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In this episode of the Auto Repair Marketing Podcast, host Brian Walker talks with Caroline Lagrand, Senior Messaging Strategist at Shop Marketing Pros. They discuss the importance of retention marketing in the auto repair industry, emphasizing the need to focus on existing customers rather than just acquiring new ones. Caroline shares insights on how to use social media, email marketing, CRM follow-up messages, and direct mail to keep customers engaged and connected to the business. She also highlights the role of customer experience and shop culture in retaining customers. The episode concludes with practical tips for businesses looking to implement retention marketing strategies.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Show Notes with Timestamps

• Retention Marketing (00:01:29) Importance of retention marketing and how it keeps customers coming back to the shop.
• Acquisition vs Retention Marketing (00:02:19) Differentiating between acquisition marketing (getting new customers) and retention marketing (keeping existing customers).
• Customer Experience and Shop Culture (00:05:47) The role of customer experience, shop culture, and leadership in retention marketing.
• Retention Marketing and Customer Experience (00:06:33)The importance of providing exceptional customer service and creating a positive experience to retain clients.
• Other Aspects of Marketing (00:07:26) Marketing includes more than just SEO and acquisition strategies, and highlights the importance of social media, video strategy, CRM, follow-up messages, and direct mail for customer retention.
• Engaging Social Media Content (00:09:11) The effectiveness of engaging social media posts, such as wishing someone a happy birthday, and emphasizes the power of video content in driving engagement and attracting new followers.
• The ability to build relationships through social media (00:12:55) Explains how social media allows businesses to continue building relationships with customers even when they are not physically present.
• Retention marketing through email and CRM (00:14:27) Discusses how email marketing and the use of a CRM can be effective for retention marketing, including sending customized emails and offering special incentives to existing customers.
• The effectiveness of email marketing and newsletter content (00:17:01) Highlights the effectiveness of email marketing for driving new business and emphasizes the importance of short and engaging newsletter content to generate customer response.
• Retention Marketing and Top of Mind Awareness (00:19:34) Discusses the importance of retention marketing and staying top of mind for customers through email campaigns and reminders.
• Engaging with Clients and Seasonal Cards (00:20:30) Explores ideas for retention marketing, such as hosting events and sending seasonal cards to clients, with examples of Christmas and Thanksgiving cards.
• The Difference Between Acquisition and Retention Marketing (00:22:00) Explains the difference between acquisition and retention marketing, highlighting the importance of building trust and relationships with existing clients for long-term profitability.
• Retention Marketing and Cost (00:25:34) Discusses the concept of retention marketing and its cost-effectiveness compared to acquisition marketing.
• Social Media as an Equalizer (00:27:39) Explains how social media can enhance other marketing efforts and build trust and familiarity with customers.
• Getting Started with Retention Marketing (00:28:22) Provides advice on utilizing CRM, implementing email newsletters, and posting on social media to start building customer relationships.

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