How important is it to have a digital presence in today’s automotive aftermarket, and what is the best type of platform to use? Auto Repair Focus Editor Phil Curry explores the options available to garages.
It used to be that word of mouth or local advertising was enough for a garage to thrive. But as the digital world continues to grow, so too does the need to have a presence in cyberspace.
A digital presence allows a business to extend its reach, advertise its services, and allow more people to find it. Drivers today are more likely to search online to find a place to have their car fixed, and they want their questions answered as soon as possible, but also at their convenience.
Therefore, being online can help to generate more work, and put your business at the forefront of peoples’ minds. Yet there are different types of digital presence, and some may work for businesses better than others. So, what are the options, and how important is it to be online?
Generating leads
Lead generators, or aggregators, are a good step for businesses that want to build that digital presence, but without their own website. Instead, they can take advantage of a singular online platform, which can rank highly in search engines,
“It is really important that garages look at how they are visible on Google nowadays, because the way that the world is moving and, as the younger generations are coming in, people are looking for a mix of convenience, price, and reputation,” commented Rochelle Davey, Independent Field Sales Manager at BookMyGarage.
Depending on the service, workshops can sign up and pay a subscription. The aggregator site will then field interest from consumers, either by putting work out to tender or booking directly with a workshop. Feedback can be provided within the platform itself, without the need for direct consumer interactions.
Lead generation can be a powerful form of digital presence, providing work when ramps are empty. It also does not need as much effort as a standalone website.
“It has developed into something that is a crucial part of businesses who are looking to grow, or ultimately to top up their needs,” added Davey. “So, lead generation can work in a manner of ways. It could either provide top up work, filling gaps and cancellations, which can cost a garage massively. So, if they have an ability to be able to take on last minute bookings, it can really help them with their weekly cashflow.
Work potential
With such a digital presence, businesses can take advantage of the generator’s rankings on Google or other search engines. Drivers come through the site to find a local garage, and for those wanting a quick turnaround, the work is there. Workshops can also benefit from many more additional jobs.
“Depending on the garage in the area, the work that is out there, the number of jobs that can be generated can be fantastic,” continued Davey. “Some workshops will have top-ups, they may get one, two, three jobs a week off the back of it. Others, if they are prepared to work with their online reputation, really generating reviews and showing what their USPs are to new consumers, could be generating hundreds of thousands of pounds of work every year off the back of a lead-gen company.”
Websites as a front door
The next step, and the clearest digital presence, is for a business to have its own website. These can take a number of forms, from a single page to a multi-layered platform showcasing the work that a garage can provide.
Websites can take a bit of planning. From securing the right domain name to writing designing and hosting, there are many things to consider. And in today’s market, a website goes hand-in-hand with other tools that are available, to build that digital presence further.
“The internet has brought a huge array of benefits, and you can say some negatives to some businesses,” commented Jim Lang, Managing Director at Garage Services Online. “But what nobody can argue it has brought transparency for the consumer and for them to have the ability to do their own research and to select what might not be the nearest option to them when it comes to anything, particularly when it comes to cars.”
Maintaining digital presence
Customers may be visiting a website to have work completed on their vehicle, but reputation still counts, not just as part of a digital presence, but locally as well.
“The majority of websites, even to this day, may have four or five pages on them and they will talk about MOTs, servicing, maybe a specialisation,” added Lang. “But the main attraction for anyone to go to that website is the name of the garage itself. We work and partner with all our garage customers and we are there to enhance and build upon the reputation they have on the ground.”
But developing a website is not a simple process. It is easy to get the digital presence associated with a domain, but ensuring that it can be found, and that it appeals to the right audience, is key.
“I think you have to be very clear as to what is the intention of that website,” continued Lang. “If that website is literally just to be found by your name, and your name is the main attraction point or traction amongst the search engine results, you can design it and include what you like.
“If it is the case that you want to have a website that can capitalise on the work that is out there and the work that you want to have coming in, then one of the best ways of doing that is to make it super simple for Google. Work on your Google Business Profile, mention every individual repair and service that you want to be found for, and consider the keywords you want to be found by.”
Build on social media
One digital presence that should go together with either lead generation or a dedicated website is social media. It allows workshops to increase awareness of their brand, wither by posting photos or videos of work, promotional activities, or responding to news stories.
“Workshops can absolutely gain work through social media,” stated Tom Addis, Digital Marketing Manager at Impression Communications. It is a great place for businesses to set up and to get some coverage locally. Workshops can use paid advertising to target drivers in a certain radius, and it is a great place for businesses to start.”
But, as with any form of digital presence, knowing the right platform is crucial. Some offer benefits over others, and some will work best for smaller workshops, while there will be ones that suit larger businesses.
“If you are trying to get in touch with the consumer, and the people who will be bringing their vehicles in for checks and servicing, then Facebook and Instagram are the best for connecting to those customers,” Addis highlighted.
“If you are looking to build relationships and partnerships with some of the motor factors or suppliers, then LinkedIn offers a great opportunity for you to make this types of connections.”
Content continuation
A social media account does have to be managed, however. If content is not posted regularly, then it can lead to negative assumptions. For example, if a most recent post is two years old, customers may question whether the business is still operating. It is, therefore, crucial to maintain your social media digital presence.
“The biggest thing you can do is create content,” Addis concluded. “There is a lot of good software out there that you can get free subscriptions to that will help you do this, such as CapCut or Canva.
“Put content, either photo or video, out there you will very quickly realise what works and what does not, what gets engagement and bookings and what fails to land, and you can plan the rest of your content from there.”
