By Melanie Borden, VP of Marketing, Celebrity Motor Cars
At the end of 2019, I asked myself what I could do better in 2020. I reflected on how I could best make use of my marketing knowledge to help others in our company in 2020, while also bringing value to myself.
I saw an opportunity for our sales team to brand themselves, while at the same, also promoting the dealership. Many of the team members wanted to be more active on social media but weren’t exactly sure how to get started, so we started offering new social media training, specifically focused on branding.
As Celebrity’s VP of marketing, I felt I had to lead by example to show that if I can do it, they can too. So, as a starting place, I decided to focus on branding myself, using the most undervalued, underutilized, and growing social media platform for business – LinkedIn.
LinkedIn now has more than 675-million members. Over the last few years, I have seen how LinkedIn can elevate someone’s online profile and how you can develop a network of like-minded individuals. It is a professional network, and from what I’ve seen, there seems to be less negativity than the other social media platforms.
It’s a business audience, so if you are targeting Fortune 500 companies or C-Level executives, these decision-makers are active on the platform. LinkedIn allows you to consistently showcase your achievements, your work history, interact with past, present, and potential colleagues; and to post articles that provide value to your network.
LinkedIn can open the door to new business opportunities and help you to form valuable relationships. You can engage and stay connected with customers and make meaningful connections with industry professionals that you wouldn’t otherwise be able to reach.
Here are three ways to optimize your LinkedIn and set yourself up for success:
1. Don’t neglect critical areas that may harm you in the future.
When managing your social media presence, take the same steps as you do for looking after your health. This means regular check-ups and comprehensive workups to catch anything that could harm you in the future. Keep in mind, recruiters and potential employers look at candidate profiles to get a sense of who an applicant is and what value he or she brings. Your profile should represent you well with a professional image, as well as a detailed description of your skills, accomplishments, and work experience.
2. Have a well-thought-out plan with goals defined.
When I worked with dealers as a vendor, I would meet with my clients every month to discuss strategy. We discussed their PMA, who their competitors were, how many sales they had, how many ROs they closed, any OEM programs running, inventory supply, etc.
They had objectives to hit and numbers to obtain and a marketing plan to help support them. Take this same type of business approach for your social media presence – figure out who your audience is, set a goal, and map out what you are going to do to improve.
3. Provide value.
The most successful people on LinkedIn are providing useful information to their network, without expecting anything in return. Post original content with helpful tips, strategies, how-tos, or insights that can help others in the car business (or any business).
Building a brand on social media, like anything, takes a lot of time, effort, consistency, and strategy. But with a dedicated effort and a solid plan in place, you will be well on your way to successfully growing your social network and presence.
View More Articles in Dealer Magazine
This article was published in the August 2020 Issue of Dealer Magazine. You can view the August 2020 Issue here.
About the Author
Melanie Borden serves as the Vice President of Marketing for Celebrity Motor Cars.