It’s not just about offering great service in your auto repair shop. That alone won’t make it successful. You need to combine great service with smart, consistent marketing efforts to keep your existing customers and attract new ones. Marketing plays a key role in helping your business grow.
Let’s break down what auto repair marketing is, along with 14 proven strategies you can use to bring in more customers to your shop.
What is auto repair marketing?
Auto repair marketing simply includes all the activities and initiatives that an auto shop can adopt to promote its business, attract new customers, and drive existing customers back to the shop. It’s a good mix of online and offline marketing tactics. From managing online social media pages, optimizing for local search, to hosting community events, or even setting up referral programs. These efforts ultimately contribute to the growth of your auto shop business.
Some of the most successful auto shops are using a mix of these strategies. Why? Let’s find out here.
Why auto repair shops need a strong marketing strategy
The auto repair industry is highly competitive. It will take a lot more than just setting up shop and trying to get the word out to make it a success. Customers refer to Google reviews, local rankings, and testimonials from other customers before they finalize a service. They search online and have half made up their mind before they visit a local business. So if your shop doesn’t have an online presence, it’ll miss out and will be overlooked.
A steady marketing plan will help you:
- Reach new customers who are searching online
- Compete with better-known shops in the area
- Build stronger and long-term relations with loyal customers
- Bring in business during slow seasons
Now let’s get into how to solve the above. Beginning with how to bring in new customers.
How to attract new customers
1. Invest in local SEO
Today, your customers Google everything before making any decision. Whether that is buying clothes or getting their car fixed. So when your customers look up ‘auto repair shops near me’, the results that show up are the ones they are most likely to trust.
This is why your business needs to appear in local searches! Here are a few critical aspects of local SEO you can focus on:
Google Business Profile (GBP)
Your auto repair shop’s Google Business Profile will show up at the top. This needs to include all the key information, such as business hours, contact details, and the services offered. Also add in photos of your shop, plus any recent customer reviews. Ask happy customers to leave a review right after they get their car serviced/repaired. It’s a good practice to respond to both good and bad reviews. It shows you care about customer feedback. Plus, it also improves visibility.
Your GBP also appears in Google Maps and other local search results. It’s a good practice to keep it updated at all times.
Local content
Publish website content relevant to your local audience. You can produce various articles for educational purposes. For example,
‘Common car issues’
‘How to take care of your car in winter’
‘When to replace tires’
This type of content will drive additional traffic to your website. You can also advertise local car events or your shop’s community activities.
Optimize your shop’s website for local SEO so your target customers can easily find your business. Targeting local keywords will help your auto repair shop rank higher in search engine results for your area.
Identify your local keywords
Start with basic industry terms like “auto repair,” “car service,” or “mechanic.”
Add your location to these terms, such as “auto repair in [City Name]” or “[Neighborhood] car service.”
Many users search for services using “near me” (e.g., “auto repair near me”). While you can’t directly target these keywords on your website, by optimizing your local SEO as a whole, you’ll appear in these searches.
Consider local terms
Use terms and phrases commonly used in your locality. If there are specific nicknames or shorthand for your area, include them.
Research competitor keywords
Consider targeting similar keywords that local competitors rank for.
Use keywords in meta tags and descriptions
Add local keywords to your website’s meta titles, descriptions, and headers.
Apply keywords across website content
Include local keywords in blog posts, service pages, and even image alt texts.
2. Run targeted online ads
You can use Google and Facebook Ads to bring in new customers looking for repair services. Run your ads on high-intent keywords such as ‘brake repair [city]’ or ‘oil change near me’. Start with a small budget. Then make adjustments to your ads based on what is bringing in the most leads.
3. Leverage online reviews
Manage your online reputation by earning positive customer reviews and strategically addressing negative ones. Research by BizRate Insights reveals that 59% of people check Google Reviews before visiting a shop. Positive reviews help build trust. Make it a non-negotiable habit for your staff to collect customer feedback before they leave.
The most successful auto repair shops appear on Google Maps. This makes it easier for potential customers to find them. They also invest in auto repair marketing software to manage and reply to reviews directly from the app.
Don’t ignore negative online reviews. Don’t respond with emotion. Instead, write a thoughtful, positive response. Acknowledge the issues they point out. Outline your solutions. Finally, provide direct contact information to connect with them.
Your responses are an excellent opportunity to showcase your shop’s professionalism and how you proactively address customer complaints. That approach can make your auto shop more credible.
4. Create or update your website
Create a simple, mobile-friendly website that has key information. This includes your contact information, list of services, and booking options. This will strengthen your online presence and give potential customers more clarity about your brand. You can also go a step further and allow them to book an appointment online. They could even get a quote for the service they are looking for.
Here are items that the best auto repair shops include on their website:
Shop service information
What does your shop do? Your website should make the answer immediately clear. Offer details on what auto repair services you offer. Go one layer deeper. Is there a unique brake service you provide? Do you have cutting-edge equipment for transmission work?
Cover any distinguished services or unique shop qualities that separate your shop from competitors. That will make it easier to attract the right customers. Additionally, create specific service pages about your specialties. This will help visitors quickly understand where your strengths lie.
Personalized ‘About Us’ page
Show your customers your shop cares about them. A thoughtful ‘About Us’ page can help you achieve this goal and avoid developing a “corporate image.”
With a personalized ‘About Us’ page, tell your customers why you’re in the auto repair business and what keeps you going. For some shop owners, a love for cars and helping people may have inspired them to enter the industry—there are no wrong answers here!
Relevant call-to-action (CTA) buttons
You worked hard to get customers on your website. Now what? The best auto repair shops use relevant CTAs to encourage conversions. For example, offer potential customers a free inspection if they sign up for your email list!
Here are some other examples of relevant call-to-actions:
“Schedule Your Free Inspection Today!”
You can link this CTA to a sign-up form for customers to schedule a complimentary vehicle inspection. Encourage them to provide their contact details and subscribe to your email list.
“Join Our Mailing List & Get a 10% Discount on Your First Service!”
Offer a discount on the first service as an incentive for new customers to subscribe to your mailing list.
Value-added content
Content marketing increases your website’s traffic. Optimizing this content for SEO will help you rank well on Google.
Write valuable content on topics your customers find helpful. For example, provide weekly at-home car maintenance tips. With this approach, you can increase your readers’ interest in your business and make them loyal customers.
Include before and after pictures of the work you’ve done. Plus, add in a few testimonials to build social proof.
5. Host community events or workshops
Set your auto shop apart by hosting a special event in your neighborhood. It is a great way to become a part of your local community. You also gain visibility in front of people who are most likely to be your customers. You can host a vintage car show, a local BBQ, or a basic car maintenance workshop. You could even sponsor a local sports team to get engaged with the community.
This will help your auto shop gain local recognition. It will also help you build trust with the community outside the shop. This can generate word-of-mouth referrals.
Take photos and post them to your website or social media pages to showcase your participation in the local community. This helps increase visibility and extend reach.
6. Engage on social media
According to IDC Research, around 80% of people check their social media within 15 minutes of opening their eyes.
Here are some auto repair marketing ideas to target your existing customer base and new audiences online:
Choose the right channels
Set up Facebook and Instagram accounts for your auto shop. These are excellent channels to promote your business. Easy to use, and the most popular social media platform out there.
Make interesting and relevant posts
Create short video content for these channels. Talk about various issues car owners face. Educate them through your social media content. It’s an easy, simple way to engage your audience.
Make use of platform features: For example, on Instagram, you can post polls on stories about what services customers want from your shop.
7. Use video content
Engage your audience with video marketing. This can bring your auto repair services to life. Create short, informative videos to show your expertise. For example, talk about easy car maintenance tips or share what complex repairs include.
Also, video testimonials from happy customers show a personal side of your business. These videos are great for sharing on your website and social media, making your shop more visible online.
8. Offer new customer discounts
You can offer special discounts for your first-time customers. Who doesn’t love to save money? Run special promotions targeting newcomers. Offer them a certain amount off from their first check-up at your shop or a complimentary service.
This can motivate a new customer to come to the shop. Display the offer prominently on your website and social pages.
How to retain existing customers
So you’re already focusing on attracting new customers and expanding your customer base. With that, you also need to keep the customers you already have. You can’t take them for granted or expect them to remember you. Being ‘top of mind’ should be top priority for your auto shop.
1. Set up a follow-up message system
You already have their phone numbers and email addresses. Send them a friendly reminder before their upcoming appointments for services like oil changes, tire rotations, or routine inspections. They will know you remember them.
This shows your customers you care and that you remember them. This small act brings them back when it is time for service. You can also ask for feedback and reviews with these reminders.
2. Launch a loyalty program
Set up a loyalty program for customers with repeat visits. This is a great way to encourage them to choose your auto shop again. It could be as simple as ‘Buy 3 oil changes, get the next 2 free’. Or each transaction could equate to points that they can eventually redeem for discounts.
This is an excellent way to build long-term relationships with customers. It also gives them a reason to come back.
3. Start a referral program
Encourage your existing customers to refer their friends or family. Offer a small reward or a gift card every time they refer a friend or family member.
Make it easy for your customers to participate in the referral program. Give them a link or a card that can be passed along.
4. Send out seasonal promotions
Give seasonal promotional offers to your existing customers. For instance, any limited-time offers or discounts for winter tire swaps or summer AC checks. Use emails and SMS to share these promotions. Advertise them on your auto shop’s social media channels. These offers are a great way to bring your customers in sooner.
5. Use targeted email campaigns
According to OptinMonster, 99% of email users check their email daily. So, is email marketing still effective? Various studies and industry analyses consistently show that email marketing maintains one of the highest conversion rates among digital marketing strategies.
Invest in the right tools
Modern software these days is equipped with built-in CRM tools that allow shop owners to create an email list using their customer database. You can group customers with similar spending behavior and target the correct audience for each campaign. Additionally, it allows you to schedule campaigns, so you don’t have to worry about forgetting to send the emails. Plus, you can schedule follow-up emails to remain in the customers’ consideration set for when they need a mechanic.
Provide relevant content
People avoid emails. They know it’s just an advertisement. So, share content that adds value for your reader. Send periodic newsletters to your customers to keep them updated about new offerings at your shop.
A few examples:
- A newsletter offering seasonal maintenance advice, such as preparing your car for winter or tips for summer travel. Include a checklist of seasonal services provided by your shop.
- Share exclusive promotions or discounts available to your email subscribers.
- Share blogs or infographics on topics like “The Importance of Regular Brake Checks” or “The Benefits of Regular Car Check-ups” to educate your customers and help them make informed decisions.
You can segment your entire email list based on service history. For example, send reminders to customers who haven’t visited in over three months or you can recommend specific services based on past visits.
But it’s always best to keep the emails short and educational. Don’t bombard them with multiple emails a week. Once or twice a month is a good frequency to maintain.
6. Gather customer feedback and act on it
It is generally a great practice to ask for feedback after each service. This shows your customer that your opinion matters. You will learn what’s working (and what isn’t). Then, when you make the improvements based on their suggestions, share the revisions with them. It shows them you didn’t just listen, you acted on it too. It helps build loyalty.
Wrapping up
Marketing isn’t something you do one day and skip the next. It is an ongoing and consistent part of running a successful auto repair shop.
You don’t have to go for each and every tactic mentioned above. Choose a few of these, whether that is launching a loyalty program or fine-tuning your website. Make sure your goal for each activity is crystal clear. Track what is working, what flops, and make adjustments.
The goal is to make lasting relationships with your customers and build a steady revenue stream, not just bring them into your auto shop one time.
FAQs
What is the best marketing for an auto repair shop?
Many marketing channels can prove effective for your auto repair business. Targeted email marketing campaigns are a great way to share personalized information. Word-of-mouth marketing in your local area is another preferred method to promote your shop.
How can I promote my auto repair business?
Here are five ways you can promote your shop and win more customers:
- Create a personalized website featuring direct CTAs
- Use word-of-mouth marketing and customer referrals
- Run targeted email marketing campaigns
- Invite happy customers to leave online reviews
- Build a solid social media presence
What is the target market for auto repair?
A shop’s target market for auto repair can vary. But drivers with older vehicles will need more repair services. Mention car warning signs to look out for throughout your marketing.
Auto Repair Shop Management Software
AutoLeap is a powerful all-in-one auto repair shop software that helps to keep complete track of your business – from scheduling appointments to managing technicians and generating invoices.
