Getting your car worked on isn’t always someone’s idea of a good time. It’s usually more of an “ugh, I guess I have to” chore — kind of like waiting in line at the DMV.

But the thing is, everyone with a car needs maintenance. Whether it’s an oil change, new tires, or brake repairs, it’s gotta get done. And unless they already know your shop by name, most people are heading straight to Google to figure out where to go.

So how do you make sure your dealership’s service department stands out? Here are some smart (and doable) ways to bring more customers into your service lane.

Four Key Marketing Tactics for Dealership Service Departments

There’s no one-size-fits-all trick to marketing your service department. The real results come from using a mix of smart strategies that work together to bring in more repair orders and give customers a better experience.

A solid strategy doesn’t just help you get more people through the door, it also helps you keep the loyal ones coming back.

Here are four tactics to help your service department stand out, connect with more customers, and stay top of mind.

1. Email Marketing

Email might not be flashy, but it’s still an effective way to stay connected with your customers. It gives you a direct line to people who already know and trust your dealership, so it’s a smart place to focus some of your energy.

Send personalized emails to your current customers and recent leads. Keep them in the loop about service specials, maintenance reminders, and other helpful updates.

Tips to Make Your Emails Work Harder:

• Segment Your List: Use your CRM to group people based on service history. If someone hasn’t visited in a while, send a friendly offer to bring them back in.
• Write Subject Lines People Actually Want to Click: Make sure your subject lines are clear and attention-grabbing to increase open rates.
  • Example: “Don’t Miss Out: 20% Off Your Next Service!”
• Automated Routine Reminders: Set up emails to go out when a customer is due for service. That way, you’re staying top of mind without doing extra work.

Quick Tip: Use A/B testing to try out different email formats, subject lines, or messages. Over time, you’ll see what clicks with your audience and what doesn’t.

2. Website Optimization (a.k.a. SEO)

Think of your website as your digital service desk. It’s often the first place people go to learn about your services, so it should be simple to use, quick to load, and easy to find in search results. That’s where SEO comes in.

Good SEO helps your site show up when someone types in something like “oil change near me” or “brake repair in [Your City].” And once they’re there, you want to make it super easy for them to find what they’re looking for without clicking around in circles or just leaving.

Tips to Make Your Site Work Smarter:

• Keep Info Easy to Find: Make sure visitors can quickly spot your service offerings, current specials, and how to book an appointment.
• Check Your Mobile Experience: A lot of users will visit your website from their phones. Use tools like Google’s PageSpeed Insights to see how your site performs on mobile and where it could be faster or easier to use.
• Use Local Keywords: Use phrases related to your location and services. Include terms across your website like “auto repair in [Your City]” or “oil change near [Your City]” to help search engines connect your dealership with people in your area.
• Update Page Titles and Descriptions: Each page should have a clear and unique meta title and description including relevant keywords that match what people are searching for. This improves how your site appears in search engine results and can attract more clicks.

Key Metrics to Watch:

Google Analytics 4 (GA4) gives you helpful insights like how many pages people view per visit, how long they stay on your site, how often they bounce away and more. These numbers show you how people are using your site and where you might need to improve it.

Most importantly, make sure you’re tracking the actions that matter (like service form submissions or appointment clicks) so you know if your updates are actually driving results.

Google Analytics: The #1 Free Website Reporting Tool You Should Use

3. Meta Advertising

Meta Ads (a.k.a Facebook and Instagram ads) are your secret weapon for targeting and engaging potential customers. Use social ads to show off what makes your service department stand out, like contactless service, seasonal specials, or easy online scheduling.

Meta Ads Tips for Success:

• Target Precisely: Use Meta’s detailed targeting to reach local drivers who are likely to need service soon. You can also build custom audiences using your CRM. For example, show service offers to customers who bought a vehicle from you within the past year.
• Highlight Unique Selling Points: Talk about your best features, whether it’s weekend hours, fast turnaround, or limited-time promotions.
• Use Engaging Visuals: Include high-quality photos or short videos to catch people’s attention. Real images of your team or service area usually work better than stock photos. Try testing different types of creative to see what connects best with your audience.

Key Metrics to Watch:

Keep an eye on metrics like cost per click, click-through rate, and cost per landing page view. Use UTM tags and Google Analytics 4 to track what happens after someone clicks. Are they booking appointments? Filling out forms? Use that data to adjust and improve your ads over time.

4. Leverage Customer Reviews and Testimonials

People trust people. That’s why reviews and testimonials are some of the most powerful tools you have for building trust with potential customers. When someone sees that others had a great experience, they’re more likely to choose your service department too..

Tips to Make the Most of Your Reviews:

• Ask for Reviews: After a service appointment, send a quick follow-up and ask the customer to leave a review. Make it simple by including a direct link to your Google or Facebook page.
• Show Them Off: Feature positive reviews on your website and social media. It helps new customers feel confident about booking with you.
• Respond to Feedback: Take the time to reply to reviews, whether they’re positive or negative. It shows that you’re listening and that you care about the customer experience.

Key Metrics to Watch:

Track how many reviews you’re getting and what your average rating looks like. These numbers can help you understand how customers feel and whether your review strategy is working.

Success Story: Fixed-Ops Marketing

Picture this: You’re part of an auto group looking to amp up fall tire sales, but you’re not sure where to start. Naturally, you decided to take advice from 9 Clouds. What a brilliant strategy!

We recommended rolling out a friendly competition among your stores using savvy tactics like website optimization, Facebook Ads, Google Ads, and targeted emails. 

The result? Increased service traffic and record-breaking tire sales across all nine stores.

Of course, there’s more to each of those tactics, but the takeaway is simple. With the right marketing moves, you can increase repair orders and create a better experience for your service customers. That’s a win in our book.

[Case Study] Facebook Campaign Increases Service ROs for Midwest Dealership

Elevate Your Service Department’s Online Marketing

Now you’ve got a solid game plan to level up your service department’s online presence.

By focusing on these four key marketing tactics, you can beef up your service department’s online presence, attract more customers, and increase repair orders — all while keeping your customers happy.

Want to take things a step further? Let’s work together to build you a personalized strategy that helps your service department (and your sales team) stand out online and get real results.

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