In today’s digital world, the tire and service shopping experience starts online. To attract new customers, you have to have an online presence. But with so much competition and so many online options, simply having a website is no longer enough. You have to make your business easy to find online. You have to stand out, make your presence known, and prioritize visibility in order to win customer trust and drive new business.
The shopping experience may start online, but that doesn’t mean all shoppers are alike. Understanding that each consumer takes a different path to purchase can help you tailor your marketing and service strategies to meet every need. Consider how your marketing messages can more effectively reach the following types of shoppers, each with their own distinct shopping habits.
The busy online shopper has limited time and seeks convenience in all shopping experiences. This type of shopper desires as much information as possible to make a purchase decision, and they need that information to be easily accessible online.
→ Opportunity: Attract the busy online shopper by communicating accurate services, inventory, pricing, along with easy appointment scheduling on your website.
The loyal local seeks reliability and comfort in familiar services. This type of shopper prefers personal relationships built over time. They are already familiar with your business and just need to be encouraged to keep coming back.
→ Opportunity: Increase customer trust (and the amount of money spent at your shop) by offering loyalty programs, special discounts, and personalized service recommendations through your online communications.
The out-of-town traveler has no sense of loyalty to a specific shop and usually selects the first trustworthy option they find online. Convenience is key to everything this type of shopper does.
→ Opportunity: Ensure that this out-of-town shopper can find your business online easily, by utilizing digital marketing tactics that increase visibility for your website. This shopper needs to quickly find the information that will help them make a purchase decision, such as online tire inventory, service catalogs, and quality reviews.
As a local tire and service shop, increasing your online visibility can feel daunting. That’s because big companies, including national chains and wholesale retailers, tend to dominate search results. These businesses use powerful online marketing tools to attract customers to their website and keep them coming back. But there’s good news: online tools and digital marketing tactics are equally effective for small businesses as they are for big budget companies. Even still, it can be challenging to know where to begin.
Without active marketing and access to tools that improve your ability to optimize your website for searchability, your business can go completely unnoticed. Even if you have an engaging website, you still need to be actively driving traffic towards it. Your website and digital marketing efforts work together as a team to bring in customers and keep them engaged. If you feel like your website is going unnoticed, your digital marketing efforts may be lacking.
Working along with your website, digital marketing tactics like online reviews and a dedicated social media presence are particularly effective. They improve the perception of your brand online and help you bring in more business.
Reviews build trust with your potential audience and promote positive online conversation about your shop. In fact, more and more consumers read and rely on reviews as a routine part of their day-to-day buying decisions.
Social media marketing is also a great way to increase online visibility to new and existing customers alike. It places your brand and marketing messages where your audience wants to spend their time and helps you stay relevant.
As a shop owner, you’re understandably focused on your operations and running a successful business, and not necessarily the day-to-day of implementing, executing, and following up with your marketing. There is a real challenge for tire and service shop owners in finding time and resources to implement digital marketing solutions. Luckily, there are digital marketing experts that can help.
By partnering with an experienced digital marketing company—one that understands your industry and provides a dedicated account manager—you can continue to run your operations without having to dedicate your personal time to bringing more shoppers to your website.
The right mix of digital marketing tools and tactics can increase your online visibility and level the playing field to help you compete like big competitors with equally large resources. For example, a combination of paid ads, SEO, review management, and social media marketing can positively impact a tire and service shop by increasing leads and loyalty, without having to dedicate additional time to marketing strategy and execution. This expert support not only saves time, it delivers real results.
If you feel like your website is being overlooked, it might be time to assess your digital strategy and evaluate the effectiveness of your online presence. A tailored digital marketing strategy—one that includes the right mix of digital marketing solutions and the right digital marketing partner—can help reach customers where they are, and bring them into your tire and service shop.
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