8 episodes

The Auto Repair Marketing Podcast with Kim and Brian Walker. Experts in their field who work with shop owners take it to the next level and create a unique approach to marketing. See the growth in your business you’ve been working so hard for by using time-proven marketing that works, fueled to go further by your shop's uniqueness.

The Auto Repair Marketing Podcast LSTN Media LLC

    • Business

The Auto Repair Marketing Podcast with Kim and Brian Walker. Experts in their field who work with shop owners take it to the next level and create a unique approach to marketing. See the growth in your business you’ve been working so hard for by using time-proven marketing that works, fueled to go further by your shop's uniqueness.

    The Top Features an Auto Repair Shop Website Needs

    The Top Features an Auto Repair Shop Website Needs

    Summary
    Not all websites are created equal. Some are online brochures while others are sales machines that work 24/7/365. Which do you want yours to be? In this week’s episode, Kim and Brian each discuss the top 5 features they feel an auto repair shop website needs. Kim comes at it more from the consumer’s side while Brian talks more from the technical side. In the end, you’ll have a checklist of 10 important website features you can check against your shop’s website.
    Talking Points
    Kim’s Notes on What Customers Look for in a Website
    About Us. Customers want to do business with people they know/like/trust. Help them by sharing your story.
    Photos - They are looking for the real you.
    Reviews - They want to see “social proof”
    Will you solve their problem? (Do you work on their car.)
    Make an appointment / Phone Number (Contact)

    Brian’s
    Google Analytics
    ADA Compliance
    Calls to Action
    Real Photos
    Unique Content and Blog

    Thanks to our partner RepairPal. Vist on the Web https://repairpal.com/ (HERE)How to Connect With Kim and Brian
    Email: info@shopmarketingpros.com
    Shop Marketing Pros Website https://shopmarketingpros.com/podcast (HERE)
    Meet us at the many industry events throughout the year.
    How To Get In Touch
    Group - https://www.facebook.com/groups/autorepairmarketingmastermind (Auto Repair Marketing Mastermind)
    Website - https://shopmarketingpros.com/meet-the-pros/ (shopmarketingpros.com)
    Facebook - https://www.facebook.com/shopmarketingpros/ (facebook.com/shopmarketingpros)
    Get the Book - http://shopmarketingpros.com/book (shopmarketingpros.com/book)
    Instagram - @shopmarketingpros
    Lagniappe (Books, Links, Other Podcasts, etc)
    https://shopmarketingpros.com/great-auto-repair-shop-website/ (https://shopmarketingpros.com/great-auto-repair-shop-website/)

    • 34 min
    Marketing Budget with J.R. Portman

    Marketing Budget with J.R. Portman

    Summary
    Determining your auto repair shop’s marketing budget requires taking a lot of different things into consideration. The old adage is to spend 5-7% of your gross revenue on marketing. Whereas we do find that to be a pretty good benchmark, it’s not always that simple. Shop Marketing Pros’ J.R. Portman joins Brian on this episode to talk through some of the things you need to consider when deciding on a marketing budget.
    Talking Points
    There is a formula you can follow
    It all starts with your numbers. How much did you make last year?
    Do you need more cars now or are you focused on future growth?
    Where are you located? Is there a lot competition in your area?
    Marketing vs Advertising
    How are you classifying things on your income statement?

    How To Get In Touch
    Group - https://www.facebook.com/groups/autorepairmarketingmastermind (Auto Repair Marketing Mastermind)
    Website - https://shopmarketingpros.com/meet-the-pros/ (shopmarketingpros.com)
    Facebook - https://www.facebook.com/shopmarketingpros/ (facebook.com/shopmarketingpros)
    Get the Book - http://shopmarketingpros.com/book (shopmarketingpros.com/book)
    Instagram - @shopmarketingpros
    Thanks to our partner RepairPal. Visit on the Web https://repairpal.com/ (HERE)How to Connect With Kim and Brian
    Email: info@shopmarketingpros.com
    Shop Marketing Pros Website https://shopmarketingpros.com/podcast (HERE)
    Meet us at the many industry events throughout the year.

    • 22 min
    The Two Books You Must Read If You Are Involved In Your Shop’s Marketing

    The Two Books You Must Read If You Are Involved In Your Shop’s Marketing

    The Two Books You Must Read If You Are Involved In Your Shop’s Marketing
    ONE
    Summary
    If you’ve ever heard Brian or Kim teach, you’ve probably heard them recommend one or both of these great books. Brian likes to say that reading these two books will give you an MBA in auto repair shop marketing. Listen in to find out why, then go get the books and see what all the fuss is about!
    TWO
    Talking Points
    They Ask You Answer by Marcus Sheridan
    Revolutionary Approach to Sales and Content Marketing
    A different way of looking at business, marketing, and trust
    They Ask, You Answer - defined
    The Big 5
    Implementing the answers
    Soaking it into your shop - becoming part of the shop culture
    The cost. Is it expensive?
    Building a Story Brand by Donald Miller
    Our experience. How we heard about it.
    Going to Nashville - Brian
    Going to Nashville - Brian + Kim
    Getting the team onboard
    Reading the book(s)
    Listening to the podcast
    Most marketing is a waste of time, money, energy, effort
    7 Elements of Great Storytelling to Grow Your Business
    It’s about the transformation of the character
    Implement it

    THREE
    How To Get In Touch
    Group - https://www.facebook.com/groups/autorepairmarketingmastermind (Auto Repair Marketing Mastermind)
    Website - https://shopmarketingpros.com/meet-the-pros/ (shopmarketingpros.com)
    Facebook - https://www.facebook.com/shopmarketingpros/ (facebook.com/shopmarketingpros)
    Get the Book - http://shopmarketingpros.com/book (shopmarketingpros.com/book)
    Instagram - @shopmarketingpros


    FOUR
    Lagniappe (Books, Links, Other Podcasts, etc)
    https://www.riverpoolsandspas.com/blog/author/marcus-sheridan (https://www.riverpoolsandspas.com/blog/author/marcus-sheridan)
    Rev.com
    https://storybrand.com/ (https://storybrand.com/)
    Book: https://www.amazon.com/They-Ask-You-Answer-Revolutionary/dp/1119312973 (They Ask You Answer)
    Book: https://www.amazon.com/Building-StoryBrand-Clarify-Message-Customers/dp/0718033329/ref=sr_1_1?keywords=building+a+storybrand+donald+millerandqid=1657897785ands=booksandsprefix=building+a+%2Cstripbooks%2C96andsr=1-1 (Building a Storybrand)

    Thanks to our partner RepairPal. Vist on the Web https://repairpal.com/ (HERE)How to Connect With Kim and Brian
    Shop Marketing Pros Website https://shopmarketingpros.com/podcast (HERE)
    Meet us at the many industry events throughout the year.

    • 34 min
    Using Marketing to Attract New Team Members

    Using Marketing to Attract New Team Members

    ONE
    Summary
    It feels like every shop in the country is looking for a new tech or service advisor. There is no silver bullet to hiring, but most shops are so bad at it that it’s easy to get a leg up on your competition. In this episode, we talk about how the same marketing you are doing to attract new clients can also attract new team members. We tell you what you need to be promoting that you’re probably not, and how to build a careers page on your website that will be so much more effective.
    TWO
    Talking Points
    What we know:
    Good techs already have jobs! Are you showing up where they are or are you posting where they’re not going?
    Pay is not always the most important thing!
    We don’t know: have you surveyed your team? Why are they staying? What brought them to you? Ask them what they see other shops doing that might attract them there.
    “Train people well enough so they can leave; treat them well enough so they don’t want to.” Richard Branson
    Our tech recruitment guide is free on our website!
    Have you listened to our podcast with Carm? “Social Media Marketing to Technicians” RR 665
    Your marketing is not just for customers anymore! It’s where future team members learn about your shop and decide if the grass looks greener.
    What does your marketing say about your company culture?
    We love what Simard Automotive does when recruiting. They’re in Alaska so they did a campaign showcasing the beauty and reasons to move to Alaska!
    Pivot your marketing. Showcase company culture, team, community involvement, reviews (customers and employees), respond to reviews
    Your Careers Page - what you need on it!
    Video - Patrick Egan at Spark Interactive
    Pictures showing your company culture (photo gallery)
    Core Values
    Employee testimonials
    Benefits of working at your shop.
    Do you have A/C?
    4 day workweek?
    What equipment do you have?
    Do you take your team to training events?
    THEN the things like salary and benefits.
    A place for people to apply when you’re not hiring

    THREE
    How To Get In Touch
    Group - https://www.facebook.com/groups/autorepairmarketingmastermind (Auto Repair Marketing Mastermind)
    Website - https://shopmarketingpros.com/meet-the-pros/ (shopmarketingpros.com)
    Facebook - https://www.facebook.com/shopmarketingpros/ (facebook.com/shopmarketingpros)
    Instagram - https://www.instagram.com/shopmarketingpros/ (@shopmarketingpros)
    Get the Book - http://shopmarketingpros.com/book (shopmarketingpros.com/book)
    FOUR
    Lagniappe (Books, Links, Other Podcasts, etc)
    Blog: https://shopmarketingpros.com/hiring-auto-repair-shop-technicians/ (Hiring Techs in the Digital Age)
    Blog: https://shopmarketingpros.com/how-to-write-a-technician-hiring-ad/ (How to Write a Technician Hiring Ad)
    Guide: https://shopmarketingpros.com/free-stuff/ (Auto Tech Recruitment Campaign Kit)
    Book: https://www.amazon.com/Building-StoryBrand-Clarify-Message-Customers/dp/0718033329 (Building a StoryBrand)
    Patrick Egan, https://www.sparkinteractive.com/optin-521200671638915158248 (Spark Interactive)
    https://autoshopcoaching.com/weekly-blitz-podcast-with-chris-cotton/ (Weekly Blitz with Chris Cotton) - EOS Core Values - Episodes 42 and 45

    Thanks to our partner RepairPal. Vist on the Web https://repairpal.com/ (HERE)How to Connect With Kim and Brian
    Email: info@shopmarketingpros.com
    Shop Marketing Pros Website https://shopmarketingpros.com/podcast (HERE)
    Meet us at the many industry events throughout the year.

    • 31 min
    Does Your Community REALLY Know You?

    Does Your Community REALLY Know You?

    Summary
    The question was posed to a group of panelists, “As an auto repair shop that hasn’t been doing any marketing, where do I start?” There are a lot of different ways to answer this question, but we look back at how we started marketing our own shop and had great success. Not all marketing looks like what we tend to think of with websites, digital ads, direct mail, etc. The most effective marketing we’ve ever done was face-to-face, and some of the most successful shops still attribute their success to tactics like the ones we talk about in this episode.
    TWO
    Talking Points
    “As an auto repair shop that hasn’t been doing any marketing, where do I start?”
    Blog: Is That Really Marketing?
    Businesspeople are the ultimate referrers
    BNI Groups
    What is BNI?
    Overview of the meeting format
    BNI specific to auto repair
    Chambers of Commerce
    “I joined the chamber and never got anything from it”
    Chamber breakfast, Leads for Lunch, BAH
    Committees
    Hosting events at your shop
    BNI
    Chamber events
    Car care clinics
    Merit badge workshops
    Katrina drive
    Halloween “Trunk-or-Treat”
    Car shows
    Mevert Automotive’s Customer Appreciation Mevert Vacation Open House
    Who manages all of this?
    Future podcast episode “Should your shop have a dedicated marketing director?”

    THREE
    How To Get In Touch
    Group - https://www.facebook.com/groups/autorepairmarketingmastermind (Auto Repair Marketing Mastermind)
    Website - https://shopmarketingpros.com/meet-the-pros/ (shopmarketingpros.com)
    Facebook - https://www.facebook.com/shopmarketingpros/ (facebook.com/shopmarketingpros)
    Instagram - https://www.instagram.com/shopmarketingpros/ (@shopmarketingpros)
    Get the Book - http://shopmarketingpros.com/book (shopmarketingpros.com/book)
    FOUR
    Lagniappe (Books, Links, Other Podcasts, etc)
    Blog: https://shopmarketingpros.com/is-that-really-marketing/ (Is That Really Marketing?)
    https://www.bni.com/ (BNI)
    Blog: https://shopmarketingpros.com/trunk-or-treat-for-your-auto-repair-shop/ (Planning a Trunk-or-Treat for Your Auto Repair Shop)
    Blog: https://shopmarketingpros.com/how-to-become-well-known-in-your-community/ (How to Become Well Known In Your Community)
    https://www.facebook.com/media/set/?set=a.2585904618212227andtype=3 (Customer Appreciation Mevert Vacation Open House)

    Thanks to our partner RepairPal. Vist on the Web https://repairpal.com/ (HERE)How to Connect With Kim and Brian
    Email: info@shopmarketingpros.com
    Shop Marketing Pros Website https://shopmarketingpros.com/podcast (HERE)


    Meet us at the many industry events throughout the year.

    • 41 min
    Keywords in Reviews - Adding Fuel to the Fire

    Keywords in Reviews - Adding Fuel to the Fire

    Keywords in Reviews - Adding Fuel to the Fire
    Using keywords in reviews isn’t exactly a new trick, but a recent experience on a trip to Key West brought this to the top of our minds and resulted in this episode. Listen in to learn a way to make those great reviews you have perform at an even higher level, bringing in people who are searching for auto repair services in ways that you may never think to optimize for.
    Key Talking Points
    02:30 - how people search by voice
    03:10 - people don’t even have to click into your website anymore
    04:28 - Google doesn’t want people to leave Google
    05:20 - the story about what happened in Key West
    11:00 - how to make this work for your auto repair shop
    14:00 - how to get people to use your preferred keywords in reviews
    15:25 - it’s not just Google reviews we’re talking about
    19:05 - the 4 types of keywords you want in your reviews

    Thanks to our partner RepairPal. Vist on the Web https://repairpal.com/ (HERE)How to Connect With Kim and Brian
    Email: info@shopmarketingpros.com
    Shop Marketing Pros Website https://shopmarketingpros.com/podcast (HERE)
    Facebook Group: https://www.facebook.com/groups/autorepairmarketingmastermind (https://www.facebook.com/groups/autorepairmarketingmastermind)


    Meet us at the many industry events throughout the year.

    • 21 min

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