When it comes to the latest performance enhancement products on the market, we're all experts - part of being a muscle car enthusiast is figuring out how to keep improving our cars.
For a lot of auto performance shops, they don't carry this hunger for knowledge through to promoting their business by utilizing their customers' modern browsing habits.
It's a pretty good generalization to say the industry is slightly behind when it comes to adopting digital marketing techniques.
Easy internet access and the ability to show off their machines on the likes of Instagram have changed the face of performance car ownership, improvement and socializing.
Now, many companies in the industry are scrambling to keep up with the new methods available to keep them in touch with their customers.
The time is ripe for auto performance shops to make the shift from traditional to digital marketing approaches and get their business the exposure they deserve.
Marketing to our industry is completely different than most other markets - it requires someone who knows the industry intimately to:
- know where to find people looking to enhance their car's performance
and - know how to speak to muscle car owners and persuade them to invest in your customization and enhancement services over the next guy.
Where To Find Muscle Car Owners and High Performance Car Enthusiasts
The things that keep car enthusiasts awake at night are not like other consumers, let's face it!
Because of this, your approach to marketing has to be different. If you're hiring a web agency to market online for you, they NEED to know where to find your audience and how to talk to them.
There's nothing like spending a few hours watching the latest rally/drag race/restoration of a classic. Where do we hang out? Instagram, Facebook & YouTube.
You know and I know what we choose to spend our time watching and learning about the industry. Make sure your marketing company knows too.
Move From 1-to-Many to 1-to-1 Marketing
The old approach to advertising (general ads placed in newspapers, directories, radio, TV etc.) spreads one message to many consumers - but in the modern world, this singular approach just doesn't cut it anymore.
By combining traditional methods for quick-buys that don't require any really investment or thought and one-to-one relationship building digital marketing methods for those bigger projects, you can have a winning formula.
Today's consumer spends hours (and we mean HOURS) researching the latest innovations in the industry, the best rated products and what could be the newest improvement to their car.
How do you harness this to promote your own service and products against a world of competition?
Create unique, informative and entertaining content that helps your target customer research their next investment.
Become The Go-To Expert
Car enthusiasts want to stand out. They want the best of the best and they want their car to BE the best.
It's no longer a case of having to stick to your local auto shop - customers can view work from all over the world, which is the perfect opportunity for you. It helps you open the door to new customers through exceptional content.
By creating custom content (whether that's videos showing off your latest project, blogs exploring common issues or before and after photos of cars you've worked on) you can build your company's reputation as the expert in your field.
Customers want performance shops that think outside of the box and know what they're doing - no one wants to hand over their hard-earned cash to a Jack-of-all-trades that doesn't actually know anything.
You know your customers better than anyone else.
Create content that speaks directly to your ideal customer - you're not marketing to just anyone - you're marketing directly to them, to solve their issues and help them be more successful.
If you want to get new customers to hire you, you need to invest in your online assets.
Be honest - would you buy from you from looking at your website? If not, why not? Make sure your digital assets promote your company as you want to be seen.
By creating a company personality (your brand), you're aiming for your customer to see your business as the friendly expert they can trust with their car.
To fully get the benefits of online marketing, it does take a real shift in thinking; embrace the world of digital marketing and consider just how much consumers are already using social media and search engines in their day-to-day lives.
Imagine the exposure your company will get if you're appearing in their daily feeds and search results. You do awesome work - now’s the time to show it off.
If you’d like to explore how digital marketing can help you dominate the market, the team here at Motorhead Digital has proven processes that will help you stay savvy and at the top of your game - going way beyond a simple website.
We want to help increase your profits -
get in touch for a free strategy call today
and get your business working for you.
