With more and more customers turning to the internet these days to research where to take their business, the opportunities for marketing your collision repair shop online can really pay off. One of the few times the web can be detrimental for your business, however, is when someone posts a nasty review of your shop. You could be the best auto body shop in your state and there’s still a chance you might inadvertently anger a customer who might then choose to voice his or her frustrations online. Much to your horror, those damaging words might echo over and over in your mind, as well as for who-knows-how-many years on the internet (forever?).
Some auto body shop owners turn to places like Profile Defenders, RemoveMyName.com, and other online reputation management firms when they find a bad review, which could be very expensive, as well as ineffective (see The Wall Street Journal article “Hoping to Fix Bad Reviews? Not So Fast.”). Before you try that, here’s what we recommend you do if you get a bad online review:
When it comes to marketing in any field (not just auto body repair), everyone believes he or she is an expert—just like plenty of at-home cooks think they are as good as professional chefs or garage band guitarists think they could rip a solo on stage like Slash. The reality is that expert marketing takes years of experience and a lot of hard work. If you ever doubt this, then take a minute to surf the web and check out what your peer auto body shops are doing. Some will have sleek websites with plenty of content, well-managed blogs, and hopping Facebook feeds. However, the vast majority of collision repair shops out there will have quite the opposite, yet believe that their marketing is on par with the top shops. It doesn’t take an expert to tell you that they are mistaken.
If you want to make sure that you don’t make the same marketing mistakes as many other collision repair shops, here are 5 things you should be sure to avoid doing in order to ensure greater business success:
1. NEVER forget that the quality of your website is crucial. At Stratosphere Studio, we firmly believe that your website is your #1 salesperson and it needs to be treated with respect! After all, it works 24 hours a day, 7 days a week, and never takes vacation or sick days. It needs to be the best possible representation of your shop. We’re told not to judge a book by its cover, but people will still judge a body shop by its website. If your site contains hardly any useful information, is difficult to navigate, and isn’t pleasing to look at, people are likely to move on to the next shop listed in their Google search. Therefore, it might be necessary to perform some repair on your website before you engage in any other kind of marketing.
Are you at a point in the year when your auto body shop marketing efforts seem to have stalled? Maybe your website pageviews are flat-lining or your leads are down. Maybe you’re just not getting the number of customers that you did this time last year. You’re not alone—even the top car repair shops across the country have experienced diminished marketing results from time to time. It is certainly frustrating to experience this, especially when you can’t see what you might be doing differently to cause this decline in results. Sometimes the problem is that your marketing efforts have become stale and simply need to be shaken up.
If your auto body shop marketing is in need of rejuvenation, here are 5 simple fixes that can help:
1. Switch up your keywords. If you’ve been using the same old keywords in your blog posts, experiment with some new variations. An easy example would be to use “auto body repair” instead of “collision repair.” You can also try adding your specific location to your blog post titles. For instance, use “auto body repair in Louisville, Kentucky” instead of just “auto body repair.” This will help rank you on search engines for your unique location.