Feb 21

12 Statistics to Guide Your Auto Shop's Digital Marketing Strategy

Posted by Burke Miller on Feb 21, 2017 10:55:00 AM

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Digital marketing is a continually expanding, maturing field. Each year heralds in rising trends, strategic optimization and forward progress. While looking back at 2016, our team identified some of the most pertinent facts from around the field to illuminate potential areas of growth for your shop in 2017.

Partner Up and Go Digital

There can be a lot to focus on when it comes to digital marketing. Sometimes it may seem there is just no space left on your to-do list. But just like you’d add a new bay if the return on investment showed solidly positive, you’d also invest more in digital tactics to increase your client base.

The best part about it is that you can hire expert teams to monitor and run various facets of your digital marketing campaigns. There are hundreds of specialists out there who have reputations for excellent work in web design, social media marketing, SEO or any other marketing needs you may have.

This is the most efficient, cost-effective way to grow your team. You come to the table with the knowledge of your local customer base, and they come to the table with marketing know-how. By working together, you’ll be able to fully take advantage of digital marketing’s benefits and see your profits climb.

Did you know...

  1. 67% of local businesses surveyed said they currently work with more than one marketing provider. ReachLocal

  1. “How-to” searches are up 70% year over year. Adélie Studios

  1. The top 5 local marketing tactics for 2016 were: social media marketing, search engine optimization, mobile-friendly websites, Facebook advertising and search engine advertising. ReachLocal

  1. 40% of local businesses surveyed said they plan to invest in local listing optimization. ReachLocal

Keep in Contact Through Email

Email is one of the most underrated yet most effective marketing tools. If done properly, it can provide a personal touch that will nurture potential clients to come into your shop for service. Or it can be used to keep your shop top of mind with current customers.

Marketing professionals agree that the return on investment for email marketing is some of the highest for any digital tool.

Emailing your customers can be easy to keep up with by using an email marketing management tool such as MailChimp. You will have the option to send personalized emails with specific content to better connect with the subscriber. For example, you can offer a special to one-and-done customers to get them back into the shop. You could also send shop and staff updates for long-time loyal customers. It’s really up to you  to decide the best way to segment and communicate with each targeted group of customers.

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Check out these email marketing statistics...

  1. 22% of brands do not implement welcome campaigns to engage new subscribers, and 43% do not use reactivation campaigns to re-engage lapsed or inactive subscribers. Yesmail

  1. 64% of brands do not personalize email copy, and over two-thirds do not use customer data to personalize the products and services featured in brand emails. Yesmail

  1. 45% of small business owners don’t maintain an email list that prospective customers can opt into. LeadPages & Infusionsoft

  1. Apart from websites (35%), email marketing drives the most ROI with 31% of marketers saying it is their strongest channel. ALF Insight

Hold their Attention with Video

It’s hard to deny the power of a well-executed video. Videos draw us in and hold our attention. Why not use the same strategy for your shop?

There are many apps and programs that make video production a breeze. Don’t worry, you don’t have to be a professional videographer or have professional-quality equipment to create a great video.

It’s more about being well thought out and providing useful information rather than being the best production.

Is there a question that a large percentage of your customers ask? For example, do they keep asking how they can know if their oil is still good? You could create a video with a couple of your mechanics to address the answer of this question. You never know, one of your mechanics may be a naturally personable, charismatic person and be great in front of the camera.

By investing in video, you can provide useful, informational content to customers and provide them with more reasons to trust your shop.

  1. 58% of small business owners are using social media in their marketing, but less than half are creating any other kind of content to help them get leads and sales. LeadPages & Infusionsoft

  1. Companies using video enjoy 41% more web traffic from search than non-users. Adélie Studios

  1. Native video uploads to facebook have a 10x higher reach compared to shared YouTube links. Adélie Studios

  1. Video drives a 157% increase in organic traffic from search engines. Adélie Studios

Grow your business by incorporating digital marketing tools that work for your shop. It can feel overwhelming to learn any new tool, but with a little practice, you’ll see the results that will keep you determined to work towards the ultimate ROI.


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Topics: Local Marketing


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