5 ways to maintain your diesel repair shops marketing presence | Highway & Heavy Parts 

5 Ways to Maintain Your Diesel Repair Shop's Marketing Presence (And Why They Matter)

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So you've got a marketing strategy in place for your diesel repair shop. Your website is set up and your advertising channels are going strong. 

It's time to sit back and relax because the marketing is done. Right?

Not exactly. That's not really how effective marketing works! Like most things, it requires maintenance to ensure you're reaching your target audience and getting the best return.

But luckily for you, we've put together some ways you can easily maintain your marketing and continue to rake in the profits for your repair shop. Check out 5 ways you can keep your brand out there!

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1. Keep Up Your Website

We've all seen websites with a dated design that are clearly never updated, with broken links and inaccurate information. How well do you trust information from a site like that? 

If you're like most of us, you close out of those sites and find one that's fresher, assuming that a more recently updated site has more authority in their field. Whether that's true or not doesn't always matter. First impressions are important with websites, so if it looks good, people are more likely to trust it. 

So don't let your site turn into one of those slow, out-of-date pages that no one really goes to any more. Make sure that your contact information is always accurate, and freshen up your design periodically. Produce new content to let users know that you're the expert! 

If updating your website isn't something you want to handle, you can always hire an outside company to take care of it for you. 


2. Continue Your Social Media Efforts

You've spent time developing a social media presence to help reach your customers and make your brand visible. But to continue to stay relevant and present in your customers' minds, you need to make sure you're posting regularly.

You should also take note of comments and messages that come in through your various social media platforms. Respond to comments and reply to messages. This can help you build trust with your customers. 

Be careful when responding to negative comments, though, and ensure that you aren't escalating the situation. Being level-headed in your responses and working to solve a problem can even help build your good reputation in the eyes of potential customers. 


3. Review Campaign Performance

Marketing campaigns aren't just set and forget. You need to monitor how they perform, so that you know where to spend your budget. There's no use putting your money in an under performing advertising channel. 

But you can't tell which are the best channels without paying attention to their performance. Monitor your ROI. Make sure methods are in place to tell which channels brought customers to your shop. Are they using a coupon from a mailer you sent? Did they call in from an email?

If you find something that is under-performing, try to evaluate why. Maybe you need to change the offer. Or, perhaps your direct mail campaign wasn't sent to a good list. Or maybe a certain method just doesn't resonate with your audience. Whatever it is, make sure you're making changes as needed to increase your profits. Don't be afraid to test things out.

Sometimes an ad that has performed well in the past will stop bringing in the same return. In this case, it might be time to freshen it up. Try some new copy, or a bit of a redesign to see if you can breathe new life into the ad.    


4. You Can Automate!

With a lot of online marketing, consistency is key. And with a busy schedule, sometimes it can be hard to find the time to post regularly. That's where automating comes in!

There are many programs that can make some of your online marketing efforts a lot easier. 

You can use a program to automate your social media posts, for example. You can write posts out in advance, when you have time to do them, and then set when you want them to be posted to your social media pages.

This can help keep your posting consistent and allow you to post when your target audience is most likely to engage. It also saves you time, as you can set up a bunch of posts and then not have to worry about it for a while. Some social media platforms need a bit more of an active presence for success, but this can help give you a good base to build on.

You can also automate your email marketing in a similar way. Many email marketing platforms allow you to set up different campaigns that will automatically send emails to different segments of your audience based on different triggers. You can set these up in advance and then just monitor the results. Depending on the size of your email list, some of these platforms are even free to use. 


5. Maintain Connections with Your Customers

It's important that you continue to connect with your customers. You want to bring in new customers, sure, but you also want to turn them into repeat business.

And the internet makes it easier to maintain these connections. 

Be sure to respond to reviews that you receive, thanking people for positive ones, and attempting to resolve issues that arise from negative ones. 

Cultivate your email list. Try to get email addresses from your customers. Send them emails thanking them for their recent visit to their shop. Send out service reminders, or discounts on upcoming repairs. 

It's easy to track success with emails as well. The email marketing platforms make it simple to track how many people open a given email and what they click on. 

These methods help keep you fresh in their mind, so that when it comes time for them to repair their diesel engine again, they think of you. It's about building brand loyalty. 


You've spent a lot of time on marketing. Using these tips, you can ensure that you're getting the most out of your efforts!


Looking to increase profits? Learn more about our Repair Shop Value Program and how it can help!