With people driving less, there have been fewer accidents during the first half of 2020 than in years past. If you’ve noticed a slowdown in business, this is a huge reason why. The thing is, not all bodywork is about traffic accidents. Cosmetic issues with cars can be the result of many things, and people can put off having bodywork done for a number of reasons.
Right now, people do have one thing that they didn’t have as much of six months ago: time. They have the time to get their cars repaired, so why not motivate them to do it while time is on their side? How do you do that? Well, since I’m the content specialist, I’m going to stick with what I know. Here are some automotive content development ideas that will help keep your brand in front of people and motivate them to book repairs today.
‘Following All CDC Guidelines’
We hear this phrase all the time these days. What does it mean, though? Simply put, it means different things in different industries. The problem is that the phrase is causing desensitization in the reader/hearer because no one wants to be specific about what their business is actually doing in that regard. Don’t treat these words like a catchphrase; qualify it if you say it.
Work information about how you meet or exceed CDC standards into all your written content if it feels natural and relevant. Get specific about what you do to keep your staff and your customers safe. It will build trust in your brand and motivate people to book repairs with you over your competition just on the basis of transparency.
Short How-to or Explainer Videos
No, I don’t expect you to teach people how to repair their own cars. When it comes to bodywork, they’ll never do as good a job or be as happy with the results anyway, and most people know this. In this instance, try a slightly different approach.
Without giving away any specialized trade secrets, walk the viewer through the steps of simple auto body repairs. Even something as simple as filling dings or buffing out scratches demonstrates to the viewer your attention to detail and the level of skill you and your staff possess. When done correctly, these videos should demonstrate why a professional hand is necessary and provide a call to action to contact you to schedule a repair.
Radio and TV Ads
Fewer businesses across all industries are buying less airtime right now. More people are home and spending more hours watching TV and listening to local radio. That puts you in the unique position to capitalize on a little more traditional advertising at a lower cost and reach more people than average.
Good copy for radio and TV ads is essential. This is particularly true for radio since you don’t have the advantage of visual storytelling. If you don’t have the budget to develop video content, focus on radio. Either way, there are things to consider.
For starters, radio and TV ads are written to run within a specific timeframe. The number of words in a radio or TV ad script will vary depending on the pacing of the ad. Think in terms of 80 to 90 words per minute read at a followable pace.
Also, think in terms of multiple versions. You will want spots that cover 15-, 30-, and 60-second time slots. The same script can be used for all three, but knowing what information to use in each requires a little marketing savvy. Professional script writing might not be a bad thing to consider here, especially if you’re venturing into traditional advertising for the first time.
Support Content
If you haven’t been consistently sending to your email list, now would be a good time to start focusing more attention on it. Ditto your social media presence. Remember, people have more time on their hands right now. They’re more apt to open an email and scroll endlessly through social platforms. This provides you with an opportunity to keep your name and your content in front of them.
Both email and social media are great delivery methods for all kinds of content: blog posts, videos, newsletters, coupons and specials … the possibilities are endless. Don’t neglect a single one. If you’re having issues keeping a consistent publishing schedule, it’s time to call in the pros. Some of the content areas worth zeroing in on include:
Social Media Posts — Stay visible, keep your content fresh, and give people reasons to like and share your content. Include pointed, simple calls to action in all your posts to ensure positive engagement and sharing. Consider having at least one post per platform lined up per day. Having something to drop every few hours is even better.
Newsletters — You already have an email list. Keep your audience engaged and in the loop about the goings-on at your shop. Make them feel like they’re part of the “family,” and they’ll naturally gravitate to your shop when the need arises.
Press Releases — Whenever anything noteworthy is happening (promotions, deals, price reductions, etc.) you should send a short but informative press release to let people know. When properly formatted and seeded with timely, relevant keywords, press releases can have a broad reach. Does your shop do a lot of commercial business? If so, press releases are a must.
Blogging — Your blog is the perfect conveyance for any kind of content, and it’s the easiest route to your own website via channels like email and social media. Driving more traffic to your site will help boost rankings in local searches, and good blog content will help prolong page visits and help reduce bounce.
As always, BeezContent is here to help with automotive blogging and other areas of automotive marketing content, including radio and TV ad scripts and much more. Contact us today and take advantage of the unique opportunities to crack new markets that are available in a world in and emerging from quarantine.
