Motorhead Articles

Get Your Marketing in Gear

Spend Money That Produces Real Marketing Results

Barry Alt • July 21, 2022

It's annoying to invest time and money into your marketing only to get little to no results.

Spend Money that Produces Real Marketing Results

Spending your days on digital marketing that doesn't produce results is heartbreaking! 


But how can you improve your marketing to produce real marketing results?


Pay-per-click and Google ads work, but they run out of juice as soon as you stop spending cash on them. So, they're not really worth it unless you already have a decent marketing strategy in place. 


There aren't any long-term benefits of paid advertising either, so where should you invest your money in digital marketing?


Today we're going to talk about five marketing techniques you can invest in that will produce great results! 


Check out these go-to marketing strategies if you want to feel good about your marketing investment.



How to get the most out of your marketing investment in five steps


1. Invest in SEO


SEO (search engine optimization) is a necessity for marketing investments. The best thing about SEO is that it doesn't cost as much as paid advertising, and it's a long-term solution. 


SEO will continue to pay off after you've finished optimizing your website, meaning you can reap the rewards of SEO years after investing in it. 70% of marketers agree that SEO is better than PPC (pay-per-click) for generating more sales. 


Search engine optimization is also necessary for improving your ranking on Google. The better your SEO is, the higher up the search engine results you go.


How do you improve your SEO?

  • Updating your Google Business Profile 
  • Writing keyword-rich meta titles and descriptions 
  • Using relevant keywords in your content and your headings
  • Adding alt-text to any images on your website
  • Building backlinks 
  • Increasing the number of citations your business has


What are backlinks?

Backlinks or inbound links are links on different websites that link to your website. Google and a lot of other search engines see backlinks as proof that your website is a reliable website to suggest to their users. 


If you have a high number of backlinks, you'll have a higher chance of ranking at the top of the search results. 


However, these backlinks must be high-quality, meaning they must come from reputable and trustworthy websites; otherwise, they're entirely useless. In fact, Google often penalizes companies for having links from shady places. 


What are citations?

Citations are when your business is mentioned on other websites. For example, if your business is mentioned on YellowPages.com or SEMA.org for example, that would be a citation. The same goes for any blog posts or articles that mention your shop's name. The more relevant to your business the citation is like getting a mention or article on MotorTrend.com the better.


Like backlinks, citations show the search engines that your business can be trusted. Building citations involves sending out accurate and relevant information to your audience, letting them know where to find your business. 


Citations that contain your NAP (name, address, and phone number) have to be consistent. If you have a few citations and they all have different info because your shop moved a couple of times or your phone number changed then this will affect your ranking. 


It affects your ranking on Google because you’re simply confusing the search engine and in turn, your customers. If you have different information on each citation then nobody will know your correct contact info and location and Google hates this.


So when web crawlers find your business listed on important listing directories, they'll know that you are a genuine, trustworthy business. 


You can do a lot more to improve your SEO, and hiring a specialized team to take care of it for you is key to creating the best SEO strategy possible!

2.  Update your website


Having an updated, modern-looking website full of all the information your client could need is necessary for a good digital marketing strategy.


Without a working website, your marketing will fall flat. Even if you get clients to your website if they're faced with a dull, untrustworthy-looking site, they won't convert - rendering your marketing useless.


A good website is the only way to get your clients to stick around. We recently conducted some research and discovered that only 45% of shop websites were professional. This meant that a whole 55% of auto restoration, restyling, and performance shop websites looked unprofessional. 


To ensure that your clients stick around, start improving your website's appearance and trustworthiness today.


By hiring a team of professional website developers and designers, you can make sure your marketing won't go to waste.


Make sure your website is:

  • Easy to read
  • Easy to navigate and understand
  • Nice to look at from a design aspect
  • Professional and up to date
  • Full of all the information your clients need to know
  • Loads fast
  • Includes an SSL Certificate


Don't forget to add regular content to your blog too! Having high-quality blogs and articles on your website proves that you're an expert in your industry.

3.  Improve your presence on social media


Updating your social media is also important for your digital marketing. By having an up to date social media full of exciting and relevant content, you can attract people to your website.


20% of auto shop businesses still don't have a social media presence which is crazy considering social media has many advantages to marketing strategies. 


So many people are on social media, over
4.6 billion to be more exact, and all these people are using and checking social media daily. 


The more you post on social media, the more you'll attract people to check out the fantastic work you do in the aftermarket auto restoration, performance, race, and restyling industry. 


Make sure you're posting relevant things to your social media too. If it's irrelevant, your audience won't want to interact with you, and they'll skip subscribing or following you. 


If you don't have a good social media presence, you're also missing out on the opportunity to foster a relationship with your audience and get real marketing results for your company.


Don't forget to post more than just text and images too! Upload videos of your work or some behind-the-scenes footage of your shop to show your audience what it's like in your business.


4.  Enhance your email marketing

If you want to make the most out of your marketing, we suggest focusing on email marketing. You should never underestimate the power it has! 


Email marketing has the best return on investment of any digital marketing technique, and less than 25% of auto shop businesses have a functioning email marketing campaign. 


Sending regular emails to your audience will encourage them to check out what you have to offer, and it'll keep you top of mind when they're looking for the services you offer. 


How do you even create an email marketing campaign?

First, you must create an email list full of interested prospects. The easiest way to gather emails is with the help of an irresistible lead magnet. 


Lead magnets can be anything from exclusive content and free downloadables to a discount on their first project with you. 


Now that you have a stack of emails ready, it's time to build a relevant, engaging, and valuable email marketing campaign. 


Remember, it's important not to spam your audience with countless emails as that might end up driving them away instead.


Try to write a weekly or monthly newsletter to get your readers into a routine of opening your email. 


5.  Concentrate on your branding

Do you ever wonder how many companies become a go-to for almost every consumer?


How did Starbucks become one of the most popular coffee shops despite fantastic small, local coffee places?


The answer is simple - with branding and brand equity.


Brand equity is the value a brand adds to its products or services simply by being itself. So many people choose to get a coffee from Starbucks rather than a small, local coffee shop!


How do you develop brand equity?

  • Build greater brand awareness
  • Communicate what your brand stands for
  • Engage with your audience 
  • Improve customer loyalty


Brand equity takes time to develop, but the more you work on your marketing strategy, the more you'll be able to position your brand as the go-to aftermarket auto performance, restoration, and restyling shop. 


Marketing can be challenging to wrap your head around, especially if you're unfamiliar with what you should be focusing on and when you should be focusing on it. 


But, with the right help, you'll be able to quickly develop a digital marketing strategy that works perfectly for your shop. 


The team at Motorhead Digital has been working with performance and restoration shops for years, and we know how to help you build the perfect strategy for your digital marketing campaign. 


Get in touch with our team today to get noticed online and bring in the high-value projects your shop deserves.

By Shanna Cathey August 20, 2026
The average age of a light vehicle in the United States is now 12.8 years, according to the latest publicly released national benchmark from S&P Global Mobility (the firm completed its spinoff into an independent company, now called Mobility Global, in July 2026, though its research is still widely cited under the S&P Global Mobility name). For the automotive aftermarket, that means a growing population of vehicles entering the years when maintenance, repair, replacement parts, diagnostics, and upgrades become increasingly important. The American vehicle fleet is getting older, and it's changing how aftermarket businesses need to think about growth. S&P Global Mobility reports that the U.S. fleet has grown to 289 million light vehicles in operation. Passenger cars now average 14.5 years old, while light trucks average 11.9 years. The high-volume 2015 through 2019 model years are also moving deeper into the aftermarket service cycle as more vehicles leave their original warranty coverage. For independent repair shops, parts suppliers, restoration specialists, performance businesses, and custom builders, the opportunity is substantial. It is not automatic, however. The businesses positioned to benefit will be the ones prepared to service an aging but increasingly technical vehicle population. Why Does an Aging Vehicle Fleet Create Aftermarket Opportunity? Older vehicles generally require more frequent maintenance and a wider range of repairs. Wear items reach the end of their service life. Seals, wiring, suspension components, cooling systems, electronics, and emissions equipment begin to demand more attention. Owners also start making larger decisions about whether to repair, restore, upgrade, or replace the vehicle. S&P Global Mobility identifies vehicles between six and 14 years old as a prime range for aftermarket service. Its research indicates that vehicles in this age range, along with even older models, are expected to represent at least 70% of vehicles in operation for several years. The newest industry forecast reinforces that opportunity. In June 2026, the Auto Care Association and MEMA Aftermarket Suppliers projected that the U.S. light-duty automotive aftermarket would grow 5.2% in 2026. The market is expected to surpass $500 billion by 2029, supported by the aging fleet, increasing vehicle complexity, and continued consumer reliance on personal transportation. Why Are Americans Keeping Vehicles Longer? High new and used vehicle prices and broader economic uncertainty continue to influence replacement decisions. Many drivers would rather invest in a vehicle they already know than take on the cost of replacing it. Modern vehicles are also durable enough to remain useful well beyond the point when earlier generations of owners may have traded them. From the shop side, the pattern is familiar. A customer says, "I just need it to last another year." Then one year becomes three. The truck remains essential to the business. The SUV stays in the family. The daily driver becomes a project because the owner would rather improve it than start over with another payment. This is where the aftermarket becomes essential. It gives vehicles a second, third, and sometimes fourth life. A 12-Year-Old Vehicle Is Still a Modern Vehicle An older fleet does not mean a simpler repair environment. A 12-year-old vehicle can still contain numerous control modules, emissions equipment, infotainment systems, electronic security features, networked sensors, and early-generation advanced driver-assistance systems. Shops must continue investing in technician training, scan tools, software subscriptions, service information, programming equipment, and calibration procedures. This is also why the Right to Repair issue remains relevant. As Motorhead Digital covered in Part 1: The Right to Repair Fight and the Freedom to Fix Victory , recent federal action created meaningful progress around emissions-related repair information and aftermarket emissions compliance. However, broader questions involving telematics, proprietary software, cybersecurity access, and non-emissions repair data remain unresolved. Older vehicles need more than replacement parts. They need judgment. They need technicians who understand the vehicle as a complete system and can distinguish a smart repair from a poor investment. They need suppliers with accurate fitment data and specialists who can combine traditional craftsmanship with modern diagnostic discipline. Which Aftermarket Businesses Stand to Benefit? Independent mechanical shops can benefit from increased demand for preventive maintenance, diagnostics, suspension work, cooling-system repairs, electrical repairs, emissions service, and age-related wear components. Parts manufacturers, distributors, and retailers can benefit from sustained demand across a wider range of model years. Accurate fitment data, inventory planning, and technical support become even more important when the active vehicle fleet spans decades. Restoration, performance, and custom shops have another opportunity. As replacement costs remain high, some owners will choose to improve vehicles they already own through: Drivability upgrades Modernized electronics Braking and suspension improvements Engine work Interior restoration Full custom or restoration builds The aging fleet is also increasingly diverse. S&P reports that battery-electric vehicles average 3.7 years old, plug-in hybrids average 4.9 years, and traditional hybrids average 6.4 years. Those vehicles will create additional service opportunities as they age, but they will also require new training, safety processes, tooling, and parts knowledge. Trust Becomes More Important as Repair Decisions Get Bigger The owner of a 12- or 15-year-old vehicle may be deciding whether to spend several thousand dollars on a vehicle with limited market value but significant practical or emotional value. That customer is not only buying a repair. They are buying confidence in the recommendation. Shops need to explain: What is urgent What can wait What may fail next Whether the proposed work makes financial sense Which repairs can be completed in phases What can be upgraded Clear inspections, photos, videos, written estimates, and phased repair plans help customers make informed decisions without feeling pressured. Motorhead Digital's Trust, Loyalty & Relationships: The Real Shop Advantage explains why trust often begins before a customer enters the shop. People study reviews, websites, project photos, and social media to decide whether a business looks credible, transparent, and capable. Pricing communication matters too. Older vehicles can expose hidden problems, discontinued parts, long lead times, and changing supplier costs. Tariffs, Pricing Pressure, and How Auto Shops Can Communicate Value Better offers practical guidance for explaining those variables without apologizing for charging appropriately.
Level 7 Motorsports Rebrands Its Parts Store as Spirit and Speed
By Barry Alt August 5, 2026
Level 7 Motorsports rebrands its performance parts store as Spirit and Speed, featuring an expanded parts lineup and a refreshed Shopify website.
A smiling automotive technician in a repair shop raises both fists beneath a banner.
By Shanna Cathey & Barry Alt July 22, 2026
The automotive right to repair battle just saw a massive victory with the Freedom to Fix memorandum. Learn how independent shops can leverage this to win.
AI,
By Shanna Cathey June 11, 2026
AI won't replace your technicians, but it can make your shop faster, sharper, and more visible. Here are 5 practical ways performance, restoration, and custom shops can use AI in 2026.
Macro shot of a workord : “Tariffs, pricing pressure, & how auto shops can communicate value better”
By Shanna Cathey May 1, 2026
Tariffs are squeezing the specialty automotive aftermarket. Here's how restoration, custom build, and performance shops can communicate pricing clearly, build customer trust, and protect their businesses as costs climb.
Students in Wayne Technical Career Center auto shop posing in hoodies around car body panel
By Keith Bourgeois April 10, 2026
What started as a car show became a mission to inspire young builders. See how students are gaining real skills while helping preserve automotive culture.
Automotive technician working on a classic blue Ford Mustang inside a professional performance shop
By Shanna Cathey March 13, 2026
A practical 2026 marketing checklist for custom car, restoration, and performance shops. Learn the essential digital marketing strategies every automotive shop needs to increase visibility, generate leads, and win more builds online.
Two dirty hands shaking, text: Automotive shops prioritize relationships for growth.
By Grace Caple February 16, 2026
Trust isn't a buzzword in the automotive aftermarket, it's currency. Discover how successful shops build loyalty, earn trust, and create lasting customer relationships that fuel long-term growth.
Image of Porsche in a performance shop in the winter
By Shanna Cathey & Barry Alt January 21, 2026
Your shop may be slow in the winter, but it's the perfect time to fix your Auto Restoration, Performance, and Custom Build shop marketing. Learn why winter is ideal for systems, strategy, and growth.
AI’s Place in Automotive Aftermarket Shops - PART 2
By Barry Alt December 13, 2025
How artificial intelligence can power your company’s engine behind the scenes.
Show More