If you’ve ever wondered how to up your shop’s digital marketing, you’re in luck. In this blog, we give you a glimpse of an enlightening session at Amplify 2024, led by Jimmy Lea, Vice President of Business Development at the Institute for Automotive Business Excellence.
Let’s break down the key takeaways and valuable advice from his session.
Understanding your digital footprint
First, Jimmy emphasized the importance of your shop’s digital footprint, with your website being the building block. However, he quickly broke myths about flashy websites magically boosting business overnight. Instead, he highlighted the critical role of Google’s ranking system and how it’s influenced by your digital actions.
How does Google really work?
Jimmy then shared three essential strategies to get into Google’s good books:
- Unique Content: Tailor your website’s content to reflect your unique identity, location, and voice. The more personalized and up-to-date your content, the better your Google ranking will be.
- Page Speed: Nobody likes to wait, and your website’s load time is no exception. A slow-loading site is the fastest way to lose potential customers. Aim for a load time that keeps your visitors engaged.
- Reviews: Good reviews, especially on Google, can significantly boost your credibility. Jimmy said, “Reviews hold a lot of power, especially the reviews that are done on the Google review platform. Why? Well, Google is the godfather of the internet. If you’re gonna play the game, you gotta kiss the ring. You need to know the rules.”
Website layout
Jimmy also shared a simple yet effective layout for your website, focusing on user psychology:
- Logo: Place it in the top left for instant brand recognition.
- Reviews: Showcase your star ratings and reviews near the logo for credibility.
- Appointment Scheduling: Offer an easy online booking option to appeal to the tech-savvy generation.
- Phone Number: This should be placed right across the header to ensure your contact number is prominent for those who prefer to call.
Jimmy then gave some fantastic tips on how to stand out from the crowd.
1. Unique Value Offer
2. Fresh Content
3. Rave Reviews
Showcase the top 10 customer reviews and keep them fresh. As new reviews come in, the oldest ones rotate out. Be sure to include the customer’s name and the date to show how recent they are. This proves to potential customers that your shop is still the top choice.
4. Mobile-Friendly
Since around 70% of all internet searches are on Google, you want your site to shine there. And guess what? About 90% of searches start on smartphones. So, your website must also look good and work smoothly on phones. Check if your site is mobile-friendly using online tools. With most people searching on their phones, you don’t want to miss out on reaching them just because your site is difficult to navigate on a small screen.
5. Easy Appointment Scheduling
Add a booking feature directly from your Google Business Profile. It’s a game-changer that makes it easy for customers to schedule appointments without the back and forth.
6. Smart Social Media Placement
Keep social media icons at the bottom of your site, not the top. Why? To keep visitors focused on what you offer without getting distracted and wandering off to social media.
Google business profile tips
- Some people need help deciding how many or which services to list on their Google Business Profile. The simple advice? List them all. Google is smart and can handle the info, and it helps customers find exactly what they need.
- Google is now a pro at understanding images. To show the real deal, use pictures of your actual shop and team in full activity, not stock photos or an empty shop. It makes your business look busy and trustworthy. Encourage happy customers to pose in front of your shop or with their cars. It’s great for local branding.
- Keep high-quality videos on your site, but optimize them for quick loading. No one likes a slow website. Consider adding the video transcript to your site. It’s a trick for Google to recognize more about your business through the content of the video.
- Reply to all reviews, good or bad. Your response to a negative review might just win over new customers. Personalize your responses. If you outsource this task, ensure it doesn’t sound robotic. Jimmy said, “We’re talking about the godfather of the internet. We’ve got to talk about their review platform. Very important. There is absolute gold in these review platforms.”
- When customers drop specific keywords in their reviews, it can boost your visibility. So, encourage them to mention details like car makes, models, and services performed. It’s like free advertising.
- Jimmy advised shops to spend most of their review time on Google reviews, roughly 50-75%. Dedicate 25-50% of your time to managing reviews on Facebook and Yelp. People trust their friends’ opinions on Facebook, so it’s worth your while.
Wrapping up
Jimmy Lea, representing The Institute, signed off. If you are looking for insightful guidance to create your shop’s brand positioning strategy, then tune into Jimmy’s entire session here.
With a reminder that they’re here to elevate your business, life, and the industry.
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