Just as a car’s engine requires constant care, attention and adjustment to maintain optimal performance so does your marketing plan. Find out how Rad Air, Dillion’s Automotive and Jiffy Lube are using digital marketing to their advantage.
It’s all about combining your website and social media efforts with other online activities to (hopefully) work as one co-ordinated marketing vehicle, and transporting potential customers from elsewhere to the front entrance of your own workshop.
With more than 250 million cars and trucks on U.S. roads, that’s plenty of work (and competition) for the country’s auto mechanic industry.
Here’s a snapshot of how some of the best are going about their online quest for customers.
This Ohio-based chain of twelve “complete car care and tire centres” has managed to collect a Facebook fan-base of more than 3,600. The company posts to its page about every five days or so, mixing it up with maintenance tips and external links to other industry related articles.
So often companies link from their website to their YouTube channel, only to feature one or two half-hearted attempts at video content. Rad Air, however, has uploaded 20 clips over the past three years, which range from short promos to informative “how tos”.
Rad’s website is very well-built and taken care of, with features such as an online scheduling service, car care tips, testimonials, staff profiles and news. Visitors can also download and print exclusive online discount coupons that can be redeemed in-store.
Dillon’s is a family owned and operated full-service auto repair shop in Katy, Texas, and being a smaller operation has just over 850 likes on Facebook. While size (and volume) does matter to some extent, in a town of 15,000 people, Dillon’s is doing just fine.
Facebook posts tend to be sporadic, focusing not only on car repair topics but posts related to local issues as well – a clever way to engage the townsfolk.
The company’s website links through to its page on the Yelp rating website, where it has racked up 23 (mostly positive) reviews and a 5-star rating.
The site also features a comprehensive run down of its services, gives clear directions to its location, and provides printable coupons featuring promotions such as free brake inspections.
Jiffy Lube is a chain of over 2,000 businesses and is a subsidiary of Shell Oil – so you’d hope that it has its online presence sorted (which it does).
In fact, the company even has its own app, which allows users to do things such as set reminders for routine maintenance checks, find a store location, save records, get tips and download coupons.
The company’s website provides answers to frequently asked questions, allows for customer feedback and features a number of different discounts and offers. There’s also a “Jiffy Lube Knowledge Center” containing helpful maintenance tips etc.
Sure, Jiffy is a huge chain of franchises, but this doesn’t mean smaller operations can’t take a comprehensive look at what it’s doing online and adopt, or adapt even a small sample of Jiffy’s ideas.