With over one billion monthly active users and sky-high engagement rates, TikTok is the fastest-growing social platform—even in the world of automotive marketing. We’re willing to bet that your biggest competitors are already using TikTok. So, what’s stopping you?
If you want to connect with customers, you need to cut through the digital noise and capture your audience’s attention with scroll-stopping content. You need to stay agile, build strong relationships with your audience, and get your business in front of the right people. How can TikTok help you tune-up your social media marketing?
It’s simple. TikTok is loaded with countless opportunities to reach your target audience, highlight your brand’s identity, and outpace the competition in the race for attention. When you need to kick your auto repair marketing strategy into high gear, TikTok can be a huge asset in your marketing toolbox.
Ready to start crafting your TikTok strategy? Here’s everything you need to know about TikTok to keep your phone ringing and your appointment book full.
We hear it from clients all the time: You’ve decided that you’re interested in TikTok, but you have no idea where to start. We get it—TikTok is still a relatively new platform, and most contractors are still on the fence about its relevance and marketing potential.
Truth is, the power of TikTok can’t be underestimated. Sure, it’s a procrastination tool for millions of millennials and Gen Zers, but it also has a major impact on purchasing decisions. Over the past few years, we’ve seen more and more shop owners hopping on TikTok to drive leads and build brand awareness.
But why is TikTok so big in the automotive industry? Well, you’ve probably already noticed massive changes in the marketing landscape, even before the COVID-19 pandemic took the industry by storm.
Now, with auto shops taking the next step toward value-driven marketing, you need to adapt to the “new” normal and build authentic connections with your consumers. TikTok is the tool you need to build credibility, showcase your expertise, and win the race for new leads. You just need the right strategy to step out in front of the competition.
Getting started with TikTok marketing might seem overwhelming, but it doesn’t have to be. Even if you’re brand new to the platform, it’s still possible to build a powerful marketing strategy for your auto shop. Here’s how to get started.
You already know that social media marketing is all about building credibility. Whether you’re marketing on Facebook, Twitter, or TikTok, you want to position your auto shop as an authority in your industry. You’re trying to become a key source of auto information for your customers, and professionalism is a non-negotiable ingredient for crafting that reputation.
To show your followers that you’re the real deal, you’ll need to verify your account. After you sign up for a TikTok Business Account, you can start working with a sales contact to verify your new account. Once you’re verified, you’ll get a verification badge (see: blue checkmark) next to your handle.
This way, you can show TikTok users that you’re a legitimate business. When you run paid ads or share quick video clips, your blue checkmark will show prospects that you’re a trustworthy and established brand. Sounds simple enough, right?
Skip this step, though, and you’ll miss out on valuable opportunities to connect with potential customers. Trying to market your business before verifying your account is like flooring it without a transmission pan—your car won’t generate hydraulic pressure, and you’ll have a hard time getting started.
Now that your account is up and running, it’s time to scope out the competition. Start by thinking about your biggest local competitors. Then, find out whether they’re on TikTok. If they are, see what kind of content they’re posting. If they’re not, check out some major players in the auto repair industry to gain a competitive advantage.
After researching your competition, find a few similar businesses to see what they’re doing on TikTok. Check out their video style, engagement, and follower count to see what is (and isn’t) working for them. If you’re not sure where to start your strategy, run a quick SWOT analysis to identify your competitors’ strengths, weaknesses, opportunities, and threats.
As your TikTok strategy evolves, it’s a good idea to check in with your competitors and industry MVPs to see what type of content they’re creating. You don’t want to copy their strategy, but regular competitor audits will ensure your content is timely, relevant, and primed for success.
Just like Twitter and Instagram, TikTok users rely on hashtags to catalog their videos and search for new clips. When users click the Discover button they see a list of videos sorted by hashtags.
To amplify your reach and drive new leads, you’ll need to find the best hashtags for your business—and that starts with doing some homework to find relevant auto shop hashtags. You might start with some basics, like:
Sure, it might be tempting to use trending hashtags, but you’ll probably end up losing out to other content. It’s better to focus on industry-specific hashtags so your videos stand out to potential leads. You want to get your videos in front of local customers who will actually consider hiring you, so don’t focus on hashtags just because they’re trending.
And remember: This isn’t Instagram. Don’t use 20+ hashtags to broaden your reach on TikTok, or you’ll only annoy your audience with a long description.
Who are you trying to reach on TikTok? Before you dive straight into content creation, research your target audience and pinpoint what they’re watching. Once you’ve figured out what kind of content is relevant and useful to them, you can start brainstorming video clips for your content strategy.
Chances are, you’re only going to gain TikTok followers if you’re posting relevant, engaging, and valuable content. You want to post videos that will make their lives easier—whether that means answering FAQs, showing off your repair process, or giving them a tour of your shop.
If you’re short on content ideas, think about what questions your customers have, tips for auto care, or special promotions you’re running. You don’t have to limit yourself to sales-y content, either. You can also share employee highlights, boost your credibility with customer testimonials, and spark community engagement by posting about local events.
To keep your audience coming back for more, you’ll need to be consistent. That means you’ll have to create a content calendar—and actually stick to it—to build a successful TikTok strategy and strengthen your online presence.
TikTok marketing doesn’t (and shouldn’t) end with organic posts. Once you feel comfortable on the platform, it’s time to dip your toes into the world of TikTok advertising. Why? Nearly half of users leverage ads to make purchasing decisions, while 73 percent find TikTok ads inspiring. In other words, you can’t afford to ignore the power of TikTok advertising.
Not sure where to start? There’s good news: TikTok recently created a formal advertising model, complete with three types of ads:
So, how can you create conversion-worthy TikTok ads? You’ll want to keep your ads short, simple, and concise. Let’s face it: We have short attention spans. When it comes to advertising, you need to hook your audience immediately or you’ll risk losing them to the next video on their Discover page.
According to TikTok, 63 percent of all successful ads get their point across right away. If you can lock in your audience’s attention early on, they’ll be more likely to watch your ad from start to finish. Of course, you’ll want to top off your auto shop ads with clear text, quality sound, and an irresistible call to action to convert your leads.
It’ll take some time to finetune your TikTok strategy, but trust us: It’s well worth it. Even if your competitors aren’t on TikTok yet, video marketing can take your auto repair business to the next level—all while helping you tap into new audience segments.
When you’re ready to ignite your auto shop with powerful social media marketing, we’re here to help. Reach out to our team to start brainstorming your TikTok strategy.
