EPISODE: 147 – We’re Gonna Beat This Horse To Death
Marketing isn’t just an expense, it’s the key to growth. In this episode, host Brian Walker talks with Chris Cotton live from Vision about how strategic marketing has fueled massive revenue growth in his newly acquired shop.
Chris shares why he’s dedicating a significant budget to Google Ads, SEO, and Facebook brand-building and how Local Service Ads (LSAs) are bringing in high-quality leads at a low cost. They discuss the role of smart marketing investments, Google rankings, and paid advertising in driving long-term success.
If you want to know how much you should be spending on marketing and how to make every dollar work for you, tune in now and learn how to scale your shop with the right strategies!
Thank you to our friends at RepairPal for providing you this episode. RepairPal will help you grow your auto business and you can learn more at RepairPal.com/shops.
Are you ready to convert clients to members? App fueled specializes in creating custom apps tailored specifically for auto repair businesses. Build client loyalty. Get started today with your own customer loyalty app. Visit Appfueled.com
Timestamps
Podcast Introduction (00:00:01)
Introduction to the Auto Repair Marketing Podcast and thanks to sponsors.
Guest Introduction (00:00:09)
Brian introduces Chris Cotton, discussing their live recording from the Vision conference.
Marketing Discussion (00:01:05)
Brian and Chris discuss the importance of marketing in auto repair shops.
Spending on Marketing (00:02:05)
Chris shares his significant marketing budget for his newly purchased shop.
Shop Performance Update (00:04:03)
Chris provides updates on sales growth since acquiring the shop.
Staffing Adjustments (00:04:54)
Discussion on staffing changes and the introduction of a courtesy position.
Transitioning the Shop (00:05:51)
Chris explains the shift from a tire shop to a full-service auto repair shop.
Sales Growth Comparison (00:06:23)
Chris highlights sales achievements compared to previous years.
Market Variability (00:07:24)
Chris emphasizes the need for tailored marketing strategies based on local markets.
Marketing Partnership Importance (00:08:09)
Brian stresses the necessity of active involvement in marketing for success.
Previous Owner’s Management (00:09:09)
Chris describes the previous owner’s absentee management style.
Missed Opportunities (00:11:07)
Chris discusses potential improvements the previous owner could have made.
RepairPal Promotion (00:12:11)
Ad for RepairPal’s services to enhance customer trust and pricing transparency.
App Fueled Promotion (00:13:18)
Ad for App Fueled’s customer loyalty app for auto service shops.
Need for Marketing Recognition (00:14:14)
Chris acknowledges the need for marketing before purchasing the shop.
Marketing Theory Discussion (00:14:24)
Brian and Chris discuss Chris’s marketing strategy and the importance of spending on marketing.
Sales Consistency Overview (00:14:32)
Chris analyzes the shop’s sales performance over three years, noting their consistent revenue.
Projected Growth (00:15:18)
Chris shares projections for increased sales, emphasizing the need for continuous marketing efforts.
Marketing Budget Insights (00:16:11)
Chris explains his marketing budget strategy, aiming for significant growth through increased spending.
Types of Marketing Used (00:16:39)
Chris details the various marketing channels he’s utilizing, including Google Ads and social media.
Local Service Ads Introduction (00:17:08)
Brian expresses excitement about local service ads and their potential for auto repair shops.
History of Local Service Ads (00:17:22)
Chris provides background on the introduction and evolution of local service ads by Google.
Current Local Service Ads Performance (00:19:13)
Chris shares positive results from local service ads, highlighting their effectiveness for attracting new customers.
Service Calls Opportunity (00:21:24)
Chris discusses a potential new service for battery replacements at customers’ homes.
Facebook Advertising Strategy (00:25:02)
Brian outlines their approach to Facebook ads for brand building in the local community.
Client Acquisition Results (00:26:08)
Chris reports consistent new client acquisition rates, attributing success to their marketing efforts.
Importance of Brand Building (00:27:09)
Brian emphasizes the necessity of brand recognition and multiple customer touchpoints in marketing.
Marketing Saturation and Strategies (00:28:07)
Discussion on the increase in marketing saturation and the need for effective strategies to stand out.
Facebook Ads vs. Google Ads (00:28:24)
Exploration of the shift from Google to Facebook ads for marketing auto repair shops.
Challenges with Google Business Profiles (00:29:33)
Issues faced by small businesses due to Google’s control over business profiles and reviews.
Dependence on Large Companies (00:30:29)
Concerns about the dominance of large companies and their impact on small business income.
Diversifying Marketing Efforts (00:31:22)
Importance of not putting all marketing resources into one platform to minimize risk.
Building Brand Recognition (00:32:40)
How established brands influence customer searches and reduce dependency on paid ads.
Community Reputation and Involvement (00:34:00)
The significance of community reputation and involvement in attracting customers.
Becoming a Local Celebrity (00:35:19)
Strategies for shop owners to become well-known in their community to drive business.
Content Creation for Marketing (00:37:05)
Discussion on creating engaging content and videos to promote the auto repair shop.
Closing Remarks and Thanks (00:38:02)
Final thoughts and thanks to listeners and sponsors, encouraging continued engagement.
How To Get In Touch With the Guest
Chris Cotton – Autofix auto shop coaching
Linkedin
How To Get In Touch
Join The Auto Repair Marketing Mastermind Group on Facebook
Meet The Pros
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Get The Ultimate Guide to Auto Repair Shop Marketing Book
Email Us Podcast Questions or Topics
Lagniappe (Books, Links, Other Podcasts, etc)
Weekly Blitz with Chris Cotton
Google’s New Local Service Ads: What Auto Repair Shops Need to Know
