Fanatically Digital

Category: Local marketing News and Information

  • Auto Repair Shop Digital Marketing: Getting Started

    Auto Repair Shop Digital Marketing: Getting Started

    As a digital marketing agency, we work very closely with local businesses, including auto repair shops. Our experience in helping our clients increase their local business gives us insight into some of the most critical aspects of digital marketing for auto repair services.

    But before we touch on digital marketing, let’s be honest about what matters: quality people, service, and repairs. 

    Local businesses thrive on repeat customers and word-of-mouth referrals. No matter how many new customers a digital marketing strategy attracts, if the front-of-shop staff is unfriendly, the mechanics are unreliable, or the repairs don’t work, the business won’t last.

    All digital marketing advice and other marketing input depend on customers getting:

    • Good service
    • Reliable repairs
    • Fair price

    What are the key components of Auto Repair Digital Marketing?

    There are many things you can do to market your shop online. But, there are several key aspects of digital marketing that you must do. Here is a list of digital marketing requirements.

    There is a lot you can do, but at the very least, here are the key elements:

    • Online presence: website and social media profiles
    • Search engine optimization: getting your site content right
    • Social media activity: it’s all local
    • Online advertising: Search and Social
    • Tracking, Analytics & Reporting

    Online presence: Website and social profiles

    The first step in a digital marketing program is making it easy for prospective repair customers to learn about your service and contact you. The two main areas are a website and your business on social media.

    Website

    You need a website, obviously. It must have explicit content and ways for customers to schedule a repair service or talk to a mechanic. It must also be set up so search engines understand your services (we’ll touch on SEO later).

    Social Media Profiles

    Social profiles have become as important as websites. Facebook and Google Business Profiles are key online sources for prospective customers. You must keep these up-to-date and active. A well-set-up social media profile includes location information, a phone number, photos, explanations of service, and regular updates/postings. 

    Search Engine Optimization (SEO) for Auto Repair

    While word-of-mouth is the number one driver of new customers, auto repair shops are also found by people using Google Search or Bing. Search engines must know your services and your business’s location so prospective customers can see it in the search results.

    One challenge is that your competitors want to appear high in the search results or the maps just as much as you do. While SEO has many facets, here are some things you can do to increase your search engine results.

    Clear content on the homepage

    Use your homepage to identify your core services. Use clear titles with short paragraphs for each service and link to inner pages that provide a deeper explanation. Simply listing your services on your homepage is not enough; you must link to more content.

    Name, Address, Phone Number (NAP)

    This information is critical for people to contact you and for search engines to know when to show your services to people searching in your area. NAP information should be in the site’s footer, appear on every page, and be on a location/contact us page.

    Structure the NAP

    Search engines are good at recognizing NAP information. You can add NAP information to the site with markup or other code to make it easier. Schema.org is the ‘keeper’ of the structure formatting and a great resource.

    Structure your Content

    Content structure is key to helping search engines understand what you do. And your understanding of your customers and how they ask about your services is a great way to think about it.

    Consider tires. What are the different services related to tires? 

    Tire repair, tire replacement, tire rotation, tire balancing, and others are ways a potential customer may think about your tire service and how they may search for it. Articulating this on your tire services page is important. 

    But it can go deeper than that.  

    Some people who need new tires may search for “new tires” or “tire replacement.” They may search for “Goodyear tires” or “Toyo tires.” The inference is that they are looking for new tires but a particular tire brand. So, you should create a page for Goodyear tires and link to it from your “Tire Services” page under the “Tire replacement” section.  

    Being specific lets Google and prospective customers know you sell and install Goodyear tires.

    SEO can encompass a lot more. But this is about broader Auto Shop marketing.

    Check out Justin’s post for a deeper dive into Auto Shop SEO.

    Google Business Profile

    On this note, ensure your Google Business Profile (GBP) is current. Many people searching for a local business will just get to the GBP and call from there. 

    You can claim your business and manage it here. Have photos of the repair shop, interior and exterior. New customers will be more comfortable if they know what to expect.

    Locally Social

    An auto repair shop is local by nature. The customers come from the surrounding area. Online (and offline) local involvement and interest are critical to a small business. So, while having an updated local business social profile is required, a local shop should do much more.

    A stagnant profile may give the impression that the business is not in operation or engaged with the community.

    Facebook is, for now, the primary social platform. But certainly not the only one. Nextdoor and others are potential channels as well. But, go deeper rather than spread out too thin. 

    Posting on Social Media

    Posts should go beyond auto repair topics. Identify local community organizations, such as park districts, chambers of commerce, schools, VFWs, etc., and keep up with their local activities. Mention them and link to them in your posts. Share their posts.

    Attend and share photos and comments on local events. On your posts, shout out to other local businesses. Engage, in person and online, with the community on which the shop depends. 

    Online Advertising

    PPC Advertising for Auto Repair

    Pay-per-click advertising is still a major driver for the repair shop business. There are many options for PPC advertising, with Google being the primary and, for most shops, likely the only search engine. Tutorials are available to get started in Google PPC, but Google also has a simplified Local Services Ads (LSA) program.

    One point of caution: LSA is pretty opaque. You do not have much control over the ads; you set a budget and a target area, give Google some information about your services/search terms, and Google does the rest. The LSA is a good place to start if you don’t have the time or resources to manage a search program. 

    Facebook/Instagram Ads

    Facebook and Instagram are great ways to promote your business to the local community. You can be creative in advertising, run seasonal promotions, and keep your name present among potential customers.  

    Tracking and Analytics

    It wouldn’t be digital marketing without mentioning tracking and analytics. Setting up a Google GA4 account and adding it to your website is essential for measuring your digital marketing activity. 

    Properly configured, GA4 will show you :

    • where your visitors are coming from 
    • which channels drive leads and calls
    • give you a sense of what content is important

    While we can write pages about analytics and reporting and how to use it, the important part for now is just setting it up.


    You can do so many things online to promote an auto repair business. But, the above covers the more critical aspects of digital marketing. If you need assistance with your online advertising, reach out to us. We’d love to help.

  • An Absolute Beginner’s Guide to Google Business Profile

    An Absolute Beginner’s Guide to Google Business Profile

    The Ultimate Local Marketing Tool for SMBs

    There aren’t many marketing tools that provide more value to both customers and local businesses than Google Business Profile. Whether you’re a local service provider like a plumber or moving company or you run a brick and mortar business like retail or restaurants, Google Business Profile can be an immensely powerful tool for bringing customers to your business.

    In this article, we’ll provide a quick overview on how to setup your profile and leverage it for maximum returns!

    I. What is a Google Business Profile (GBP)?

    A Google Business Profile (GBP) is a free profile that businesses can create to showcase their services and products on Google’s platform. It includes information such as your business name, contact info, hours of operation, website address, reviews, and photos. 

    By creating a GBP, businesses can appear when people search for terms related to their services or products. There are two primary places where GBP appears in rankings: the Local Pack and Google Maps.

    SERPs and the Local Pack

    The local pack section appears at the top of search engine result pages (SERPs) when someone searches for a specific type of product or service in an area they are located in or they have specified in the search query. These are the all-important “X near me” queries.

    This is particularly valuable because it increases visibility at the top of SERPs. Companies don’t need to break the top 10 organic search results in order to appear on the first page of the search results, providing more opportunities for customers looking for goods and services nearby to see them first.

    GBP on Google Maps

    Google Business Profile results are not limited to the Local Pack. Users have the option to search from or click through to Google Maps where your profile can appear even if you’re not in the top 3 Local Pack results. 

    This user-friendly interface allows users to gauge how close businesses are to their location, read reviews, see images, and more, all from the Maps interface. 

    II. How to Set Up and Verify GBP

    Step-by-step process of setting up the profile

    1. Login to your Google Account and go to create a profile. 
    2. Enter the name of your business or select from the list of suggestions.
    3. Choose your business category
    4. Input your business location and whether you have a brick and mortar location customers can visit.
    5. Select your service areas by city or zip code.
    6. Input your business phone number, website, and any other information.
    7. Finish!
    8. Now it’s time to select the verification options. 

     Verification process

    You’ll be able to verify your business through a few different methods and it may require more than one method to complete. Google breaks it down into “standard” and “instant” verification methods.

    Standard verification can take up to a week and can be done by phone call, video call, video recording, email, and postcard.

    Instant verification is less common and requires your website to be connected with Google Search Console.

    III. Ongoing Profile Management 

    Keeping an updated and accurate profile is important for potential customers searching for local businesses online because they need reliable information at their fingertips when trying to make a decision.

    Managing Reviews and Feedback

    Why Customer Reviews Matter

    Reviews matter to local businesses for several reasons. First, reviews can greatly impact a business’s online reputation, which can influence potential customers’ decisions to choose that business over its competitors. 

    Positive reviews can serve as social proof that a business is trustworthy and provides quality products or services, while negative reviews can harm a business’s reputation and deter potential customers.

    Second, reviews can also impact a business’s search engine optimization (SEO) efforts. Google’s algorithm takes into account the number, quality, and relevance of reviews when ranking businesses in local search results. 

    Therefore, businesses with a high quantity and quality of reviews are more likely to appear at the top of search results and attract more traffic to their website.

    Finally, reviews provide valuable feedback and insights for businesses. By monitoring and analyzing reviews, businesses can gain insights into their strengths and weaknesses and identify areas for improvement. 

    Responding to reviews can also demonstrate a business’s commitment to customer service and help build trust with customers.

    How to Get Reviews

    There are several ways that a company can encourage customers to leave more reviews. Here are some effective strategies:

    • Ask for reviews: Simply asking customers to leave a review is often an effective way to get more reviews. This can be done in person, through email, or via social media.
    • Make it easy to leave a review: Provide clear instructions on how to leave a review on your Google Business Profile or other review sites, and make the process as simple and user-friendly as possible.
    • Follow up with customers: After a customer makes a purchase or uses your service, send a follow-up email asking for feedback and encouraging them to leave a review.
    • Display review prompts: Display prompts on your website or in-store encouraging customers to leave a review. You can also include review links in your email signature or social media profiles.
    • Engage with customers: Engage with customers on social media and respond to reviews, both positive and negative. This shows that you value their feedback and are committed to providing excellent customer service.

    Remember that it’s important to encourage genuine and authentic reviews. Avoid incentivizing customers to leave positive reviews or posting fake reviews, as this can harm your reputation and violate review site guidelines.

    Engaging with Feedback

    Business Profile owners have the ability to respond to customer reviews. Engaging with reviews is an important part of reputation management for businesses. Here are some best practices for engaging with reviews:

    • Thank customers for positive reviews: Respond to positive reviews by thanking the customer for their feedback and expressing your appreciation for their business.
    • Address negative reviews: Respond to negative reviews by addressing the customer’s concerns and offering a solution if possible. Be empathetic and avoid getting defensive or confrontational.
    • Keep it professional: Maintain a professional tone and avoid engaging in arguments or negative interactions with customers. Remember that your responses are public and can be seen by other potential customers.
    • Encourage further communication: Invite customers to contact you directly if they have additional concerns or feedback. This shows that you are committed to resolving any issues and improving the customer experience.
    • Respond promptly: Respond to reviews as soon as possible, ideally within 24-48 hours. This shows that you value customer feedback and are committed to providing excellent service.

    Google Business Profile Optimization 

    While Google reviews have been demonstrated to have an impact on local SEO, there is an ongoing debate within the digital marketing sphere over what extent we can influence our Business Profile rankings. 

    Regardless of the answer, staying on top of your business profile management and engaging with customers helps to establish transparency and trust, which not only can impact a business’s search engine ranking and visibility, but it can influence potential customers’ decisions.

    Wrapping Up

    Setting up and managing a Google Business Profile is an important step in helping your business grow. With the right tools and strategies, your profile can be optimized to drive visibility, conversion, and growth. Creating a well-curated profile will help customers find relevant information quickly and easily. 

    Remember to update your business listings regularly to stay ahead of changes in local ranking factors, as this can have a big impact on how successful you are in achieving business goals. With the right setup, a Google Business Profile can become a powerful tool for businesses of all sizes.

  • Google My Business is Now Google Business Profile

    Google My Business (GMB) is going to be seeing some changes in the coming months.

    Namely, Google My Business will now be branded Google Business Profile, and the Google My Business app will be retired in 2022 in favor of direct profile editing in Search or Maps.

    Google My Business is Now Called Google Business Profile

    First, it was simply called Google Local before a rebrand changed it to Google Places. Then, they doubled back, in a way, and it became Google+Local. They changed their minds again, returning to Google Places until about 2014 when Google My Business became the tool we all know and love (or simply tolerate; it’s not too often you see people with strong opinions on GMB).

    Now they’re opting for a more direct branding approach with the informative, if unimaginative, Google Business Profile.

    Yes, Google loves their rebrands almost as much as I am indifferent to them.

    Will This Rebrand Affect Your Site or Business?

    Almost certainly not. This appears to be nothing more than a name change will which likely go unnoticed by the vast majority of users.

    However, if your site relies on content with a “GMB” focus for traffic, it may be worth considering an update to reflect this new branding. Just keep in mind that while this change is immediate, it will take years before this rebrand will become the norm. Users will be searching for “google my business” for a long time to come.

    Google My Business App to be Discontinued

    Perhaps more impactful is the discontinuation of the Google My Business app.

    Those used to accessing their GMB profile through the app will need to rethink their workflow once it loses support. For a while, Google has been pushing profile managers to make edits or interact with users directly on search or map results.

    In short, these are minor changes which should not have an impact on SEO or how most businesses interact with Google My Business.

  • Local Search’s Unseen Trap: App Location Technology

    local search trageting
    local search trageting

    Your local search program is buttoned up. You’ve got your location information just they way it should be. It’s clean and accurate with the phone numbers, streets, directionals, numbers and your schema code is all correct. You even have your location meta data all set.

    You’ve personally reviewed the information in all your accounts with the big search engines, local sites, and it looks good. There is nothing on your web site that doesn’t match what you’ve distributed to the aggregators or mapping sites. Search engine crawling shouldn’t be an issue.

    All’s good. Your customers can find you and you can go on to your next project. Or can you?

    You think you’ve hit the target. But, it’s not a target you needed to shoot for. Its another moving object…. the consumer.

    Local search marketing is more analogous to trying to make two arrows hit in mid-flight than it is to hitting a stationary target.

    Local search reality

    Between your nice clean data and the consumer is the messy, dirty world of apps, mapping algorithms and sensors. They follow the consumer around and when the consumer tries to find you, these applications start trying to pin down the location of the consumer. And thats where the fun begins.

    You’ll hear the services talk about how precise they are. They can locate people down to the city, neighborhood or block. But they are not locating the person. What they are doing is taking in the data from the sensors (GPS, IP, WiFi, cell towers, registrations etc), running that through their own programs, and then calculating where they think the consumer is.

    The data may allow them to calculate a precise location. But, if the data is bad, it is precisely the wrong location. This, combined with the uncertainty of the technology being used creates an exponential problem of inaccuracy.

    This is the focus of a study by local technology company ThinkNear’s: Local Score Index. According the the study, as the proliferation of apps with location based functionality grows, the accuracy of the overall location ecosystem decreases. For advertisers, this become problematic when going through an exchange or blind network.

    We may see CTRs drop as a result of users seeing ads for our businesses when the store is not actually close the the user. The apps in which the ads run become a problem which we need to mitigate through more time and effort in manual optimization.

    Perhaps worse, the user clicks the ad, sees how far of the location really is and then bounces. The feeling the consumer has from the bad experience is not limited to the app. They associate your company to the feeling as well. It is more than a wasted click, it is erecting a barrier between you and the consumer. If it happens often enough, the barrier will be too high for the consumer to see you; they’ll ignore your ads in the future.

    What to do
    The deal
    Stick to proven ad serving technology or negotiate performance (conversion) based deals with newer companies. Ultimately, we’d like everything to be conversion based, but that is easier said than done. However, if you are going to take a risk on a new network, then the deal has to protect you from the likelihood that the technology is still being tweaked.

    The ad
    While we like high CTRs, not all clicks are created equal. If proximity is truly key to the success of your campaign, then your ads need to reflect that. Let the user know where you are before they click. You may end up with a low CTR and ultimately, low impressions as the networks optimize you out of delivery. But, that is better than paying for clicks that don’t convert.

    The analytics
    Track EVERYTHING. Your ad tags should be to the most minute degree possible. If dynamic tagging is available, leverage it. The key to optimizing is nuance. The more granular the data, the better optimization you can achieve. Within a vast amount of bad impressions and clicks are some nuggets of gold. Without the right tracking, you’ll throw those out with the rest of the network.

    Normally I tell clients that online marketing is not rocket science, its just hard work. But local search introduces a level of technology that can seem incomprehensibly complex. To manage campaigns around this, stick to the basics. It sounds odd, but the key to managing highly complex delivery technology is to stick to the mundane foundation of basic optimization. Track it and even the most complex programs can be managed and optimized.