Large cities have an auto repair shop on almost every block. That’s why it’s so hard to compete as a franchise owner. Fortunately, social media gives you the opportunity to market your business and separate yourself from the competition. Take a look at this guide to social media to help you get started on the path to success. Social media can really help your business thrive.
Choose the Right Social Media Site
Image via Flickr by Sean MacEntee
Firstly, you need to choose one or two social media sites to market your auto repair shop. If you choose too many, you won’t have the time to update all of them and effectively engage with customers. Plus, if you’re like most auto repair shops, you don’t have the money to hire a marketing manager to handle all of your social media accounts. So, focus on one or two social media sites, especially at the beginning.
There are dozens of social media sites you can choose from to promote your auto repair franchise location, but they won’t all bring you the same success. For instance, don’t use LinkedIn because that’s for individuals trying to promote themselves. Additionally, Pinterest wouldn’t be your best use of time unless you’re going to create tutorials or take lots of pictures that people will want to share. Of course, there are advantages and disadvantages to each social media site.
The best social media site for an auto repair shop to use is Facebook. This is mainly because Facebook has more users than any other social media website, which means you can reach the largest audience. Additionally, you can use Facebook ads to target users in your area instead of wasting your advertising dollars on people who don’t live close enough to your auto repair shop to become customers.
Attract New Customers and Build Loyalty with Giveaways and Promotions
Image via Flickr by Alan O’Rourke
The point of getting your auto repair shop on social media is to attract new customers. However, that’s not easy unless you have a plan. One of the most successful ways to get more followers and convert them into customers is to run giveaways and promotions on your social media accounts. For instance, you could run a giveaway where new followers get a coupon for 50 percent off an oil change. Of course, you have to do giveaways and promotions for existing followers, too, or you won’t keep them as customers.
Here are some giveaway and promotion ideas:
- 20 percent off any auto repair work
- $20 off safety and emissions
- $10 for every new customer referral
- Buy three tires, get one free
- Free oil change with any auto repair work
Attracting new customers is an important reason to use social media, but it isn’t the only one. Social media is also a way to build loyal customers. You do this by engaging with customers and creating a relationship they’ll remember. One example of a way to engage customers as an auto repair shop is to offer quotes through social media messages.
Use Advertising to Promote Your Business on Social Media
Image via Flickr by cambodiaforkidsorg
Word of mouth is the best way to attract new followers, but you can’t only rely on that. Most social media sites also have advertising programs that help you reach more people. Facebook is great for auto repair shops because you can target users in your same geographical area. That means you won’t be wasting money on advertising that’ll never convert to new customers. Facebook ads are typically displayed on the side bar, but they are very effective in generating new followers.
You can also use other forms of advertising to attract more social media followers. For instance, Google AdSense campaigns can target people based on their geographic location, just like on Facebook. You can also find websites with similar services to your auto repair shop and ask if they’re willing to give you an ongoing ad space. Of course, this is typically more expensive than Facebook ads or Google AdSense. You’ll have to keep your budget in mind.
If you want your auto repair shop to stand out, don’t wait to get started with social media. It takes time to build followers and convert them into customers. Just make sure that you don’t spread yourself too thin by using too many social media sites. Choose one or two social media sites and then focus on engaging followers, building loyalty, and then converting those followers into regular customers.