From the Magazine: Marketing in an age of reduced physical ... - Auto Service World

When customers couldn’t visit stores, business moved online. Effective websites and digital marketing tactics like search engine optimization (SEO), paid online ads, email marketing and social media all became essential to finding and keeping happy customers.

And now? Customers still want convenient, easy online interactions. Younger Millennials and Gen Z in particular — who have grown up with smartphones and fast internet — expect your business to be online and ready for them. If not, they won’t give you a second chance.

But a lot of repair shops don’t have a strong online presence. They might have an outdated website, an incomplete Facebook page, and a Google Business Profile that someone did something with a few years ago.

If that sounds like you, you’re not alone.

So how can a busy shop owner navigate the new landscape? Here are two tactics to get you more leads and help your shop thrive.

Stay relevant with SEO

When you use a search engine for something like “auto repair near me,” you expect to find local repair shops with good reputations. But if the search engine returned a bunch of shops that were closed or had poor reviews or weren’t actually in your neighbourhood, that wouldn’t help you at all. And you’d start looking for a new search engine.

Google, Bing, Yahoo, and even social media platforms, need to show results that keep you coming back. In other words, they need to show relevant results.

Search engines avoid irrelevance by constantly scouring the internet...

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