PODCAST: Digital Marketing Tips For Aftermarket Shops with Pete Petersen

PODCAST: Digital Marketing Tips For Aftermarket Shops with Pete Petersen

PODCAST: Digital Marketing Tips For Aftermarket Shops with Pete Petersen

We’ve realized that for almost all small businesses, trying to do it all in terms of marketing actually results in almost no traction!

In order to ensure your efforts are achieving results, our CEO Pete Petersen offered professional insight, featured on TheSHOP’s latest podcast.

WATCH: https://theshopmag.com/podcast/ep-5-how-to-grow-your-aftermarket-business-with-digital-marketing/

7 Key Digital Marketing Strategies For Your Shop

There are so many options when it comes to marketing your shop digitally, follow along to make sure that your actions are effective.

1. Identify Your Customers

Before you do ANY marketing, be sure to ask yourself:

  • Who are your customers currently?
  • Who should your customers be, are there any up-and-coming segments?
  • Where do your customers hangout, online and offline?
  • Where are they navigating to get information?

2. Be Easily Found and Post Relevant Content Organically

Ask your current customers which platforms they are on daily, weekly, monthly… Then ask them where they learn about new products and services so you can reach them and people similar.

Google and Social:

You’ll want to create a Google My Business account to provide your current and prospective customers with an easy way to find your shop and its information.

Generate a strong presence on social media so that when your target market finds you, they engage with relevant content. Only do so using a few platforms, we understand there’s a lot of factors to consider with each, so we have a guide for you here!

Blog Content:

Brainstorm what type of information is significant to your audience. People want to know the Who, What, Where, When, Why, and How.

Why did your business take on the project, what products did you use, how long did it take, and who is the owner and where are they from?

3. Encourage And Leverage Positive Reviews

The first thing that prospective customers do when they are not familiar with you is search your brand + “reviews” before giving you their business!

Google My Business:

Display your positive reviews and download an App for your phone to respond to reviews, create offers, post events, and update your business info!

Facebook Reviews:

Broadcast all of the good things said about your shop on your Facebook business page. Anyone who lands on your page will be able to see the positive comments from other active users!

3rd Party Seller Sites:

Your shop can also use 3rd party seller sites to host this complimentary feedback in the attempt to have an immediate impact on their decision and influence customer conversion.

4. Design for Mobile Optimization

Mobile is the new source for information consumption. Facebook, Snapchat, and TikTok are almost exclusively mobile… So make sure to double check the accessibility and flow of your website on mobile devices, not just desktop.

5. Amplify Your Business With Paid Ads

What phase of the funnel are you wanting to reach your customers at? Both Google Search and Facebook Ads offer paid advertising options for your shop.

Click here for The Ultimate Guide to Social Advertising For Aftermarket Shops!

6. Improve Your Shops Website

Organize your website and make it easy for visitors to find information, be educated, make decisions, and choose you!

For shops, show before and after photos, tell the customers’ story, and why this project was important to them. Include the extra details of what you helped with to make the project custom.

Get a quote from the customer, or ask them to leave a review. Showcase this on your site, add the review to your main homepage for others to see and let them tell the story for you!

7. Add A Tripwire

A tripwire is a low dollar offer to get someone in your business, build a relationship with them, and then upsell.

In dealerships, this has been the oil change/car wash experience. They get them in, get their contact information including email/phone, build positive relationships, reviews and further market to these individuals with new products and services.

Targeting Dealerships

Here are some key elements for aftermarket shops to keep in mind when targeting the dealership market:

  • Relationships (face-to-face, calling and text messaging)?
  • Custom web pages (this will also help with SEO and positioning as an expert) and brochures specific to the vehicles they sell:
    • Best accessories and upgrades for the Mazda CX-3
    • Answer questions like “what is the towing capacity of a Ford F150?” and “how much can a Ford F150 tow?”
  • Beyond that, email marketing is a great way to keep your prospects and dealerships available

We created an audit template to help your business log your current profiles and ratings.

???? Click here to access the free template and begin improving in areas where it’s needed.


Watch our On-Demand Demos to learn more about our solutions.

Click Here

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

The Ultimate Guide To Social Advertising For Aftermarket Shops

The Ultimate Guide To Social Advertising For Aftermarket Shops

The Ultimate Guide To Social Advertising For Aftermarket Shops

Are you wondering where to begin advertising on Social Media platforms for your aftermarket shop?

We know it can be overwhelming, but it’s critical to understand that using all social media platforms is not as effective as focusing on just a few.

Before choosing which platforms to use, make sure to ask your current customers which platforms they spend most of their time, and where they go to learn about a new product or service.

You don’t want to waste your time or money on advertising that isn’t going to reach your current and prospective customers… and we don’t want that for you either!

This is why we wrote this blog article, to provide your aftermarket shop some key information about Organic and Paid advertising on social media.

Maximizing Organic Reach and Content For Aftermarket Shops

Google My Business:

Google My Business is so powerful, it’s free and underutilized.

You’ll want to have a Google My Business account to increase exposure and encourage local customer engagement.

Now that you can be found effortlessly, you must stay relevant.

Establish a presence on social media! Once you’ve identified who your customers are, choose which social media platform to use based on where your customers and prospects are.


Over 80% of people in the US are on a Facebook property including Facebook, Instagram, Messenger, Marketplace, Whats App, and Audience Network. Instagram Stories are on ????, so make sure to shoot vertical videos and images.

Facebook has created a solution that reaches the young, old and everyone in between.

Take this opportunity to bring customers inside of your business’s experience and offerings, keeping them up to date with your projects. This simple action will build a more powerful relationship with your customers.


The best way to provide educational content about your products and services for your current and future customers consumption is through YouTube.

YouTube is not only a social media platform with a ton of viewers, but it’s the second largest search engine and utilized by 73% of adults in the U.S.

Keep in mind that staying relevant in today’s day and age involves many working streams, but they don’t all have to be so serious…

Snapchat & TikTok:

Entertain your audience! These social media platforms hit a younger demographic but shouldn’t be overlooked if you’re trying to reach these new customizers.

Depending on who your audience is, you can use these two platforms to show off a different side of your company (company culture, customers, community, and more).

PRO TIP: Make sure all of your social media sites are linked in your footer or bio. Put together a webpage like shop.com/connect that you link to in your shop so people can follow you across all of your platforms. When prospects seek you out you’ll want to have posts that are relevant, so be sure to post at least once per week.

Generate More Aftermarket Opportunities With Paid Ads

Google Search:

For low funnel opportunities, you can advertise with Google Search. Going to google and searching for an item seems to be the move for people who are ready to buy. Although, these ads will cost you more and are weak in opportunities.

Facebook Ads:

Right now, Facebook Ads are generating a lot of value for businesses of all sizes. You don’t have to have a huge budget, especially if you are a local business.

Facebook Ads allow you to target your ideal prospects and customers. Social posting (aka Organic Posting) is great but it only reaches a small number of your followers and you are unable to control the outcome.

With Facebook Ads, you can target people based on things like:

  • Who owns a current make/model of vehicle
  • Who own a current body style like Trucks
  • Your current customers and prospects
  • People who look like your current customers (one of the best and least expensive ways to get started)
  • People who have been on your site that have not purchased (another very inexpensive way to stay in front of a hot audience)

But, don’t fall victim of hitting the Boost button… you need to use Facebook Ads Manager to be successful.

Getting started with Facebook Ads in the right way:

  1. Visit business.facebook.com to get started. 
  2. Create or connect a Facebook Page.
  3. Connect or create an ad account.
  4. Connect or create a Facebook Pixel. Install this on your website (every page).
  5. Connect or create a Facebook Offline Event. This allows you to track offline data like leads and sales from your offline systems back to Facebook Ads for measurement.
  6. Create the following Custom Audiences.
    • All website visitors (up to 180 days)
    • All Facebook Engaged (up to 365 days)
    • All Instagram Engaged (up to 365 days)
    • All Shopping Engaged (up to 365 days)
    • All Marketplace Engaged (up to 180 days)

Facebooks Ads allow you to reach people just on Instagram as well, you can reach people both on the Instagram Feed and Instagram Stories. 

There’s a lot that goes into creating Facebook ad campaigns effective enough to produce positive results… Let us do it for you! 

Click here to see how we create Custom Dealership Facebook Ads that maximize your ad spend.  




Watch our On-Demand Demos to learn more about our solutions.

Click Here

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

Register for the webinar, “The 3 Biggest Facebook Mistakes Even Advanced Dealer Marketers Are Making”!