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This week I had the opportunity to visit Wheelers GM in Marshfield Wisconsin and one of the projects we worked on was a digital marketing strategy for their Wheelers Auto Body & Collision Shop. Unlike their main store, their new Auto Body facility was not listed in Google Places and the basics of online marketing were absent.
So, I created a Google Places listing, started a WordPress microsite for the shop, and started to research keywords for content development. I was surprised to see how WIDE OPEN digital marketing is for collision repair shops. In this area of Wisconsin, there were no local shops that really had optimized Google Places listings let alone a content publishing strategy.
When competitors are asleep at the wheel, the first body shop to get it right in the marketplace will have a strong digital marketing advantage. If you own a body shop, how would you rate your SEO campaign for the keywords related to the services you offer?
It got me to think that over the past 5 years I really have not been asked too many times about SEO and digital marketing strategies for Body Shops. I know that a number of my clients have collision repair facilities but it seems like these areas of revenue are digital advertising orphans.
As dealers look toward 2011 and plan their automotive advertising budgets, I encourage everyone to look at all the profit centers and inspect their digital visibility in the local market. I have seen an increased interest in dealers for marketing tires, brakes, and oil change services in 2010 but don't ignore the body shop if you have one.
I'm a firm believer that attracting more customers to your service facility or body shop will allow you to connect with more consumers that will eventually need a new or used car. Dealers should not allow independant service centers and body shops to rule the day in their local market.
Fixed Operations SEO and content publishing is a great way to energize revenue, profits, and local consumer engagement in 2011.