November '20

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6 THE SHOP NOVEMBER 2020 A re you struggling to bring cus- tomers into your automotive shop? Have you invested in online adver- tising, but not seen much return on your investment? You might have a great set of business cards with an impressive website ready to show off—but that doesn't mean anything if people don't know you exist. So, how can you get your name out there? How do you connect with the right people at the right time, bring more traffic to your website and get more customers through your doors? Take a look at these three simple changes you can make to your online content, social media accounts and website to help get more traction with your online marketing. 1 CREATE USEFUL, UNIQUE CONTENT If you want to see more from your online marketing, you need to be able to create content that is both relevant to your industry and of value to your audience. Digital content comes in many forms— you can write blog posts, create info- graphics, prepare checklists—but the most popular medium in our industry by far is video. Create unique, interesting video content and watch your company's name get shared far and wide on social media. People aren't going to want to follow your business online unless they are intrigued by what you post and talk about. They need to see that they will gain something from the content you offer and that it will benefit them in some way. Here are a few tips on how to create content that is useful for your customers: Know Your Audience It sounds simple, but a lot of content cre- ators fail to understand who they are talking to. This is one of the most important points when it comes to creating content that is useful for your audience, because if you don't know who you're talking to, how can you know what's useful to them? Make sure your content is relatable. This makes it valuable to your customers, which Get Out of that Rut By Barry Alt

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