According to the Interactive Advertising Bureau of Australia Australia Online Advertising Expenditure Report (OAER), the online advertising market hit $8.8 billion expenditure in 2018, a dramatic jump of 11.7% compared to 2017.
This begs the question as to why the automotive industry is playing catch-up when it comes to digital marketing. Though we can’t give a direct answer for this, from our experiences as being an automotive marketing agency, it more or less becomes a matter of automotive workshops not really understanding the digital marketing tools available and how they can be used to grow your business.
But we get it, there are thousands of digital marketing tools accessible which makes the whole digital marketing space look much more complicated than it probably is.Below you will find 5 tools that every automotive workshop should be doing today. With these tools we’ve seen automotive businesses, big and small, grow drastically.
Simply put, Google Ads is a system where businesses pay Google to show their ads in the search results. So why is this important and why in the world would your business spend valuable dollars to appear on google? Well, chances are there are dozens (if not hundreds) of automotive workshops situated within 15km of yours, which makes it tougher to be found by customers and to stand out against the local competition.
This is not ideal as there are 9 spots on the first page of google. To add salt to these wounds, over 90% of people searching on Google don’t go past the first page. So, unless your website is optimized, chances are your automotive workshop isn’t appearing on the first page.
This is where Google Ads can help. Based on the Cost Per Click bidding method Google Ads uses, where you’re charged only when your ad is clicked. Selecting the right search phrases and geographic targeting is a definite way to ensure your business is appearing on the first page.
Often seen as expensive to develop, run and maintain, websites are often the last thing looked at when thinking about digital marketing. But we like to think of the website as the portal to any business. It shows what a business does, news about the business, and builds the credibility of any business. Again, in the digital world, the website is the face of a business. It is essential that as a workshop, your website is performing at its peak. Almost every time a potential customer is researching about a business, the website will be one of the first places they visit.
If you already have a website, some things to consider are –
– Does my website look modern?
– Does my website load almost instantaneously?
– Does my website look as good on mobile (if not better!) than it does compared to on my computer?
– Have I written about my services in detail?
If the answer to any of these is no, then it might be worth looking into getting some work done.
Social Media Marketing
We’re all on it (actually, 60% of Australians), yet countless businesses overlook the organic (free) and paid capabilities the likes of Instagram and Facebook offers to them. With people accessing Facebook an average of 8 times a day, and users spending 53 minutes a day on Instagram, there’s a good opportunity for your automotive workshop to be seen by potential customers.