Social Media Marketing to Technicians – Kim and Brian Walker [RR 665]

carmcapriotto · August 10, 2021

Kim Walker from Shop Marketing Pros is a social media expert. Kim’s experience includes a school counselor and teacher. Her husband Brian, started his own shop while he was a Mercedes technician in North Carolina. Then asked Kim to leave her school job and join his service business. Then for specific reasons left to go back home to Louisiana. It was almost destiny that they engaged with Shop Marketing Pros. As a former shop owner, Kim’s advice and expertise on social media is perfectly matched because she’s been there and done that. She is on the Car Care Council’s Women’s Board, an ATI and Management Success Graduate, and their shop was a Motor Age Top Shop winner two years in a row. Their shop experience is without question, so when she talks about social media as it relates to the automotive service professional, she has the experience that matters. Look for Kim’s other episodes HERE. Shop Marketing Pros Website HERE. Brian Walker was a Mercedes Benz Master dealer technician and was ASE certified with L1. He owned Peak Automotive in Apex, NC and was recognized by Motor Age Magazine as a Top Ten Shops twice. Brian is co-owner of Shop Marketing Pros. He does “Done for you” marketing services for auto repair shops. Brian believes that most people overcomplicate their marketing in an effort to make it easier. Look for Brian's other episodes HERE. Key Talking Points

Technician shortage- does your marketing attract technicians? Technicians that are in the industry are already working.
Marketing is attracting people- how does your shop look? What is your business culture?- show pictures/videos of training, milestones, employee gatherings etc. Did your shop get new equipment? Share a picture! Technicians want updated and efficient tools. Do you have air conditioning? How much work do you have? Do you promote events like marriage, children, anniversaries? Do you promote events like marriage, children, anniversaries?
Social media/website/emails- technicians aren’t following every single shop but when their friends “like, comment, and interact” with posts it will show up on their social media feed. Consider adding “A Great Place to Work” to your posts. Plant seeds even for younger children that are middle schoolers/high schoolers. Virtual field trips/host classes at the shop, “touch a tool class.”
Working with trade schools/local schools- the best technicians are often the ones that were fidgeting in grade school and couldn’t ‘sit still.’ Educate school counselors about the auto repair industry.

Thanks to Kim and Brian Walker for their contribution to the aftermarket’s premier podcast.
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