This is a question that we get very often from business owners in the auto repair world, who for some reason, feel that they need to choose between doing SEO OR a pay-per-click campaign like Google Adwords or Yelp.
The reality is that a combination of both is almost always a good idea. Here’s why;
I always liken PPC and SEO to eating at a restaurant vs. growing your own food on a farm.
For example, if you owned a farm that produced enough food for your family, would you NEVER go to a restaurant again? Probably not, maybe you wouldn’t go as frequently but there’s always those nights that you’re not in the mood to cook, in the mood for something different, or for whatever reason, you don’t feel like eating at home. Either way, just because your farm is feeding your family, doesn’t mean that you’ll never go out to eat again.
PPC is similar in that way. It’s a great way to augment your inbound leads while you’re waiting for your SEO to start churning leads or when business is slow for whatever reason. One big misconception that many business owners have in every industry is that once they get to the number one spot, they are going to have more leads than they know what to do with and will never have to pay for leads again. With the exception of some very very rare circumstances, this is almost always NOT the case. Even the most dominant businesses you know of on Google have lulls or off seasons when they need more business.
But before you get the impression that PPC is a necessary part of your advertising, I would also caution you against becoming overly reliant on PPC. Borrowing from that same analogy, if you find yourself going out to eat EVERY night, you’re going to almost certainly be spending too much money on food. Similarly, PPC should be a tool to augment your inbound leads, it shouldn’t be the only source of leads.
So my advice to business owners is to find a good balance of PPC and SEO that will allow you to grow your business predictably and consistently.
If you’d like help with any of your marketing for your body shop, contact Zero Bull Marketing today and we’d be happy to help you get a budget and online marketing plan that works for your business.