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Wednesday, August 12, 2020
US unemployment exceeds 10%. Community involvement is always good for business, and if your business isn’t struggling right now it’s more important than ever to give back. Click here for some ways to help those in need.
Friday, August 7, 2020
Do you ever ask yourself how you can make the most out of your auto repair shop’s Facebook page? Here are 11 different ways you can boost your shop’s Facebook presence (in a fun way)!
Use this platform to share a tip or wish your followers a happy Monday or a happy weekend. Interview an employee and talk about their family, favorite car, favorite meal, etc… Use it to showcase the team and provide a look behind the scenes at the shop.
While being a positive face your followers see on their newsfeed, it also brings light to your shop’s culture.
By sharing this, other customers will see themselves in the customer you’re promoting. It creates a relatable, curious and engaging Facebook post.
Here’s how you play: fill a jar with candies, paper clips or virtually anything you can fit into a jar. Share the photo on Facebook asking for people to guess how many of X is in the jar. The kicker here is that the winner should receive some type of prize (they need an incentive to play, of course). Whether the prize may be a gift card, a coupon for an oil change or even the jar of candies itself, it will encourage people to participate!
A few ideas right off the bat could be during Halloween, Christmas and Easter. Encourage your employees and customers to share their best Halloween costumes on your Facebook page. This will get some great laughs and many eyes on your Facebook page. When Christmas rolls around, use this as an opportunity to host a virtual cookie decorating contest or even better, decorate your car with Christmas lights contest. Lastly (we’re sure there’s more holiday contests you may think of), Easter is an egg-specially great time to have an egg decorating contest.
Holidays are a wonderful time to boost the spirits of your customers, while boosting your engagement on Facebook. Always remember to comment and interact with those who are participating!
You may have seen this with other brands that you follow because it can be a great way to promote your Facebook page. It creates an exciting and risky feeling and people thrive off that. Word of advice: remember to either record a video or take photos of whatever you choose to do because people will be very upset if they miss out.
Giveaways can be pretty much anything underneath the sun. They can also happen for any reason. Whether you’re celebrating the shop’s anniversary or it’s a Wednesday in August, giveaway promotions can be held at any time. If you need a few ideas to get started, try these: a free oil change, gift card for a local restaurant in town, gift card for gas, or a gift card to a local grocery store. People love free and they are motivated with giveaways.
Are you feeling inspired to give one or two of these a shot? Incorporating these types of posts every so often to your shop’s Facebook page will help you get the most out of your social media presence.
We do more than websites! We also manage Facebook profiles for our customers. If you’d like to learn more about how we help our customers with Facebook, call us at 855-394-6397 or email us at Team_RSW@RepairShopWebsites.com.
Thursday, July 30, 2020
What type of auto repair work brings the highest margin?
The reality is that it depends on the shop. For your shop, it will be the types of repairs you are best set up to handle well. It’s the repair that your technicians are experienced and efficient at completing. Often, those are the repairs that you tend to get in more than other shops in town.
Of course, most shops don’t advertise that they only do one or two types of auto repairs. As nice as that might sound when they’re busy, most shop managers know a time will come when they’ll be glad they haven’t told everyone in town that they don’t do oil changes.
But when there’s not enough time in the day to get done everything you’re being asked to do, you want to capture all of the high-margin business you can and let the lower-margin stuff float away to competitors, unless it’s a loyal customer in need of help.
How do you do that? Here are three things you can do to help bring in more high-margin business.
If your shop really likes brake jobs (as an example), let the world know it. Post pictures of your technicians working on brakes in the shop – and talk about what’s going on in the picture. If you offer coupons, make them specific to brakes.
If you’re efficient at completing brake jobs and getting the vehicles back on the road, promote how quickly you can get it done. This attaches your shop’s name to brakes in the minds of customers. More importantly, when the Google spiders crawl the web, they’ll see your shop’s name connected to brake repair more often, and will then be more likely to show your website higher up in brake repair-related search results, helping bring those specific customers into your shop.
Excellent reviews are one of the most important parts of a great online presence. Most people check reviews before they go to an auto repair shop, and while they don’t believe everything they read (everyone knows that some customers are crazy) people are going to believe a pattern of customer opinions, whether those opinions are positive or negative.
Google does the same thing. For instance, if your shop has dozens of positive reviews for A/C repair, your shop is likely to rank high when a nearby resident searches for someone to repair their vehicle’s air conditioning. This makes sense – Google likes sending people to places where they’ll have a positive experience.
This is why it’s especially important to have strong reviews that mention your high-margin services. If you’re doing an ideal type of work for a loyal customer, or for a customer who seems especially happy with the service they’ve gotten, ask them if they’d be willing to write a review for you on Google. And make sure to ask them to mention the service you performed for them. It will bolster your reputation among people and search engines alike.
If you’re known for a specific type of service, it’s worth the cost and effort to make sure you remain the best in town at it. If you’ve got the best-trained technicians and the most efficient equipment to complete the service, you’ll probably be able to offer it at a lower price (and still make an excellent margin) than someone who has to spend twice as long on it. And even if the competition tries to underprice you, the experience at your shop will be smoother and the work quality will be better. That’s going to bring in more customers, allowing you to invest even more. That’s how you get a competitive advantage!
We can optimize your web presence to bring in your most profitable work, too! To learn how, call us at 855-394-6397 or email us at Team_RSW@RepairShopWebsites.com.
Friday, July 24, 2020
Your customers are all bringing you the same thing – a vehicle in need of maintenance or repair. That doesn’t mean their circumstances aren’t all different, especially in this chaotic time.
The best way to provide great customer service is to figure out where a customer’s vehicle fits into their lives and make sure you’re supporting them. Click here for tips on how to do that well.
Tuesday, July 21, 2020
When it comes to your web presence and search engine results pages (SERPs), it can be easy to confuse the many different elements. You may even be suspicious that Google does it on purpose so that normal people can’t figure them out. Today we are going to focus on one of those elements – the Local Pack – and why it’s so important to auto repair shops.
The Local Pack is the grouping of 3-4 businesses that shows up just below the map on the SERPs when you search on Google for anything that Google sees as local business services. It definitely includes repair shops, as well as restaurants, stores, contractors, libraries, accounting firms, barber shops – you get the picture. Here’s an example:
This is a search for auto repair in Wilmington, North Carolina. The blue dot with the circle around it on the map is the origination of the search – where the searcher was at the time they typed auto repair into the search box. The Local Pack is represented by the three shops you see below the map.
Here are some key points you need to know about the Local Pack:
In many cases the Local Pack shows up just below the ads on the search engine results pages (SERPs). This is almost always true when Google can determine that the searcher is definitely looking for local services like auto repair. So, you want to do everything you can do to maximize your shop’s chances of being shown in the Local Pack.
If your shop doesn’t have a Google My Business profile, it will never appear in the Local Pack. If your Google My Business profile is not complete, includes the wrong category or hasn’t been updated in a while, your shop is much less likely to appear in the Local Pack. We’ve been emphasizing the importance of a Google My Business profile for a while now and this is part of the reason. When you show Google that you like to play by their rules, they are much more likely to reward you.
A comprehensive study conducted in late 2018 by BrightLocal showed that nearly 33% of searchers clicked on at least one of the listings in the Local Pack.
And here’s the rub…how close your shop is to the person who conducts the search is the number one factor in how likely you are to show up in the Local Pack. You can see this in the example above. Shop #1 and Shop #2 are both .5 miles away, and then comes Shop #3 at .7 miles away. This is also why when you search for auto repair in your shop, your shop comes up first!
You can’t pick up your shop and move it closer to the searcher, but there are things that you can do to increase the likelihood that you show up in the Local Pack. Check your Google My Business profile for these things:
Only a small handful of people at Google truly know all of the factors that go into how they determine what businesses show up in the Local Pack, but all of these seven steps have proven to impact the listings. And with 1 in 3 people who conduct a search clicking on at least one of the businesses in the Local Pack, the stakes are high and you want to do everything you can to ensure you get the best results.
If you’d like help optimizing your Google My Business profile for the Local Pack, contact us at 855-394-6397 or Team_RSW@RepairShopWebsites.com.