4 Paid Media Strategies for Auto Service Centers
Auto dealership sales may be slowing down due to inventory restrictions, but there’s still plenty of revenue to be made in an auto dealerships service center. In fact, servicing vehicles has been one of the most profitable industries in the United States, with an average profit margin that’s been between 11% and 16% over the past 10 years. That means there’s plenty of room to grow in this competitive space.
One of the best ways to grow in this space is through paid media campaigns on channels like Facebook, Instagram, Twitter, or Google AdWords. Here, we’ll explore four ways auto-service centers can leverage paid media to increase their profits.
1. Driving Leads
If you’re looking to generate new leads, Facebook can be a great place to get started. You can target specific demographics based on age, gender, location, and interests—which will get your automotive service center in front of potential customers.
Make sure to add a strong call-to-action so people know what you want them to do when they see your ads. For instance, “Click here to schedule service today!” is a to-the-point CTA that will drive leads to your website.
Another option is to use retargeting ads that reach out specifically to people who have visited your website before but haven’t converted yet. These folks may need just one last push toward scheduling their next service appointment with you!
2. Boosting Appointments
Did you know that Google AdWords is a powerhouse marketing tool? In fact, it’s often one of our favorite ways to boost appointments for our clients.
Let’s say you own a dealership with a service center in Atlanta. If someone searches for “automotive repair Atlanta,” you could pay a small fee to show up on the first page of their search results—AKA your very own billboard in front of thousands of people looking for your service and getting a larger audience to your dealership via service. This gives you an edge over everyone else trying to get these customers. (It also helps potential customers recognize your service as local.)
Additionally, when someone clicks on your ad, they’re directed straight to your website, where they can find directions or your business number to call you.
3. Using Great Statistics
Consumers want to buy from reputable service centers. One way to show that your service center has a solid reputation is by incorporating some of your service sales statistics or even educational statistics to create a sense of urgency.
For instance, consider using an ad that speaks to the following: “New brakes? Our service customers rate us 5 out of 5 on Google!” or “45% of people don’t know when to get their oil changed.”
Moreover, people are more likely to buy from someone who shares their same interests, so find out what your audience is interested in and incorporate that information into your marketing messages. For example, 70% of our clients that are 40 or older have had at least one major auto service done before by another company, 54% are satisfied with auto-service companies, and only 34% are willing to recommend a company if they had a bad experience.
4. Case Studies & Testimonials
Do you have clients that are consistently having work done on their car and appreciate your level of service? Take the time to speak to them about it and ask if they wouldn’t mind posting a few reviews. Then take those reviews and routinely post them online. After all, the best way to gain new business is via word of mouth.
Such reviews also show up in Google when searching for “auto repair services,” along with all other areas related (“auto body shops,” “transmission specialists,” etc.). If someone was researching where to go for an oil change, they may not know who to trust, but seeing good reviews on your auto dealership website will make them feel more comfortable.
Don’t forget to get these into review engines such as Yelp, as well. This service does not accept fake reviews, so once again, make sure your happy customers are actually writing them! Yelp also gives backlinks which help SEO—one of many reasons why local SEO is so important.
Ultimately, car dealerships should focus their marketing efforts on their service centers to increase their profits in this profitable industry. By following the easy tips and tricks outlined above, your auto service center will boost its revenue, keep current customers engaged, and attract new customers for your dealership.
Ready to take your paid media strategy to the next level? Contact the experts at Edifice. We have the experience and industry know-how to increase your gross profit ROI by 4x—guaranteed.
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