We’ve been talking to our automotive aftermarket clients lately about Content Marketing; specifically, how publishing technical articles will help your business. Publishing relevant content establishes you as the authority in your line of business, not only for your consumers, but also for Google search rankings – making it easier for your site to be found & more likely that consumers will buy your products.
A recent commentary written by Donny Seyfer at Aftermarket Business World magazine, Warranty Returns Plague Industry, highlights the great need for techs to be informed about your part AND the installation implications around it.
Anyone who runs a successful shop knows the uneducated are outnumbering the educated. The pace of innovation and vehicle specialization will continue. What are we to do?
As a manufacturer, you can help reduce returns, and the burden they place on you and your distribution channel, by publishing informative “how to” articles and videos.
1. FRUSTRATED TECHS
If you try to install something once, twice, and it doesn’t work, it’s easy to become frustrated and conclude the part is bad. And if the part is pad, the brand is bad. Conversely, when it works time and again, you tend to go back to that sure thing when you need it. With the increasing complexity of automotive repair, make things easier on the techs – publish articles on the WHY and HOW surrounding your part’s installation. Mr. Seyfer gives the example of the need to flush the cooling system and replace the coolant when replacing a water pump. Writing about more than just what your product does, but also how to use it will lead to good experiences & positive word of mouth advertising for your brand.
2. REDUCE RETURN COSTS, FOR EVERYONE
In an industry with lean margins, there is no room to ship things twice. And certainly no room for high return rates on parts that have nothing wrong with them.
3.DON’T WASTE THE CONSUMER’S TIME
No one likes to waste time. Help improve your consumers’ experience by increasing the likelihood that your product will be installed correctly, the first time.