Motorhead Articles

Get Your Marketing in Gear

Stuck in a rut? 3 Simple Changes to Get Traction in Your Online Marketing

Barry Alt • November 22, 2020

Take a look at these 3 simple changes you can make to your content online, social media accounts and website to help you get more traction in your online marketing.

Stuck in a rut? 3 Simple Changes to Get Traction in Your Online Marketing

Are you struggling to bring customers into your auto shop? Have you invested in online advertising, but not seeing much return on your investment? 


You might have a great set of business cards with an impressive website ready to show off - but that doesn’t mean anything if people don’t know you exist.


So, how can you get your name out there?


How do you connect with the right people at the right time, bring more traffic to your website and get more customers through your doors? 


Take a look at these 3 simple changes you can make to your content online, social media accounts and website to help you get more traction in your online marketing.


   1. Create Useful, Unique Content


If you want to gain more traction with your online marketing then you need to be able to create content that is both relevant to your industry and of value to your audience. 


Digital content comes in so many forms now - you can write blog posts, create infographics, checklists - but the most popular form of content in our industry is by far video. 


Get creating unique, interesting video content and see your company’s name get shared far and wide on social media. 


People aren’t going to want to follow your business unless they are intrigued by what you post and talk about online. They need to see that they will gain something from the content you write and that it will benefit them in some way. 


Here are a few tips on how to create content that is useful for your customers;


Know Your Audience


It sounds like something so simple but a lot of content creators fail to understand who they are talking to. This is one of the most important points when it comes to creating content that is useful for your audience, because if you don’t know who you’re talking to, how can you make it of use to them?


You need to make sure your content is relatable. This will make sure the content you create has value to your customers which will increase the amount of relevant traffic you get to your website. 

Write Short Sentences 


If you write long-winded sentences in your content, your audience isn’t going to read it. They will get bored quickly and not take in the information you’re providing. This means they won’t take anything away from your content and they won't feel as though they’ve gained something from what you’ve written. 


Try to write sentences that are short and sweet, it’ll help keep the attention of your audience at all times. Try to keep the vocabulary simple and don’t include any confusing jargon. 


Make Text Scannable


The same as using shorter sentences, making the text more ‘scannable’ is more likely to keep your reader engaged for longer. 


You can make your pieces of content scannable by; 

  • Using a bulleted or numerical list instead of a long page of text
  • Adding in white space to break up your walls of text and making the content easier to read
  • Using easy-to-understand language
  • Using key points as titles

Publish In The Right Places


Ok, now you’ve got some great, unique content created - now it’s time to put it where your audience will see it. 

If you’ve written a really interesting blog post, you can post it to your own website or approach a magazine that’s popular with your ideal customers. 


Once you’ve got your content up and live - it’s time to promote, promote, promote.


Pro Tip: Add some images, graphs, and charts into your blog posts to help break up your post and give your content more personality. 


   2. Redefine Your Social Media Strategy


Social media accounts are vital when it comes to building traction in your digital marketing. A strong social media strategy will attract customers, boost sales and help you grow your company.


Here are a few ways you can improve your social media strategy today.


Get Your Digital Footprint In Order


This is obvious to a lot of people but you’d be amazed at how many businesses don’t update crucial information on their website, social media profiles and Google My Business account.


Make sure that you keep all of your information up to date especially when it comes to having a strong social media strategy. It only takes one wrong link to lose a lot of customers which will only make it harder to bring more traffic to your website. 


Keep your phone numbers and email addresses correct or you could lose out on sales. 


Add Up-To-Date Photos


If you want to improve your online presence, then you need to keep your social media profiles looking professional and up-to-date. You can do this by keeping your profiles updated with new, professional photos of your business, yourself and your team. Not only will this keep your social media updated, but it will also show new customers that you are still relevant and active. 


When updating your main profile pictures on your social media accounts make sure they are consistent throughout all of the platforms you’re on. This helps keep your brand’s visual identity consistent.


Update Regularly 


When your customers decide to follow you on social media they expect regular, relevant posts from you. This is why it’s crucial to continuously update your social media with information about you, the industry or your niche. 


You can post images of the products you have for sale, live broadcast and event or tweet about any new offers you might have coming up. Any form of interaction or engagement with your customers is important as it helps spread brand awareness and help you gain serious traction in your marketing.


Pro Tip: Everyone is not your audience! Don’t try to reach everyone on your social media - stick with your niche and what you know. 


   3. Improve Your Local Search Engine Optimization (SEO)


Improving your local SEO is essential for operating on a regional, as opposed to a national, level. Local SEO focuses on prioritizing SERPs (search engine results page) in specific locations rather than searches across the country. A good local SEO strategy relies on your brand’s marketing, your products, and the services that local customers will be interested in.


Optimizing your local SEO means you’ll receive more traffic to your website and will increase your sales. Here are a few ideas you can consider when optimizing your local SEO:


  1. Optimize your Google My Business profile
  2. Respond to reviews from customers (both negative and positive!)
  3. Optimize your website for voice search
  4. Create content covering local events or news stories
  5. Optimize your website for mobile use
  6. Use local keywords in your content


Pro Tip: Engaging with online directories is the perfect way to help improve your local SEO and gain more traction for your website. 


Implement these three changes to your digital marketing efforts and you should see some serious results. If you’d like to get a head start on your marketing efforts, take a look at our Marketing MaximizerTM to get you ready for the year ahead. 


About The Author


Barry Alt is the founder of Motorhead Digital, providing signature Marketing Maximizer™ programs specifically developed for auto restoration, performance and restyling shops. These programs are geared towards customer acquisition and conversion to keep those project bookings coming.


With over 23 years of experience in digital marketing and web development Barry’s goal is to help clients market and grow their shops through strategic marketing practices. You can reach him at (585) 766-9785, balt@motorheaddigital.com or online at MotorheadDigital.com.


As seen on The Shop Magazine

By Shanna Cathey August 20, 2026
The average age of a light vehicle in the United States is now 12.8 years, according to the latest publicly released national benchmark from S&P Global Mobility (the firm completed its spinoff into an independent company, now called Mobility Global, in July 2026, though its research is still widely cited under the S&P Global Mobility name). For the automotive aftermarket, that means a growing population of vehicles entering the years when maintenance, repair, replacement parts, diagnostics, and upgrades become increasingly important. The American vehicle fleet is getting older, and it's changing how aftermarket businesses need to think about growth. S&P Global Mobility reports that the U.S. fleet has grown to 289 million light vehicles in operation. Passenger cars now average 14.5 years old, while light trucks average 11.9 years. The high-volume 2015 through 2019 model years are also moving deeper into the aftermarket service cycle as more vehicles leave their original warranty coverage. For independent repair shops, parts suppliers, restoration specialists, performance businesses, and custom builders, the opportunity is substantial. It is not automatic, however. The businesses positioned to benefit will be the ones prepared to service an aging but increasingly technical vehicle population. Why Does an Aging Vehicle Fleet Create Aftermarket Opportunity? Older vehicles generally require more frequent maintenance and a wider range of repairs. Wear items reach the end of their service life. Seals, wiring, suspension components, cooling systems, electronics, and emissions equipment begin to demand more attention. Owners also start making larger decisions about whether to repair, restore, upgrade, or replace the vehicle. S&P Global Mobility identifies vehicles between six and 14 years old as a prime range for aftermarket service. Its research indicates that vehicles in this age range, along with even older models, are expected to represent at least 70% of vehicles in operation for several years. The newest industry forecast reinforces that opportunity. In June 2026, the Auto Care Association and MEMA Aftermarket Suppliers projected that the U.S. light-duty automotive aftermarket would grow 5.2% in 2026. The market is expected to surpass $500 billion by 2029, supported by the aging fleet, increasing vehicle complexity, and continued consumer reliance on personal transportation. Why Are Americans Keeping Vehicles Longer? High new and used vehicle prices and broader economic uncertainty continue to influence replacement decisions. Many drivers would rather invest in a vehicle they already know than take on the cost of replacing it. Modern vehicles are also durable enough to remain useful well beyond the point when earlier generations of owners may have traded them. From the shop side, the pattern is familiar. A customer says, "I just need it to last another year." Then one year becomes three. The truck remains essential to the business. The SUV stays in the family. The daily driver becomes a project because the owner would rather improve it than start over with another payment. This is where the aftermarket becomes essential. It gives vehicles a second, third, and sometimes fourth life. A 12-Year-Old Vehicle Is Still a Modern Vehicle An older fleet does not mean a simpler repair environment. A 12-year-old vehicle can still contain numerous control modules, emissions equipment, infotainment systems, electronic security features, networked sensors, and early-generation advanced driver-assistance systems. Shops must continue investing in technician training, scan tools, software subscriptions, service information, programming equipment, and calibration procedures. This is also why the Right to Repair issue remains relevant. As Motorhead Digital covered in Part 1: The Right to Repair Fight and the Freedom to Fix Victory , recent federal action created meaningful progress around emissions-related repair information and aftermarket emissions compliance. However, broader questions involving telematics, proprietary software, cybersecurity access, and non-emissions repair data remain unresolved. Older vehicles need more than replacement parts. They need judgment. They need technicians who understand the vehicle as a complete system and can distinguish a smart repair from a poor investment. They need suppliers with accurate fitment data and specialists who can combine traditional craftsmanship with modern diagnostic discipline. Which Aftermarket Businesses Stand to Benefit? Independent mechanical shops can benefit from increased demand for preventive maintenance, diagnostics, suspension work, cooling-system repairs, electrical repairs, emissions service, and age-related wear components. Parts manufacturers, distributors, and retailers can benefit from sustained demand across a wider range of model years. Accurate fitment data, inventory planning, and technical support become even more important when the active vehicle fleet spans decades. Restoration, performance, and custom shops have another opportunity. As replacement costs remain high, some owners will choose to improve vehicles they already own through: Drivability upgrades Modernized electronics Braking and suspension improvements Engine work Interior restoration Full custom or restoration builds The aging fleet is also increasingly diverse. S&P reports that battery-electric vehicles average 3.7 years old, plug-in hybrids average 4.9 years, and traditional hybrids average 6.4 years. Those vehicles will create additional service opportunities as they age, but they will also require new training, safety processes, tooling, and parts knowledge. Trust Becomes More Important as Repair Decisions Get Bigger The owner of a 12- or 15-year-old vehicle may be deciding whether to spend several thousand dollars on a vehicle with limited market value but significant practical or emotional value. That customer is not only buying a repair. They are buying confidence in the recommendation. Shops need to explain: What is urgent What can wait What may fail next Whether the proposed work makes financial sense Which repairs can be completed in phases What can be upgraded Clear inspections, photos, videos, written estimates, and phased repair plans help customers make informed decisions without feeling pressured. Motorhead Digital's Trust, Loyalty & Relationships: The Real Shop Advantage explains why trust often begins before a customer enters the shop. People study reviews, websites, project photos, and social media to decide whether a business looks credible, transparent, and capable. Pricing communication matters too. Older vehicles can expose hidden problems, discontinued parts, long lead times, and changing supplier costs. Tariffs, Pricing Pressure, and How Auto Shops Can Communicate Value Better offers practical guidance for explaining those variables without apologizing for charging appropriately.
Level 7 Motorsports Rebrands Its Parts Store as Spirit and Speed
By Barry Alt August 5, 2026
Level 7 Motorsports rebrands its performance parts store as Spirit and Speed, featuring an expanded parts lineup and a refreshed Shopify website.
A smiling automotive technician in a repair shop raises both fists beneath a banner.
By Shanna Cathey & Barry Alt July 22, 2026
The automotive right to repair battle just saw a massive victory with the Freedom to Fix memorandum. Learn how independent shops can leverage this to win.
AI,
By Shanna Cathey June 11, 2026
AI won't replace your technicians, but it can make your shop faster, sharper, and more visible. Here are 5 practical ways performance, restoration, and custom shops can use AI in 2026.
Macro shot of a workord : “Tariffs, pricing pressure, & how auto shops can communicate value better”
By Shanna Cathey May 1, 2026
Tariffs are squeezing the specialty automotive aftermarket. Here's how restoration, custom build, and performance shops can communicate pricing clearly, build customer trust, and protect their businesses as costs climb.
Students in Wayne Technical Career Center auto shop posing in hoodies around car body panel
By Keith Bourgeois April 10, 2026
What started as a car show became a mission to inspire young builders. See how students are gaining real skills while helping preserve automotive culture.
Automotive technician working on a classic blue Ford Mustang inside a professional performance shop
By Shanna Cathey March 13, 2026
A practical 2026 marketing checklist for custom car, restoration, and performance shops. Learn the essential digital marketing strategies every automotive shop needs to increase visibility, generate leads, and win more builds online.
Two dirty hands shaking, text: Automotive shops prioritize relationships for growth.
By Grace Caple February 16, 2026
Trust isn't a buzzword in the automotive aftermarket, it's currency. Discover how successful shops build loyalty, earn trust, and create lasting customer relationships that fuel long-term growth.
Image of Porsche in a performance shop in the winter
By Shanna Cathey & Barry Alt January 21, 2026
Your shop may be slow in the winter, but it's the perfect time to fix your Auto Restoration, Performance, and Custom Build shop marketing. Learn why winter is ideal for systems, strategy, and growth.
AI’s Place in Automotive Aftermarket Shops - PART 2
By Barry Alt December 13, 2025
How artificial intelligence can power your company’s engine behind the scenes.
Show More