The Auto Repair Marketing Podcast

ChatGPT is an artificial intelligence bot by OpenAI. Lots of things get called disrupters, but this truly is a disrupter. We probably need a stronger word than that to describe what this may do to our industry and many others. Let’s talk about using AI in your shop’s marketing.Talking PointsWhat is ChatGPTOther AIs (Jasper/Jarvis)Does it just search the internet?The ChatGPT User ExperienceShould you use it in your marketing?WeaknessesHow else it may be used in auto repairLagniappe (Books, Links, Other Podcasts, etc)OpenAI ChatGPT - chat.openai.com How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com Thanks to our partner, RepairPal. Visit the Web HERE

With the challenges of hiring post-pandemic in an industry where there is an actual shortage of skilled labor, it’s important that you do everything you can to get a leg up on your competition. Yet most shop owners pay zero attention to the careers page on their website. In this episode, we talk about how to build the perfect careers page that will help entice great technicians to come work for your shop.Talking PointsThis isn’t going to be easy. Commit to the time needed to do it rightYou need to meet with your team to learn what they really like about working for youCore values are important to people looking for a new work homeGather all assets before talking to your website provider - it will make the process go much fasterThe page needs to look great. Hire a designer. It’s an investment in your businessEntertain prospective team members even when you’re not hiring. Keep the pipeline full.Lagniappe (Books, Links, Other Podcasts, etc)Blog: How To Create The Perfect Careers Page [insert link]Blog: How To Write a Technician Hiring AdPodcast: Using Marketing to Attract New Team MembersHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com Thanks to our partner, RepairPal. Visit the Web HERE

As we approach 2023 I know a lot of people are concerned about what the year may bring from an economic standpoint. The financial gurus can’t seem to agree as to whether or not we’re in a recession, but my thought is this. If we are in a recession, choose not to participate. That’s what this episode is all about. We’ll call it “creating your own economy”You ever notice how no matter what’s going on in the world, some people thrive? Opportunities to buy equipment at pennies on the dollarOpportunities to buy up failing shopsOpportunities to hire great techniciansTalking PointsYou ever notice how no matter what’s going on in the world, some people thrive? Opportunities to buy equipment at pennies on the dollarOpportunities to buy up failing shopsOpportunities to hire great techniciansDon’t freak out. Don’t get back under your toolsDon’t “pause” your coaching - if you’re not working with a coach - startDon’t spend to reduce taxes - tell them about 2007Don’t stop marketing - double down if anything - your competition will stop - this is where the best “fall into” opportunitiesReaccess your core values and live by themBecome a professional money managerWrite more content, make more videos, and take some ownership in thought leadershipBecome a broken record about your business - personal social mediaGo all-in on providing the best customer experienceAudit your bank accounts and cancel unnecessary subscriptions, etcBe positive - infectiously positive. Be the light in a time of darkness.Be generous - if things are going well, which they will if you refuse to participate in a downturn, make sure the people who are taking care of you are also thriving.It’s not just about having money. It’s about having the right mindset.How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com Thanks to our partner, RepairPal. Visit the Web HERE

Today our guest is Chris Cotton, owner of AutoFix Auto Repair Coaching, and also the host of The Weekly Blitz with Chris Cotton - which is also part of Aftermarket Radio NetworkMost often when a shop owner starts seeking out marketing options they’re doing it because they perceive they have a car-count problem. There are certainly cases where that is true, but there’s more to revenue than car count. In fact, there’s much more to the success of a shop than revenue. Revenue definitely solves a lot of problems, but let’s talk today about some other ways to make your shop more successful.Talking PointsAverage repair order and profit margin need to be optimized before you try to fix a broken business with marketing.What is your average estimate?Your job as the shop owner is to drive processes and procedures.Good marketing isn’t cheap and will not provide a return if you’re not maximizing the cars you already have.Lagniappe (Books, Links, Other Podcasts, etc)Podcast - Are You a Thermostat or a Thermometer?How To Get In Touch with ChrisWebsite - https://autoshopcoaching.com Email - chris@autofixsos.com Phone - (580) 491-3519How To Get In Touch with Kim and Brian WalkerGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com Thanks to our partner, RepairPal. Visit the Web HERE

What does it say to you when a business doesn’t use the product or service they sell? It’s not a good look. But many shop owners drive busted cars and have loaner cars that need service, and it shows. It’s time that you eat your own dog food.Talking PointsMarketing is anything that makes an impression on people about who your company isYour business is auto repairWhat condition are your loaner cars in? Do you have a shop truck? What condition is it in?What about your technician’s cars? Their wives' cars? Those BG and Wynns services that you sell your clients - are you using them?How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com Thanks to our partner, RepairPal. Visit the Web HERE

Hey friends! Welcome to our newest episode of the Auto Repair Marketing Podcast. When working with higher-performing shops, they aren’t always looking for more cars. We very often hear that they’re looking to attract higher-quality clients. But how do you do that with your marketing? We answer that question in this episode of The Auto Repair Marketing Podcast.Talking PointsHigher quality marketingYour marketing needs to reflect that you are a high-end shopThe overall brand itselfCommunity perceptionBrand style guideKnow like trust (going to record an episode on this)Concierge-like customer serviceAppearance mattersAppearance of the staffWaiting areaBathroomThe inside of the shopParking lot - (this is where they come to die)  Outside of the buildingAsk your best clients to refer their friendsPrice out the lower-end clientsLagniappe (Books, Links, Other Podcasts, etc)EPISODE: 021 – Can Company Culture Have Anything To Do With Marketing?EPISODE: 012 – Relationships Matter; Because Nobody’s PerfectEPISODE: 011 – Is It Customer Service Or Is It Marketing?EPISODE: 009 – What’s Your Story? Talking Video With Patrick EganEPISODE: 004 – Does Your Community REALLY Know You?How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com Thanks to our partner, RepairPal. Visit the Web HERE

Do you struggle with saying yes to every "opportunity"? Is life controlling you or are you controlling it? Can you answer the question "Why were you created"? Kim shares her story of how living a life with intention and purpose can leave you feeling satisfied and fulfilled.Talking PointsWhat if your 3  year old asked you “do you have another one of those meetings tonight, mommy?” How would you respond? How the book “The Best Yes” by Lysa TerKeurst helped break the cycle of overachieving and overextending.Nehemiah 6:3 “And I sent messengers unto them, saying, I am doing a great work, so that I cannot come down: why should the work cease, whilst I leave it, and come down to you?” Kim shares how this verse impacted her life and helped her to see the distractions in life that were causing her to not prioritize the best things.How the “My Life Purpose Guide” book by James Myers helped align Kim’s purpose with saying yes or no to “opportunities” she was given.A message from Kim’s pastor prompted her to start praying for their son in a very unique and different wayIs your life leaving a legacy? Nehemiah 13:30 “Remember me, O, my God, for good!”Lagniappe (Books, Links, Other Podcasts, etc)Nehemiah 6:3Nehemiah 13:31The Best YesThe My Life Purpose Guide How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com Thanks to our partner, RepairPal. Visit the Web HERE

In this episode, Kim talks about how non-marketers can create a very useful marketing plan that will keep you organized and on budget.Talking PointsA real marketing plan that’s fluid, can be edited and accessed quicklyThe 3-book auto repair marketing MBA. Read these 3 books:The Ultimate Guide to Auto Repair MarketingThey Ask You to AnswerBuilding a StoryBrandWho is your preferred customer? Defining your customer avatar.Look backward at what was successful this year then set your goal for the upcoming year. What are you planning to accomplish? Complete a SWOT Analysis looking at your strengths, weaknesses, opportunities, and threats.In your sea of services, which ones do you want to focus on in the upcoming year, quarter, or season? What’s most profitable? Which one has untapped potential? Include that service in your marketing plan.Difference between promotions and special offers/coupons.What needs to be promoted and deserves a space in your marketing plan?Determine the specific marketing tactics/strategies you plan to utilize.How to decide on a marketing budget. Are you trying to be more conservative and maintain growth or do you want to be more aggressive? Depending on your goal your budget could be 5% or it could be 12%. Consider who will be accountable for the marketing efforts and tracking. Including who will do the marketing in your plan is important.With all this in place, it’s time to focus on the message. What will you say? How will you say it? Consider a StoryBranded type of message that focuses on your customer and their problems.Create individual campaigns. These could be monthly, quarterly, seasonally, or for specific slower times of your year.Decide on specific promotions considering your weak areas, strong points, and opportunities. Consider seasonal campaigns, service-based promotions, and events you can attend, sponsor, or host. Look at your community involvement. Is it a strength or a weakness? How will you improve or implement being involved in your community?Measuring! You cannot manage what you are not measuring. Look at what’s working and what’s not. Include in your marketing plan how you will start, stop, and/or pivot your marketing efforts based on the metrics you are measuring. How to put all of this together. Lagniappe (Books, Links, Other Podcasts, etc)Guide: How to Create a Real-World Marketing Plan for an Auto Repair ShopPodcast: When is the Best Time to Plan Your Marketing?How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com Thanks to our partner, RepairPal. Visit the Web HERE

Auto repair shop owners and business owners, in general, like to chase shiny objects, and marketing is no exception - and sometimes those shiny objects are worth chasing - but not until you have the foundations in place first. So what are the foundations when it comes to marketing? Kim and I answer that in this episode.Talking PointsWhat if everything you know about marketing is actually what’s holding your business back?1- Have a Great Website2 - Get your SEO right3 - Send a Monthly Email Newsletter4 - Post on Social Media Regularly5 - Embrace Pictures and Video6 - Boost Facebook Posts7 - Do Google Ads8 - Be nice to people9 - Focus on getting reviews10 - Join and Get Involved With Your LocalChambers of Commerce11 - Join a BNI Group12 - Embrace Community Involvement13 - Actually Fix the CarsLagniappe (Books, Links, Other Podcasts, etc)Podcast: Making Friends With Short Format VideoPodcast: Is it Customer Service Or Is It Marketing?Podcast: Networking Skills To Get The Most From In-Person EventsPodcast: What’s Your Story? Talking Video With Patrick EganPodcast: The Top Features An Auto Repair Shop Website NeedsPodcast: Does Your Community REALLY Know You?Podcast: Keywords in Reviews - Adding Fuel to the FireHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com Thanks to our partner, RepairPal. Visit the Web HERE

You’ve heard the old saying that “failure to plan is planning to fail”, right? This is especially true when it comes to your marketing. Unfortunately, most shops have no plan, and it shows in their roller coaster revenues. But how do you plan it all out? Brian and Kim talk about exactly that in this episode of The Auto Repair Marketing Podcast.Talking PointsFailing to plan is planning to failWhat to planLooking back firstLooking aheadThemesEventsAdsSEO Search Topics/Keywords & PhrasesWhen to planAnnuallyQuarterlyMonthlyHow to planBlock out timeLook at statsSet goalsBackwards engineeringWhen/How to edit/pivotMonthlyQuarterly Analyzing + Checking Stats/PerformanceHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com Thanks to our partner, RepairPal. Visit the Web HERE