How To Market Your PDR Business Online
- Social Media
Online marketing includes any methods and promotional strategies a business will execute on the internet to reach its target audience. 70% of customers will conduct business online before contacting the company. Internet marketing is much more than having a website. It’s answering any potential questions that a customer may have and establishing a “brand identity.” But for someone working in Paintless Dent Repair, phrases such as lead magnet, AdWords, PFI, SEO, and PPC might well be a foreign language. They don’t need to be. Here are just a few of the most effective ways you can market your PDR business online:
- Website: When a customer goes to your website, they will instantly know if they want to do business with you or not based on your “brand identity.” Brand identity is when a business shows who they are through text, images, video, and audio elements. You can also include a page or highlighted section that contains the benefits of PDR and why they should choose your business over the competition (without name-calling, of course).
- Social Media: We are truly living in a digital age, and if you disagree, then you must still be using a flip phone and dial-up internet. Customers expect businesses to engage with them, especially if they are commenting about their experience or inquiring about a service. Facebook Pages and Instagram Business Tools have made this possible for businesses to turn social media into a platform to connect with customers and promote their business.
- Search Engine Marketing (SEM): SEM is all about marketing through search engines. Businesses can go about SEM in several different ways. One of the most common methods is from organic ranking through search engine optimization (SEO). SEO “is the method website owners use to help search engines find, index, and rank their web pages…” (Duermyer, 2018). You can purchase for your website pay-per-click (PPC) ads in something like Google AdWords. It’s an easy and effective way to drive traffic to your website. A third option is you can purchase pay-for-inclusion (PFI) listings in online directories, similar to Yellow Pages.
- Content Marketing: This is all about writing articles (aka “blog posts”) relating to your business and publishing them online to reach your target audience. When you write articles that answer questions customers may have, you’re able to connect with a broader audience. You could also have your written content published on other websites, drawing in new leads to your business in a completely different way. There’s always stiff competition amongst local PDR shops, so you want to do anything you can to stand out. Can you stand apart from the rest and prove you’re the best out there?
- Email Marketing: Email is a proven effective way to create and maintain a connection between business and customer. But how do you get the email list in the first place? You can entice people to give their emails if they want the exclusive website offer, like “half-price headlight restoration!” From there, you have their information to send them additional special offers, a newsletter, holiday greetings, car care tips, etc. Pretty much anything relating to your PDR business so ultimately, these leads can become customers and referrals. That’s the goal.
It’s important to keep in mind that as you begin online marketing for your business, the customer is the focus. If your website is challenging to navigate or you’re not replying to Facebook comments, then customers will go elsewhere. Utilizing even just one of the strategies listed above will help your PDR business grow, especially since the industry itself is ever-evolving and growing.
Although it’s possible to get rapid results, consistency is critical. Online marketing is all about long-term results and connecting with your target audience. Once that happens, their referrals will become new leads, and the testimonials/reviews of your customers will be what helps you stand out in the vast frontier of a digital world.