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Brian Pasch

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So-Lo-Mo Strategies Can Energize Collision Shop Sales

Mobile Adwords campaign investments are becoming an important aspect in dealership digital marketing strategies.  Smartphone advertising is a unique opportunity to get to the top of the smaller screen which consumers view multiple times a day.  If a business is marketing to consumers that would search for their products and services "on the go", mobile pay-per-click and mobile display advertising is a must.  All dealers should be using mobile Adwords formats.

I was reviewing the success that our clients are having with mobile paid search and was thinking that body/collision shops could be an ideal candidate for paid mobile search.  If a consumer is involved in an accident that does not disable their car, they will be searching for a local body shop to fix their car immediately.  

How many consumers will do that right after the accident on their smartphone?

If not right away, isn't it worth running Adwords campaigns on all platforms (web, video, and mobile) to encourage consumers to come in for a free estimate.  I called a few clients with body shops and they said that over 70% of customers that they give an estimate to, will get their car fixed at their shop.

Start a Digital Marketing Strategy For Your Body Shop

With this data, it makes sense to me to proactively go after local consumers with a paid search campaign because the window of time in which they are considering a body shop is very short.  

Also, most body shops do not have any SEO strength; they lack content on their websites in order to rank very strongly.  

So, I would recommend that owners of body shops focus on a few things:

  • - Develop strong online reviews.  Most collision shops have bad reviews. (Social & Local Investment) 
  • - Start an effective paid search campaign. (Mobile & Local Investment)
  • - Expand/Create Body Shop website that have testimonials, before/after photos, and a clear call to action to get the consumer to come in for a free estimate.
  • - Consider products like "HookLogic" to get the consumer in for estimates for a premium.

Body/Collision shops are often the LAST things dealers invest in for a digital strategy.  That is great news for dealers that take action now.

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