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Beginner’s Guide To Auto Repair Shop Marketing

October 07, 2023
Shop Resource
8 mins read

Marketing is indispensable in growing your auto shop. Regardless of your shop’s size or specialization, you need effective marketing strategies to thrive in today’s market to help your shop get found by new customers and keep them coming back. 

If you have a hard time wrapping your head around what marketing is, let alone where to begin marketing your auto repair business, that’s OK. This beginner’s guide will help you understand how to promote your auto shop to help attract new customers, retain current clients, and boost your bottom line. 

Let’s get you started.

Start By Developing A Simple Marketing Strategy

You don’t need a fancy strategy out of the gate. Feeling like you must create an ultra-robust marketing strategy before you start execution can be paralyzing and result in little to no action.

Walk through the following steps to create a basic marketing strategy. 

Step 1: Create goals

To create a strategy, you must pinpoint what you are trying to achieve. Think about what your goals are and write them down. Here are some sample goals:

Step 2: Identify Your Ideal Customer

Step 2: Select Your Marketing Tactics 

Start small. Execute one to two tactics at a time. Prioritize the ones you believe will be the most effective (based on what you learned about your ideal customers )and track how they perform for your business. 

Read on for marketing tactic ideas.  

Marketing Tactic Ideas For Your Auto Shop

Tactic 1: Establish An Online Presence (A Must-Have)

Establishing an online presence is crucial for any small business in today’s digital world. Start now if you do not have an online presence or have not been actively managing one. 

Create a Website

Creating a new website or refreshing your existing website is essential and well worth the time, effort, and money. Here’s what you should consider and include on your website: 

Claim Your Business Profiles 

Another key piece to your online presence is review sites. The most common business review profiles are your Google business profile and Yelp profile. It’s important to claim and update these profiles to help people find your shop. 

Your Yelp and Google profiles are the best places to collect customer reviews. (See the next section.)  

Tactic 2: Encourage Customer Reviews And Loyalty

Online reviews and customer loyalty programs are vital for your auto repair shop. 

Request Customer Reviews: Encourage satisfied customers to leave reviews on platforms like Google and Yelp. Consumers value the opinions and experiences of others.

Loyalty Program: Consider implementing a loyalty program to offer deals and reward that retain loyal customers.

Tactic 3: Implement Email Marketing

Build an email list by collecting addresses from current customers and website visitors. Send regular emails with content like:

Note: Understand and implement proper opt-in and opt-out processes to comply with the CAN-SPAM Act

Tactic 4: Utilize Social Media Marketing

Use social media platforms to engage with potential customers and promote your auto shop. Choose the social media site(s) that you think your ideal customer spends the most time on. For example, you may be an avid Instagram and TikTok user, but if you find out your ideal customer prefers Facebook — then focus your efforts on Facebook.

Keep your page(s) active. Share updates, promotions, and customer testimonials.

Tactic 5: Explore Online Advertising And Paid Search

Digital marketing through online ads, such as Google Ads and Facebook ads, and paid search (also called search engine marketing) can be very effective promoting your auto shop. If you feel savvy in navigating Google and Facebook ads, we encourage you to test these tactics for your business. 

If you are uncomfortable or need more time to figure it out, consider hiring a freelance search and ads specialist to help you. 

Tactic 6: Collaborate With Local Businesses  

Think about your ideal customer. Where do they hang out? What other small businesses do they visit? 

For example, if you think they frequent the local golf course or nail salon, reach out to the owners of those businesses and see how you may be able to collaborate on joint marketing efforts. 

Think about related businesses you could partner with, such as used car dealerships, the local towing company, insurance agencies, etc. 

Consider joining local business organizations to network and meet other business owners. Look into your local Chamber of Commerce as a starting point for business/networking opportunities.  

Tactic 7: Participate In Local Events 

Local events can be a great way to promote your shop. For example, if your community has parades around holidays, see if you can participate by driving a vehicle or walking with a sign advertising your auto shop.  

Don’t Forget To Monitor And Adapt

Regularly track the effectiveness of your marketing efforts to determine if you need to make some adjustments. Look at analytics where possible to see what’s working and what isn’t. Remember, marketing is an ongoing and ever-evolving endevore, but it’s well worth the time and effort.

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