The economic impact of COVID-19 is unprecedented and there’s really no rule book on how to manage the situation. As we enter this unchartered territory, one of your main concerns is the financial impact this is having on your business. And marketing is often the first area that gets cut.
However, when done well, the return on marketing spend far exceeds the investment. And some tactics, such as working on your online presence, cost nothing other than your time. Below, we outline some marketing tips for your auto recon business as you navigate COVID-19.
1. Work on Your Online Presence
With the majority of Americans being ordered to stay at home, the importance of having a good online presence has never greater. Now, more than ever, customers are relying on the internet to tell them everything they need to know about your business. And having an effective online presence will set you in good stead going forward, too.
As an auto recon business, you should aim to have a website, a Google My Business profile, a Facebook business page, and a Yelp listing. The more effective you are on these platforms, the more likely you will come up when customers search for auto recon services in their area.
If you don’t have an online presence, then you could be losing out on a lot of customers. So if you take the time now, during any downtime, is well worth it. If you’re already present on all of these online platforms, you should consider the steps to take to optimize them and make them better.
2. Start an Honest Conversation with Your Customers
People may be physically distant these days but there’s never been a better time to connect virtually. And maintaining communication with your customers is important, especially at a time like this. Keeping an open dialogue shows that you’re professional and on top of things. Respond to reviews, graciously accept feedback, and ask them what you could improve or change.
Don’t be afraid to ask for your customers to follow you on social media or write a review of your business. People are looking for ways to support local businesses during this time. Giving some positive feedback is a way they can do that from the safety of their homes—and it costs them nothing.
You should also write and share a statement on all of your online platforms that updates your customers on your business plan during COVID-19. This can include any changes to your hours or how you will operate. Be transparent about the things you’re not sure of, such as when you’ll be re-opening. You can always send another update if things change.
3. Stay Connected with Email Campaigns
People want to feel connected and you shouldn’t let social distancing stop that. A great way to communicate with your customers at a time like this is via email. Update your customers on what you’re doing and give yourself another opportunity to share your business plan. An email is a great point of contact and keeps your auto recon business at the forefront of people’s minds.
4. Get Creative with Your Service Offering
A lack of cash flow is one of the biggest challenges in the current climate, so consider offering gift cards that people can use once it’s safe for you to re-open. Many people will probably want their cars serviced in the future, so it could be worth incentivizing an investment now to maintain cash flow. If you have any trouble selling gift cards, you could offer a discount on any gift card purchases made before the end of the month.
5. Find Ways You Can Help
In uncertain times like these, it’s common to feel helpless. But finding ways to contribute to your community will be rewarding in more ways than one. Think about how you can help, no matter how small. Whether that’s writing a positive review for another local business or offering free services to medical workers. We are all in this together and there’s never been a better time to step up and help where you can.
6. Think About Advertising in a New Way
Advertising refers to paying for ads online, in print publications, on TV, on the radio, on billboards, or via direct mail out. It can be costly, but it’s a great way to raise awareness and keep your business top of mind.
Advertising during the pandemic should be handled very sensitively and should be appropriate based on the new reality we find ourselves in. Considering we’re all mostly confined to our homes, things like billboard ads on the highway wouldn’t get many views, but online ads could be a smart investment.
Think carefully about your messaging and the tone you take in your ads. Do not create any ads that make it look like you’re taking advantage of the situation in any way. For example, you might consider an ad that thanks the essential workers (some of whom may be your customers) for their hard work. While it’s not promoting your business directly, it shows that you are in tune with the current situation and that you’re a business that cares.
7. Measure ROI
As with any marketing campaign, you’ll want to be sure your dollars are going to good use. While good marketing will take your business far, an ineffective marketing strategy can quickly drain the bank balance. Using a tool like Google Analytics allows you to experiment and measure effectiveness and ROI.
Right now, Mobile Tech RX is offering free Analytics to help your business through these uncertain times. Learn how it could bolster your next marketing campaign as you try these marketing tips.