Why does your auto parts business need a digital marketing strategy?
That’s how people find your business. When people look online for a local store or national aftermarket parts supplier, they look online first. As a matter of fact, 93% of all shopping experiences, auto parts included, start with an online search.
What does that mean for your business? If you’re ignoring the digital world to bring new customers to your business, you’re leaving money on the table.
Are you ready to up your digital marketing game? Read on to discover the top digital marketing strategies you need to implement now.
What is a Digital Marketing Strategy?
A lot of marketers and business owners confuse strategy and tactics. They use them interchangeably to describe things that you need to do to improve your business.
The reality is that they’re very different.
Strategy is the long-term goal of your business and how you plan to go about getting there. Tactics are the small steps you take along the way.
In the military, a similar analogy would be a war general. They create the overall objective of a mission. Then they create actions to fulfill the mission. The overall objective is your strategy. The actions are your tactics.
Tactics without strategy is doing something for a could of weeks and seeing if it sticks. Most business owners don’t give tactics enough time, so they move on to the next shiny object.
That’s not going to build a business, but it will lose money for you. That’s why you need strategy.
Creating a Digital Marketing Strategy That Works
We already established why you need to focus on digital marketing for your auto parts store. How do you begin to create a strategy for digital marketing? It starts with your business.
Start by taking a look at your long term and short-term goals for your business. Let’s say that over the next five years, you want to double your revenue. In the short term, you’d like to see a steady and predictable flow of revenue to your business and hire an employee.
Whatever your goals are, write them down. You’ll want to get as specific as you can. How much revenue would you like to have in five years? What does a steady flow of revenue look like?
The more specific you are, the easier it is to measure progress.
Take a Look at Past Results
The hard part is looking at your past to create your future. When you examine your past with an objective eye, you can better determine what worked. You can also figure out what didn’t work and why.
Taking this step will help you avoid the same mistakes in the future.
Know Your Audience
You probably know your customers really well. Are there customers that you’d like to reach? Maybe you want to target the folks who are rebuilding antique cars instead of people looking for Toyota parts.
Get very specific about who these people are, where they hang out online, and what their main challenges are. Looking through places like Reddit and Facebook groups to discover what they need from an auto parts supplier. Ideally, you’d position yourself as the store to handle their needs.
You might find that people are looking for Brake Rotors and accessories more than other parts.
Develop Your Digital Marketing Strategy
With everything that you’ve learned so far, how will you create a specific digital marketing strategy? There are a few ways to do it. If you want more customers to reach you from the Internet, they’ll need to come through your website.
You can drive traffic to your site organically or through paid media or a combination of both. Remember, a strategy is the overarching way that you’re going to achieve your goals. Once you decide your strategy, you’ll get to pick your tactics next.
Digital Marketing Tactics
Picking a mix of organic and paid media is a great way to build your business. Paid media works in the short term to generate more consistent revenue. Organic media works over the long term to build up your reputation and create trust with your customers.
Both work to achieve your long and short term goals. Let’s take a look at some of the top tactics you can use in digital marketing.
Pay-per-click ads are the ads that appear at the top of search results. These ads are great to implement because they get attention and they drive sales in the short term.
PPC ads do take a good amount of investment. You need to have great ad copy, a landing page set up to collect leads, and a system to follow up with those leads.
SEO is the organic way to get to the top of search results without investing money on ads. SEO matters because if your business is on the second page of search results, 75% of searchers won’t see it.
It could take months or longer to get your business to the top of search results. There are a lot of variables at play with search engines. Plus, their algorithms change all the time.
The best approach to SEO is to always have fresh content on your site and give your users the best website experience possible. If you so those things, you’ll create loyal readers and loyal customers.
Social media is another organic approach to marketing your auto parts store. The key to getting social media right is to focus on a couple of social media channels where your ideal customers spend time.
Then you’re going to provide fun and educational content for them on a consistent basis.
A Killer Marketing Strategy Can Boost Business
There’s a difference between strategy and tactics. Most tactics don’t work without a larger digital marketing strategy to guide them.
When your business does grow because your marketing works, you’ll need to find more ways to take payments from your customers. Take a look at this article about mobile payments systems to find out more.