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In this episode of the Auto Repair Marketing Podcast, hosts Brian and Kim interview Chris Enright, owner of Enright Auto, about his success in using short-form video to build a following for his auto repair shop. Chris shares his process for creating content, his intended audience, and how he deals with haters and negative reviews. He emphasizes the importance of building trust with customers through video content and being authentic and transparent. The group also discusses successful auto repair video channels and the importance of keeping a shop clean for video shoots. Chris shares his advice for those looking to build a following through social media and encourages others to showcase their professionalism and expertise.

Thank you to our friends at RepairPal for providing this episode. RepairPal’s Certified Network of shops are trusted by millions of customers each month. Learn more at RepairPal.com/shops.

  • How Chris got started with video [00:01:10] Chris talks about how he got started with video and his first video about his top ten recommended Hondas.
  • Chris's most successful video [00:03:38] Chris talks about his most successful video that has 37 million views and how it features him using a heat induction tool.
  • Chris's decision-making process for creating content [00:06:39] Chris talks about how he decides what content to create and his decision-making process for choosing the sound and content of his videos.
  • Creating Short-Form Videos [00:06:56] Chris Enright shares his process for creating short-form videos, including how he saves trending audios and records content throughout the week.
  • Intended Audience and Dealing with Haters [00:07:50] Chris discusses his intended audience for his tool and shop-related videos, including technicians, shop owners, and DIYers, and how he deals with negative reviews and haters.
  • Growing His Business Through Video [00:13:38] Chris talks about how his intention for creating videos was to grow his auto repair business, but it has now grown into its own business, including making YouTube ad revenue.
  • Building Trust with Short-Form Video [00:14:22] Chris Enright discusses how his short-form videos help build trust with customers and increase customer retention.
  • Time Investment for Creating Videos [00:15:08] Chris Enright talks about the time investment required to create short-form videos and how he dedicates time to scrolling and finding ideas.
  • Equipment for Creating Videos [00:19:06] Chris Enright shares his equipment for creating videos, including using only an iPhone and a wireless mic to improve audio quality.
  • Using the Right Sound Clips [00:22:25] Chris Enright talks about how he hacks the algorithm by following accounts that pay attention to what's going on with the platforms and how he learns what the various platforms are looking for that are allowing his videos to perform better than someone who would not know these things.
  • Custom Thumbnails [00:25:50] Chris Enright explains how using one of the thumbnails that YouTube pulls performs better than your own custom thumbnail because it is the attention grabber that pulls new subscribers.
  • Type of Content that Works Best for Driving New Clients [00:26:26] Chris Enright shares that people are always willing to watch and look at behind the scenes stuff, interview style, and commonly asked questions. He also recommends being real and authentic and cleaning your shop.
  • Clean and Organized Shop [00:28:14] Chris Enright and Kim discuss the importance of having a clean and organized shop for auto repair businesses, and how it affects customers' perception of their work.
  • TikTok and YouTube Channels [00:30:24] Chris Enright talks about the success of the TikTok channel "Royalty Auto Service" and the YouTube channel "South Main Auto LLC" in the auto repair industry, and how they create engaging content.
  • Future of Video in Auto Repair Industry [00:34:47] Chris Enright shares his thoughts on the future of video in the auto repair industry, and how it will become more prevalent as streaming channels lose customers to free platforms like YouTube and TikTok.
  • The Importance of Consistency [00:35:18] Chris emphasizes the importance of consistency in posting content and how it takes time to see results.
  • Female Representation in the Automotive Industry [00:36:20] Chris talks about the advantage of being a female in the industry and mentions a female mechanic with over 100,000 followers on Instagram.
  • Encouraging Positive Content [00:38:42] Chris encourages shop owners and mechanics to create more positive content to combat the negative perception of the industry.

 

How To Get In Touch with Chris

 

YouTube - Enright Auto on YouTube

Instagram - Enright Auto on Instagram

TikTok - Enright Auto on Tiktoc

Website - Enright Auto

Lagniappe (Books, Links, Other Podcasts, etc)

 

How To Get In Touch with Shop Marketing Pros

 

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Thanks to our partner, RepairPal. Visit the Web HERE

Click to go to the Podcast on Remarkable Results Radio

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  • Have you checked out Joe's Latest Blog?

         0 comments
      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
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      Thank you to our friends at RepairPal for providing you this episode. RepairPal’s Certified
      Network of shops are trusted by millions of customers each month. Learn more at
      RepairPal.com/shops.
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      How To Get In Touch
      Join The Auto Repair Marketing Mastermind Group on Facebook
      Meet The Pros
      Follow SMP on Facebook
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      Get The Ultimate Guide to Auto Repair Shop Marketing Book
      Email Us Podcast Questions or Topics 
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      Blocking Time for Planning (00:19:40)
      Kim advises shop owners to set aside undistracted time in October for planning.
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      Connect with Chris:
      AutoFix-Auto Shop Coaching
      www.autoshopcoaching.com
      www.aftermarketradionetwork.com
      940-400-1008
      Facebook: https://www.facebook.com/AutoFixAutoShopCoaching
      YouTube: https://bit.ly/3ClX0ae
      Email Chris: [email protected]


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