Do You Understand Your Customers' Path to Purchase?  

In today's digital age, most consumers start their search for automotive services online. Did you know that over 80% of consumers begin their search for automotive services on the internet before visiting a shop in person? This makes a compelling online presence not just beneficial, but essential for attracting and retaining customers. As a leader in digital marketing services for automotive tire and service shops, Net Driven has identified key stages in the path to purchase. Let's explore these stages, looking at the steps you can take and strategies you can employ to put your best foot forward for your customers. 

1. How Are Customers Finding Shops? Most Start with an Online Search 

Search Engine Visibility 

Most consumers start their search with search engines like Google. Your shop's visibility on these platforms significantly impacts the likelihood of being found by potential customers. Here are some key actions to improve your search engine ranking: 

• Optimize your website with relevant keywords. 
• Ensure your Google My Business profile is up to date. 
• Collect and manage online reviews. 

Local SEO 

Being the closest shop doesn't guarantee you'll rank highest in search results. Local SEO strategies, such as adding location-specific keywords and claiming your business on local directories, can help you stand out. 

2. Consider Your Online Reputation 

Word of Mouth in the Digital Age 

While traditional word of mouth remains influential, it's now happening online through social media and review sites. Managing your online reputation involves: 

• Encouraging satisfied customers to leave positive reviews. 
• Responding to reviews in a prompt and professional manner. 
• Engaging with your audience on social media platforms like Facebook and Instagram. 

Review Management 

The number, quality, and timeliness of your reviews influence potential customers. Actively manage your reviews to build trust and credibility. Highlight positive reviews on your website and social media to showcase your reliability. 

3. Research and Decision-Making 

Content Marketing 

Once consumers find you online, they want to learn more about your services. Providing valuable content such as service videos, FAQs, and diagnostic tools can help them make informed decisions. Net Driven websites come pre-loaded with relevant industry data to facilitate this process. 

Community Engagement 

Participating in industry forums, publications, and local groups increases your shop's visibility and credibility in the community. It also positions you as an expert in your field. 

4. Contact and Conversion 

Multiple Contact Points 

Modern customers expect options when it comes to getting in touch. Whether it’s the ability to engage with your shop after hours, wanting to speak to someone directly for a quick turnaround, or preferring to send a simple message, you need to support a variety of channels. Regardless of how they choose to reach out, a focus on making that first point of contact a convenient and positive experience is critical. Consumers may choose to contact your shop in one of three ways: 

• Call the Shop: Ensure your phone line is always attended, and calls are handled professionally. 
• Visit the Shop: Maintain a welcoming and clean physical space. 
• Visit the Website: Your website should be user-friendly, mobile-responsive, and informative. 

Website Functionality 

Your website is a critical touchpoint in the consumer path to purchase. It should: 

• Be mobile-friendly, as most consumers search from their phones. 
• Offer easy navigation and access to essential information. 
• Include features like instant quotes, e-commerce capabilities, live inventory, and service scheduling. 

5. Post-Purchase Engagement: Keep Your Customers Loyal 

Customer Retention 

The consumer path to purchase doesn't end with the first service. In fact, most businesses recognize that retaining customers is more cost-effective than acquiring new ones. Strategies to keep customers loyal include: 

• Regularly assessing and updating your services based on customer feedback. 
• Offering loyalty programs and exclusive deals. 
• Sending follow-up emails and reminders for regular maintenance. 

Meet Your Customers Where They Are 

By understanding and optimizing each stage of the consumer path to purchase, auto repair and tire shops can attract more customers and build lasting relationships. Net Driven's digital marketing services are designed to help you achieve these goals. 

Whether you're just starting to develop your online presence or looking to improve an existing strategy, we have solutions tailored to your needs. Meeting your customers where they are—online, on social media, or through search engines—is crucial in today's digital landscape. Reach out to us today to see how Net Driven can help ensure your customers have the best online path to purchase with your shop.