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It’s Fall Car Care Month! Do you know what that means? Now is the time to gently nudge all of your local car owners: it’s time for your fall car care. To auto repair business owners, this is more than a seasonal checklist to suggest to your customers.
Let’s take a look at how you can use this time as your opportunity to drive new business and bolster client relationships.
Understand the Needs of Your Customers
Selling anything without understanding your audience is like trying to drive blindfolded—impossible, not to mention costly and downright dangerous. You know your customers best, and you also know cars. Combining that expertise will position your business as a trusted, knowledgeable resource this fall.
Many of your customers are juggling holiday preparations, busier schedules, and the need to prepare their vehicles for colder weather. They’re looking for solutions that make their lives easier and take the stress out of seasonal maintenance. That peace of mind is invaluable.
Rather than focusing solely on your services, frame them as essential time-savers and preventives for bigger issues down the road. Show how a little maintenance now can prevent breakdowns later, especially with the holidays approaching.
Targeted Digital Campaigns
In today’s world, car care begins online. Take a look at these statistics:
- A staggering 97% of potential customers looking to purchase, repair, or customize a car begin researching online.
- While other channels rise in popularity for brand discovery, search engines reign supreme in the automotive industry, with 70% of car researchers turning to them first.
Whether promoting fall car care services or offering discounts on routine maintenance, digital platforms give you the power to connect with your audience right when they need you. Leverage these digital marketing strategies to connect with potential customers wherever they are:
- Pay-Per-Click (PPC) Advertising. Run targeted ads on Google and other search engines to reach customers actively searching for your services.
- Social Media Ads. Engage with your audience on relevant social media platforms, sharing informative content, behind-the-scenes glimpses, and special offers. Video — especially on social media — is a powerful tool for generating leads, as 65% of new customers were first introduced to a service center through video.
- Email Marketing. Build an email list and send targeted campaigns with personalized content, exclusive deals, and reminders about upcoming maintenance.
- Retargeting: Use retargeting ads to keep your business top-of-mind and reach people who have visited your website but aren’t quite ready to convert.
Engage and Educate
Building long-term relationships requires more than just offering services. Educating your audience is the first step in a successful fall marketing campaign. Many car owners are unaware of the maintenance they should perform to prepare their vehicles for the winter, and you would be surprised by how many people put off essential car care until it’s too late.
Over 40% of auto service customers require reactive instead of routine maintenance. Almost half of all vehicle owners face unexpected repairs, which is why education on fall car care can help shift the narrative from reactive fixes to proactive care.
Position Yourself as the Fall Car Care Guide
Though we all want customers to make smart decisions regarding vehicle maintenance, many could use a little push. This allows you to step in as a trusted resource, guiding them with helpful information and emphasizing the importance of fall car care. Explaining why checking tires, battery strength, and fluid levels are needed before winter helps establish your business as one that genuinely cares about your customers’ safety and convenience, building brand trust.
Learn how Upswell can help position your business as the fall car care guide. Get a free marketing assessment today and discover how our expert strategies can drive customer engagement and boost your bottom line.
