Kyla Sukker is the Office Manager of Access Auto Electrical & Air-Conditioning; an MTA Queensland member business located in Ashgrove, Brisbane specialising in auto-electrical repair work.

Kyla, along with her husband Michael own Access Auto Electrical & Air-Conditioning, and on behalf of the business she joined the MTA Queensland Digital Champion project with an interest in improving the company’s website as well as expanding and enhancing their organisations digital footprint. To do this Kyla knew she had to receive basic education on how to implement digital marketing strategies as well an advice and guidance on what improvements and implementations were required.

After reviewing the business’ website, MTA Queensland first made Kyla a list of recommendations on ways to improve the website. This included elements such as layout, content, web-friendliness, mobile-friendliness and more.

MTA Queensland then went on to organise a personal one-on-one meeting with Kyla designed to present her with a list of recommendations for all her digital platforms and give her instructions on how these can be fixed.

a. Improved Business Processes:

With the view of improving the business processes for Access Auto Electrical & Air-Conditioning, MTA Queensland worked closely with Kyla during a two hour intensive workshop designed to provide her with the tools and knowledge to improve the multitude of digital platforms that Access Auto Electrical & Air-Conditioning use.

MTA Queensland provided advice to improve business processes for:

• Google My Business;
• Google ads;
• SEO and the importance of optimisation and search friendly terms;
• Website improvements;
• Facebook and Instagram posts and scheduling; and
• content creation.

This advice for the various platforms included:

Google My Business:

MTA Queensland made the following recommendations for Access Auto Electrical & Air Conditioning’s Google My Business Profile.

• Encourage customers to leave a Google review. Consider offering an incentive.
• Always respond to good and bad reviews.
• Ensure links go to the most relevant page to ensure maximum amount of bookings.
• Complete some frequently asked questions and answers.
• Focus on the power of organic reach by creating original content.

Google Ad:

MTA Queensland made the following recommendations for Access Auto Electrical & Air Conditioning’s Google Ads.

• Create a specific link rather than a generic one leading to the homepage. This will allow for the business to track the amount of traffic and have real tangible evidence on whether the advert is working or not.
• Review tag words and add additional automotive words such as ‘mechanic’.

Website:

MTA Queensland made the following recommendations for Access Auto Electrical & Air Conditioning’s Website.

• Improve the layout for certain sections of the website.
• SEO optimisation.
• Add embedded map to footer of website.
• Front sliders (images) needs to be optimised as they were different sizes and shapes.
• Add Instagram logo to the social media space.
• Review and fix links throughout website to map, email and phone. (Phone/Email had broken links in the footer).
• Review images through and ensure they are consistent throughout.
• Add content to staff profiles.

Facebook:

MTA Queensland made the following recommendations for Access Auto Electrical & Air Conditioning’s Facebook page.

• Advice on how to schedule posts and a recommended amount of posts per week.
• The pros to using video footage rather than just photos or content.
• Ensure the photos/content posted in of a high quality (eg: no low-resolution photos).
• Encourage owners to tag you in their posts or leave a review. Incentive offered.
• Add a video to cover story space

Instagram

MTA Queensland made the following recommendations for Access Auto Electrical & Air Conditioning’s Instagram page.

• Ensure posts are exciting and capture users’ attention.
• Use filters, boomerangs, stickers etc
• Post content to Instagram Stories
• Work on building followers through following other pages and creating quality content.

In addition to providing advice, MTA Queensland also provided Kyla with the a ‘How to’ document for Social Media and WordPress. These documents were designed by MTA Queensland specifically for small automotive businesses and they act as a step-by-step guide as well as providing general advice and tips.

b. Attraction of Additional Customers and Expansion into New Markets:

Through the implementation of MTA Queensland recommendations, Access Auto Electrical & Air-Conditioning will attract additional customers and expand into new markets by:

• Increasing their digital footprint;
• Improving their website and making it more attractive and user friendly (both on PC and mobile); Improving their Google Ads by adding tag words and implementing trial and error;
• Improving their google ranking through; – Creating and distributing original and quality content – Ensuring their content and business information is consistent across the many platforms – Improving their SEO optimisation;
• Posting quality and timely content to their social media platforms including Facebook and Instagram; and
• Monitoring online communication and reacting with timely and professional responses.

c. Achievement of a Better Work/Life Balance While Growing the Business:

Kyla and her team at Access Auto Electrical & Air-Conditioning who are responsible for managing digital marketing will achieve a better work/life balance while growing the business by executing a number of small but impactful processes.

The ability to schedule posts on Facebook and in WordPress means that Kyla will only need to dedicate a small window each week to creating and distribute content and this will automatically be posted on the date/time selected in advance. Scheduling social media and website posts each week is a fantastic tool for small businesses that allow for better time management. MTA Queensland provided Kyla with a tutorial on how to do this as well as a ‘how to’ document for both Social Media and WordPress.

With quality content being one of the most beneficial tools to boosting a business’s profile, MTA Queensland also advised Kyla on the importance of taking video/photo footage throughout the week. This will give the business a library of content to rely on for their social media and website as well as ensuring that the business is using original content that consumers.

d. Any Issues of Concern:

The issues of concerns for Access Auto Electrical & Air-Conditioning include some of the website improvements requiring major changes which will require a developer to implement these. In addition to this, there are instances of inconsistent information throughout the platforms (such as two phone numbers on the Google My Business profile). Kyla and her team will need to ensure that the correct information is displayed throughout the platforms, and that the information is consistent across the mediums.