We all love different things about the auto industry. And whether you adore getting your hands dirty, the satisfaction of getting the job done, or the interactions with your customers, we’re all united by a love for cars and keeping people safe – and happy.
But that means that running an auto shop today is about far more than oil changes and half-inch ratchet extensions. It doesn’t matter how great your garage or dealership is if nobody has ever heard of it.
That’s why it’s important to build authority online. And as an automotive writer, that’s somewhere I might be able to help. Here are a few tips to help you do it yourself – or, if you’d rather get in touch with me, find my contact details on my website!
Let’s dive in.
My three rules: honest, clear, and useful
I know you know your stuff. That’s why you own an auto shop. But you need a very specific strategy to show your target audience that you know said stuff. One of the best ways to do this is to share it. And since most people are online these days, that’s one of the best platforms to start.
Many auto shops make the mistake of either not publishing content at all or posting overly promotional, vague material. Instead, focus on content that genuinely helps your audience. Nobody will get any satisfaction from reading something that doesn’t help them!
For example, think of some of those common questions that customers ask. Why is my check engine light on? Do I really need new tyres if the tread’s at 1 mm? And can’t I just use burnt toast instead of brake pads? When you answer those questions, you need to give useful information – even if you’re ultimately going to tell them that they should probably stop by your shop.
In the meantime, you can tell people how to check their own tyres or look out for their own brake pads. That’s valuable information, building trust with your customers while also helping them recognise when they need your help. It’s a win/win.
Leverage reviews and testimonials
Authority is what you say – but it’s actually more about how others think of you. Online reviews aren’t always the greatest things, I know, but they’re one of the most influential factors in building trust.
Which is why it’s vital to get ahead of the game. Ask your happy customers to leave reviews on your online platforms, such as Google or TrustPilot. Put effort into responding to those reviews (even if they’re negative!) because it shows that you care. (And also the algorithms reward it. That too.)
Gather as many testimonials and reviews as you can. The more the merrier. This demonstrates consistent quality and expertise across multiple scenarios. Also, get into the habit of taking before-and-after photos and creating media posts about these (if you have permission). If you can make that into a story, all the better. People love reading about stories.
Build authority through consistent blog content
One of the most effective ways to position your auto shop as a thought leader is by publishing regular blog content. There’s also lots of room for social posts (just don’t overstretch yourself across too many platforms). Blogs allow you to go a little bit deeper, and you can always repurpose them into socials, too.
Your topics could range from seasonal maintenance tips to explaining complex repairs in simple terms. Or perhaps explaining why you use certain brands or parts, or whether you’d always recommend OEM, etc.
The most important thing with blogs is consistency. Consistency of regular posting (monthly, bi-weekly, or weekly are all great); consistency of tone, too. People want to know your voice and understand what you’re saying. That’s a fantastic way to build authority.
Hire an auto shop writer to help
Building authority online takes time, but it pays off in trust, reputation, and ultimately more customers. If it all sounds like a bit too much for you on top of everything else you have to worry about, then it’s time to consider hiring an auto shop writer.
I’m Ben, and that’s precisely what I do. I can help if you’re looking to turn your auto shop into the go-to authority in your area. I write content for businesses all around the world, especially in Canada, the UK, Australia, and New Zealand.
Get in touch to hire me today and start turning your expertise into brand-promoting content!