Today we talk a bit about:
- tips and tactics
- being authentic
- standing out from the crowd
Franklin: [00:00:15] What's going on, guys? Welcome back to The Marketing Natives, and today on Episode 8 we're actually going to talk about what an auto shop needs to post on Facebook to increase their reach. And we're going to take this in a couple of different areas and a couple of different ways that you can look at this. Possibly tips and tactics, being authentic, and trying to be unique and funny whenever it comes to actually posting your content on Facebook. So how are you guys feeling about this actually today? Like, how do you feel whenever it comes to actually talking about this particular subject? Aaron?
Aaron: [00:00:53] Okay. Since you're looking right at me. I mean, I feel like we're pretty capable of answering this question since we work with a mechanic shop, and we have a little bit of hands on experience not just some theoretical experience.
Christian: [00:01:08] I like that. So, Aaron's saying theoretical because I was the one who said, you know, we should probably split this into two things. Number one, some practical tips and things that you can do right now and apply to your business immediately. Theoretical I think will be more of, you know, things that literally any other business should be applying on Facebook. And I think we're going to dive into these two main categories and show you, you know, what you're supposed to be doing on Facebook.
Franklin: [00:01:35] Now, I'll go ahead, and I'll start with like what we would consider to be something that is actually practical, something that you can apply right now, and that'd be tips and tricks. I mean, tips and tactics. Tips and tactics, okay? Meaning that these are things that you can do by teaching someone how to actually go and do it. Like changing your oil, changing, like, the brakes, and changing out, like, specific fluids that are in your vehicle.
Christian: [00:02:04] Dude, even tires. Like, think about this, like, a lot of teens that are now just getting started driving. They don't know how to change a tire. You know?
Aaron: [00:02:13] I would say even adults. Like, we did a survey or somebody did a survey in a networking group who was a mechanic once, like, last year, and then he had them raise their hand. Like how many people in the room actually know how to change their tire? I would say it was like 30 percent of the room, and which was astonishing to me because I guess, I don't know, I just know how to do that. But it was- most of the room does not know how to change a tire.
Franklin: [00:02:33] Completely mind blown right now.
Christian: [00:02:35] Yeah, I believe that now. Yeah. So yeah, even the things that you think, like, oh, nobody cares about changing a tire. Like why do I need to make that video on Facebook? Everybody knows how to change a tire. No, there is definitely a demographic out there that doesn't know how to change a tire.
Aaron: [00:02:49] And if you're listening and you think that you don't need that, hey AAA doesn't always show up at 3:00 o'clock in the morning while you're driving home on some road trip in a random town, okay? I know you're in the metroplex probably or something, but you need to know how to change your own tire so you're not stuck on the side of the road.
Franklin: [00:03:04] Exactly which makes it the perfect particular type of content that a face- that an auto mechanic mechanic shop should be posting on Facebook. They should basically started a series where it basically walks you through steps on how to change a tire, change out your brakes, change your oil, check your transmission fluid, windshield wipers. Oh my god, windshield wiper blades are probably one of the most-
Aaron: [00:03:29] Those are hard. Those are very hard.
Franklin: [00:03:31] Well, okay. For some people, they would be hard to change out, but like- but to- for me, I'd never- you never really know exactly when you're supposed to take those things out because they will scratch your windshield.
Christian: [00:03:42] Yeah, that's too late. And they're starting to- if they're scratching your windshield, you're too late. That's- I mean, there's- Wow.
Aaron: [00:03:48] You better get a call, like, Safe whatever they are.
Christian: [00:03:52] Safelite, I think.
Aaron: [00:03:53] Safelite. Yeah.
Christian: [00:03:54] They change the windshield.
Aaron: [00:03:54] You call them. No affiliation there by the way there, guys.
Christian: [00:03:56] No, but yeah. Just tips and tactic and do it yourself and tutorials, and obviously, you know, a big drawback to this is that you're eventually going to run out of ideas. So you, you might have a set number of videos because, I mean, we definitely recommend you to do videos on these and I think someone put here, yep, put around 40 videos. You know, set out 40 ideas that you want to do throughout the whole year and rotate throughout those, you know, 40. You can repost them. You're going to reach a different audience every single time. Obviously, you can have some overlap with some of your audience, but not, I mean, if you think that you posted this video on January and maybe around June might be a good idea to repost that video again. Maybe something has changed or maybe you find out a better way to do it. Just redo that video.
Franklin: [00:04:45] Exactly
Christian: [00:04:45] And post it on Facebook.
Franklin: [00:04:46] Exactly.
Aaron: [00:04:49] Yeah. So I was the one who said the videos part, and really what I would say for this and it's kind of like we have it down at the very bottom, but putting them out consistently. So don't try to, I guess, the first week put out four tutorial videos and then next month or the first month. The second month you don't put out any video. Like stagger the videos. I know that that sounds kind of obvious. If you're listening to this and thinking that is obvious, we've ran into people who would ask that question so I wanted to bring that up and point that out. All right. So let's move on to authenticity. Wow, if I can say the word.
Franklin: [00:05:25] There you go.
Aaron: [00:05:26] This is probably the biggest ROI. It's about building a brand which is huge, but it's also great for an auto mechanic shop because these are people that you have to trust to wash- I mean, to wash. To change your oil, to work on your car, and it seems close to like the car salesman industry. If I could talk. It sounds very sleazy. Like, somebody can come in there and say, oh, it's time for you to do your motor flush. It's time for you to do some kind of, you know.
Christian: [00:05:55] Windshield wiper fluid.
Aaron: [00:05:57] Right, exactly, and that's $50. So if they don't know you by name. I don't know. There's a trust level there. Like I don't just let anybody work on my car and then say, oh, you know, this week it's 800 bucks and then next month for your other car, it's going to be $300. And I don't know. I just- you can't-
Franklin: [00:06:17] Well, I mean, I completely agree with you. If I can talk. If I can get my words out. Just like those- that electrical company that you see, Milestone Electric. You see that commercial on all the time, but the guy is so personable that you see him, his bald head and that same shirt that he wears in every commercial. If I were to walk up to him on the street or if I had an electric problem at home, and he came away, I'm like oh. You know, hey.
Aaron: [00:06:46] Christian's shaking his head right now. Why is that, Christian?
Christian: [00:06:49] Because you should be using Puckett Electric.
Franklin: [00:06:51] I should be. You know what< I'm probably going to get- Yeah, I'm probably going to get chewed out.
Christian: [00:06:57] I'll make sure that everyone in the Puckett family listens to this podcast.
Franklin: [00:07:00] Just make sure that you actually, like, cut this part out.
Aaron: [00:07:03] If you're not in the Dallas area, this is relevant to you. If it's not, then you should know who Pucket Electric is. This has no affiliation. But really, going back to this creating a video around the owner. If you're the owner of this business, and you're the face of the company, you need to be on video. So does your manager. So does your crew. They're the people who are checking out your customers. If your customers are paying you money, they need to be able to trust you, and then two, if you own the business, they should know you by name. Like, oh, that's John up the street at, you know, Billy Bob's Automotive Shop. If you have that, it's going to go a lot farther, and you're going to get a lot more referrals and really grow your business compared to somebody else who just goes to Google and is like, oh, who has the cheapest oil change today?
Franklin: [00:07:49] Right. They'll want to spend money with people that they know versus people that they just see online.
Aaron: [00:07:54] Or if they're going to spend the money, they feel like they're not getting, like, taken basically.
Franklin: [00:07:58] Right. Right.
Christian: [00:08:02] Yep, agreed. Yeah, so I guess some of the other things that we wanted to talk about are things that you can apply in any other business and sort of things that we preach that, you know, a company should be doing on Facebook, and I think the number one thing is, and I know we say this a lot but, being unique and using humor.
Franklin: [00:08:24] Yes.
Christian: [00:08:25] As a way to play into people's emotions and, you know, get to like, comment, engage, and eventually, you know, do business with you.
Franklin: [00:08:33] Exactly.
Aaron: [00:08:36] We have some examples, right? I mean.
Franklin: [00:08:37] Right.
Aaron: [00:08:38] Or we wrote down some. So.
Franklin: [00:08:40] Like, I know from meeting you two, like, one of my favorite commercials that I've seen that was humorous and funny has definitely been the unicorn commercial for Squatty Potty. Like, it's extremely funny. It's extremely personable, and like.
Aaron: [00:08:58] Two out of the three people here have a Squatty Potty.
Christian: [00:09:01] That's true.
Franklin: [00:09:02] Yeah. I don't. I don't have one. I'm that guy so that you should know who has one, but the commercial makes you laugh. You don't forget what the product is, and it's shareable. That's one thing I like about it. That things that are humorous and personable, they're shareable even though- yeah, like, we were talking about an auto mechanic shop. Certain tips and tricks, they would be shareable, but in, like, specific situations, like, if you needed to know, Aaron, how to change your windshield wiper blades and there were a video online, I could grab it and send it to you. That makes it shareable. With something that is funny and humorous, you can just click the share button as soon as you see it and laugh.
Aaron: [00:09:42] Right. And I would say 99 percent of the time throughout your week you're not going to need those services. So staying relevant to your audience is like, okay, well, if they don't remember us then they're going to go with somebody else. You have to put out something that's different than just selling your business and saying, hey, oil change, oil change, oil change. Well, my car goes 5,000 miles without needing an oil change, so I don't need you for four or five months, but you still want to be in front of that audience and doing that with a unique and funny way, let's you- I mean, you kind of create a relationship with the brand, and then you also kind of stay top- You don't kind of. You do stay top of mind.
Franklin: [00:10:20] Right.
Christian: [00:10:22] Yeah, and I mean, with that, the unique and funny and using humor, comes something that Aaron talked about a little earlier which is the consistency and again is something that we preach every single day for every business owner out there. To consistently posts on Facebook. You know have some kind of calendar, some kind of content calendar where you know, okay, on Mondays, I'm going to be posting a video. On Tuesdays, we're going to do know the mechanic. So it's a picture, an image of, you know, some of the crew members. The next day, I'm going to actually do a long post written out about maybe some kind of story that I encounter because I know mechanics and auto shops have some really crazy stories.
Aaron: [00:11:11] Do you guys remember? Well, we had that one where this car was maybe like a year old and there was a packrat that put, like, M&M's, like, a pillow. There was, like, I don't remember what all was in there, but that's like something story worthy right there.
Franklin: [00:11:26] I saw that. Whenever I was looking at that video and going through it, I said I do not believe that a rat did that, but then I went back through their feed and they've posted images of other rats doing that. I'm like, that just blows my mind.
Christian: [00:11:43] That was shocking basically.
Franklin: [00:11:44] Right.
Aaron: [00:11:44] I think Christian didn't believe it at first. He went no, they placed that in there for the pictures. I think I showed it to Brianna, and she told me- she goes, that was staged, and I said no, they didn't take half-eaten M&M's and put them in the car.
Christian: [00:11:58] Yeah. Yeah, that's pretty crazy. So that's another thing I guess if you're going for a unique, funny, shocking will be another, another great tool or tactic to use in order to get more reach. But anyways going back, we're talking about consistency so making sure that you have that plan set and that, you know, you schedule ahead of time and you post that consistently. And that will definitely bring you more reach. Facebook is obviously an algorithm so the more you share. Not the more share, but the more quality things that you share, the more people will see you on Facebook.
Aaron: [00:12:36] All right. Anybody have any last, any cool ideas?
Christian: [00:12:41] I mean, the other thing is, you know, once- you're going to reach a limit. You're going to hit a plateau. When we're talking about organic things, you know, the next step after would be to spend some money. Spend some money on advertising, and use these same things that we told you here in order to get an advertisement. When you do advertising, don't go for the old, boring you know, ads that you see on TV all the time. Social media, it's a whole different monster, and some of these tactics and things that we talk about today also work for, you know, ads. So implement those things when you're doing advertising, and you will definitely see an increase in your reach.
Aaron: [00:13:21] Right. If you already have a good burning fire, this is like throwing gasoline on it.
Franklin: [00:13:25] Exactly.
Aaron: [00:13:27] All right. So thank you, guys, for giving us your ear. I stole that from Gary. We need to think of a cool outro. I want to say like, you know, sayonara or whatever, but just so we have a consistent outro and maybe you guys can help. Leave a comment or something. All right, and do us a huge favor. Usually Christian says this at the beginning. We forgot, but go ahead and click that subscribe button, and if you are on an iPhone, go ahead and click those three buttons on the right-hand corner. It will pop up, and you can share this with somebody. If you have somebody who is owning a mechanic shop or another business owner, this works for them too, share it with a friend who owns a business, and they will thank you later.