When people drive by your shop, what do they see? A large sign out front with your name and phone number? Perhaps a banner advertising this month’s specials?
In much the same way that you draw attention to your physical shop, you can (and should) do the same online.
“Imagine your shop located on a busy street,” says Daniel Burkholder, founder of Body Shop Marketing, a digital marketing company dedicated solely to the collision industry. “You want to make sure people driving by see it, know it’s the best place to go when they need collision repairs, and have an easy way to stop in. Online marketing is like putting up a big, bright sign that says, ‘We fix cars perfectly! Come in today!’ But instead of doing this on a physical street, you're doing it on the internet where thousands of potential customers are passing by every day.”
Here’s how to catch the attention of those online passersby.
Digital Marketing 101
Every business owner is familiar with marketing, using tactics like ads, radio spots, and TV commercials to bring awareness to your shop and brand with the ultimate goal of winning new customers.
Digital marketing is the same exact thing, but on the internet…it’s a way to ensure people find you online when they’re searching for a collision repair shop. And trust us, they’re looking. Some polls estimate as many as 75% of people are now searching for businesses online and looking at reviews before deciding where to go.
That means it’s more important than ever for shops to put their best digital foot forward and focus resources on their online presence and digital marketing.
If You Build It, They Will Come
Your website, Google Business Profile (what appears to someone when they search for your business on Google), social media channels (like Facebook, X, Instagram, YouTube, and LinkedIn), pay-per-click campaigns (those online ads that appear at the top of search pages), and geofencing campaigns (advertising targeted to people in a specific geographic area), all fall under the digital marketing umbrella.
In basic terms, when you search a business online, the information you find about them is their online presence, Burkholder says. And if they are optimizing and building that online presence, then they’re utilizing online — or digital — marketing.
The fantastic thing about digital marketing, he adds, is that you have the opportunity to meet potential customers in their exact moment of need. After all, people don’t usually search for collision shops unless they’ve just been in an accident or need body work done in the immediate future.
“Not only does a strong online presence help build trust, but it’s also a way to help combat the 'steering' that shops face from insurance companies. It can also be a great way to beat the MSOs or big competitors you’re facing, too.”
But just remember…Rome wasn’t built in a day; your online presence won’t be, either. It takes time and consistency to see results. A brand-new website, for instance, can take around six months to be “noticed” and ranked organically by Google (meaning your website shows up in search results without a paid ad).
“The harsh truth is this: if you want incredible SEO results today, you should have started (at least) six to 12 months ago,” Burkholder warns. “Don't be like those who regret not starting sooner. The second-best time to start is today!”
Getting Started
Every shop should have the following at a minimum, says Burkholder: 1) an optimized website, 2) an optimized Google Business Profile, 3) cohesive shop information syndicated across different online directories, and 4) a social media presence.
Start by focusing on your website and Google Business Profile, he advises, as those will serve as the foundation for any additional digital marketing efforts you undertake.
You want to be sure that your shop's website is optimized for search in three places:
- On-page, i.e. making sure the actual text that people see on your website is optimized with the proper headings, keyword phrases (the phrases people in your area are searching when looking for a collision shop), links, etc.
- Technically, i.e. optimizing things on the back end of the site, like the coding, accessibility, load speed, etc.
- Off-page, i.e. content not on your website that signals to Google you’re trustworthy and should be ranked in searches. Social media content and links from other websites to yours are examples of off-page SEO signals.
As for your Google Business Profile, use the different functionalities and features it offers to add Q&As, posts (similar to a Facebook post, but directly on your Google Business Profile), respond to reviews, and add photos. Be sure to do this at least three times per week, says Burkholder, to show that you’re active on your listing.
Online business directories, on the other hand, are like the Yellow Pages of the digital age: they provide a place where people can find an aggregate of different businesses’ contact information in one place. Find the directories most relevant to the collision industry and ensure your business information is submitted and correct.
Lastly, be sure you’re using social platforms like Facebook, LinkedIn, X, YouTube, and Instagram to build brand recognition and trust in your community. Be authentic and use photos from your shop, not stock photos you find online. Let people see behind the scenes!
Should You Outsource?
Business owners with the desire to tackle digital marketing on their own can complete courses like those available on www.digitalmarketer.com/, says Burkholder, but many shop owners and operators find that it’s an extremely worthwhile investment to outsource their online presence and digital marketing to a professional agency.
“Shop owners don't have the time to be an expert in every area of their business,” he says. “When you hire a digital marketing professional, you’re hiring years of experience and knowledge, a partner to help grow your business and create a plan to reach your long-term goals, and access to tools and software that can make all the difference in your success.”
The Bottom Line
Digital marketing is too important to ignore, says Burkholder, so if you’re too busy or don’t have the interest in doing it yourself, hire help.
“Don't wait till your shop is slow to start marketing. Online marketing needs to be done consistently. Keep building your shop's online presence one day, one month, one year at a time, and know that you don’t have to go it alone. Choose a marketing agency partner that understands the collision industry and knows how to support your shop's long-term goals.”
