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Marketing Tools and Tech Ideas for Auto Repair Shops [E139] - The Auto Repair Marketing Podcast

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Marketing your auto repair shop can be overwhelming, but with the right tools, it doesn’t have to be. Brian and Kim Walker break down essential marketing tools and tech to make the process easier, more effective, and even enjoyable.

Discover how to simplify your social media strategy with tools like Meta Business Suite and Canva, optimize your website performance with SEMrush and Google Analytics, and create better customer engagement with NFC tap technology and HiHello digital business cards. They also dive into practical tips for video content creation, email marketing, and measuring ROI to ensure your efforts are paying off.

If you’re ready to elevate your marketing without the hassle, this conversation will equip you with the insights and tools you need to succeed.

Thank you to our friends at RepairPal for providing you this episode. RepairPal’s Certified Network of shops are trusted by millions of customers each month. Learn more at

RepairPal.com/shops. 

Are you ready to convert clients to members? App Fueled specializes in creating custom apps tailored specifically for professional auto repair businesses. Visit Appfueled.com to get started today. Keep your shop top of mind on the mobile device they love.

Show Notes with Timestamps

  • Introduction to the Episode (00:00:01) The podcast introduces the hosts and sets the stage for discussing marketing tools.
  • Marketing Tools Overview (00:01:22) Brian discusses the importance of using effective marketing tools for auto repair shops.
  • Social Media Planning (00:02:39) Kim emphasizes the need for strategic planning in social media marketing.
  • Meta Business Suite (00:03:32) Discussion on using Meta Business Suite for scheduling posts on Facebook and Instagram.
  • Social Media Scheduling Tools (00:04:11) Kim shares various tools for scheduling social media content, including Plantable and Hootsuite.
  • Canva for Graphics (00:05:14) Introduction to Canva as a user-friendly graphic design tool for non-designers.
  • Accessing the Meta Planner (00:05:39) Instructions on how to access the Meta planner within Facebook's business settings.
  • Facebook Group for Shop Owners (00:06:07) Promotion of the Auto Repair Marketing Mastermind Facebook group for shop owners to share ideas.
  • Tracking Social Media Engagement (00:08:10) Importance of using link shorteners like Bitly to track social media engagement.
  • Link Tree for Instagram (00:09:12) Discussion on using Link Tree to manage multiple links from an Instagram bio.
  • Search Engine Optimization Tools (00:10:21) Brian introduces SEO tools that can simplify the process of optimizing website content.
  • SEMrush Overview (00:10:57)  Detailed look at SEMrush as a comprehensive tool for SEO tasks.
  • Ahrefs for Backlink Audits (00:12:21) Introduction to Ahrefs for managing backlinks in competitive SEO environments.
  • Local SEO Tools (00:13:51)  Discussion on Local Viking and Local Falcon for tracking Google Business Profile rankings. 
  • UVA's Auto Biz IQ (00:14:37) Mention of a specific tool for auto repair shops to analyze local SEO performance.
  • Digital Advertising Planning (00:14:49) Importance of careful planning in digital advertising to avoid unnecessary spending.
  • Using Google Sheets for Ads (00:15:53) Emphasizing organization with spreadsheets for tracking and analyzing digital ads.
  • Keyword Planning for Ads (00:16:59) Discussing the necessity of keyword planning tools for effective ad targeting.
  • Understanding UTM Tracking (00:17:36)  
  • Explaining UTM tracking parameters for detailed insights into marketing performance.
  • Combining UTM with Link Shorteners (00:19:32) Using link shorteners like Bitly to manage long UTM links effectively.
  • RepairPal Introduction (00:21:05) Highlighting RepairPal as a resource for connecting auto repair shops with new customers.
  • Customer Loyalty Apps (00:22:12) Promoting App Fueled for creating custom loyalty apps for auto repair businesses.
  • Video Marketing Tools (00:22:21) Discussing essential video tools for auto repair shops without needing professional help.
  • Simplicity in Video Creation (00:23:15) Encouraging simplicity in video production to avoid overcomplication and promote consistency.
  • Website Tools for Auto Repair Shops (00:27:17)  Recommending Auto Ops as a top scheduling tool for auto repair shops.
  • Website Building Recommendations (00:28:01)  Suggesting Squarespace for easy website building for beginners in auto repair.
  • Importance of Original Photos (00:29:06)  Encouraging the use of original photography for websites instead of stock images.
  • Photography Tips (00:30:13)  Discusses the value of good photography, even with basic tools like cell phones.
  • Email Marketing Tools (00:30:31)  Introduces Constant Contact and Mailchimp for effective email marketing strategies.
  • CRM Capabilities (00:31:15)  Highlights the importance of utilizing built-in email features within CRMs for customer communication.
  • App Fuelled Overview (00:31:17)  Explains App Fuelled as a comprehensive CRM beyond just app creation for auto shops.
  • Monthly Email Strategy (00:32:14)  Encourages sending monthly emails to clients for better engagement and communication.
  • Marketing Insights (00:33:02)  Discusses measuring marketing effectiveness through Meta insights and analytics tools.
  • Google Analytics Overview (00:35:19)  Explains how Google Analytics and Search Console provide website performance insights.
  • Looker Studio Introduction (00:36:15)  Introduces Looker Studio as a free tool for creating KPI dashboards similar to agency analytics.
  • ChatGPT in Marketing (00:37:17)  Covers the potential and risks of using AI tools like ChatGPT for content creation.
  • Follower Counter Gadget (00:39:33)  Describes a fun gadget that tracks social media followers in real-time at physical locations.
  • NFC Tap Technology (00:41:11)  Explains how NFC technology can simplify sharing contact information for auto repair shops.
  • Digital Business Cards (00:43:36)  Promotes using digital business cards for easy sharing of contact information.
  • Podcasting for Auto Shops (00:45:10)  Suggests that auto repair shops consider starting a podcast to connect with their audience.
  • Digital Notebook Discussion (00:45:15)  Kim shares her experience with the Remarkable digital notebook for note-taking and organization.
  • Organizing Notes (00:46:11)  She explains how she uses the notebook for various categories like faith, business, and conference notes.
  • Features of the Remarkable (00:47:06)  Discussion on the features of the Remarkable, including customizable templates and pen options.
  • Podcast Promotion (00:47:58)  Brian promotes episode 57, discussing whether auto repair shops should have their own podcasts.
  • Final Thoughts and Contact (00:48:12)  Kim invites listeners to share tech tools and podcast ideas via email.
  • Community Engagement (00:49:07)  Brian encourages joining their Facebook group, the Auto Repair Marketing Mastermind.
  • Acknowledging Sponsors (00:49:16)  Brian thanks the sponsors, Repair Pal and App Field, for their support of the podcast.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros 

Questions/Ideas - [email protected]

Lagniappe (Books, Links, Other Podcasts, etc)

https://shopmarketingpros.com/ep-057-should-your-shop-have-a-podcast/ - Should Your Shop Have a Podcast?

https://remarkable.com/ - Remarkable Notebook

Thanks to our Partners,

RepairPal at https://repairpal.com/shops. Quality Car Repair. Fair Price Guarantee.

App Fueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.

Click to go to the Podcast on Remarkable Results Radio

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  • Have you checked out Joe's Latest Blog?

    • Joe Marconi
      The Toolbox is Last to Leave, First is the Heart
      By Joe Marconi in Joe's Blog
         0 comments
      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.

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      How To Get In Touch
      Group - Auto Repair Marketing Mastermind
      Website - shopmarketingpros.com 
      Facebook - facebook.com/shopmarketingpros 
      Get the Book - shopmarketingpros.com/book
      Instagram - @shopmarketingpros 
      Questions/Ideas - [email protected]
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