Motorhead Articles

Get Your Marketing in Gear

Shift Up a Gear: What Type of Digital Marketing has the Best ROI?

Barry Alt • September 1, 2023

Just like running a car, the surest way to get the most out of your business is by consistently investing in its maintenance and performance.

What type of Digital Marketing has the Best ROI?

And what’s the most direct route to getting more customers for your automotive aftermarket restoration, performance, or race shop so you can compete with other leading companies in your niche?


Through expert digital marketing that’s as badass as you are.


With so many digital marketers claiming to be the best, knowing which one will benefit your business the most in the long run can be difficult.


Let’s explore the different types of digital marketing that will help you improve your online presence, help you reach your target audience, and drive your business forward.


What should a digital marketing strategy do for your automotive business?


If you invest your time, resources, and money into marketing, you want to be sure that it will give you results.


When it comes to ROI in an effective digital marketing strategy, there are many factors to consider other than just monetary gains.


Marketing strategies should help you:

  • Generate revenue
  • Increase brand awareness
  • Grow your customer base
  • Enhance customer experience
  • Improve customer engagement
  • Position your business as experts


So, let’s get right into the most important types of digital marketing for automotive businesses you should implement into your marketing efforts that will ensure a strong return on your investment and make achieving your business goals a lot easier.

Types of digital marketing that pull their weight for auto restoration and performance shops

1.  Search engine optimization (SEO)


SEO involves optimizing your website's content and structure to improve its visibility on search engine results pages (SERPs).


In other words, it makes Google happy so your website can perform better and rank higher!  What this ultimately means for your business is that your target audience can organically discover you when searching for your automotive services online.


90.63% of businesses don’t get organic traffic on search engines, and if you haven’t invested in professional SEO services yet, you can bet that your company falls into that majority, missing out on serious opportunities.


Your website will be strategically formatted and peppered with locally targeted keywords that not only speak to Google but are also easy to read and super specific to the needs of your dream clientele.


With the help of SEO experts who specialize in your niche, you can climb ahead of your competitors on search engines and generate more high-quality, high-converting leads in the fast lane, ensuring a fantastic return on your investment in the long run.


2.  Content marketing


Content marketing is an often undervalued element of digital marketing.


However, the power of blogging, video marketing, and visual marketing messages should not be underestimated - especially in this industry.


A strong content marketing strategy can help your automotive business:

  • Rank higher on search engines
  • Engage your target audience
  • Establish customer trust online
  • Be positioned as the experts
  • Convert leads into sales


The consistent creation of high-quality content not only keeps your website fresh (which search engines love!), but you can connect with your audience by providing real value to them with content that attracts, informs, and entertains.


Blogs are fundamental to attracting organic traffic, and search engine marketing, yet according to our research, 87.8% of auto shop companies reportedly don’t have a functioning blog.


Incorporate a blog section into your website to boost your credibility, showcase your expertise in your niche, and ultimately show the real value you can offer your potential clients by providing solutions to their problems.


On top of this, companies that blog regularly get 55% more web visitors than those that don’t, offering an impressive ROI that you’ll be glad you opted for.


Top tip: You can repurpose parts of your blogs to use as engaging social media content and email newsletters!

3.  Email marketing

A powerful tool for nurturing leads and fostering strong customer relationships, strategic email marketing can offer a whopping 4,200% ROI!.


By segmenting your email lists and creating personalized and targeted email campaigns, you can create valuable communication for your customers they want to engage with.


For example, if a customer has had a specific car part in their online basket for a long time, a product they regularly purchase has just come back in stock, or items from their favorite brand are on offer, you can send them an automated helpful reminder email to gently nudge them towards a purchase.


A successful email campaign will result in high open and click-through rates, increasing conversions, and customer satisfaction. A win-win for everyone!


Still, according to the research we conducted, less than 25% of auto shop businesses have a functioning email marketing campaign despite the compelling ROI and opportunities to generate new customers. Which means there’s a real gap in the industry’s marketing efforts - which you can fill. 


4.  Social media marketing

It’s no secret that having a strong presence across social media platforms is essential to the success of any business.


But as wild as it may seem, we discovered that 20% of auto shop businesses don’t have a social media presence.


Especially in the automotive industry, where the potential to showcase your attractive range of performance-enhancing parts and the impact of your expert services is hugely beneficial.


Not only is it a great space to visually attract your audience, but it also offers an invaluable space to connect with and engage your audience.


Potential customers can interact with your content, send you messages, and get to know your brand on a human level while sharing it with their network in an instant.


Social media also allows you to target your dream clients and build an online community with influencer marketing.


And with over 4.8 billion social media users globally, the potential market to tap into is vast and diverse.


With a little effort, regularly posting and maintaining a solid social media presence can deliver a high ROI in no time.

So, what should you adopt into your digital marketing strategy?


While many types of digital marketing channels deliver results, the best ROI depends on factors unique to your business.


Digital marketing strategies should be tailored to your company's goals and customers' needs for the best success.


If you’re interested in adopting a strategy that incorporates all of the types of digital marketing mentioned above that will result in a high ROI for your business, then you’ll love our
Marketing Maximizer program.


It’s a monthly service done with you that helps you grow your online presence, target your dream customers, and convert them into sales through expert search engine optimization, professional content marketing, social media marketing, mobile marketing, and so much more.


Ready to fast-track your way to success in the automotive repairs and performance industry?


At Motorhead Digital, we’re just as car-obsessed as you are.


That’s why we want to help you get ahead.


Our team of dedicated, results-driven marketing professionals can help you take your business up a notch by merging our unique and exclusive knowledge of both the marketing and automotive industries to create truly effective solutions.


Book a free strategy call
today to get started.

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