Even after you have put strategic marketing tactics into place for your business, you are not done! One of the most important things you need to do is track your results and make sure your efforts are proving successful.
In order to make the most out of your marketing budget, you must know exactly which tactics are converting the best and showing the greatest ROI. The closer that your shop can get to attributing its sales to individual marketing efforts, the better.
You don’t just want lots of traffic to your auto repair website; you want visitors who are interested in finding a new auto repair shop where you're located. Most automotive online marketing is aimed at finding the right kind of visitors- potential customers- to your website, but it’s not a simple or quick process. You’ve got to pay attention to the numbers and make sure that the traffic you get as a result of your marketing strategy is the kind of traffic you want- targeted traffic.
What exactly does 'bounce rate' mean?
The bounce rate is simply the percentage of visitors to your site who only look at the first page they see. They do a Google search, your site comes up, they click the link, then they go somewhere else immediately. They don’t go from your home page to the contact page or visit your blog or the page about your location- they just leave.
Obviously, a high bounce rate is not something you want. It indicates problems with the website, or services that don't appeal to anyone. But you can't appeal to every visitor, so you will always have a percentage of visitors who 'bounce'. Everyone wants to reduce and minimize their bounce rate, because it is one indication that you are not getting the type of traffic you want. But how to do it?
How Can You Lower Your Bounce Rate?
Besides a website just not being what they’re looking for, one of the biggest reasons that a new visitor will leave is that they find the site confusing or hard to read. A poorly designed site can really turn some visitors away. Things like low contrast, too many menus or bad fonts are difficult to read, and some visitors would rather just find something easier.
This may have nothing to do with how good you are at repairing cars, but it will scare away potential customers. The design of your site should be consistent throughout, should be high contrast and each page should have specific and obvious information as well as easy-to-access links to the other important pages on the site.
Social Media and Responsive Layouts
If you are using social media as part of your automotive marketing plan (you should be), then many new users are going to find your site using a wide variety of platforms. Your site must look consistent on a computer screen, a tablet, and a smartphone. This is called "responsiveness".
Keep in mind that the overall goal is for website visits to turn into appointments at your shop. Focusing on good content and representing your business accurately and professionally is the best strategy, but proper attention to website and design detail will improve your bottom line.
We understand bounce rates aren't everyone's cup of tea or top priority, that's why our web marketing programs and services take care of the nitty gritty of SEO for you. For more information on our program, services, or SEO advice, contact us today for a free consultation.
If your auto repair shop already has a website and an online marketing strategy set up, chances are you might have heard of something called “black hat” SEO from your web marketing team. “Black hat” refers to SEO techniques that are non-standard, unfair, and outlawed by most major search engines.
Nobody likes spam- nobody. That's why Google works so hard to stop spam sites from getting through their algorithms and annoying their users. Many people create web spam in order to manipulate search engines and increase their rankings. While Google’s search algorithms are the best in the business, they can be a little too good at times, and mark perfectly good websites as spam for all the wrong reasons.
Automotive social media marketing is just like anything else when it comes to Facebook and Twitter. You want to engage your followers, but you don’t want to smother them. Each post you share has the potential to be shared with people who don’t know about you yet, making automotive social media marketing an invaluable way to expand your business and grow your practice.
Web traffic is simply the number of visitors to your website and how many pages they visit. It's a simple concept, but it basically drives the web industry today. Getting good traffic takes time and effort, but some developers are so intent on getting a lot of traffic quickly that they resort to all kinds of crazy SEO tricks and tools meant to attract lots of people. The thing is, traffic that is generated for the wrong reasons will remain simply that: traffic that comes and goes, and is largely irrelevant. Part of the job for professional SEOs is sorting out what traffic is relevant, quality traffic and why.
"Link building" is the practice of creating links to your website around the web. Your website needs link to show search engines that it's well connected and legitimate. Link building is also a great way to improve SEO and the online presence of your auto repair shop. But did you know that local online directories create links as well? While these “links” aren’t as organic and full of original content as blog posts, when done right they are highly credible and take a lot less time and effort to create and maintain.
Give Your SEO Strategies A Boost
Google and other search engines give a lot of trust to online directories- they’re popular and user-friendly, so there’s less possibility of false content and cheating the search engines than there would be on a regular website. As you may already know about link-building, credibility is everything, so having approved listings on the major directories counts for a lot with the search engines.
Target Local Traffic
Appealing to a local audience online is one of the biggest challenges in internet marketing today, and local directories take care of it for you. When you submit a listing to a local directory, you are verifying that your auto repair shop is in a specific location- any time a user searches for mechanics or auto repair shops in that location, directory listings for that category will most likely be in the search engine results.
Tips for Creating Listings
Be as thorough as possible and fill out all of the information. A half-empty listing isn't helpful and might even frustrate some people. Though it may seem boring, it’s important to fill out all of the fields with quality information. Some directories allow you to include photos of your business- it's important to include photos if you have them, because they will make your shop stand out.
Always include updated contact information and link to your shop's website, if you have one.
The Top Local Directories
In addition to listing on the search engine’s local listings like Google Places, Yahoo Local and Bing Local, don’t leave out these separate local directories:
Yelp (also a top review site)
Get found with CarCareCONNECT! We'll submit your shop to over 130 local directories so you don't have to. Local directories submission is a major part of our online marketing strategy- contact us today to get a free consultation.
SEO isn’t exclusively for your auto repair shop's website. You can increase web traffic by optimizing your social media pages too! Even though Twitter posts are limited in characters, they can still pack a powerful marketing punch with SEO techniques in tweets and Twitter bios.