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Most people, when they hear LinkedIn, they think of a site where professionals post their resumes, maybe network, and that’s it. However, there’s more that you can do with LinkedIn than you think. According to HubSpot, in a study of 3,128 B2B customers, LinkedIn generated the highest visitor-to-lead conversion rate at 2.60%, four times higher than Twitter (.67%) and seven times better than Facebook (.39%).
How can your dealership benefit from LinkedIn? Research shows that keeping up to date with the latest business and product news and technologies is the most popular use of social networking: 61% of socially networked industrial and tech pros say they use various social channels for that purpose. In addition, such professionals use social networks to find information about products: 46% find peer reviews and recommendations, and 44% find vendors.
In order to benefit from this sector, here are some helpful tips to keep your LinkedIn profile up to par:
1. Keep your employee page up to date - Recently LinkedIn added this feature for Company Page admins. From your company’s overview page, you can see a list of all current employees. Remove any past employees that no longer work for you. Simply click on the triangle on the side of the person’s name. Here is an example:
2. Refresh your Dealership Info - Take the time to update your dealership profile and keep it up to date with any recent blog posts or new vehicles that will hit the market.
3. Add your most popular Products and Services - Under your company overview page, there is a product and services tab.
Here you can add your most popular products and services as well as receive recommendations from your peers.
4. Update your Status - In the LinkedIn world, quality over quantity matters. You don’t have to constantly post updates like you would in Twitter. I would say two to four relevant, noteworthy, and compelling posts are sufficient for LinkedIn a day.
5. Join and Create Groups - Join groups that your clients and potential customers are a part of. Here you can note what the industry trends are as well as develop a rapport with future customers. You can also create a group to control content and reach. The goal is to engage your audience and leverage your thought leadership to make a difference with members of your group.
6. Import Contacts- If you’re brand new to LinkedIn or you want to start building your network without having to search for people, you should use the import function. LinkedIn allows you to important contacts from Windows Live, Hotmail, Gmail, Yahoo! and AOL.
With those tips in mind I leave you with a little quote from Chris Burke, director of business development, "Use Social Media as a way to create new streams of value for audiences, not as another means to broadcast a marketing message. Especially when targeting B2B professionals, the first step in engagement should be asking the question, 'How can we add real value to the conversation?’”