How to Market Car Repair and Service Workshops in Singapore

market car repair and service workshops in Singapore

So, you finally started your car repair business. As the days go by, you realize that the business is actually tougher than you imagined. When you are just starting out, finding clients can be a daunting task, even if you have a highly qualified staff. In this post, we will look at tips on how to market car repair and service workshops in Singapore.

Developing a good marketing plan

The marketing world has changed in the last couple of years and it seems that changes will always happen. If you want to be a step ahead of your competitors, you have to discover promotion techniques that work. A few years ago using TV and newspaper ads were effective but not today. The internet has caused major shifts in the car repair and service industry.

One of the main mistakes car repair businesses make is use the wrong marketing strategies over and over again. To get the best results, you have no option but to assess the industry and invest in the most effective marketing strategies.

Do you have a target audience in mind?

All businesses which perform well usually have sufficient knowledge about the target audience. You probably started your workshop with a certain target audience in mind.

If you only work with trucks, focus on truck owners. Once you have identified your target audience, it is much easier to find ways to market your services to them.

With this in mind, let’s now look at some ways to market car repair and service workshops in Singapore.

Building a website is vital

We live in the digital era. The internet has significantly changed the way we conduct business transactions. You must come up with an elaborate way of marketing your services to internet users.

Considering that many Singaporeans spend a few minutes each day online, chances are they will look up a car repair workshop online. The first step in establishing an online presence is through setting up a website for your business. You wouldn’t want to be invisible on the internet when all smart entrepreneurs are making maximum use of it.

A website is like your virtual workshop. It is where clients land first when they search for a car repair online. It should contain your contacts and locations so that potential clients can easily find you. Build it in such a way that it is easy to navigate.

Improving visibility of your site online

Having a website for your business isn’t enough. It doesn’t mean that you will easily get ahead of your competitors. If you perform a quick Google search, you will discover that there are hundreds of other companies like yours with a website. This shouldn’t worry you though-since there are strategies you can use to boost your performance in the internet. The first is search engine optimization, in short SEO.

You need to employ SEO in order to increase the visibility of your website on search engines. The first thing to do is to optimize the site for mobile devices. Studies show that a significant number of number of Singaporeans use their mobile phones/tablets to access the internet.

Secondly, your site needs to load faster. Considering the high number of similar businesses out there. Internet users won’t spend more time on your site if it is slow. Another great way to increase the number of visitors is to post regularly about car repair on your blog.

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Ensure that the content your post is fresh and solves a problem that your target audience may have. This boosts your credibility and increase the number of Singaporeans seeking your services.

Increase traffic and sales through Pay Per Click Advertising

This is marketing strategy is commonly referred to as search engine marketing (SEM). It is one of the best ways to let more internet users know about your business. SEM involves using search engines such as Google to advertise your business.

This strategy is advantageous in that you can use it to reach your target audience. Find out some common keywords potential clients are likely to use while seeking car repair services and pay for them. You don’t have to worry about the budget because you only get to pay when a user clicks on the link. SEM increases traffic as your ads appear above the normal search engine results page.

Boost sales through e-mail marketing

Email marketing is another great way to promote your business to the online community. Place a call to action in your website convincing visitors to sign up and receive weekly/monthly updates. You could also collect email addresses of potential clients through pay per click advertising. When they click on your ad, take them to a page where you provide some starting offers. Include an incentive for those who sign up to your newsletter.

If you have any coupons/discounts, you can inform your clients through e-mail. This marketing strategy helps you build a good relationship with your existing clients. When you are giving them those monthly updates, they’ll think about keeping their cars in good condition and are likely to come back to you.

Gain more clients through referral programs

You don’t have to do all the marketing yourself. Clients can help you promote your services. First, give your existing clients the best services in order to motivate them to promote your business.

Starting a referral program is a great way to grow your client base and increase your profits. It could be a reward or a discount on the next service if an existing client directs a new client to you. It’s a great way to add more clients to your mailing list.

Get the most out of social media

Almost all internet users in Singapore are active social media users. People usually use social media when they are free or even when working. This means there are high chances of landing clients on social networking platforms such as Instagram, Google+, Twitter and Facebook. Post daily updates on these platforms and engage the followers.

It is easy to find out what the clients really want on social media. For instance, you can do a question answer session to help potential clients solve repair problems. A platform such as Facebook enables you to pay for targeted ads which usually produce impressive results.

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If you want to gain success with these social networks, you have to understand how each of them works. If for instance if you are using Instagram, you have to focus on the visuals. Take photos of your workshop and mechanics working on vehicles. Show before and after photos of cars which came for repair/service. You can also take short videos giving tips on how to keep a vehicle in good condition.

How well do you know your client’s buying habits?

This is something that should be done even before you start working on a client’s car. Ask your clients about their buying habits. If you are working with them for the first time, get to know about their service records.

This step is important especially when you want to sell maintenance. It enables you to know exactly what your client requires. Once you have assessed the records, you will act as a consultant and tell them what’s required to have their cars fixed. When clients get such valuable insights from your workshop, they will make a point to come to you anytime they need a service or repair.

Use reviews to build your credibility

Some potential clients won’t use your services unless they have seen the experience of other people. As the years go by, vehicles are becoming cheaper. You’ll find that almost anyone with a decent job can afford a car.

This means the number of car service/repair workshops is high. If other people don’t have anything positive to say about your workshop, you will attract less clients.

Reviews can be found in social platforms such as Facebook and Yelp. Once you serve a client and they are satisfied, ask them to leave a review. A few may leave negative reviews but this shouldn’t worry you. It’s a chance to find out what went wrong and to do the necessary to ensure your client is happy.

Sell the benefits

Patients go to the doctor with the hope that they will get better. In the same way, your clients will be eager to know how they will benefit by using your services. Before you start with them, explain how your services will be of benefit. Some include avoidance of costly repairs and ensuring safe transportation. Write a list of all the benefits down and place them in your e-mails, blog posts and social media posts.

Participate in community development

When you take part in community development, you will not only attract clients but also build your company’s reputation. You can sponsor local events, partner with other local businesses or engage in charitable activities.

These events will also allow you to network with other businesses in your area. You can partner with a store that sells spare parts-where you refer clients to each other.

The above strategies will definitely help grow your business. Always be on the lookout for the best ways to promote your business. If you are starting out, focus on online marketing. If you find it difficult to conduct SEM and SEO, do not hesitate to contact MediaOne, a top digital marketing agency in Singapore.


About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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