With 2020 quickly coming to an end, collision repair shop owners should start thinking about their marketing plans for next year.
“It’s easy to get so focused on the here and now that we forget about the future, but it’s time to think about what you want to accomplish in 2021 and how to plan for that," said Kim Walker of Shop Marketing Pros. "What are your overall business goals? You need to know your goals in order to determine your marketing plans.”
In Shop Marketing Pros’ newest class, Walker explains how aligning your overall business goals with your marketing plans can help increase revenue, attract new customers, increase the frequency of existing customers’ visits, improve web traffic and add social media followers.
The first step in designing your marketing plan is to set some time aside to really think about what you want from your business. Schedule some time in an environment where you won’t be interrupted and think about “what works for you and your shop,” Walker said. “Your tactics may be different from other shops’---everybody’s plan is going to be different, and that’s OK."
Next, evaluate the strengths, weaknesses, opportunities and threats impacting your business. Develop related SMART (specific, measurable, attainable, relevant, timely) goals, but “don’t make them too easy,” Walker cautioned. “Your goals should be something you have to reach for.”
Examine your marketing KPIs. These include website visitors, social reach, EMM, Google Ads and more.
Calculate your marketing budget for 2021, and look at how you spent your advertising budget in 2020. Figures should be based on facts, such as your total revenue. Examine what’s working and what isn’t working---keep doing the things that generate revenue and stop doing the things that don’t.