As a car sales professional or car dealership, you might not have though about including LinkedIn into your marketing mix. The “professional business social networking tool.” But hold on, can you really be selling cars using LinkedIn?
How to Start Selling Cars Using LinkedIn
Selling is all about building relationships. You can build relationships with people anywhere. However, the most effective place to build relationships is where your audience already is. And they are regularly using LinkedIn. LinkedIn has over 450 Million members viewing over 45 Billion pages per month. Over 106 Million of those members visit the website monthly. Thats a lot of people! ….That’s a lot of potential customers!
Here’s how its done:
1 – Know Your Audience
What makes your audience tick? What are they interested? Lets take for instance you are a sales person at a Land Rover dealership. Through talking with your clients, you know they tend to like the finer things in life. They enjoy upscale restaurants, evenings at the theatre, long country drives with the comfort of all of the Land Rovers features. This is the key knowledge that will help you with selling cars using LinkedIn.
2 – Talk Directly To Your Audience
In the example above, you would want to write LinkedIn posts about some new and upcoming fine dining restaurants within your targeted geography. You might also want to talk about live show reviews from theatre within your area. Have a great country driving route where owners can really test the limits and enjoy their driving experience? Write a post about it. The goal here is to start building relationships with your audience. Giving them the content they crave. But it has nothing to do with the vehicle you say? Its not about selling at this point. Its about building the relationships. At this point you are speaking to their lifestyle. You will weave in more information
3 – Connect With Your Audience
Connect with your past customers on LinkedIn. Don’t send the standard LinkedIn invite – add to the message by introducing yourself, and talking about how great it was to do business with them and how you look forward to serving them. (Let’s hope you have also been reaching out to them offline, by phone perhaps, and asking how their car is doing – if they are happy with the service – and asking for referrals.) Before connecting with your previous customers and contacts, make sure your LinkedIn profile us up to date, its the only way you can start selling cars using LinkedIn.
4- Promote Content to Your Audience
Selling cars using LinkedIn is a slightly difficult if you dont have an audience on the social channel. If you are not yet connected to your target audience on LinkedIn you’re going to have to start getting your name out there on the channel. Ok, you would think its hard, since your news will not show up in their feed if you’re not connected. Well, its pretty easy to connect with your right audience. Outside of randomly sending connection invites…. lets not do this. It’s super annoying, especially if the person doesn’t know anything about you and why on earth you would be trying to connect with them. Perhaps one of the best ways to reach a new audience on LinkedIn is by using LinkedIn Sponsored Content.
LinkedIn Sponsored Content
Besides connecting with your business contacts in LinkedIn, its also a great way to share content and interact with associates. If you want your chosen content to reach outside of your network, LinkedIn has a way that you can pay to reach a target demographic where you content will show up in their news feeds. Why is this great? It expands the reach of your content, giving you the opportunity to reach an entirely new audience. You can choose your exact target demographic (geography, position titles, background experience, etc), pay a few dollars, and you have just cast a wider net with your messages. Make sure the messages are good and speak to your new audience, and you have a great chance to build some new relationships and drive leads. And we all know where relationships and leads can end! R+T=S.
I am looking for eager Automotive Dealerships and Automotive Sales Professionals that want to use social media to start building proper relationships online. Relationships where you will be seen as the trusted source of information. Are you committed to build your business using digital to connect? If this is you, please connect with me and lets talk!