Transparency is crucial in marketing, as it is in the auto repair industry. Clients must trust that their marketing agency works in their best interest, providing clear insights and delivering honest results. With over 24 years of experience in digital marketing for auto repair shops and over 30 years of automotive business experience, our perspective is unmatched in our space.
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Direct Billing with ADVERTISING Platforms
One way to maintain transparency is to set up billing for services like Google ads directly with the platform rather than routing it through the agency. This practice ensures clients are not overcharged and can see exactly how their budget is spent. By allowing clients to handle payments directly with platforms like Google Ads, Facebook and Instagram Ads, and Bing Ads, agencies eliminate any suspicion of markups and demonstrate their commitment to honesty.
Similar to automotive repair, there are situations where these concepts may not apply. With direct mail, for example, it would not be effective to have the client pay for postage, printing, and mailing lists separately. With Programmatic Advertising, where there are 350+ ad networks used, a client would not set up individual billing relationships.
Visibility of Performance Metrics
Allowing clients to see top-performing keywords and search terms with clicks from Google Ads provides clear insights into what’s working. As auto shops focus on the final result of a "fixed car," marketing agencies should focus on driving valuable leads through phone calls and form submissions. This transparency helps clients understand the effectiveness of their campaigns and see the direct impact of their marketing efforts. By sharing detailed performance metrics and visibility into the actual phone calls and form submissions, agencies build trust and show that they are focused on achieving real results.
Service-Specific Billing
Offering billing per service, rather than bundled packages, ensures clients only pay for what they need and use. This approach prevents clients from feeling like they are paying for unnecessary services and gives them control over their spending. By providing clear, itemized billing, agencies demonstrate their commitment to fair and honest pricing.
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Comprehensive Reporting
Providing detailed, client-focused reports on campaign performance, including both successes and areas for improvement, is essential for transparency. These reports should focus on metrics that are relevant to the client’s business goals, such as form submissions and phone calls for an auto repair shop. By delivering comprehensive and relevant reports, agencies ensure clients understand the value of their investment.
Visibility into the keywords that generated a phone call not only helps with a clear look at what is working but can also be valuable to service advisors during the sales process. At Business Actualization, we use call-tracking data to collaborate with clients. This ensures that we are making the connection between marketing and sales, further deepening our partnership with clients.
Setting Realistic Expectations
Being honest about achievable goals and timelines within the client’s budget is crucial for maintaining trust. Setting realistic expectations and keeping clients informed about potential challenges or changes in strategy ensures there are no surprises. By being upfront and honest about what can be achieved, agencies build long-term trust with their clients.
Domain Authority is an excellent example of this. Building domain authority is a long-term project, similar to improving a credit score. For an existing domain, the authority score is inherited not only from prior marketing efforts but potentially from years of exposure to potential spam and "black hat" marketing efforts.
By implementing these transparent practices, marketing agencies can build strong, trust-based relationships with their clients. Transparency not only enhances client satisfaction but also sets the agency apart as a reliable and trustworthy partner in achieving business goals.
By partnering with a founder-led marketing agency with an automotive-specific background, Business Actualization has numerous competitive advantages. Our clients realize these advantages as we implement our best practices to grow their auto shops.
