With my years of automotive industry experience-- first hanging out as a kid and then operating my family's independent repair shop, to growing independent repair shops across the country- I've seen what works, and doesn't, when it comes to marketing automotive service and repairs.
What works? The one thing every great shop does right: connect with customers face-to-face.
A customer comes in with a specific need, like an oil change, and you-- the shop owner- talk to them. They're planning a cross country trip, so you talk tires and national parks. Their kid is getting their driver's license soon, so you talk safety and family.What doesn't work? Traditional automotive repair shop and automotive sales customer communication, which consists of outbound messages and marketing tactics like coupons, direct mail, ads in papers, running specials and generally disconnecting from your customers and potential customers while spending a lot of money.
Inbound marketing, the core of Business Actualization's marketing strategy for all clients, brings an inbound methodology to this lateral industry. What seems to be a revolutionary idea to an industry that has strong traditions is opening up new doors in terms of marketing, and bringing customers through the doors of independent car repair shops.
It's not easy. Independent auto repair shop owners are hands-on people, cost conscious business owners, and entrepreneurial by nature.
I have found that educating shop owners about inbound marketing is either a quick path to enlightenment-- the small to medium-size business owners listen and like the concept so there's quick adoption rates-- or much longer due to an old school mindset.
The business owners that do adopt and implement inbound marketing are astounded by the results.
BA clients have an average HubSpot marketing grade that is
55% higher than their competition.*
*Based on the analysis of 53 auto repair shops throughout the United States in July 2014.
That means their digital marketing-- website, social media activity, mobile responsiveness, blogging activity, email marketing, and lead nurturing (all of which HubSpot analyzes)- is significantly better than non-BA clients.
So, why do I put so much effort into converting these shop owners to inbound marketing?
Well, it's the same reason I'm not driving the same car I had in high school. That 1988 Saab 900 SPG Turbo can't meet my needs any more. I want better gas mileage, four doors and a place for a car seat (my daughter, Ruby, needs the room as does my Yellow Lab, Mojo) plus a bike rack.
Fortunately, that car does exist and I'm more than happy to embrace the technology: Multiple air bags, fuel efficiency, and Bluetooth.
I think inbound marketing will do for the automotive industry what air bags, hybrid cars and anti-lock brakes have done for car owner: make life better, easier and get them where they want to be.The vision Business Actualization has of doing away with vehicle-based and centered communication (those ads about cars needing tires and oil changes) will revolutionize the automotive industry.
The successful auto repair business model grows from a passionate business owner that cultivates a team that cares about the people they are serving. This message is the marketing strategy that works. It has been delivered to customers through face-to-face interaction for more than 30 years. When the human, connected, messages that these businesses do so well in person is lost in the message they deliver to their customers through traditional marketing efforts, the businesses lose their competitiveness in our current business market.
Inbound marketing changes that. The people who read the emails, social media posts and blogs are connecting with the business in a human, interactive, way. They're not being told it's time for an oil change, they're being engaged by a meaningful message that was created for them and addresses their actual needs.
Or maybe they're getting a great recommendation for a lunch pit stop right outside a national park, or a suggestion for the best used car for their college student. Inbound marketing is a conversation, just like you have at the shop.
My vision for inbound marketing implemented in the automotive industry means doing away with oil change specials and surplus reminders based on the vehicle service and repair needs. Stop spending money on flyers and over-the-top ads. Let's have a conversation with the customer instead.
Let us who know how to talk to customers from behind the counter, and under the hood, build a relationship with the people that our business can help. Through inbound marketing let's strengthen those relationships and grow our business with our customers and potential customers.
When an auto repair shop or auto sales facility implements this customer centered model, the model they've always had, but digitally, they have no competition.
Inbound marketing changes that. The people who read the emails, social media posts and blogs are connecting with the business in a human, interactive, way. They're not being told it's time for an oil change, they're being engaged by a meaningful message that was created for them and addresses their actual needs.
Or maybe they're getting a great recommendation for a lunch pit stop right outside a national park, or a suggestion for the best used car for their college student. Inbound marketing is a conversation, just like you have at the shop.
My vision for inbound marketing implemented in the automotive industry means doing away with oil change specials and surplus reminders based on the vehicle service and repair needs. Stop spending money on flyers and over-the-top ads. Let's have a conversation with the customer instead. Let us who know how to talk to customers from behind the counter, and under the hood, build a relationship with the people that our business can help. Through inbound marketing let's strengthen those relationships and grow our business with our customers and potential customers.
When an auto repair shop or auto sales facility implements this customer centered model, the model they've always had, but digitally, they have no competition.
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