Really. They’re a big part of how we learn: Well, that didn’t work out, we tell ourselves; better try something different next time.
That adage applies to everything in life, from making the perfect cup of coffee to digital marketing.
Fortunately, you don’t have to make a ton of mistakes when it comes to the latter—at least, not if you follow our advice. We’re all about helping commercial diesel repair shops do better with their marketing—but sometimes, the best way to help someone is to show them what they could be doing better.
With that in mind, here’s where your shop might be going wrong with its digital marketing.
Out of sight, out of mind is not an effective way to gain more customers. You want them to be able to find you, right?
If you said, “But I have a Facebook page…” please don’t say anything else. A single Facebook page is not a replacement for a website (or an entire digital marketing strategy that crosses multiple channels). It’s not enough. You need a professional-looking, modern website with up-to-date local SEO.
Think of it as your internet shopfront: You want people to see you as they cruise the Internet Superhighway. No visibility, no customers!
DISREGARDING CUSTOMER SERVICE
The cool thing about digital marketing is that your customers can reach you at any time.
The not cool thing about digital marketing is that…well, your customers can reach you at any time.
You are giving people another avenue to contact you—whether that’s through email, via social media, or good old-fashioned phone call. This means your customer service needs to include those avenues. If you’re dismissing comments and questions on your Facebook page or blithely pretending questions aren’t piling up in your inbox…that’s potential customers down the drain.
Interact with the people that reach out to you. By doing so, you’re showing them that you’re responsive and attentive to their needs—always a good quality in customer service!
NOT BEING MOBILE-FRIENDLY
Over half of all digital searches are from mobile devices now! Think of all the drivers and fleet managers searching for maintenance on their phones. You want some of that sweet, sweet mobile traffic, right? Right? So make sure your site displays properly on their phones!
Really—what do you do when you land on a website that looks funky and doesn’t allow you to navigate? You leave, right? Life is too short to waste on non-navigable websites.
If you aren’t actually watching your marketing and making notes on what does and doesn’t work—and you aren’t seeing exactly how much money is coming in thanks to your marketing efforts—then you won’t know what kind of return on investment you’re getting. And yes, marketing is an investment.
What’s working? What isn’t? What can you change, improve, or stop? These are important measures to track when it comes to your website, social media, advertising, and more.
NOT TRYING OUT GOOGLE ADS
Want your shop to show up as an immediate business result when someone searches for repair services near them? You need to get on board with Google Ads. Their targeting controls are legendary—allowing you to zoom in on your ideal customers—and you can track everything so you can see what’s working and what’s not.
And let’s be blunt, the extra visibility you get with a well-managed Google Ads campaign can mean a huge boost in customers and revenue.
NO REAL PLAN
You’ve probably heard the old adage that failure to plan is planning to fail.
If your digital marketing strategy is something like “post when I feel like it” or “update the website once in a blue moon,” you aren’t going to do your shop any favors.
You don’t need an intensely elaborate plan to get started, by the way. Updating your social media once a week or setting aside an hour every day to respond to online questions and maintain your shop website are both good places to start. You’re aiming for consistency—search engines (and customers) love consistency.
MADE SOME MISTAKES? THAT’S OK!
If you recognized some of your own tactics in the above list, there’s no need to fret. You can always change up your tactics and do better! OR…you could hire us to do it for you. We handle websites, social media, Google Ads, and everything else you need to help your shop grow a fantastic and profitable digital footprint. Just sayin’.
Schedule a consultation if you’re interested in pumping up your marketing in 2023!