Marketing an AutoBody Shop

DenisK

DenisK

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Not sure if this is the right forum, if not please move to the right one.

I am tasked with building an online marketing campaign for a body shop dealing with exotic cars/luxury as well as regular insurance claims/walk ins.
My plan:

  • Build a WordPress website with pics of staff, shop, certifications and cars in repair. Have before/after pics.
  • Blog about exotic cars being worked on from start to finish. (A lamborghini comes from auction, I would follow the repair process and blog about it.)
  • Build a social media presence. (Facebook, twitter, pinterest, instagram, LinkedIn), updated daily with pics or relevant stuff.
  • Boost Yelp, Google Reviews - Create material to encourage customers to leave a positive review.
  • PPC Build a small geo-targeted pay-per-click campaign.
What am I missing? Does anyone have experience marketing auto body shops, let me know what else I can offer.
Thanks!
 
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Don't forget SEO! The rest looks good though.
 
Does this place use a "DRIP" or whatever they may call it? That is when a specific insurer cuts a deal to use this facility and pushes the customer to them in the belief that this will cost this less in total losses. For example State Farm pushes all their stuff to Jori's Paint & Fender even though the owner of the vehicle supposedly can take it anywhere.

If your client is independent, one of the big things is educating the consumer of his right to take his car wherever he wants to and not be steered to whomever they want.

When you deal with exotic cars you may be like the main point of refurbishment. So take a peak at another site like Kerbeck in Palmyra and Atlantic City. We help out with their lighting and electrical problems. He does Everything up to Bentleys to get an idea for the dealership's bodyshop.

There is a Northeast regional magazine that comes in the mail to bodyshops all the time. I read it at my friend's shop the last twenty years when I would hang out and shoot the shit. They may be online, so you could mine those stories for stuff to rant on about.

You know Paintbooths Downdraft or water based paint now? Do they paint with Sikken's Or Akzon Nobel? Do they use Brenda imported from Brazil? I used to have a powdercoating business for a bit until my brother-in-law barged in and destroyed it. Independent shops could do powdercoating, rim repair, etc....

Citations are huge for this biz, especially since it is both a normal collision place and does high end.
 
DenisK said:
What am I missing? Does anyone have experience marketing auto body shops, let me know what else I can offer.
Thanks!
Click to expand...

Your missing a solid Local SEO strategy. There is tons of threads in the local SEO optimization section. But I'll drop a couple of tips here.

1. Citations! Find the best seller here for citations, just read the reviews. There aren't many. Trust me you'll save yourself a ton of time by hiring these guys.

2. An old member here suggested something I have adopted in my local strategy. Techxan (bless his soul) recommended a geo cache and setting up a web cam to feed out to streaming sites, to show the winner or the person who finds the geo cache rather.

3. Social citations are huge now a days. The mentions of "I was here....." that social networks have adopted contributes to your local SEO strategy.

4. Links from local sites. Call up local organizations that accept donations or sponsorships and offer a donation in exchange for a link to the site.

5. HIGH QUALITY PBNs and WEB 2.0s used the right way are working too!

Some businesses I do not build links to, but a luxury car business could very well pick up a ton of links. I would have to do a comp analysis to really know. Find the top business similar to yours in the industry and run a report with SEMrush.

If you're handling PPC and any kind of marketing over the web, youre blind without some kind of software. I do recommend SEMrush for PPC and it has everything you would need for SEO. I find it to be less accurate then scraping the web with scrapebox when checking backlinks, but still a solid rank tracker and link checker.

If you're doing PPC, I would definitely recommend some type of re-marketing. I utilize AdRoll instead of AdWords re-marketing, although I'm not sure how well it would work on a luxury car business. Whats good about AdRoll is it segments visitors into lists for you.

I would also run a Viral Video campaign. This takes a little thinking, but you're already working with luxury cars so it shouldn't be too hard. Then YouTube true view the video and FB advertise it. A press release, blast the video with some links and social signals, bookmarks, shares, etc..

(I've learned a little advertising goes along way when building backlinks to a site. What looks more legit? No traffic and backlinks being built OR paid traffic and backlinks dripping in? )
 
coolsheet said:
Your missing a solid Local SEO strategy. There is tons of threads in the local SEO optimization section. But I'll drop a couple of tips here.

1. Citations! Find the best seller here for citations, just read the reviews. There aren't many. Trust me you'll save yourself a ton of time by hiring these guys.

2. An old member here suggested something I have adopted in my local strategy. Techxan (bless his soul) recommended a geo cache and setting up a web cam to feed out to streaming sites, to show the winner or the person who finds the geo cache rather.

3. Social citations are huge now a days. The mentions of "I was here....." that social networks have adopted contributes to your local SEO strategy.

4. Links from local sites. Call up local organizations that accept donations or sponsorships and offer a donation in exchange for a link to the site.

5. HIGH QUALITY PBNs and WEB 2.0s used the right way are working too!

Some businesses I do not build links to, but a luxury car business could very well pick up a ton of links. I would have to do a comp analysis to really know. Find the top business similar to yours in the industry and run a report with SEMrush.

If you're handling PPC and any kind of marketing over the web, youre blind without some kind of software. I do recommend SEMrush for PPC and it has everything you would need for SEO. I find it to be less accurate then scraping the web with scrapebox when checking backlinks, but still a solid rank tracker and link checker.

If you're doing PPC, I would definitely recommend some type of re-marketing. I utilize AdRoll instead of AdWords re-marketing, although I'm not sure how well it would work on a luxury car business. Whats good about AdRoll is it segments visitors into lists for you.

I would also run a Viral Video campaign. This takes a little thinking, but you're already working with luxury cars so it shouldn't be too hard. Then YouTube true view the video and FB advertise it. A press release, blast the video with some links and social signals, bookmarks, shares, etc..

(I've learned a little advertising goes along way when building backlinks to a site. What looks more legit? No traffic and backlinks being built OR paid traffic and backlinks dripping in? )
Click to expand...

Great answer! Bookmarked!
 
Great advice all!

Here is what I wrote down for the meeting.

  • Website - Build a WordPress website with pics of staff, shop, certifications and cars in repair. Have before/after pics. Convince customers we are the best with top of the line equipment and professional paint service.
    • HomePage
    • Gallery
    • Blog
    • Social Media Plug-in
    • Email Subscription
    • Certifications
    • FAQ (Frequently Asked Questions)
    • About us
    • Contact us

  • Blog - about exotic cars being worked on from start to finish.
Example: A lamborghini comes in, follow the repair process and blog about it.
This has a lot of Brand and SEO (Search Engine Optimization) value.

  • Also blog about tips and what to do when an accident occurs... etc.

  • Social Media - Build a presence. Update daily with pics and other relevant content.
    • FaceBook, Pintrest, Twitter, Instagram, Linked In, Youtube
  • Boost Yelp, Google Reviews - Create material to encourage customers to leave a positive review. (Respond to all negative reviews).

  • Post cards with Social Media info, QR codes for reviews.

  • PPC - Build a small geo-targeted pay-per-click campaign.
Small google pay-per-click campaign targeting keywords relevant for the body shop. People who search body shops locally will see the ad and will be able see us, call or come by.

  • Email Subscription - collect all customers emails and send newsletters once a week.
Click to expand...

coolsheet ,

Great advice on SEO, I will start doing SEO as soon as the website and social media channels are set up.
 
Last edited:
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