Marketing your auto repair shop allows you to strategically share your services and products with a niche audience. Telling and showing people how your business can help them will increase your customer base and, as a result, your profit.
Here’s how to market your auto repair shop through website branding.
The Benefits of Auto Repair Shop Marketing
Having a solid marketing strategy to promote your auto repair shop is vital to generating customer leads, boosting sales, and spreading awareness about your business.
The benefit you’ll see from marketing your auto repair shop is not just an increase in car counts, but also an increase in return customers, thanks to your investment in developing stronger connections with the customers you serve.
Who is the Target Market for Your Auto Body Repair Shop?
No surprise – it’s important to have a specific target market when creating a marketing strategy for your auto repair shop. You probably have a gut feeling for who your most frequent customers are, and most likely know what type of car owner you’d like to have more of, but you should do some research prior to creating your marketing plan to determine who your “best” customers are. Go back over customer records to confirm exactly what audience is delivering the most revenue for your shop.
Some target audience examples include:
- Luxury car owners
- New car owners
- Lifetime car owners
- Sports car owners
Consider the differences between these potential audiences and determine who to target with your marketing. For example, luxury car owners are more likely to have their car inspected and repaired at the dealership where they bought it. On the other hand, lifetime owners with older cars are more likely to go to general auto repair shops.
Let’s say your auto repair shop has a specialty in sports cars. You’ll want to make that clear in your marketing plan and your marketing communication – even in things like the social posts you post — so that you can attract the customers you want.
You’ll also want to research your audience demographics and look for patterns. Is there a certain age group or a common location? A general income level? Asking these questions will help you corner your target market.
Auto Repair Shop Website Branding
Your auto repair shop’s marketing activities should have a primary hub where you drive all your customers and prospects — your website. Any marketing activity outside of it should always point back to your website. So, you need to make sure it’s tuned up to communicate what you want and leave a lasting (positive) impression.
Here are some places to market that will point back to your website:
Ensure Your Website is Easy to Use on Phones and Tablets
As of 2022, 56.05% of internet searches are done via mobile device. Desktops and laptops account for 41.52% of search results, and tablets for 2.43%.
Mobile internet searching is considerably higher than on a desktop, making it especially important for your business to have a user-friendly, mobile-compatible website that’s a snap to use on a phone.
Use Appealing Imagery in Your Presentation
Incorporating multimedia elements into your website such as photos, video, display banners, and more engages site visitors. This makes them more likely to stay on and explore your site for a longer time.
Embracing white space is important too. It makes your branding look clean and organized and urges visitors to absorb the most important wording and messages on your site.
Be sure the person or people developing your website incorporate those colors into your site to maintain consistency with your brand’s image.
Incorporate Engaging and Digestible Content
Too many words are overwhelming for website visitors. No one wants to read an essay… especially on a small screen.
If you end up needing a significant amount of text, break it up into one- to three-sentence bite-sized chunks. Large blocks of wording are difficult to digest, appear cluttered, and take away space that could be used for other purposes, such as videos clips or customer reviews.
There’s a good chance that someone searching for an auto repair shop is stressed and looking to scan your site as quickly as possible. Quickly and clearly describing who you are and what services you provide, with minimal text, will make it easier to draw someone into your site and will make your company appear more professional and efficient.
That said, focus on your client. Any text on your website should be centered around your customer – what they want and what you can offer them, as well as how they’ll benefit from hiring you instead of the shop down the street.
Feature Positive Customer Reviews
Last but not least, incorporating positive customer reviews into your website is crucial, too. When a potential customer visits your site and reads about how other people were impressed with the work you did and how previous customers enjoyed their experience, those prospects more likely to hire you.
[Related: 10 Missing Pieces on Small Business Websites]
Start Marketing Your Auto Repair Shop and Reap the Benefits
If you’re interested in enhancing your auto repair shop’s website, get in touch with Hibu. We can help you develop an engaging website and build a strategy that leads to results.
Call us at 877-237-6120 or complete our simple Get Started form to get started today.