How Your Auto Repair Shop Can Earn More From Female Customers Through Social Media
You might not believe this, but in many cases in the automobile repair industry, your biggest market could actually be females.
Take Victory Auto Service and Glass Shop, for instance. Owner Jeff Matt established the auto repair shop in one of the suburbs of Minneapolis. Matt always went the extra mile when it came to developing personal relationships with each of his customers, who trusted him with one of their most valuable assets – their cars.
By 2010, Victory Auto Service and Glass Shop had expanded to 3 locations. Due to the expansion, Matt found it increasingly challenging to keep the intimate feel of his small shop. He said, “When you have multiple stores and multiple managers, you can’t be everything to everybody.”
Matt began experimenting with various social media approaches through the help of his customer, Stephanie Gutierrez. This is what they learned:
- Auto repair shop owners should think like a customer. When Gutierrez took over the Facebook page of Victory, she made the posts more interesting by trying to appeal to all kinds of car owners. She posts useful information such as traffic, traveling, safety, and traffic; the kinds of things that all car owners can relate to. Gutierrez did the same in the YouTube page, by posting how-to videos as well as shop tours and customer testimonials.
- Auto repair services can earn trust by being friendly on social media. Since people only buy from brands and people they trust, Gutierrez began sharing fun posts such as personal information about employees and photos. She also tries to tag people when possible; both customers and employees, and this has earned a positive response from the community. Gutierrez even encourages the shop managers to befriend customers both on Facebook and in person, in order to make a better personal connection.
- Involve the local community. Since Victory has long been supportive of other similar businesses, Matt even received a community award for his participation. Victory also donates space for volunteers who need it to fix up donated cars, and offers discounted repairs to families in need. These stories are shared on social media as well. Aside form that, Victory also became an AskPatty Certified Female-Friendly shop, and they have positive reviews on auto repair review sites.
Through Victory and Gutierrez’s efforts to promote the auto repair service as a female-friendly business, this has earned them positive results both online and offline. Since 60% of their Facebook fans and actual customers are women, the efforts have been fruitful.
Matt also said that he considers social media expenses the same way he would any other kind of business expense, but it pays off long-term. “We have to connect with our customers if we’re going to be a viable long-term business. When we do that, there’s a lot more loyalty that we get back from our customers”.