Why Marketing for MROs Isn’t About “Likes”

By Paula Williams, ABCI – Aviation Business Consultants International

Introduction: Modern Marketing in Aviation Repair and Maintenance

If you’ve spent any time in marketing conversations lately—whether with in-house staff, agencies, or software providers—you’ve probably heard a lot about “engagement,” “reach,” or “going viral.” While these are valid metrics in certain industries, they’re practically meaningless for most MRO providers.

Your clients don’t care if your Instagram post gets 500 likes.

They care if their aircraft is ready on time and up to standard.

And you care if your phone rings with high-quality leads from serious operators.

That’s why at ABCI, we say:

“Marketing for MROs isn’t about likes. It’s about lift.”

And by lift, we mean revenue.

Let’s talk about how to make your marketing system work as predictably as your hangar floor.

“Who have you worked with in this industry? “

An excellent question you should ask of anyone before you engage them to do any kind of marketing – do they know the industry, the vocabulary, the players? We’ve worked with over 100 companies in the aviation industry over the last decade.

The Real Problem: Why Traditional Marketing Falls Flat for MROs

MROs are in a category all their own. You operate in a world of technical complexity, regulatory scrutiny, and high-trust relationships. The decision to choose (or change) an MRO isn’t based on flashy slogans or gimmicks. It’s based on:

Reputation
Reliability
Repeatable processes
Proof of performance

So why are so many MROs stuck with generic marketing that feels more like fluff than function?

Here’s what we hear most often from MRO clients:

“We’re too busy fixing aircraft to think about funnels or websites.”
“Our last agency didn’t understand the industry. We spent a lot and got nothing.”
“We get some work by word of mouth, but we want more consistency.”
“We tried running ads, but we mostly got tire-kickers.”

If this sounds familiar, you’re not alone. The marketing world often overlooks aviation altogether—or worse, treats it like retail or real estate.

But your business deserves better. Your marketing should be just as precise and dependable as your torque wrench.

What Successful MRO Marketing Actually Looks Like

You don’t need 10,000 Instagram followers.

You don’t need a viral TikTok.

You need a marketing system—one that:

Educates people about your specialties (AOG support, interiors, avionics, etc.)
Qualifies the right kind of customers (operators with aircraft types you support)
Converts those leads into booked calls, quotes, or visits

In short, marketing should:

👉 Bring you better customers,

👉 Reduce sales time, and

👉 Increase revenue—without increasing headcount.

That’s the approach we use with MROs across the country.

What Makes Marketing Work for MROs?

There are three key principles we build all our aviation marketing systems on:

1. Speak Their Language

Pilots and DOs aren’t impressed by buzzwords. They want to know:

Do you support their make/model?
Can you meet their inspection deadline?
Do you have expertise with the mod they want?
Do you have the right tools and technicians?
What’s your track record?

Every piece of content—your website, your LinkedIn posts, your emails—should communicate competence, credibility, and consistency.

2. Offer Real Value

Skip the “10% off” gimmicks. Offer:

A free checklist
A scheduling tool
A pre-buy inspection guide
A webinar on corrosion control or maximizing performance

These tools build trust and demonstrate expertise—critical to getting high-value leads.

3. Make It Easy to Respond

MRO decision-makers are busy. Make sure your calls to action are:

Clear: “Schedule a free consultation”
Low-risk: “No obligation. Just a 20-minute call.”
Fast: “Pick a time on our calendar here.”

Remember: Your marketing should never feel like more work for your prospect.

How ABCI Builds Marketing Systems That Work

We’re not a traditional agency. We don’t sell hype. We build repeatable systems based on decades of aviation experience. Here’s what we do:

🔧 Strategy

We start with a marketing audit and a custom campaign plan. We map out your audience, your message, and your most profitable services.

🛠️ Implementation

We write the content, create the materials, build the emails, and connect the tools. We handle the heavy lifting while you keep the aircraft flying.

📈 Measurement

We don’t just hand you vanity metrics. We track calls, consultations, conversions, and closed deals.

What Makes ABCI Different from Other Agencies?

Most agencies focus on B2C (business-to-consumer). ABCI specializes in B2A — Business to Aviation. Our clients include:

Part 145 repair stations
Part 135 charter operators
Avionics and paint shops
Aircraft sales and brokerage firms
Aviation software and support companies

We speak the language. We know the acronyms. And we know that in aviation, trust and safety are everything.

That’s why our clients stick with us—many for over a decade.

Your “Because” Statement (Borrowed from Gerry O’Brion)

If you’ve read They Buy Your Because by Gerry O’Brion, you know that every great company needs a compelling reason why customers should choose them.

Here’s ABCI’s “Because” for MROs:

Because we help MROs grow without adding salespeople — by creating content that educates, qualifies, and converts your best-fit customers.

This statement isn’t fluff. It’s rooted in outcomes we’ve delivered over and over again.

❓ Frequently Asked Questions: MRO Marketing with ABCI

1. “We get most of our business through word of mouth. Do we really need marketing?”

Absolutely — and that’s exactly why you need marketing.

Word of mouth is powerful, but it’s unpredictable and often seasonal. A solid marketing system ensures that you’re top of mind, easy to find, and consistently communicating your value — even when referrals slow down.

We don’t replace referrals — we amplify them.

2. “What kind of results can we expect?”

Every client is different, but here’s what you can expect from our typical six-month campaign:

A stronger online presence that attracts your ideal clients
More qualified leads coming through your website or email
Reduced time spent chasing dead-end inquiries
Clearer messaging that sets you apart from competitors

We measure success by leads, consultations, and revenue — not likes or clicks.

3. “We’re already swamped. How much time will this take from our team?”

We designed our process to minimize impact on your operations. After an initial onboarding call and review of your materials, we do the heavy lifting:

We write the content
We manage the tools
We track the metrics

You stay focused on what you do best — keeping aircraft safe and airworthy.

4. “Is this a one-size-fits-all marketing program?”

Not at all.

Every MRO is different. Whether you focus on turbine inspections, avionics upgrades, paint and interiors, or all of the above — we customize your campaign based on:

Your location
Your services
Your target aircraft
Your ideal client base

This isn’t a template. It’s a tailored marketing system that works in your world.

5. “We tried marketing before and didn’t get results. What makes ABCI different?”

We understand the aviation industry because we live in it.

We don’t just “do marketing”—we build systems that make sense for aviation. Many agencies focus on flashy visuals and trends; we focus on:

Clear messaging
Lead generation
Conversion tracking

And we stay with you after launch to adjust and optimize. You won’t get ghosted or left with a login and a PDF.

6. “What’s the investment?”

Our six-month campaigns are scalable, based on your goals and resources. We’ll walk you through the options during your consultation. But here’s what we can promise:

No hidden fees
No long-term contracts
No hard sell

Just a straightforward discussion of how we can help — and if we’re the right fit.

7. “How do we get started?”

Easy. Just visit our calendar and book a quick discovery call:

👉 Schedule a free consultation

Or give us a call at 702-987-1679

We’ll talk through your goals, review your current strategy (if any), and recommend a plan to start getting results fast — no pressure, no obligation.

Schedule a Free Consultation