Our Latest Book: Double Your Custom Shops Customers

We are celebrating the launch of our latest book called “DOUBLE Your Custom Shop Customers: Create Success By Building An Online Marketing Strategy That Works!” This book is written for Car and Motorcycle shops that want to generate new business from the internet. We would  be honored if you would take a look and share. 


This book will serve as a complete overview of what it takes to maximize your opportunities online in terms of leads, calls and revenue for your Custom Shop. There are a number of channels/mediums to consider for your custom car or motorcycle business when you look at the online marketing space. Good news is, this book has the plan for you.

 Brad Killgore, our founder who is a seasoned veteran in online marketing walks you through how to create success with an online marketing system that works. 

Custom Shops Marketing is based in Denver, Colorado and has a location in Montana as well, specializes in online marketing for the Custom Shop industry. We work with many different sized companies, from all over the country, to drive new online leads through Search Engine Optimization, Social Media Marketing, Pay-Per-Click, Website development, and much more. 

With over 13+ years of online marketing experience, we are your expert full-service agency that delivers data-driven results to help grow custom shops. We work with all kinds of shops including custom car, motorcycle, RV and boat shops.

 Our winning solutions and years of experience have helped many of our clients become one of the top companies in their service area. We specialize in WordPress Web Design and incorporate SEO (Search Engine Optimization) into the entire process of building websites. The last main factor in our strategy is Pay Per Click.

We have an awesome team that will get you results, using the keywords that matter the most for our client’s specific services and location. Our number one goal is to optimize and promote your Custom Shop website to generate consistent leads, convert more sales, and reduce operating and advertising costs.

Creating a Loyalty Program for Your Custom Auto or Motorcycle Shop

Loyalty programs are everywhere. I’m willing to bet you have several loyalty cards in your wallet. You may even have loyalty memberships you’ve forgotten about. Customers love them – and with good reason. There are so many benefits to using rewards/loyalty programs. Convenience stores have really jumped on the Loyalty Concept and customers earn free fuel and any items in store by using them.

Most custom auto or motorcycle shops sell parts, accessories, clothing and brand related items. A Loyalty Program can easily be created based on a customer’s purchases and help them to earn free or discounted items.

A well-thought-out loyalty program provides benefits to customers that can range from reduced prices for products – to giveaways for exclusive access to special events and offers. For your custom shop, they help with customer retention by incentivizing loyalty.

The trick, of course, is creating a loyalty program that does both. Give the customer a financial benefit and also keep the customer base that you have.  There are lots of different options, including referral programs.

So, with that in mind, let’s talk about loyalty programs. Should you create one? What benefits and features are best for your customers and you? Here’s what you need to know.

The Benefits of a Loyalty Program

Let’s start by talking about the benefits you’ll reap if you start a loyalty program that appeals to your customers. There are several that
make loyalty programs a must for any custom shop owner: 

1.  They can help you retain customers. One study found that a 5% increase in customer retention led to an average of a 25% increase in profits.

     2.  60% of loyal customers say they buy more frequently and make more purchases from the Custom shop brands that they love.

     3. Surprisingly, loyalty programs don’t cost companies as much as you might think. It costs far more to acquire a new customer than to keep an existing one. When you offset the cost of a loyalty program against the cost to attract new customers, it’s still a far less expensive option.

     4. Customers who participate in loyalty programs feel valued and that triggers a cognitive bias known as Reciprocity. That’s the instinct that makes us feel that we should return a favor when someone does something for us.

    5. Research shows that loyalty programs increase sales. According to one study, members of loyalty programs generated between 12% and 18% more revenue for businesses than non-members.

    6.  Loyalty programs can help you learn about your customers. It may take a bit of trial and error but creating a loyalty program allows you to collect valuable data about your customers and their buying habits. You can use what you learn to fine-tune your loyalty program and to create offers that will appeal to your most loyal customers.

Loyalty programs offer benefits to you as a custom auto or motorcycle shop owner, while also giving your most loyal customers a reason to return to your business, increase their purchasing, and recommend your business
to their friends and social media followers.

Features of a Successful Loyalty Program

What features should your loyalty program have? There’s no one correct answer, but there are some things that most successful loyalty programs offer. Here are the ones that you should seriously think about working
into your program:

n  A structure that incentivizes customers to purchase frequently and spend more money than they normally would. A great example is Harley Davidson’s Rider Rewards.  Loyalty members earn one point for each dollar they spend, and the points are transferred to a coupon for members to use for discounts at Harley Davidson.

n Early access to special offers and products. A lot of loyalty programs offer members insider status where they get first access to new offers and a heads-up on the release of new products. It’s a good way to make your loyalty program members feel valued and special.

n  Ease of use. Providing a frictionless experience is a must if you want members to participate in your program. It shouldn’t be difficult to join, and you should make it simple to accrue rewards and use them.

n  Personalization. It’s a great idea to create a mailing list for your loyalty members and personalize what you send to them.

n  Freebies. Customers must accumulate points to earn rewards, but there’s nothing wrong with offering them something just for joining your program. You could send them a small, branded item each year on their birthday, like a drink koozie with your shop’s name on it. It’s a nice reminder that they care about their customers – and who doesn’t like a birthday present?

n  Brand relevance. Finally, your program should be relevant to your brand and deliver what your customers want. “The key here is to think about your business, brand values, and customers and create a loyalty program that delivers on your customers’ expectations while helping your bottom line.”

Ideas for Loyalty Programs

Here are some suggestions for how to structure your loyalty
program in a way that makes customers want to participate.

n  Use a simple point-based system. I’ve seen some loyalty programs that are convoluted. Here again, Harley Davidson’s “one point for each dollar spent” is a role model. Nobody’s getting confused about how their system works.

n  Charge a fee for access. This option might seem counterintuitive but it’s often quite effective. You can charge a fee for lifetime access and pay dividends to customers based on how much they spend during the year.

n  Gamify your loyalty program. Everybody loves a game and there are lots of ways to make loyalty fun for your customers. Your loyalty customers can earn rewards including prizes and cash rewards.

n  Create a tiered system to further reward big spenders. It makes sense to give your most loyal customers – the ones who buy the most from you – additional rewards. Creating different reward levels (Gold, Silver and Bronze, for example) will incentivize people to buy more to earn the
extra rewards you’re offering.

Once you get your loyalty program going, track the results and use what you learn to fine-tune your structure and rewards. Your customers will let you know if something’s working – and your bottom line will reflect their increased loyalty.

I wish you luck creating your Loyalty Program and hope that you have fun with it! If you need assistance incorporating your program into your website – or with graphic design for cards or coupons, feel free to call us at Custom Shops Marketing: 303-993-0911. 

ADA Compliance for Your Custom Shop Website

ADA compliance for your website is extremely important to those with disabilities. Most people do not think much about using the internet because they are able to see, hear and use their hands to type or move the mouse or cursor. It just comes naturally and without difficulty.

However, there are millions of people out there with disabilities of some sort that are not able to access websites because they are not ADA compliant. ADA means Americans with Disabilities Act of 1990. It is a civil rights law that prohibits discrimination based on disability.

People with disabilities have the right to participate in the same things that others do, including surfing the internet. ADA compliance for your website refers to the ADA standard for Accessible Design. This means that all electronic and information technology (like websites) must be accessible to people with disabilities.

More and more companies are getting lawsuits filed against them for not being ADA compliant. Obviously, the time has come for this topic to be addressed.

Custom Shops Marketing can make your website ADA compliant and keep it that way with maintenance. This will provide compliance for the following:

    • WCAG 2.1 (refers to Web Content Accessibility Guidelines)
    • Section 508 (Requiring Federal Agencies to make their ICT accessible for everyone)
    • EN 301549 (Guidelines for European Standard for Digital Accessibility)

These are complex, but you can be confident we will meet all the requirements necessary to protect your business from a lawsuit. At the same time, it enables more potential customers to browse your website.

To discuss pricing and set-up, just contact us at 303-993-0911 or email us at: info@customshopsmarketing.com

You can also click on the Contact Us Area on our website:


Aggressive Marketing Works. What are You Waiting For?

Does your custom shop need aggressive marketing strategies? Is it time to step into the ring and go after the target market that you want? If you’re tired of being passive and watching the competition succeed where you are not, it’s time then.

The actual concept of “Marketing” has existed in the United States as far back as the beginning of the 1800’s.  The form and practices have changed drastically since, but it is essentially the same thing. It is convincing those seeking your products or services to use YOUR company, as opposed to your competitor.

“Aggressive Marketing” is simply what it says. Marketing in an aggressive manner to get your company name and branding in front of customers and keep it there. Going out of your way to make sure yours is the first business that people think of when they need your services.

It is GOING AFTER BUSINESS as opposed to being passive and hope that they stumble across you or that their friends send them your way, hoping that you won’t have to spend any money to get your business name out there.

Do not confuse Aggressive Marketing with “hard-sell” techniques. Customers detest that strategy and will never be return customers. They will often give you negative reviews and bad word-of-mouth when businesses use the “hard-sell” technique. That is more like strong arming and bullying.

Business owners must be willing to take risks to become successful. And, yes, some of that risk is in the form of spending money to make money. There are not very many successful businesses that didn’t have to spend some money on making their business attractive or on advertising. This is 2020 (the age of online marketing) and it’s going to be hard to build any SUCCESSFUL business on word of mouth alone.

Where Do I Start?

The first two things you need to focus on are having a professional and optimized website and getting positive reviews from your customers.

Why is My Website so Important?

If you want potential customers to see that you offer professional services or products, you must do so when they are first directed to your website. If your website is outdated, clunky and unattractive they will just leave yours and go to another. Right there, you have LOST them.

Investing wisely in a professionally designed and optimized website is the best choice most business owners and managers can make. However, many people get stubborn because they think they must spend huge amounts of money to do this. That is simply not true.

The best web design companies will offer a decent discount on the website itself it the business signs a maintenance contract, as well. By signing a maintenance contract, you are assured that your website will be kept up to date, secure and optimized. It enables the web design company to keep an eye on maintenance issues, like plug ins and backups.

By doing so you never have to hit the panic button because your website is down for some reason. And – if your website goes down, you then have to call the company that designed it and stand in line to get it fixed.

Suffice to say, your website is the foundation of your business and you must treat it as such. For a more in-depth look at our website design services, you can click the link below.


How Does My Business Get More Positive Reviews from Customers?

This one is easy. The only way to get a lot of good reviews is to take excellent care of your customers and then ASK them for a review!

Of course, you can do this without software, but it truly is more difficult and more time consuming. Our clients love our Positive Client Reviews Software. We handle the set up and then all you, the business, do is click a button to ask the customer to give your business a review.

The beauty of it is that if a customer has something negative to say, it gives you a chance to address the problem before you have a bad review pop up, bringing your rating down.

We call this Online Reputation Marketing. Reviews have become a huge deciding factor for customers choosing a company to give their business to.  Positive Client Review software is affordable and reliable. It simply does not make sense to not invest in something that can bring so much of a cash return in the form of new business.

To look further into the Positive Client Reviews software just click the link below.


What are You Waiting For?

This is the big question. What EXACTLY are you waiting for to take your business to the level you desire? Are you waiting until you have more money?

Regardless of what your reasons are, the fact remains that you are WAITING. Reasons become excuses quickly. And this is not proactive, let alone aggressive.

When you have decided to take action to make your company more successful, we are here to help you.

Simply fill out a form on our website: https://customshopsmarketing.com/contact-us/

Or call us at: 303-993-0911

Hey Google: Should Your Custom Auto Shop Take Voice Search Serious?

Voice search isn’t going anywhere. In fact, it’s more prevalent than ever before and that’s not going to change. The latest stats show that by 2020, at least 50% of all searches will be voice searches.

Even more surprising is this nugget of information. Digital transformation leader Gartner anticipates that in the same time frame, 30% of all searches will be screenless, as well. Screenless searches most often involve digital assistants such as Alexa, Cortana, and Siri. Experts anticipate that the voice speaker market will exceed $30 billion by 2024.

Put these facts together and we can draw one, inevitable conclusion:

Companies that fail to optimize for voice search now will lose business to companies that embrace the trend.

So… what do you need to know about voice search right now? How can you optimize your site to ensure that you’re grabbing your share of voice traffic? Here’s what you need to know.

What Are the Differences between Traditional Search and Voice Search?

Don’t fall into the trap of thinking that voice search is just traditional search with a new name. It’s not. There are some key differences in the way people seek out information when they’re speaking aloud, and you’ve got to understand them to capitalize on the voice search trend.

Here are the main differences:

    • Voice search uses long-tail keywords. If you were looking for a product before voice search, you might simply type what you were looking for into Google and peruse a list of results. With voice search, you’re likely to ask a very specific question about where you can find the product in your area. Short keywords (also known as head keywords) aren’t going to help you in voice search.
    • Voice search answers questions. If someone is looking for the best automobile custom paint shop in Chicago, they’re not going to say “Chicago auto paint” to Siri. They’ll likely frame their query as a question: What’s the best place to get a custom paint job on my auto? Your content must answer the questions that are most likely to lead people to your business.
    • Voice search allows consumers to bypass intermediate steps. Traditional searches offer searchers a list of results which they can then filter. In voice search, the questions themselves act as filters and may allow a user to skip the filtering and jump directly into buying a product.
    • Voice search only provides one answer. Traditional search queries return pages of potential websites for you to choose from. By contrast, ask Cortana where to buy your favorite brand of shoes and she’ll give you one answer and one answer only.
    • Voice search is intent-focused. That means that people ask Siri or Cortana specific questions that have an intent – whether it’s to go out to eat, buy a product, or find a service.

What you should take from this is that voice search is intensely competitive and highly specific. It’s not enough to throw a few short keywords on a page and call it a day. Voice search optimization must be intentional and thoughtful.

Choosing Voice Search Keywords

Voice search optimization starts with keyword selection. You know you’ve got to focus on long-tail keywords, but which ones?

A good place to start is with Google’s new-ish “People Also Ask” feature. When you Google a keyword associated with your business, you’ll see a box just below the top result or two with a list of similar questions that people ask. You can use those to help you optimize your page.

Another way to choose your voice search questions is to look at the FAQ on your website and on your competitors’ sites. The questions that people access most frequently are likely to be ones that will bring a lot of traffic to your site.

Considering the intent of the questions you choose is essential, as well. Remember, voice searches are always asked with a specific intent. The user wants to find a product or business, or they’re seeking an experience, or they want help with a problem. If you keep their intent in mind, then you’re likely to do a good job attracting voice traffic.

Of course, your questions should still incorporate your local keywords. For example, say you own an automobile pin-striping service in Minneapolis. Here are some examples of voice queries you could use:

    • What’s the best auto pin-striping service in Minneapolis?
    • What is the best Minneapolis auto pin-striping place?
    • Where can I get my auto pinstriped in Minneapolis?

You get the idea. You want to incorporate your long-standing keywords into questions and use those as the inspiration for your content.

Tips for Optimizing for Voice Search 

You understand why voice search is so important – now it’s time to do something about it. After you’ve chosen some key questions to answer, here’s what to do.

    • Build a conversational interface. Your new, voice-optimized content needs to answer search queries as specifically as possible to bring people as deep into your sales funnel as possible. This process takes time and skill.
    • Focus heavily on localization. Most local businesses rely on local customers and they’re likely to incorporate place names into their voice search queries. You should answer their queries as specifically as possible while making sure that your business information is properly indexed. That way, people who need to find you will be able to find you.
    • Use Schema markup on your pages. Proper Schema markup will ensure that search engines such as Google will be able to properly index your page and return it as a result for voice searches.

Perhaps the most important reason to start optimizing for voice search now is to stay ahead of Google’s algorithm. If you were one of the companies whose ranking took a hit after Mobilegeddon, you know how devastating it can be to get caught lagging behind a search trend.

Voice search is here to stay. Your mission, should you choose to accept it, is to jump aboard the bandwagon now, while there’s still time.  You’ll get a leg up on your laggy competitors – and reap the rewards in the form of a thriving business.

Get the Most Out of a Facebook Business Page for Your Custom Auto Shop

Does your custom auto or motorcycle shop already have a Facebook Business Page? If you don’t, you should – in fact, setting one up should be the very next thing you do after reading this article.

Why? Facebook has more than 2 billion active monthly users. Regardless of where your business is located or what you sell, the chances are excellent that a solid majority of your customers and potential customers have Facebook accounts.

The issue that keeps coming up is that many of the local businesses that have Facebook pages aren’t making the most of them. They might look okay on the surface but, in short, they’re not getting the job done.

Fortunately, there are some easy fixes you can make to turn your Facebook page into a powerhouse. Here’s what you need to know.

Choose a Recognizable Profile Picture

Your profile pic is the first thing most people will see when they visit your page to view your content. That means it’s got to be clear and easy to recognize.

The most obvious option is to use either your company logo or your picture for your profile. The former makes sense if you have a business with a recognizable logo or one where people don’t automatically associate you with your business.

Use a photograph if you’re a freelancer or the kind of business owner who’s front and center of every transaction.

Either way, make sure your profile pic is the right size. You can find the details in Facebook’s guide, here.

Add a Compelling Cover Photo

Your cover photo takes up more space on your Facebook Business Page than anything else. For that reason, it’s got to be compelling and professional.

A lot of custom auto and motorcycle shops use an image of one of the jobs or customizations, that they are the proudest of, as a cover photo. Some use a group photo of their staff – something that makes sense for a service-oriented business. Retailers tend to use a photograph of the outside of their business, as a reference to make it easier to recognize.

Again, make sure to use the proper dimensions for your photographs.

Minimize Admin Access to Your Page

You’re busy and it might be tempting to give an employee access to your Facebook page, so they can post content while you handle other aspects of your business. There’s nothing wrong with that – until there is.

If you decide to delegate social media responsibilities to employees, make sure that you:

    •      Provide proper training about the type of content to be posted, your social media strategy, and the “voice” you want to use in your posts
    •      Make the parameters of their responsibilities clear
    •      Lay out the process for dealing with negative comments and complaints
    •      Limit access to one or two trusted employees at most. You can change your Page Access settings by clicking Settings > Page Roles.


Add a Call to Action Button 

You know that your social media posts and emails all need a call to action at the end that tells people what to do next. The same is true of your Facebook Business Page.

In recent years, Facebook has added Call to Action Buttons for Business Pages. The button appears on the right side of your Facebook Business Page just underneath your cover photo. Some of the options available include:

    •       Call Now
    •       Book Now
    •       Learn More
    •       Watch Video
    •       Sign Up

Choose the CTA button that is most suited to your Facebook marketing goals. You can add it by clicking the “Add Button” button on your Facebook Business Page. If you already have a CTA button and want to change it, you can do it by hovering over the button until the “Edit Button” option appears. Click it and you’ll be able to select a new button for your page.

Don’t Neglect Your “About” Section 

The “About” section of your Facebook Business Page is VITAL to your page’s success. People will click “About” to learn more about your business. If you don’t provide them with the information they need, they may decide not to follow you.

You should make sure to at least include your full business name, address, telephone number, hours, and the URL of your website. You should also consider optimizing the section that’s most likely to sell people on your business. For example, you might:

    •       Provide a detailed company history
    •       Explain your key services genesis and uses
    •       Share your mission statement and company values

It’s also a good idea to add some company milestones to your profile, including your founding date, the launch of a new location or product, and key anniversaries.

Check Your Metrics  

One of the most common Facebook marketing mistakes is failing to use the free tools that you get when you sign up for a Facebook Business Page. You might not know it, but Facebook Insights provides a ton of useful information about the people who follow your page and what they want to see.

The best way to use Facebook Insights is to track your engagement. I recommend focusing on:

    •       The times of day most people see your posts
    •       The kinds of content that get the most engagement

For example, you might look at Facebook Insights and discover that more people read your posts between 9 AM and noon on weekdays than at any other time. You might also discover that your video content is leaving other content types in the dust.

Using that information, you can then create a content strategy that will allow you to get the maximum organic reach for your content.

Promote Your Content

Increasingly, Facebook has tweaked its algorithm to prioritize personal content and minimize the reach of businesses. They say it’s because it is what users want, but it’s also a way for them to maximize their ad revenue.

Either way, the only way to be sure that your content is seen by your followers is to promote it. I don’t recommend doing that with everything you post. But, if you’re sharing something important – like an event or a new product/service launch – it makes sense to drop a bit of money and promote your content.

Facebook marketing is like anything else – you get out of it what you put into it. Your Facebook Business Page is where it all starts. Use the tips in this blog to get the most from your page and turn your Facebook marketing into the powerhouse it should be.

Is the Social Media Presence for Your Custom Auto Shop Dead?

In the custom auto and motorcycle shop niche, a Social Media presence is extremely important. How long has it been since you have done anything with your business Facebook page, Instagram or Twitter? Do you have a YouTube channel that you have neglected? Is your LinkedIn profile basically dormant?

If it’s been a long time, then you might feel stuck. How can you resurrect your social media presence? Is it possible? Should you bother?

The short answer is yes, it’s possible. You’ll need to be methodical and persistent. Here’s what you’ll need to do.

Update Your Page

The first step is to update your page. Look at your profile and make sure that it includes:

  • The full name of your business
  • Your address
  • Your telephone number
  • The URL of your website
  • Your email address

You should also update any additional information that’s outdated. For example, if you’ve changed your logo then you should add your new one. Have a new sign in front of your store? Take a new picture and post it.

Decide on Social Media Goals

The next step is to set some reachable goals for your social media marketing. Marketing is most effective when you have a clearly defined goals – something you want to achieve with your social media presence. Here are some examples:

  • Increase your social media following and build your brand
  • Get more readers for your blog
  • Increase your views on YouTube
  • Build your list

By articulating your goals, you’ll be able to steer your social media pages in the direction you want to go.

Create Original Content

If you’re going to reach any marketing goal using social media, you need original content to do it. You don’t need to spend a lot of money on content creation, but you do need to keep your brand and goals in mind. For Custom Automobile or Motorcycle Shops, it really isn’t hard to find and post new content on a regular basis.

Original content can take many forms, including:

  • Facebook status updates
  • Written content (blogs, articles, white pages, etc.)
  • Photographs
  • Graphic content, including illustrations, infographics and cartoons
  • Video content
  • Memes

Your content should always speak to your brand and the way you want your audience to think of you. In other words, it’s not a good idea to create cat memes unless cats are relevant to your brand.

Keep in mind that you can create original content on your own or hire someone to do it for you. For example, you can hire a freelance writer for your blog or commission a graphic designer to make infographics for you.

You should intersperse original content with curated content that you get from relevant websites and publications. Always be sure to put your own spin on the curated content you share.

Create a Content Posting Schedule

Social media marketing is about consistency – and that means you’ll need a schedule to follow when you post social media content. The good news is that there are lots of tools that can help you set up and stick to a schedule.

Facebook has built-in scheduling tools that you can use to set up posts ahead of time. The one thing I don’t like about it is that you can’t share posts from other pages on a schedule. You’ll need to open and copy the link to use the scheduling tool.

If you’ve got a social media presence on more than one site – say Facebook, Instagram and Pinterest – then you may want to consider using a paid social media scheduling tool to help you keep track of everything. I like Hootsuite because it allows you to schedule posts and track their performance.

Social Bee is another software that is useful, and they also have employees that will handle posting content for you if you have the time to work with them and get it set up with them.

Speaking of scheduling, it’s a good idea to think about your posting frequency as well as your content. You should post:

  • 1 or 2 times a day to Facebook
  • 5-10 times a day to Twitter
  • 1 to 2 times a day to Instagram
  • 5-30 times a day to Pinterest
  • 20 times per month (once per business day) to Linked In
  • 2 or 3 times a week to YouTube

That might seem like a lot but check out the next step for tips on how to keep your social media marketing work manageable.

Eliminate Pages Based on Performance

What if you don’t have time to manage a Facebook page, an Instagram feed and a YouTube channel for your business?

I’ve got good news for you: you don’t need to. You are perfectly within your rights to choose to focus on just a few social media sites and let the rest go. If you have pages set up on Facebook, Pinterest, Instagram, YouTube and LinkedIn and only your Facebook and Instagram pages are generating significant income, you can (and should) simply deactivate your other accounts.

Why? Because a dormant or inactive page is worse than no page at all. If people find you on YouTube and see what you haven’t posted a new video in years, it’s not going to impress them. There’s no rule saying you must be active on every social media site – so don’t be. Pick the sites that give you the biggest ROI and let the rest go.

Focus on Engagement

Engagement is what happens when someone comments on your post, shares it with their followers, or clicks on a link. In the world of social media marketing, nothing else matters.

Here are some pointers to help you engage with your social media followers:

  • Ask questions and respond when people answer
  • Monitor your social media mentions and engage with people who talk about your company
  • Use hashtags wisely – for example, getting involved in social media community tags such as #ThrowbackThursday can help attract new followers
  • Encourage participation by holding contests or requesting user-generated content

The more you can get people to interact with your content, the more organic traffic you’ll get.

Track Your Results

Finally, you should track your results on social media and refine your strategy based on what you learn. For example, you might notice that when you post a video on Facebook, it gets 10 times the engagement of your written content. That’s useful information because it tells you that it’s a good investment to make more videos.

Metrics can also tell you:

  • What times of day and days of the week your followers are online
  • What topics your audience wants to hear about
  • Which social media pages get you the most traffic and sales

Using that information, you can refine and update your overall social media strategy and your marketing goals to give you the best possible chance of success.

The bottom line is that it’s never too late to bring your social media presence back from the dead. The key is to be practical, methodical and realistic – and to listen to your audience

How to Create Killer Local Content for Marketing Your Custom Auto Shop

Would you like to learn how to create killer content for marketing your Custom Auto Shop? In the days before the internet, local marketing for Custom Shops was simple. You paid for a listing in your local Yellow Pages, printed flyers, and maybe took out an ad in the local paper. People knew who you were and where you were.

Then web marketing came along and changed everything. At first, the recommendation was to focus on general keywords. But over the years, Google and other search engines have changed their algorithms. Now, they prioritize local search over everything else.

What does that mean? In short, it means that creating compelling local content isn’t optional. It’s as necessary as oxygen. You’ve got to show potential customers that you are part of a community – and that means that you’ve got to think about more than giving out your address.

The Basics of Local Marketing

I’ve already written a lot about local marketing, but I think it’s important to include a summary of how to optimize your website and content for local search. Keep these pointers in mind:

    • Choose local keywords that are highly relevant to your Custom Shop and have a high search volume. The best local search words include the name of your city, state or neighborhood as well as keywords that are relevant to your business.
    • Optimize for local voice search and “near me” searches.
    • Optimize for mobile search and make sure your site looks great on mobile devices.
    • Use your local keywords in important places on your website, including in title tags, image tags, meta descriptions, anchor text for links, H1 tags, and in your content.
    • Use rich snippets to add essential geographical information to your Google search results.
    • Get important local sites to link back to your site. Remember, when it comes to building links, quality is more important than quantity. Focus on local business guides, the Chamber of Commerce, and related local businesses to build your local SEO “cred.”
    • Encourage your customers to leave reviews and link your site to your review pages. Customer testimonials, which go into a bit more depth than reviews, are also essential.

Following these tips will set you up for success – but you’ve still got to create the kind of compelling local content that will attract customers to your Custom Shop rather than the competition’s.

Tips for Creating Local Content

Once your site is optimized for local searches, it’s time to focus on creating local content. That means more than simply putting your local keywords into general content. You’ll need to show casual visitors to your site that you’re a part of a local community.

Here are some pointers to get you started.

  • Blog about local events. Every community, from small rural towns to huge cities, has local events that are a big deal. As a business owner, you should be aware of these events and find a way to write about them that ties back to your business. It’ll be easy if you’re planning to purchase a space at your local car or motorcycle show. But local charity events and holiday celebrations offer the opportunity for you to talk about your community and why you love it.
  • Talk about local news. Did your local Little League team make the playoffs? Did a high school student win a contest? Is there a new business coming to town? Any of these things could be turned into blog posts and they’re especially effective if you can find an organic way to relate the story to your business.
  • Develop case studies that are relevant to local prospects. You might serve a variety of neighborhoods or more than one town in your area. If that’s the case, it’s your job to show that you care about all the places in your service area. One way to do it is to develop case studies that demonstrate your knowledge of the area and of any special circumstances that might be unique to where you are. For example, a Custom Shop owner in Minnesota, might want to write about ways to prevent your vehicle from rust due to road salt for icy roads.
  • Find out what your audience is interested in and then write about it. Of course, you don’t want to stray too far from your business, but there’s nothing wrong with getting excited about the things your audience cares about. For example, you might write about an upcoming holiday or the year’s first big storm.

A good way to get ideas for your local content is to stay plugged in to your community online. You might follow your local Chamber of Commerce on Facebook, subscribe to your local paper, and stop into the library to see what new flyers have been added to the bulletin board.

What is the Intent of Your Content?

One of the most important things to remember when you’re creating local content is that every blog post or social media update you write should have a clear intention that’s related to your Custom Shop.

What do I mean by that? Simply that you can’t waste time blogging about things if you don’t understand why you’re writing about them. Sometimes the intent will be clear. Blogging about predicted hail storms might make it clear to the reader that if they have hail damage on their vehicle, that they can come to you to get it repaired.

At other times, though, the intention may be a bit harder to pin down. There’s nothing wrong with that but make sure you don’t skip this step. If you’re creative enough, you should be able to find a way to tie any piece of content you create back to your business.

For example, say you want to blog about a local charity event, but you can’t figure out a way to connect it to your business organically. Instead of giving up, you might consider donating a portion of your sales to the charity or collaborating with other local business owners on a fundraising effort.

The key here is to make your local content relevant to your business and to your target audience. You can still share general content, too, but local content is a must if you want your Custom Shop to grow.

Feel free to fill out a contact form on our website if you need help or have questions.

Add to cart