Twitter You Tube Facebook Autobodynews Linked In

Friday, 03 January 2020 22:21

A Look at Body Shop Marketing With 2020 Vision

Written by
More and more shop owners like Frank Barnard at Almost Everything Auto Body Repair & Paint in Fremont, CA, have a services board that hangs in the reception area to educate customers. More and more shop owners like Frank Barnard at Almost Everything Auto Body Repair & Paint in Fremont, CA, have a services board that hangs in the reception area to educate customers. Almost Everything Auto Body Repair & Paint

Index

Do you remember Aesop’s old fable, “The Ant and the Grasshopper?” In short, the story is about a grasshopper who played all summer long while the ant worked hard to have enough food to make it through the winter. I’ve updated it a little to make my point about body shop marketing, so my apologies to Aesop.

In my version, the grasshopper had a few DRPs and his car count was consistently high, so he was happy and not worried about marketing. On the other side of the hill, the ants were out there creating a brand and working hard to build their business through year-round strategic marketing. When the business climate changed and the grasshopper lost his number one DRP, he jumped through the roof while the ants added another location.

 

I don’t recall exactly how this story ends, but I’ve always remembered that the message was to be prepared and plan for the worst. When it comes to body shop owners, there are too many grasshoppers and not enough ants. They jump around all willy dilly to try things they saw their competitors do and wonder why they don’t work. As a result, their businesses start to lose momentum and then pretty soon, they hear crickets instead of grasshoppers.

 

Stay on the online track: The numbers are strong and growing. There are currently 4.1 billion internet users on the planet, as compared to 3.9 billion users in mid-2018 and approximately 3.7 billion in late 2017.

 

As more people search for you online and write reviews about your business, search engine optimization (SEO) is now more important than ever. Many shop owners aren’t scrambling to optimize something they don’t fully understand. To see which shops are committed to long-term SEO, conduct a general Google search (like collision repair in Dayton, Ohio, for example) and see where you sit. If you’re not on the first page, you’re in trouble, but you can turn it around faster than you think by starting an SEO program. Once you get a favorable spot, it’s easier to maintain your position; but, getting there requires an investment in both time and money and it needs to be treated as a priority.


Previous Page Next Page »

Read 1077 times