As an auto repair shop owner, you might be wondering, “Should I start a podcast for my business?” The short answer is yes. It can be a great marketing tool. But let’s be clear—it’s not the magic bullet some make it out to be. Podcasting can be valuable, but only if it’s done right and aligns with your shop’s goals, capacity, and audience. Also, the podcast probably won’t have the focus you’re thinking it will if you do it the way I suggest in this article.
Why a Podcast Might Be Right for Your Shop
A podcast can be a fantastic way to build your shop’s brand, but it shouldn’t be all about auto repair. That kind of content will likely attract DIYers who want to fix their own cars rather than pay for your services. Instead, your podcast should focus on the community your shop is located in, because that’s where your customers are. Highlight local events, share stories about the people and businesses in your town, and build a connection with the listeners who might actually drive to your shop.
For example, in my hometown of Hammond, Louisiana, we have an event called Hot August Stroll. It’s an event that takes place in August (obviously) where people from the surrounding communities come to enjoy live music, a wine stroll, shopping, and eating out. Thousands of people come out for this event and it’s a great time! Talking about events like this attracts an audience that is local to your shop, will at some point need auto repair, and would have never tuned into a podcast about auto repair. Where your shop comes into this is by being the SPONSOR of the podcast and by having a 2-3 minute segment on auto repair. This will allow your audience to know that you, the hosts, are the auto repair experts and as they begin to know, like, and trust you as they listen to you each week, you will be their first thought for auto repair.
Keep It Realistic: The Time and Effort Factor
Here’s where many people fall short: consistency. If you’re going to start a podcast, you have to commit to it. The excitement of starting often wears off after a few episodes, and if you’re not disciplined with recording and releasing content, your audience will quickly lose interest.
Pro Tip: Plan ahead by recording several episodes in advance. This will eliminate the pressure to record an episode every week if that’s unrealistic for your schedule.
Starting small and manageable is the key to success. Even releasing a bi-weekly or monthly episode can be enough to build engagement—just make sure you’re consistent. That said, if you’re already struggling to maintain a social media presence or regular marketing efforts, adding a podcast to the mix might not be the best idea until you’ve streamlined those other areas.
Low-Cost Doesn’t Mean Low Effort
It’s true—you don’t need to break the bank to start a podcast. A decent microphone and some basic software like Riverside.fm can get you started for under $100. But keep in mind that content is what matters most. You could have the best equipment in the world, but if your content doesn’t engage listeners, it won’t take off.
If you’re new to podcasting and need help figuring out how to start with minimal investment, check out this YouTube video, which shows you how to start a podcast with just your mobile phone. You can also follow this step-by-step podcasting guide by Pat Flynn for a comprehensive tutorial.
And don’t forget about editing. Editing is not required and I do listen to some podcasts that just “go with it” when they mis-speak, but you will likely want to edit at some point in your podcast journey. Editing a podcast can take hours, depending on how polished you want it to sound. So, before you dive into podcasting, think about whether you or someone on your team has the time to put into it, or if you are going to outsource it, which is what I would recommend.
How to Get Started
Starting a podcast doesn’t have to be expensive or overly complicated. You can begin with a basic setup for less than $100. Here’s what you’ll need to get started:
- Microphone: A good USB headset like the Logitech H390 is affordable at $21.99 and provides decent sound quality.
- Recording Software: Free programs like Audacity or GarageBand can handle your recording and editing needs. These are user-friendly and perfect for beginners. Riverside.fm is the software I use and it is especially great for recording with guests who are in a different location. It records to each machine locally and uploads as you record, so buffering is never seen or heard in the final output.
- Hosting Platform: You’ll need somewhere to host your podcast, such as Buzzsprout or Libsyn. These services help distribute your podcast to platforms like Apple Podcasts, Spotify, and Google Podcasts.
- Mobile Setup: If you’re on the go, your smartphone paired with a quality microphone can work just fine, especially in the early stages.
Before investing too much, try a few episodes with this setup to gauge your interest and ability to maintain the podcast over time. If you enjoy it and your audience grows, you can always upgrade your equipment and process later.
Focus on Community, Not Just Cars
As already stated—your customers probably aren’t tuning in to hear about spark plugs and timing belts. They’re more interested in what’s happening in the area where they live, work, and play. Consider focusing your podcast on local news, events, and interviews with people who matter in your community—local leaders, small business owners, or even satisfied customers.
By doing this, you’re positioning your shop as a community leader and yourself as someone who is plugged into the town’s pulse. And while you can mention your services in passing, the real value is in the relationships you’re building, not in pushing sales.
Sponsoring Your Own Podcast
Yes, your shop should sponsor the podcast—just don’t overdo it. A 2-3 minute segment on car care tips or brief mentions of your services can keep things organic. Think of it like radio sponsorships: subtle, informative, and useful without being overly salesy.
Guests: The Secret Sauce for Growth
One of the easiest ways to expand your audience is by inviting guests. Featuring local business owners, community leaders, or even loyal customers on your podcast gives them (the guest) a reason to share it with their networks, boosting your reach organically. Plus, guests bring a fresh perspective, which keeps your content varied and interesting for listeners.
Pro Tip: When you invite guests, make it easy for them to promote the episode. Share snippets or promotional images they can post on social media. This helps create a buzz around your show without much extra effort on your part.
Naming Your Podcast: Keep It Simple, Keep It Relevant
Choosing the right name for your podcast is crucial, but don’t overthink it. The best podcast names are clear and straightforward. For example, the community next to ours has The Ponchatoula Podcast. Ponchatoula is the name of the city and the name makes it clear that the show is focused on the Ponchatoula community. Similarly, names like The [Your Town] Connection or The [Your City] Community Podcast clearly indicate that the content is centered around local topics and people, helping you connect directly with listeners in your area.
Taking the Next Step: Could a Podcast Benefit Your Auto Repair Shop?
If you’re committed to consistency and passionate about engaging with your local community, a podcast can be a powerful way to connect with potential customers and strengthen your shop’s brand presence. But remember, it’s not for everyone. If you’re ready to dedicate the time and energy to make it work, it could become an important part of your marketing strategy.
That said, podcasting is just one piece of the puzzle. If you’re looking for expert help in growing your auto repair shop through proven digital marketing strategies like SEO, social media, and more, that’s where we come in. At Shop Marketing Pros, we specialize in helping shops like yours stand out in their local market.
Schedule a no-pressure discovery call to find out how we can help you grow your business and build a marketing strategy that drives real results.
