3 Must-Do Marketing Tactics for 2023

Website Design

A well-designed and technically sound website is critical for independent shops to attract and retain customers. According to a study by Stanford University, 75% of users judge the credibility of a business based on its website’s design. This means that a well-designed website will not only attract new customers but also increase the perceived credibility of a shop.

When a potential customer is searching for a shop, data suggest that they are likely to visit the websites of multiple shops before making a decision. The first impression a customer gets from a shop’s website can have a significant impact on their decision-making process.

If a potential customer visits two websites – one that is visually stunning, easy to navigate, and provides all the necessary information, and another that is outdated, slow to load, and difficult to use – they are more likely to choose the shop with the better website.

This is because a well-designed website can instill a sense of trust and credibility in potential customers. It shows that the shop is professional, attentive to detail, and values the customer experience. On the other hand, an outdated or difficult-to-use website can give the impression that the shop is unprofessional, disorganized, or uninterested in providing a positive customer experience. It’s important to note that a well-designed website doesn’t necessarily mean lots of videos and pictures or visual effects; it’s a website driven by understanding the latest technical requirements behind the scenes while focusing the design on the users intent.

Moreover, an easy-to-use and modern website makes it easy for potential customers to find the information they need, such as how to start an estimate, hours of operation, and contact information. A website that provides all the necessary information clearly and concisely can make the decision-making process easier for potential customers. This extends beyond just the website and should be considered an SEO benefit, as it also makes it easy for search engines to have confidence in your business.

At Phoenix Solutions Group, we understand the importance of having a well-designed and technically sound website. We’ve helped many independent auto body repair shops create websites that attract and convert customers, resulting in increased revenue and customer satisfaction.

Local SEO

Local SEO is critical for independent auto body repair shops to increase their visibility in local search results. According to a study by Google, 46% of all searches have a local intent, and 88% of consumers who conduct a local search on their mobile device either call or visit the business within 24 hours. This highlights the need for collision repair businesses to have a strong local SEO strategy. Additionally, we’ve seen an increase in mobile site visits to shop sites increase over 200% year over year.

Local SEO, or local Search Engine Optimization, is the process of optimizing a shop’s online presence to rank higher in local search results. This means that when a potential customer searches for a local business or service, such as “auto body repair near me,” shops with a strong local SEO strategy are more likely to appear at the top of the search results.

One important aspect of how local SEO works is something called ‘listings management’. Listings management involves ensuring that a shop’s business information, such as their name, address, and phone number, is accurate and consistent across all online directories and platforms. This includes search engines, social media platforms, review sites, as well as many other business directories.

Search engines like Google use this information to verify the legitimacy of a business and ensure they are providing accurate information to searchers. To give an idea of how important this is to Google, they spend ~$34 million a month crawling over 200 of these types of sites. This is why having accurate, consistent, and complete business information across all online platforms is vital for a local business.

A simple way to understand the impact correct information can have on your business. Think of a potential customer searching for “auto body repair near me” and comes across two shops, one with accurate and consistent business information across all online platforms and another with outdated or inconsistent information; they are more likely to choose the shop with accurate and consistent information. This is because it shows that the shop is professional, reliable, and committed to providing a positive customer experience.

At Phoenix Solutions Group, we know how important this is to a local business like a collision repair shop, and have developed a comprehensive local SEO strategy that delivers results. We optimize more than just our clients’ Google My Business profile; we sync their business with over 200 listing services that are constantly creating local content, building high-quality backlinks to increase your shop’s visibility in local search results.

Loyalty Marketing

Most marketing centers on customer acquisition, such as running digital ads, geo-fencing, or even offering ‘specials’. These tactics are generally focused on immediate or short-term sales. Given that most shops have more business than they can handle right now, many have stopped marketing all together. This can be a short-sighted and somewhat dangerous approach to your future success, not to mention your marketing budget.

Studies indicate that the expense of acquiring a new customer ranges from 5 to 25 times more than retaining an existing one. A Bain & Company analysis revealed that a 5% increase in customer retention rates can lead to a profit boost of 25% to 95%. This fact alone underscores the substantial influence that loyalty marketing can exert on a store’s profitability. Nevertheless, only a handful of shops implement retention-centered marketing approaches. The value of such a strategy is even recognized by larger organizations, with 74% confirming that relationship marketing is incorporated into their 2023 marketing plans.

Loyalty marketing is a powerful and often overlooked tool for “service” businesses to build long-lasting relationships with their customers. It’s not about getting more business in the door today; it’s about building security for the future. The more personalized and unique the post-repair follow-up is, the more powerful a tool it becomes.

A personalized approach can lead to increased customer retention and satisfaction. When customers feel valued and appreciated, they are more likely to return to the same shop for future repairs and recommend the shop to their friends and family. This can lead to increased revenue and a positive reputation for the shop.

The best time to launch a loyalty marketing campaign is now, while business is strong. Foster the relationships you have now, to ensure sales in the future.

As experts in loyalty marketing, Phoenix Solutions Group understands the importance of building long-lasting relationships with customers and knows how to do it. Our loyalty marketing campaigns are tailored to the needs of each independent collision repair shop we work with, ensuring that each customer feels valued and appreciated.

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