Obtaining new customers takes a lot of effort and time. Much more effort and time, in fact, than turning new customers into repeat customers. A key way to convert one-time visitors into loyal customers is by retargeting customers through your auto shop marketing. To help you do just that, read on to learn retargeting techniques and how they can help you grow your business.
Retargeting is an auto shop marketing strategy for one-time customers wherein you deliver additional ads to them with the goal of increasing engagement and driving conversions. That is, repeat customers. The reasoning behind retargeting is that these one-time customers have shown interest in your auto shop through their initial visit. As such, they are more likely to respond favorably with engagement, like clicking on a newsletter coupon.
Presenting an offer to a one-time customer is more likely to re-engage that customer than it would a potential new customer. That’s because the one-time customer has already used your services once, so they are highly likely to do so again.
Auto shop customers go through several steps when looking for car maintenance. Knowing and capitalizing on those steps can be highly effective in turning one-time visitors into loyal customers.
In this initial phase, customers are researching various auto shops to determine which one best fits their needs and budget. Engaging with them via your website and by phone is essential to helping them choose you. That means outlining your services, providing pricing, and answering their questions.
To keep one-time visitors coming back, highlight your service offerings on your website and showcase customer reviews. Consider an email campaign outlining upcoming opportunities to service their car, such as preparing for a road trip or winterizing their car.
This refers to the ongoing outreach you need to do to show your customers you care and understand their needs for car care and maintenance. Using direct mail or email campaigns can educate them on future services and get them thinking about scheduling appointments to address upcoming maintenance.
This step is where your retargeting efforts hopefully are rewarded. Your customer is now looking at making a service appointment. Continue to make sure your auto shop is front of mind through direct mail, email, and text.
There are many retargeting techniques you can use to reach out to one-time customers. These include:
Email campaigns: Use emails to craft personal outreach to first-time customers that focus on their service or maintenance needs. Rather than a generic message of “Think of us for your auto care needs,” you are sending a “We’re thinking of you and your car’s service needs” message. This comes across as relevant to their current situation and can lead to the booking of future services.
With BOLT ON’s Shop Success Suite, you can create personalized text messages, direct mail postcards, and email campaigns all with one tool. Plus, you can quickly and easily put together seasonal promotions and deliver them in a matter of minutes. It’s ideal for taking your auto shop marketing to the next level and converting one-time customers into loyal, repeat customers.
Discover how BOLT ON Technology's Shop Success Suite can help you turn one-time visitors into loyal customers. Watch our on-demand demo to see how easy it is to create personalized text messages, direct mail, and email campaigns that keep your shop top of mind. Watch the on demand demo now and start building lasting customer relationships!