Most people do not know how a car works. They put gas in the tank, have the oil changed, and replace tires when they go flat or get bald. The public relies on skilled mechanics to help them keep their cars running smoothly.
Unfortunately, there have been several reports of dishonest auto mechanics in Texas and other states. They have featured many of these reports on the news or the Internet. Therefore, the public is worried about taking their car to a new auto mechanic.
Many would prefer to spend a little more money if they knew that they were dealing with an honest mechanic. What they don’t want is to spend money on repairs that are not needed. When people find mechanics they can trust, they will stick with them for decades.
You need to market yourself as a trustworthy auto shop. Here are some tips that can help.
Identifying the Goals of Your Marketing
When potential customers search for an auto repair shop in Austin TX on the Internet, you want them to find you. When they find you, your goal is to capture new leads for your repair service and then turn these leads into repeat customers. Digital marketing trends 2021 is the key to making this happen.
People who need auto repair in your area will make snap decisions about your trustworthiness based on your digital marketing. People live and die by the information they find online. You can see this if you just go to your waiting room and look at your customers. What are they doing? They are consuming information and making decisions online via their mobile phones. Understanding this is going to help you get your auto shop in front of new clients and build your reputation as a trustworthy brand.
Create a Professional and Modern Website
Your website should be the focal point of your marketing efforts. Creating a modern website is so easy that there is no excuse not to have one.
When people hear about your auto repair shop, the first thing they are going to do is search for you online. If you do not have an attractive website or if your website looks like it was built in the early 2000s, people will have a terrible impression of you and not trust you.
Your website communicates your values and is an integral part of your marketing campaign. Your website must be mobile responsive. When a person visits your website, they should immediately know what you do, how to schedule an appointment, the type of payments you accept, the price of major repairs, and how to contact you.
Tell Customers Why They Should Choose You
Creating a website is relatively easy. Convincing customers they should choose you out of a sea of options is hard.
You need to create a value proposition. This is a concise statement outlining why your repair shop is better than the competition. You could offer better pricing, a longer warranty, shorter wait times, or free services. Whatever your value proposition is, it should be clearly seen on your website, social media content, and all of your advertising.
It is not enough to say that you are trustworthy. You need to offer quantifiable proof. If you struggle to create a value proposition that sets you apart from the competition, scrutinize your services. Talk to your repeat customers and ask them what makes them keep coming back.
Make yourself the authority in your field. If you specialize in transmissions, brake repair, oil changes, or electrical work, highlight this. Customers trust experts who specialize in addressing specific problems.
Make Effective Use of Social Media
Many auto mechanic shops see social media as frivolous. However, billions of people use social media. It is a media you cannot afford to ignore.
Social media builds credibility. It allows you to interact with customers, and it allows customers to leave reviews. You build your trustworthiness not only by the positive reviews left by customers but also by the way you respond to negative reviews.
No one expects every visit to an auto shop to go perfectly. They expect mechanics and owners to be responsible for any mistakes that happen and to rectify the situation. The way you respond to complaints on social media can show that you guarantee your work.
Marketing to build trust is an investment. With time, you will see a return on investment that will make the time and money spent worth it.
