How To Market Your Driving School Business

Photo by Brooke Lark on Unsplash

So you’re following your dream of being your own boss and starting your own driving school.  That’s great. While you’re still establishing yourself, money is going to be very tight, but you need to find clients, which can be expensive.  And so the circle goes round and round. 

Driving school marketing has come such a long way over the past 15 years.  Back in the days before the internet, driving schools used to try and choose names that began with the letter A, or as close to the beginning of the alphabet as possible.  Do you know why? Because that’s the order they used to appear in the Yellow Pages. If only it was as easy as naming yourself the Aardvark School of Driving.  

While you’re going to have to invest time in marketing your business, here are some of the basics you can do with very little financial investment.  


Claim Your ‘Google My Business’ Listing

Some people don’t get past Google when it comes to searching for driving lessons. So help your dream to become a driving instructor and make sure you claim your listing and complete all of the contact, price and opening hours information.  This is one of the easiest and most effective things you can do when starting a business you want to be found by people in a specific area. 


Use Social Media 

Find out which platforms your ideal students are on.  Facebook and Instagram are good for covering your bases. 

Set up your profile so that people can see exactly what you do and what you offer.  Complete your profile thoroughly and make sure you respond to any queries and direct messages quickly. 

Photograph and tag-successful student’s in posts (with their permission, of course) and encourage them to share it. This will increase your reach to prospective customers.  


Run Contests

Running competitions that offer free lessons, or money off is a great way to increase engagement on your social pages.  They encourage people to like and share your page, or you can collect names and email addresses for your promotional emails.  Just be sure to follow all necessary GDPR guidelines when you’re doing this.


Get Reviews

Customer reviews and testimonials are one of the best ways to promote your driving school. Most people will ask their friends and family for recommendations and then look at reviews on the internet and social media. 

88% of people trust online reviews as much as personal ones. 

Encourage your customers to leave you a review on Facebook and Google.  


Offer Referral Incentives 

Offer a refer a friend scheme to your customers.  If your customer is still learning to drive you could give them a free lesson for every person who makes a block booking or offer them 10% off their first lesson.  Whatever, you can manage to make the offer attractive will work well. 

Reach out to previous customers with details of the referral scheme too. A happy person who has passed their test with you will be more than happy to send others your way. 

By following the above tips, you’ll be able to turn your driving instructor side-hustle into a thriving business without having to spend a fortune. 


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