Like it or not, the world is online. It’s how people get connected and stay connected. You used to call or send a letter. Maybe you used to call 411, or check the phone book or a recent newspaper for contact info or a review. Now, it’s up there 24/7 for instant access, and open for anyone to review or chime in on.
Whether or not we like it, that’s a cat that’s never going back in the bag.
As a business, making the most of what the online world has to offer, and mitigating the issues it can pose, is integral to your long-term success. Establishing an online presence, adapting it into business practices, and addressing current and potential clients across online outlets is becoming a must.
Social Media
Having a social media presence is integral today, particularly with the car wash industry becoming increasingly competitive. It gives you opportunity to reach out with limited incurred cost, and allows you to increase brand visibility and identity.
Your social media presence gives you the chance to tell a story, one that you control. Show behind-the-scenes pictures out there, brag about new equipment, show off great new deals! You can engage one-on-one with customers and promote your employees. It’s a chance to sell what makes you unique.
That being said, don’t be a spam channel. While we are your leading distributor of car wash and pressure washing equipment, that’s not the sole focus of Kleen-Rite’s social media channels. We want to show off the washes of our clients and pass on valuable news tidbits that can impact you as car wash owners. We also want to give you a glimpse “behind the curtain” to see some of what goes on at Kleen-Rite. This includes fundraising drives, construction activities, and other ways we are evolving to serve you better.
In the same vein, you’ll want to provide your customer base with a variety of engaging stories and topics. Plan your social media approach out ahead of time, and create a calendar. Consider having specific themes for days of the week to make it easier! Plan ahead by weeks, even months – but makes sure you leave flexibility should something spontaneous come up.
If you don’t have a presence, why not? It’s not the hardest thing to get up and running, and there’s no time like the present to get started!
Google My Business
Making sure your business is represented appropriately online can span across a number of sites and listings. One of the most important ones to tackle is Google My Business.
Your Google My Business listing is going to be the first impression for many potential customers looking your business up online. Making sure you’ve got the right representation there is key. Make sure you claim your business, and then get down to setting up your listing. The following are key to include in your listing:
- The correct address: Make sure they can find your wash easily!
- One or two pictures of your exterior and signage: See above.
- Other engaging photos: It’s your opportunity to also show off great landscaping, smiling employees, happy customers, and so much more.
- Phone Number: Easy contact in case of questions or problems.
- Correct Hours: No one likes going to a place that claims it is open at the specified time, and it isn’t. Make sure to update these as your schedule changes. Many businesses are still posting their hours for early in the pandemic, and aren’t letting customers know they’re now open more!
- Correct Category: Make sure you are listed primarily as a “Car Wash” but also include any other services you provide!
Gaining control of these factors and keeping up with them is important . Your My Business listing is usually the first thing a perspective client will come across when they are searching for a wash.
To Website, or Not to Website?
Having a professional, engaging yet simple website can be a great asset for a car wash. It’s a hefty presence and provides a great sense of permanence in the modern commerce world. Unsure businesses are slow to publish websites – but those who are confident make sure they have one.
Like with anything else, it needs to be done well. A poor, haphazard website may give customers the impression that the wash itself is not up to snuff. Smart, clean, and clearly branded websites will work miracles to bring around your customer base! There are plenty of services out there that can help you with this if you aren’t website-savvy. This includes general website builders and marketing agencies, but also consultants that focus solely on the car wash industry.
So obviously, “to website” would be our recommendation here. However, if you’re going to do it, make sure to do it right!
Online Optimization
Make sure your website is optimized to feature in Local SEO searches by including location names across pages. Reach out to your local Chamber of Commerce to ensure you get linked on their directories as well. Making sure your website is linked and optimized will make it attractive to Google’s website crawlers. Along with a solid Google My Business listing, this will help you make the coveted Top 3 listings in your area. Those are the listings that pop up if you just go to Google and type “car wash” into the search bar.
Why is this so important? According to a recent Sistrix study, fully 28% of searches click right on the first result. The Top 3 spots combined account for 54% of click-throughs from an individual search. On the other hand, being at the bottom of the front page (10th spot) reduces click-throughs to a scant 2.5%.
Optimization equals conversion. It’s a foundation of digital marketing.
Reviews: The Good, the Bad, The Ugly
We’d say that reviews are a double-edge sword, but really, there are three kinds of reviews you’ll get – and a number of different ways you can respond. Responding appropriately can affect not just the reviewer’s response, but also those who will read those reviews later on down the line. Even bad review can turn into something good for your wash, if handled correctly.
- Good Reviews: We love seeing these! You should still respond to them though, even if it is just as simple as “Thanks for the great review!”. Regular responses show that you are engaged and appreciative of your customers. Make sure to personalize them as well, responding with the user’s name or user name on that specific site.
- Bad Reviews: No one likes a bad review, but they can be learning opportunity for the business as well as the reviewer and potential clients. Tackle these reviews head-on, but not aggressively. Make sure your tone is appropriate, and work towards resolving the concerns in the review. Acknowledging a failure can help you grow! Addressing growth in response to the review will let potential customers who read it know that you are correcting, or have corrected, the issue. Responding to bad reviews is perhaps the most important thing you can do – you just have to make sure to do it appropriately.
- Ugly Reviews: Let’s face it, the anonymity of the online world allows people to be downright toxic in their reviews. It’s tempting to fire back with a similar attitude or response. In the end, stepping back and taking a breath before addressing them may be appropriate. Check if there is merit to the ugly review. See if there is room for growth opportunities, even in what might seem like a reputation-damaging review. Just remember: DON’T FEED THE TROLLS. If a statement is vitriolic or attacking, do your best to offer a basic, tempered response. Sometimes not even acknowledging it may be the best tactic.
There are entire freelancing individuals and even companies that have built their business through online reputation management. But for many car washes – especially our self-serve clients and customers who operate only one or two locations – there’s no reason you can’t do it yourself!
Managing your online presence can take up a solid chunk of your time during the week. Sure, we know you’d rather be hands-on, working to churn cars through. Upgrading your car wash facilities. Performing maintenance. But for return on investment, optimizing your online presence is one of the best things you can do for your wash to stabilize a customer base and then work on growing it!
