In times of transition, even a financial crisis, it is crucial to keep up with your communication strategy, engaging your Tribe, and keeping them well informed. It is vital to be honest with our business family and make sure that your entire team is heading in the same direction. If you don’t know an answer to something, it is always best, to be honest, to let your customer base know that you don’t have all the answers as to how things will shift. You want to ensure your team/work-family has peace of mind first and foremost. A nervous team equals unrest, and that translates throughout your shop and all customer communication. First and foremost, you want to make sure that your employees are well informed and aware that even in a time of layoffs that you will offer as much post-separation support as you can provide.
When it comes to your customers, it is important to inform them and stay in communication. Keeping yourself out on the frontlines shows sincerity, which will help dispel any unfounded fears your customers or clients may have. Now is an excellent time to create an incentive, say, a drive for likes offering the next milestone. For example, if you want 500 more page likes or any specific number of post shares, the milestone customer receives a free service, such as an oil change or detail. By rallying the troops and engaging your Tribe, you are effectively distracting them from the pandemic. You are simultaneously engaging them, increasing traffic to your page, and offering a free service to boot. These types of incentives have a bonus of comforting your employees, dispelling fears, and reducing a sense of uncertainty, too.
Now is the time to take a good look at your business front, create new SEO pages addressing the COVID-19 pandemic, and how your business is dealing with this new norm. Offer a FAQ’s page on how to reduce the spread of germs within your industry. Create a checklist of do’s and don’ts to keep your employees and customers safe. Share the steps you take with each customer car to ensure a sanitary environment when your customer has their vehicle returned to them.
Now is the time to brainstorm, innovate, and explore how to broaden your client base in this new lifestyle and environment. We encourage you to speak with a variety of minds for inspiration to create a fresh strategy to target your audience, captivate and engage them, now especially when they are at home, idle, and online.
There is an opportunity at your fingertips, and the time is now. Even though this is a painful time for many, it feels like the easiest thing to do is to tighten our belts, hunker down, and brace for the worst. With an opportunity like COVID-19 and the impending recession, don’t you think it is prime time to create a broader and even more loyal client base that drives more clients to your shop? Now is the time to lean harder into your marketing efforts.
To show what we mean, look what one of our auto repair shop clients wrote via a COVID-19 blog update on St. Patrick’s Day:
“That blog looks great. Thanks, Perfect! You guys being so proactive have helped slow the downward trend of car count. I am picking up our 3rd car tomorrow straight from y’all’s email and social blast you recommended. And on top of that, we have at least 3 new appointments and several positive responses. It really helped, I’m glad I have you in my corner…you make this look easy!” — Pat D.
If you have any questions as to how to approach a more aggressive marketing strategy in these uncertain times, we would love to hear from you! The Rock Star Marketing Squad is here to help you expand your client base, drive web traffic to your shop, find your ideal clients, and gain more loyalty among your Tribe. From video ads to email campaigns, social media engagements, and SEO pages for your website, call us at 408-833-9868, or use our Discovery Session contact form to contact Rock Star Marketing today! You’ll be glad you did!