If you are still fairly new to blogging for your auto body shop or if you’ve been blogging for a while and you’re looking for some fresh ideas, it’s always a good idea to revisit the automotive business from your customers’ perspectives. When you put yourself in your customers’ shoes, this can fill you up with some great inspiration while also helping you to be more effective in your content marketing. Ultimately, what you’re trying to do is to increase your website visibility by anticipating what your customers are searching the internet for. Sometimes, though, you might anticipate that your customers are typing in questions that would seem taboo for you to answer—questions like, “What are the biggest problems with body shops?” or “What kinds of mistakes do body shops make?” You might be afraid to tackle these questions, for fear that this will drive away your business.
In reality, by honestly addressing questions like these, you would be applying a very effective marketing strategy. Still not with me on this? Let me explain:
If you are the owner of an auto body shop, you, like many of our clients, are likely overwhelmed with the many job roles you are performing. While it can be extremely rewarding to run a body shop, it can also be very stressful—especially if you are having to take on tasks that are either not a huge priority or not a part of your particular skill set. We see this over and over again among our collision repair clients—they are often so busy that they don’t have time to market their businesses effectively.
Does this sound like you? Are you considering hiring an agency to take on your collision repair marketing? Lots of body shops have turned to this option, outsourcing their marketing needs in order to bring in more business. In many cases, this is an excellent plan. And I’m not only saying that because we are an agency that specializes in marketing for body shops. It’s a good plan because it frees you up to focus on other aspects of your business while letting professionals with marketing experience handle your specific needs. The trick, however, is to find an agency that can do the best job for you. Just as you would carefully inspect the resume of a potential new employee, you should carefully inspect your selected agency for its capabilities. Here’s what we recommend you look for:
We use a lot of different terms in the marketing world, so it can be confusing to keep up with all of them—especially as technology expands our opportunities for communication. One of the biggest terms you might be hearing a lot lately is “lifecycle marketing.” If you run a collision repair shop, perhaps someone suggested that you explore lifecycle marketing techniques for your business. Or maybe you just ran across this term on the web somewhere and you’re doing some research. Well, chances are pretty good that you’re already doing at least some of the strategies that are involved in lifecycle marketing, but it never hurts to know more!
The gist of lifecycle marketing.
The basic idea behind lifecycle marketing is that people undergo different levels of engagement with your shop as their needs change. For instance, in the case of an auto body shop, a person might simply be a peripheral, prospective customer when they first get into an accident and are looking for places to get repair estimates. When a person actually chooses your shop for their car repairs, they then become an official customer. Once their repair is complete, they no longer have an immediate need for your services, but you’ll want them to keep you in mind for any future repairs they might need. At this stage, they can become an advocate for your shop, if they are happy with their repairs.