One of the best things about online advertising is the fact that you can pay as you go conveniently and easily while managing your budget with just the click of a mouse. You also can see rather quickly whether or not it is working for you.
Angel Iraola, owner of Net Business Consulting & Solutions in Santa Rosa, CA, has seen online advertising campaigns that have garnered excellent results for many of his clients.
"Online advertising helps drive potential customers to your website, which is always the goal," he said. "It is an ideal medium for body shops that want to reach their target audience quickly without spending an arm and a leg. We sit down with each client and target their specific area because we've learned over the years that people will only travel 3--4 miles to get any product or service, including collision repair."
Manage Your Reviews
It happens to the best shops---you get another one-star snarky review from a customer you couldn't please, even though you tried everything you could to placate them. It's not the end of the world, so don't fret quite yet.
First off, if the review violates guidelines, you can report it and have it removed like a wart. If it's a case of a disgruntled customer and you're aware of the situation, you should respond promptly. Many shops let a bad review sit there for weeks or months in some cases, and that's never a good idea.
You should always privately email each reviewer, whether good or bad. Unfortunately, as part of a built-in spam prevention tool, you are allowed to send only one email to each reviewer until that reviewer responds. Reviewers can also block a shop from emailing them, so be prepared for that if it transpires.
Sometimes it's better to hire an objective third-party to ask an angry customer to take down their bad review or add a few stars after rectifying the situation.
Beware---never sign on using a fake name to post a review or comment on your own Yelp page. You could risk your shop's reputation by posting 5-star reviews about you and your crew or by replying angrily to negative ones on your page.
One day, a shop owner I interviewed saw a bad review and was ready to blast the customer online before I told him to relax and take a deep breath. The next day, he contacted the disgruntled individual and was able to turn it into a positive experience by simply showing him that he cared. Even an unhappy customer is reasonable when approached in a compassionate and honest way, so always reach out to everyone who offers you a review, whether good or bad.