Internet technology is changing the way companies connect with the marketplace and convert prospects to satisfied customers. From e-mail campaigns to search engine optimization to tweets, large and small businesses rely on a range of online strategies to capture market share and achieve meaningful business growth.

For a variety of reasons however, the auto body industry has been slow to adopt Internet-based technologies, according to Brad Weisberg, founder and CEO of www.BodyShopBids.com.

“That’s unfortunate because Web technologies are cost-efficient and effective ways to build trust with prospective customers, equipping vehicle owners with the information and resources they need to commit to a repair appointment,” he said. “With minimal effort and disruption, body shops can retool their businesses to address the unique challenges and opportunities associated with proven Internet technologies.”

Weisberg outlined five online strategies body shop owners can employ to improve operations and connect with repair customers.

1. Create a polished company website
   A shoddy, half-finished website is worse than having no website at all. The best body shop websites have fully developed, updated and informative with useful content for prospective customers. In addition to quality content, it’s important to make sure your website clearly lists your shop’s phone number, address and hours of operation as well as a “Contact Us” form that allows prospects to reach your shop via email.
    
2. Establish a social media presence
   Social media is the digital version of word-of-mouth marketing. By creating a business profile on Facebook, Twitter, LinkedIn and other social media sites, repairers can make it easier for customers to find their business and share shop information with other prospects in their social networks. In some cases, it may be appropriate to participate in click campaigns on popular social media sites. The advantage of advertising on social media is that repairers can focus their advertising spend on local customers and only pay for customers who click through to their business website.
    
3. Get listed
   Localization is the name of the game in today’s online marketplace. Large brands and small businesses are racing to connect with consumers using the localization features available on smartphones, Internet searches and other technologies. Getting listed in online directories and business listings is easy. Shops can be listed in common online directories like Bing Business Portal, foursquare, Google Place and Yahoo! Local for increased visibility.

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4. Manage your online reputation
   Reputation management is the process of maintaining a positive online presence. There are many places for disgruntled customers to air their complaints to large online audiences, so it’s important to be proactive in efforts to promote positive online mentions. Start managing your company’s reputation by completing a Yelp profile. Online users understand that many of the people who leave comments on Yelp have an axe to grind. But by completing a Yelp profile (including photos), a shop increases the likelihood that online readers will hear their side of the story.
    
5. Explore Internet-based service
   Internet technology is constantly evolving, so it’s important to maintain an awareness of the services that can improve your shop’s ability to connect with targeted Internet audiences. When they are deployed strategically, search engine optimization (SEO), apps and other online services can play an important role in generating leads for businesses and expanding their visibility.

“The careful application of several simple Internet-based technologies can have a measurable impact on lead generation, marketing presence and business revenue in most auto body repair businesses,” Weisberg said. “But it’s important to keep in mind that no single online strategy is capable of achieving maximum results. To succeed online, body shops need to maintain an ongoing commitment to incorporating Internet technologies into their business plan.”