Participate in local community events, such as car shows or charity fundraisers, where you can showcase your services and engage with potential customers. Offer discounts or special promotions exclusive to event attendees.
17. Local Search Ads
Run targeted pay-per-click (PPC) advertising campaigns on search engines to appear in local search results. This can help increase your visibility and drive traffic to your website or physical location.
18. Video Marketing
Create informative and engaging videos that demonstrate your expertise, showcase before-and-after repairs, or provide DIY maintenance tips. Share these videos on platforms like YouTube and social media to attract and educate your target audience.
19. Seasonal Promotions
Offer seasonal promotions and discounts to attract customers during specific times of the year. For example, offer winter tire specials or air conditioning system checks before the summer season.
20. Blogging
Start a blog on your website to share informative articles related to auto repair, maintenance tips, industry trends, and frequently asked questions. This helps establish your credibility and positions your shop as a trusted resource for car owners.
Auto Repair Marketing Solutions for Growth
Any business wants to see the results of its marketing efforts fast. In this case, investing in growth solutions can help.
Let’s take SMS marketing, for example. Building a text marketing campaign can take weeks or even months, and you must also personalize text messages to each recipient. These tasks can take a lot of your precious time.
Growth solutions like Podium’s text marketing tool make implementing and managing your chosen marketing strategy easier. You can even use text marketing to increase traffic to your website. Podium’s text marketing solution allows you to build your text marketing campaign and see results within just a few minutes. It comes with many features designed to make SMS marketing a breeze.
Of course, you won’t only use one marketing strategy. If you want to expand your reach, you’ll need more than SMS marketing and relevant tools. In this case, you may find Podium beneficial.
In addition to text marketing solutions, Podium offers several tools to help with your marketing. It includes reviews, web chat, inbox, call management, etc. You can manage all your communication with just one platform.
Auto Repair Marketing FAQs
1. What is the target market for auto repair?
The target market for auto repair can vary depending on the specific services offered by the repair shop. However, generally speaking, the target market for auto repair shops includes:
- Vehicle owners: This includes individuals who own cars, trucks, or other vehicles and require maintenance or repairs. It can include both individual vehicle owners and fleet owners (such as companies with a fleet of vehicles).
- Local community: Auto repair shops often cater to the local community in their vicinity. Building a strong presence within the local area can help attract customers who prefer convenience and proximity.
- Demographic considerations: The target market may also consider specific demographics, such as age groups, income levels, or vehicle types. For example, an auto repair shop might specialize in luxury car repairs, which would target customers who own high-end vehicles.
It’s important for auto repair shops to identify their specific target market based on their services and location. By understanding their target market, they can tailor their marketing efforts and communication strategies to effectively reach and engage potential customers.
2. How do I grow in the auto repair industry?
Growing in the auto repair industry requires a combination of strategic planning, effective marketing, and providing excellent customer service. Here are some tips to help you grow your auto repair business:
- Build a strong reputation: Word-of-mouth referrals play a significant role in the auto repair industry. Focus on providing high-quality service, being transparent with customers, and addressing their concerns promptly. Happy customers are more likely to recommend your business to others.
- Develop a strong online presence: Create a professional website that highlights your services, expertise, and customer testimonials. Utilize social media platforms to engage with your target audience, share informative content, and promote special offers. Online reviews and ratings also play a crucial role, so encourage satisfied customers to leave feedback.
- Offer Exceptional customer service: Go the extra mile to exceed customer expectations. Provide clear and detailed explanations of repairs, offer competitive pricing, and maintain a clean and welcoming facility. Building trust and loyalty with your customers will lead to repeat business and positive referrals.
- Targeted marketing and advertising: Identify your target market and tailor your marketing efforts accordingly. Utilize both traditional and digital marketing strategies such as local advertising, search engine optimization (SEO), pay-per-click (PPC) advertising, and email marketing. Consider partnering with local businesses or sponsoring community events to increase visibility.
- Stay up-to-date with technology: Invest in modern diagnostic tools and equipment to improve efficiency and accuracy in your repairs. Stay informed about the latest industry trends, advancements, and regulations. This demonstrates your commitment to providing top-notch service and staying competitive.
- Provide specialized services: Consider offering specialized services to differentiate yourself from competitors. For example, you could specialize in hybrid or electric vehicle repairs, performance tuning, or custom modifications. Identifying a niche can help attract customers looking for specific expertise.
Remember that growing a business takes time and effort. Consistency, continuous improvement, and adapting to changing customer needs are key factors in achieving sustained growth in the auto repair industry.
3. What is the best marketing strategy for auto repair shops?
The best marketing strategy for auto repair shops depends on various factors, including your target market, budget, and location. Here are some effective marketing strategies to consider:
- Local SEO: Optimize your website and online listings for local search engine optimization. This includes incorporating location-specific keywords, managing online reviews, and ensuring accurate business information across directories like Google My Business, Yelp, and Bing Places.
Social media marketing: Utilize social media platforms like Facebook, Instagram, and Twitter to engage with your audience, share informative content, and promote special
