How to Maintain a Fixed Ops Marketing Strategy Pt. 1
Marketing isn’t a set-it-and-forget-it tool; it’s an ever-changing, strategic method of generating business. As you hit the road to create or adjust your service marketing strategy, keep these maintenance tips in mind:
Monitor your tire pressure
Make sure you understand what customers expect and how you can fulfill their needs as you develop your advertising strategy. Customers’ top three factors for considering where to service their vehicle are 1) price of parts and labor, 2) distance from their home or office, and 3) the dealership’s reputation.
Looking a little flat?
Advertising irrelevant or expired promotions across channels misleads customers who consider price as the most important factor. This can quickly turn into negative reviews on OEM-generated surveys which influence incentives and spiffs. Customers will also turn to social channels to vent their frustration: sites like Facebook, Google, and Yelp! make reviewing a business quick and easy, which can make your ratings vary day-to-day.
For customers who prioritize reputation above all else, seeing even one negative review in a handful of good reviews could be enough to turn them away. Make an effort to address these reviews, but remember: good reviews start with transparent promotions and efficient processes in service.
Top off your fluids
On top of paying attention and responding professionally to reviews, a strong marketing strategy helps customers find everything they need to do business with you quickly.
Sometimes it’s as easy as showing your service hours across channels (Facebook, Google, and your website should all show this). However, you may need to bulk up your Google My Business listing, “About” pages on social, and website/blog content to discuss services you offer, clear expectations about curtesy vehicles and turnaround time, and answers to frequent questions.
Customers look for convenient options. The more you offer ahead of an appointment, the more comfortable they’ll feel trusting you to service their vehicle.
Stay tuned for Parts 2 and 3 of this series, coming soon!