Shake up your marketing plan

If you’re are thinking ‘what marketing plan?’ make sure you read what business coach Ben Fewtrell has to say.

Just like any fast-paced and competitive industry, having a well-developed marketing plan is crucial for sustained success. Many heavily rely on third party payers as their primary source of work, which often leads to neglecting the importance of marketing.

In order to stand out from the crowd and secure a thriving future, it is essential for collision repair businesses to have a comprehensive marketing strategy.

What is a marketing plan?

A marketing plan goes beyond lead generation and encompasses the broader goal of customer satisfaction and customer loyalty. While attracting new customers is essential for business growth, nurturing existing customer relationships is equally, if not more important.

A well-crafted marketing plan includes strategies to engage and delight customers, ensuring their continued satisfaction and encouraging them to return. By delivering exceptional customer experiences, and providing personalised communication you can strengthen your bond with existing customers.

Happy customers are more likely to become brand advocates, spreading positive word-of-mouth, referring others, and ultimately contributing to long-term business success. Therefore, a comprehensive marketing plan focuses not only on acquiring new leads but also on nurturing existing customers to foster loyalty, repeat business, and sustained profitability.

Building Brand Awareness

Your marketing plan serves as a blueprint for establishing and promoting your unique brand. By creating a distinctive identity and effectively communicating your business’s values and value proposition, you can differentiate yourself from your competitors.

Ask yourself, What makes you different? Why should somebody bring their car to you over the competition? What uniqueness do you offer that you can use to promote your business and gain new customers?

You can enhance your brand awareness through various marketing efforts, including advertising campaigns, social media presence, content marketing, public relations, sponsorship of events, community involvement, and consistent brand messaging.

By consistently and strategically promoting your brand, you can increase awareness and become top-of-mind when consumers are making decisions.

Building a strong brand presence across various marketing channels helps cultivate trust, credibility, and recognition among your target audience, including insurance work providers and potential employees.

Expanding Your Customer Base

While insurance companies may currently be your primary source of business, it is essential to consider the future. A well-executed marketing plan can attract private customers who have the freedom to choose their preferred repairer.

By highlighting your exceptional service quality, expertise, and convenience, you can attract potential customers to your brand. Engaging potential customers through targeted advertising, social media platforms, and positive online reviews can generate new leads and expand your customer base.

In addition, if you have other services, such as mechanical or detailing you should include strategies to market these services to existing customers and reach new customers. Focus on building a database that you can regularly communicate with, even if you’re too busy right now to be able to provide them with additional services, you could at least be starting to build a relationship.

Nurturing Relationships

Insurance companies and manufacturers play a critical role in referring customers. However, in today’s competitive landscape, they have numerous options to choose from when selecting which repairer to make a partner.

A comprehensive marketing plan allows you to showcase your capabilities, track record, and customer satisfaction. By actively promoting your expertise and customer-centric approach, you can differentiate your business and attract the attention of insurance work providers, fostering stronger and more sustainable partnerships.

Freedom of Choice

Customers often have the right to choose their repairer, regardless of their insurance company’s suggestions. This “freedom of choice” aspect provides a valuable opportunity for your business to market its services directly to customers.

Given that a lot of people do not realise that they have a choice of repairer, a well-crafted marketing plan enables you to educate vehicle owners about their rights and highlight your industry certifications, awards, and specialties to emphasise the advantages of choosing you.

Maybe you have shorter wait times, loan cars available or other unique services that are appealing. Taking a proactive approach can lead to increased business from customers actively seeking reliable repairers like yours.

Attracting technicians

A strong marketing plan goes beyond attracting customers; it also showcases your business culture and values, making it attractive also to technicians as a workplace.

By highlighting your commitment to providing a positive and supportive work environment, career growth opportunities, and a team-oriented culture, you can appeal to skilled technicians who are looking for a change.

Your marketing plan can specifically include strategies for enticing technicians to apply for a role within your business. A careers page on your website and posts on your social media highlighting the benefits that you provide for your employees plus some behind-the-scenes content can really encourage people to want to be a part of your vision and part of your team.

Staying Ahead of the Competition

By staying informed about the latest marketing trends, leveraging digital platforms such as social media and search engine optimisation, and implementing effective advertising strategies, you can make your business stand out from competitors.

A well-planned marketing campaign will capture the attention of potential customers, establish a positive reputation, and position your collision repair business as a trusted industry leader.