By Mail Shark
Here’s a marketing idea I wanted to share with everyone. Auto shop owners and marketers are focused on targeting the local residential community. But what about all of the businesses that employ people who work in the area but don’t live in the area? These employees are all great prospects for auto repair services. The challenge is effectively targeting and reaching them.
One idea is to create a flyer that doubles as a break room poster. The poster should have a use case explicitly telling the business owner what you want them to do with your poster. Let them know they simply need to hang it in their break room to share the savings with their colleagues and employees.
We recommend clipless coupons or specials, which increase the lifespan of the poster and keep it intact for longer than it would if employees were tearing coupons off. Employees will simply take a picture of the coupon they want to use and show it to you upon redemption. Tear-off coupons destroy posters and ultimately result in them being thrown away as soon as the coupons, offers, or specials are torn off.
Using break room posters requires some legwork on the part of shop owners, since you’ll need to visit the businesses you want to target. However, the actual cost of the printed flyers is minimal. Let’s say you want to print 100 of them. At around $1 per piece, your total investment is $100 (give or take) depending on who does your printing.
There really is no downside to giving break room posters a shot. Put a call tracking number on your poster to keep track of anyone who comes in to redeem your coupons to track ROI. There are plenty of companies that can print cheap flyers, so call around. Attached is an example of a popular layout that Mail Shark has been supplying shops with.
Executive Vice President of Sales
Email: [email protected]
Example BreakRoom Poster.pdf
Google has a great informational page that outlines best practices to increase your website/business ranking in search results.
Can’t find your business? Improve your info.
You may find that your business doesn’t appear for relevant searches in your area. To maximize how often your customers see your business in local search results, complete the following tasks in Google My Business. Providing and updating business information in Google My Business can help your business’s local ranking on Google and enhance your presence in Search and Maps.
Enter complete data
Local results favor the most relevant results for each search, and businesses with complete and accurate information are easier to match with the right searches. Make sure that you’ve entered all of your business information in Google My Business, so customers know more about what you do, where you are, and when they can visit you. Provide information like (but not limited to) your physical address, phone number, and category. Make sure to keep this information updated as your business changes. Learn how to edit your business information
Verify your location(s)
Verify your business locations to give them the best opportunity to appear for users across Google products, like Maps and Search. Learn more about verification
Keep your hours accurate
Entering and updating your opening hours, including special hours for holidays and special events, lets potential customers know when you’re available and gives them confidence that when they travel to your location, it will be open. Learn how to edit your hours
Manage and respond to reviews
Interact with customers by responding to reviews that they leave about your business. Responding to reviews shows that you value your customers and the feedback that they leave about your business. High-quality, positive reviews from your customers will improve your business’s visibility and increase the likelihood that a potential customer will visit your location. Encourage customers to leave feedback by creating a link they can click to write reviews. Learn more
Adding photos to your listings shows people your goods and services, and can help you tell the story of your business. Accurate and appealing pictures may also show potential customers that your business offers what they’re searching for. Learn more
How Google determines local ranking
Local results are based primarily on relevance, distance, and prominence. These factors are combined to help find the best match for your search. For example, Google algorithms might decide that a business that's farther away from your location is more likely to have what you're looking for than a business that's closer, and therefore rank it higher in local results.
Relevance refers to how well a local listing matches what someone is searching for. Adding complete and detailed business information can help Google better understand your business and match your listing to relevant searches.
Just like it sounds–how far is each potential search result from the location term used in a search? If a user doesn't specify a location in their search, Google will calculate distance based on what’s known about their location.
Prominence refers to how well-known a business is. Some places are more prominent in the offline world, and search results try to reflect this in local ranking. For example, famous museums, landmark hotels, or well-known store brands that are familiar to many people are also likely to be prominent in local search results.
Prominence is also based on information that Google has about a business from across the web (like links, articles, and directories). Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business's local ranking. Your position in web results is also a factor, so SEO best practices also apply to local search optimization.
There's no way to request or pay for a better local ranking on Google. We do our best to keep the details of the search algorithm confidential to make the ranking system as fair as possible for everyone.
For those of you who have stopped your uniform service and are still supplying shirts and pants to their employees, what type of pants and where did you buy them and at what price. I have had it with uniform companies. Over charge and under produce. I have always supplied uniforms to my employees. I supply shirts and the uniform company supplies the pants. At the end of next month my contract is over and need to supply the team with pants. Any Ideas?
By Ron Ipach
Somebody recently sent an email to me asking the same question that I get dozens of times every single month. Basically, it says, "Ron, how much should I budget for my marketing?"
I have a very simple answer to that. One that actually a lot of people are gonna totally disagree with me...
My answer is, throw out the marketing budget. You do not need a marketing budget, and here's the reason why: A lot of times, I've heard five, six, or even three percent of your growth sales should be used towards advertising.
Now, that might be a good number for some months, but it's a horrible number for other months. But if you're budgeting and you're only gonna have a certain amount of money for marketing every single month, your business is gonna be going to be heading on a downward slope.
For a lot of our clients, the summer months tend to be their busiest month. They don't need to be spending a lot of money on marketing at all during those months because they're just naturally busy. But then when the kids go back to school in August and September, everything screeches to a halt.
So I'm gonna say throw out the marketing budget and spend it where and if you need it. You don't need to spend a lot of money on marketing if you're naturally busy. You do need to spend a lot of money on marketing if you're gonna be slow.
Now, this goes to ... I guess I should mention, it's not a matter of just throwing a bunch of money out there on marketing. You have to do good quality marketing. You have to have the right message sent to the right market at the right time using the right media. In other words, a way that they're actually gonna see your marketing. You have to get all of those things straight.
So I'm going to probably guess that if you follow me and participate in my Car Count Daily campaign by watching my videos, you're getting a good idea, a good sense of what good quality marketing is. I'll assume that you're doing good quality marketing.
Now, if you're spending money on good quality marketing, you're gonna get good results. If you don't need it during the summer months, slow it down. If you're gonna need it in the fall, you need to raise it up. I don't like marketing budgets for that reason, because everybody gets used to spending the same amount of money every single month, whether they need to or not.
Pay attention to your numbers. Pay attention to what your shop is telling you. Pay attention to what your car count's telling you and spend the money when needed.
Also, if you're running short of your numbers, you may need to spend a lot more money and put in a lot more effort on your marketing for those specific months. Don't look at marketing as an expense. Look at it as an investment. A marketing budget is something to be spent. Marketing investment, your marketing dollars if it's done right, is actually an investment. It's not taking money, it's actually attracting more money to your shop.