But what, exactly, does a well-rounded strategy look like?
A solid strategy involves integrating the Four Pillars of Effective Business Marketing for auto restoration, performance, racing and restyling shops into your approach.
Those pillars are:
Last time we tackled the first two. Now, let’s look at the others.
While video may demand more effort to perfect than snappy copy or sharp photos, it’s undeniably the best way to showcase your shop's incredible work or review products on your website. When paired with high-quality images and compelling text, video becomes an unbeatable tool for capturing attention and driving engagement.
Video is so important in auto restoration, performance, racing, and restyling shops as it not only increases your visibility and connects with your audience on a much deeper level, but it also improves your relationship with existing clients.
Think about it.
Videos let you show off your expertise in action. Whether it’s a time-lapse of a restoration project, a walk-through of your shop, how you're performing specific performance upgrades, on-track video, or customer testimonials, video can bring more life to your brand.
Videography proves that you know what you're doing, highlights the great products you carry, and lets potential customers see the quality of your work up close and personal. With a video, they can clearly envision what you can do for them and their vehicles and get pumped to start their next project with you.
Data shows that videos also perform very well on YouTube and social media over the written word or photos. Video can stop scrollers in their tracks and get them to interact with your content.
A good video will be shared, liked, and commented on, getting your shop in front of more people. According to Search Engine Journal’s 2023 Social Media Statistics report 70% of viewers become aware of new brands because of YouTube videos and viewers are twice as likely to buy something because they saw it on YouTube.
WARNING: As with images, videos are also subject to copyright law, so it's important to proceed with caution. We strongly recommend creating and using your own original video content whenever possible.
Pro tip: Keep it short and sweet. According to Forbes's Top Social Media Statistics And Trends Of 2024; Short form video clips are 2.5 times more engaging than longer videos, and 34% of consumers appreciate the more genuine nature of the shorter form.
Shorter videos are more likely to hold viewers' attention and get your message across quickly, so aim to keep your videos concise and to the point.
Now let's bring it all together for solid digital marketing and messaging for your business.
When it comes to making your shop or products stand out when marketing your business and getting customers to act, messaging combined with your branding, photos, and video is everything.
Remember, it’s not what you say, it’s how—and where—you say it! Good messaging cuts through the noise, gets attention, and convinces potential customers you’re the best choice for them.
Think of messaging as the voice of your marketing strategy. It’s what communicates your business's unique value, the quality or your work or products, and why you’re better than your competition. Your digital messaging should tell your audience that you’re the right choice for their next big auto restoration, restyling, or performance project.
Remember: From the tone of your social media posts and the style of your email marketing to the content on your website and the ads you run, your messaging should be clear, engaging, and always on brand.
Pro tip: Add quizzes, polls, or interactive features to your digital content. This will boost engagement and provide valuable insights into your audience's preferences.
By focusing on branding, photography, videography, and digital messaging, you can build a strong, engaging digital marketing presence for your auto restoration, performance, racing, and restyling shop.
Each pillar plays a crucial role in attracting and retaining customers, boosting your shop's reputation, and ultimately making your shop more successful.
FINAL THOUGHTS: To effectively implement each pillar, it's best to hire professionals skilled in branding, photography, videography, and digital marketing—unless you have someone qualified on your staff.
Professionals bring the expertise, tools, and experience needed to craft a compelling brand story, capture stunning visuals, and execute a consistent marketing strategy.
For a deeper dive into these key pillars check our website for more detailed blog articles on each subject.
With over 27 years of experience, Barry leads a digital marketing team focused on transforming the online presence of businesses in the automotive aftermarket. Their signature programs—Location, Site, and Marketing Maximizer™—are designed to enhance websites, social media, and digital marketing strategies, attracting quality leads and maximizing revenue for auto restoration, performance, and grassroots race shops.
The MHD team can be reached at (585) 766-9785, maximizesales@motorheaddigital.com, or online at MotorheadDigital.com.
BARRY ALT and his team at Motorhead Digital have over 25 years of experience in digital marketing and website development. They offer their DONE-FOR-YOU Location, Site and Marketing Maximizer™ programs that will supercharge your site, social media and your entire online presence so you attract better, high-value leads into your shop. You can reach him at (585) 766-9785, balt@motorheaddigital.com, or online at MotorheadDigital.com.
As seen in The Shop Magazine
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