Your collision repair shop has stepped into the 21st century of marketing, you have a website, but your business is still not seeing a lot of traction. There have been a lot of technology changes since websites were the norm, and they alone just can’t cut it anymore.
Having the right tools is great if you are using them correctly, but if not you could have some issues. Here’s are some tips to help you blend your approach to ensure you’re staying current in the way that you reach your target audience.
Your website traffic
It’s great to have a website, but how and where are people getting there? One of the biggest things in marketing is identifying your target audience. Most people that are looking for a collision repair specialist are not going to find your website by accident, some things that will help you reach that target audience are easy access to a mobile friendly site, contact information pages, and focused keywords.
Google analytics is one great resource that tracks real time data to show you what is working and what makes a customer walk away. Tracking this data on a weekly bases can give you insights on how to improve your user experience and in turn, can greatly improve your organic ranking.
You can utilize the traditional marketing efforts that you’re using currently to also direct traffic to your website. Here’s a great example! Do you have newspaper ads for Air Bag Repair? Include your URL link where they can get more info regarding your regular specials!
Fix what’s broken
ROI for traditional marketing has to prove itself valuable in tangible numbers. If you’re putting money into something, you need to able to see that it’s working. See where your leads are coming from by tracking them. If traditional isn’t easily tracked, it must be reassessed to ensure that it can be.
If your website is going down in the search rankings, be sure to check your website for broken links, lost pages, or 404 error pages. This will drastically bring your searches down from your customer traffic. Google tracks if your website is having problems and give you a lower organic search ranking if they find users are having a consistently poor experience because of broken pages and links.
You can track actions on your website using Google Analytics goals. This allows you to measure what is working or not working. Changing one thing at a time and measuring performance for a week after each new change is a great way to see what is working for your website.
Still wondering how to allocate your marketing dollars? Check out this great article on calculating your lead value to know how much you should be investing in your marketing channels.
Pay Per Click “PPC” is the”billboard of the internet.” Getting your business out thereby creating auto body shop ads can be a great customer lead generator, but what if your ads aren’t showing up or are even be showing up for someone not looking for a repair?
Targeting your ads to your ideal customers through utilizing keyword research and geo-targeting can make all the difference in the world. It’s like customizing your auto body shop’s sign to display exactly what you want to each person who has a question about your business. Adwords, Moz, and Spyfu have some great tools to help you see where you can improve on your PPC keywording for FREE.
Building up your content
Once you have a good head start with your website’s structure and navigation, it’s important to focus on the momentum that you have by building the content of your website. Focusing on new content in an area that you are seeing good keyword traction can help you get more organic searches and rank higher on Google. In developing your content, you are establishing your foundation for a strong auto body promotional plan.
This will in turn will help your business. Promote your new content by selecting the places where your audience normally is active. Try video “how to’s”, link building, and blogging to ramp up your efforts. By giving your customers helpful education,you are encouraging them to learn more, but also giving them more reasons to come back to you and use your services for their next collision repair. You will, over time, build their trust and become a local authority they can connect with in their time of need.
Summing it Up
Traditional marketing tactics will never truly die, just evolve with new avenues of presenting them. Staying current with your marketing efforts will increase your new business and keep your business competitive.
Looking for help jump starting your auto body or collision repair marketing through cyberspace and the mobile marketplace? Connect with Art Unlimited to discuss the options you have available.