Social media is here to stay, and businesses in every industry should take full advantage of it. With the colossal amount of users that Facebook, Instagram, and Twitter have, there is boundless potential for lead generation.

But, like with any other tool, social media will only benefit you if you utilize effectively. Fortunately, is easier than you think. Let's take a look.

1. Geotargeting

Geotargeted social search is one of the most efficient methods to reach the members of your audience who are local to your business. Rather than run ads that target an arbitrary number of potential customers, geotargeting allows you to maximize the potential of the money that you spend on social media advertising.

It's also an opportunity to see what these members of your audience are saying about the product or service you provide. This will give you insight into what they like, don't like, and what they wish they had.

Twitter is particularly useful for this endeavor. The platform even lets you accomplish this without any third-party plugins via the advanced search option. Although, official plugins make the lead generation process much easier.

2. Share Content That Needs Personal Info to Unlock

This is one of the most important strategies you can incorporate. A huge part of the process of encouraging your demographic to make a purchase involves acquiring their personal information so you can send them offers that are tailored to their interest. By sharing content that requires them to input at least their email address in order to access it, you've opened up a whole new channel in which to market to your consumer.

While not everyone who clicks on your shared content will be willing to input their personal information, there are plenty who will if they find the content intriguing enough. This is actually beneficial to you because it weeds out members of your audience who are only casually interested in your product or service and allows you to target those who find more value in it find more value in it.

The's, those who subscribe instantly become promising leads. You can share content like this on virtually any platform, but the  Big 3 (Facebook, Twitter, and Instagram) will net you the most traffic.

3. Use Integrated Ads

Social media platforms offer advertisers a way for them to target their audience directly. But, the benefits don't stop there. Social media targeting software has evolved to the point where you can generate leads within social networking sites.

This software provides consumers with something of value to them, such as an eBook, newsletter, or coupon, in exchange for their contact information. Given that most people can't resist something free (or something that will save them money) if it's relevant to their interests, you really can't go wrong with this strategy.

However, there is one thing to avoid: asking too much. People are fine with giving out their email or gender​​​​​​​ but are likely to get deterred once you ask for their address and phone number. So, be careful not to scare them away.

LinkedIn and Facebook offer lead generation forms that only take a few clicks to complete. Not only does this make it as easy as possible for the consumer to fill out the form, it also ensures that they never have to input any information that they would be uncomfortable with.

Social media is one of the most powerful tools at your disposal as an advertiser. As long as you take the time to plan appropriately, you'll find yourself obtaining more leads than you ever thought possible.

In the past, it was harder for negative experiences to be shared by disgruntled customers.

Unless they happened to take it to the newspaper or media, their sphere of influence more or less ends with their friends and family. Today, all it takes is one post on social media to deliver a devastating blow to companies in nearly any industry.

The truth is that online reputation matters. In fact, it matters so much that a negative reputation on the Internet could have adverse consequences for your business for years to come.

So, how can it affect you? Let's take a look.

Customers May Not Give You a Chance

Given the immense accessibility that the Internet provides to prospective customers, there is virtually no reason why somebody would not check the reviews of business before choosing to purchase a product. In fact, approximately 78% of consumers claim that they have made purchases that were influenced by social media posts.

This process is further simplified by the fact that Google often shows reviews of businesses at the top of the first page. Here, you can generally find what customers have to say about service and quality, and what former employees have to say about company policies.

Online shopping is experiencing a sharp increase in popularity in the automotive industry in 2018. The last thing that you want is for someone to see negative reviews or comments about your dealership, as this will deter them from ever clicking on your site.

Talented Workers Will Avoid You

Unfortunately, an indirect result of a customer venting about the poor experience at your establishment could be that talented professionals who are seeking a new position in the industry go out of their way to avoid applying to your business. Even if the negativity is not associated with employment at your dealership, potential employees will see your business in an unfavorable light.

Some professionals would even avoid accepting a job with a company that has a poor reputation even if they were currently unemployed. Thus, you'll miss out on talented individuals who could help grow your business if you don't make sure your reputation online stays positive.

Your Competitors Will Gain an Advantage

The trouble that arises from deterring high-level talent from wanting to work at your company isn't limited to the loss of a potential employee. If that person is set on working in the automotive industry, there's a good chance that they will end up working for one of your competitors instead.

Similarly, the customers that you miss out on will also end up at your competitors' doorstep. Over time, negative reputation can simultaneously weaken your business while strengthening those who compete with you, making the situation that much worse.

Once you start this downward spiral, they can be difficult to recover. Therefore, maintaining a positive reputation (both online and offline) is essential to making sure that you continue to thrive.

So, How do You Prevent Negative Reputation?

It all starts with catering to the needs of your customers in a timely and friendly manner. When those who enter your business feel more like people and less like sales numbers, they'll be more appreciative of the service you provide.

In the event that you do come across negative posts about your business, respond to them politely, professionally, and with a proposed method of reconciliation. That way, others who may read the post will see that you acknowledge your faults and are looking to rectify them.

With this in mind, you'll be well on your way to building a solid, positive reputation online for your potential customers to find.

We've reached a point in the Internet's development where you can buy virtually anything from the comfort of your own home. Rather than go out and shop, consumers can use their computer or mobile device to browse through catalogs to find what they're looking for.

While this is an innovation the mini did not expect to see in their lifetime, it does come with a negative side effect: it's causing significant harm to the retail industry. And, the automotive industry is not exempt.

Is the future as bleak as it seems? Let's look at the facts.

Dealerships May Be in Trouble

With more and more people shopping for cars online, they have less of a need to visit a dealership. While they'll obviously need to make the trip in order to see the vehicle they're interested in, they'll be spending less time there than ever before.

As a result, salesmen will find themselves with far more periods of inaction due to the lower volume of consumers who aren't quite sure what they're looking for. Furthermore, customers who are more adamant about the purchase they want to make are less likely to be swayed by sales tactics, regardless of the deal being offered.

So, what does this mean? Unfortunately, as face-to-face interactions with the sales staff become less frequent, the need for a large sales team becomes difficult to justify.

Adaptation is Key

Fortunately, online shopping isn't the proverbial nail in the coffin for car dealerships. Like in any industry, adaptation is necessary for survival. In this case, dealerships will need to take advantage of the fact that consumers are spending more time online and grab their attention.

This means putting more manhours into social media strategies and reputation management as opposed to focusing too heavily on the physical sales made at your dealership.

You're already dealing with consumers who know what they want. But, you also need to worry about online customers who don't know what they want. The way you handle sales interactions with these customers is crucial.

In short, you need to offer them convenience and lay off the pressure. Giving them the chance to customize their purchase decision online as opposed to being bombarded by offers on the lot can go a long way toward making them sign the papers.

Equip Yourself to Handle The Worst

So, let's say that in the future e-commerce is hitting your dealership a little harder than you'd anticipated. You'll be glad that you invested the extra time in optimizing your company's website to make it as easy as possible for consumers to visualize what they want from your dealership.

Interactive 3D models, detailed descriptions, and easily accessible reviews for vehicles and add-ons will help streamline the purchasing process for your customers. Loan calculators are a good addition, as well.

The worst-case scenario is that your lot gets less initial foot traffic. But, this is your chance to garner more online traffic that will eventually convert into a sale. Regardless of how you may feel about online shopping in the automotive industry, one thing is clear: it isn't going away.

Therefore, it's better to acknowledge it and modify your marketing tactics. And remember, even if you don't, your competitors will.

Finding potential candidates for an open position can be stressful. Not only do you have to deal with the pressure of filling in the void left behind by a previous employee, but you also have to devote time to vetting applicants in a quick and efficient manner.

As you can tell, this can cause a great deal of stress to the hiring manager if your dealership implements an inefficient hiring process. Luckily, however, there are steps you can take to make the transition from applicant to employee relatively seamless.

Let's take a look.

Look for the Right Personality

This isn't to say that you should choose someone hardworking for some positions. You should choose someone hardworking regardless of the position that's open.

Everyone is naturally geared to certain types of occupations. For example, analysts are often introverted and quiet by nature. Sales team members are almost always extroverts who thrive in an environment where they verbally communicate with other people.

Similarly, the people best suited for management positions speak and act confidently, and always accept responsibility for their mistakes. While the person you're looking for will vary widely depending on the position in question, you should always make sure to consider whether or not the applicant has the natural tools to thrive.

Rework Your Interview Routine

Many companies are still stuck in the past with the way they run their daily operations. This is often evident through the continued use of old software but occasionally shows in the hiring process, as well. While factors such as background checks and previous employment are important, there are others to consider.

An applicant could be a perfect fit on paper but be stubborn and difficult to communicate with in practice. Therefore, the actual interview should be treated as an opportunity to get to know the applicants rather than just have them recite off their past achievements and experience. While technical skill and time in the industry are important, the ability to communicate, learn and take initiative when appropriate is just as vital to have.

You should also allow the interviewee to ask you questions during the interview, such as what you like most about the company or what they can realistically expect day to day if they were to become employed.

This level of transparency will not only foster a positive relationship with the future employee but will also ensure that people who do not feel up to the task don't waste your time or their own.

Maintain Positive Reviews

There are plenty of sites where former employees can post reviews of companies that they've worked at in the past. And, a surprising amount of prospective workers will check these resources before applying at a specific business.

If your company has a poor online reputation, it can drastically affect whether or not people apply for an open position. Even if the criticism stems from an employee who no longer works at your dealership, there are still lingering consequences.

Therefore, you should go above and beyond when it comes to maintaining a positive reputation online. In the event that somebody does have a negative statement about your company, it's a good idea to respond calmly, professionally, and offer a way to rectify the situation.

Unfortunately, it can be difficult (or even impossible) to recover from a handful of negative reviews. Thus, preventing them in the first place should be a top priority in order to draw more qualified employees to your dealership.

Hiring can be stressful for both the manager and applicant, but it doesn't have to be. Workers are attracted to companies that are cast in a favorable light, and they'll appreciate the depth of the communication you have with them during the interview.

As long as you make your dealership a place where employees look forward to coming to every morning, you can't go wrong.

Management can be a difficult task for almost anyone. Not only do you have to be conscious of keeping lower-level employees on track, you have to handle the tasks given to you by your superiors, as well. Thus, it's no surprise why many people simply aren't cut out for management positions.

Luckily, there are ways to ease the burden of internal management while simultaneously increasing efficiency.

Want to learn more? Let's check out how.

1. Foster Competition

Your sales team isn't going to get very far if they're complacent with their performance. The majority of the time, this complacency stems from only one source: whether or not you are pushing them to be better employees.

The term "foster" is used here intentionally. You don't want to pit your sales team against itself and make your dealership a grueling, sink-or-swim environment that is sure to result in a huge turnover rate. Instead, you'll want to encourage your salesmen to strive toward specific goals.

These can be in the form of incentives, bonuses, etc. and are entirely up for you to decide. It's important, however, to focus on positive rewards for good performance and not punishments for those whose sales numbers aren't quite so stellar.

As long as everyone on your team stays motivated to do the best they can, then you've done your job correctly.

2. Be Open-Minded

There are far too many upper-level employees at companies throughout every industry who refuse to budge from their outdated methods. Just because something used to be done a certain way doesn't mean that it's the best way to do something today.

Times change, and so do methods. Rather than log everything down by hand onto paper, you can use inventory management software to crunch the numbers. While this seems like the obvious choice, it can be difficult for some old-school managers to make the switch.

Another example is that many sales teams were taught in the past to be aggressive and to get as many signatures down as possible from customers or clients. In reality, people love to make purchases, but nobody wants to feel like they are being sold something.

This is especially true when it comes to purchasing a vehicle due to the amount of money involved. Let people make their decision on their own terms after your sales team has told them what your dealership offers and how they can benefit them. Being too pushy will do just that -- push them away and right out the door.

While some sales managers find this suggestion outlandish, consider letting your potential buyer take the rest of the week or the weekend to mull over their decision. Kindness and accommodation will not only help you close that sale, but it will also encourage the buyer to leave a positive review and tell their friends.

3. Admit Mistakes

Nobody's perfect, and you shouldn't pretend to be. If it's obvious that you've made a decision or implemented a rule that has shown to be detrimental, own up to it and move on. Trying to make excuses or find a scapegoat will only make you look unreliable and dubious.

While it may sting to face the fact that you've made a mistake, use it as a learning experience strive to never make that mistake again in the future. Years down the road, you'll be far better off rather than repeating the same mishaps you used to.

Management is a vital role, and it needs to be handled correctly. With these three tips, you'll be well on your way to improving your own performance as well as that of your sales team.

The days where the only way your dealership could reach its audience was through newspaper advertisements or mid afternoon commercials are long gone. Today, the Internet is more popular than ever before and should never be overlooked as a method to reach your customers.

Unfortunately, many dealerships are stuck in the past do not take the unlimited opportunities the Internet provides very seriously. Not only will this prevent you from marketing at optimum efficiency, it will also result in your competitors who utilize digital strategies getting ahead of you.

But, it's never too late to start.

Let's check out why you need to take marketing on the Internet as seriously as your other methods.

Search Engine Accessibility

People use computers for virtually everything these days. Our grandparents never thought they’d see a time when artificial intelligence could lock our homes, drive our cars, and even help us invest.

But, we most frequently use technology to answer questions.

It’s commonplace for Google to be the first resource that you consult when you have a question. The same is true for customers in nearly every industry, and the automotive space is no exception.

When someone wants to buy a new car or see what a local dealership has to offer, chances are that they're going to use their laptop to search for what they want rather than pick up the phone and call someone. But, if nobody can find your dealership online, you're missing out on thousands of customers who would otherwise visit you for their automotive needs.

In order to be found by your consumers online, you need to have a sleek, aesthetically pleasing website with relevant content that will draw your visitors in. Once you get people on your site, it's far easier to get them on the lot than if you had no digital strategy at all.

Online Reviews

The vast majority of consumers will consult online reviews before they make a purchase. Some will even look at reviews before they visit the location.

When you have reliable, friendly employees who provide exemplary service, people will express their gratitude through online reviews. Nothing looks more enticing to consumers than numerous four-star and five-star reviews.

Not only will it let your consumers know that your dealership provides quality products, it will also let them know that you are honest.

Social Media

Everyone's on social media these days, and most people have an account on more than one platform. Facebook, Twitter, and Instagram are all great opportunities for you to provide your customers with relevant information and promote any deals you have going on.

Plus, social media accounts will give your audience a different avenue to find out more information about your services and products. You can also make posts that link back to content on your website in order to draw more consumers in.

The more content that you have on the Internet, the better. Social media is a fantastic way to get a high amount of quality content out on the web quickly.

Mobile Browsing

We've reached a point where many people use their phones rather than their laptops when it comes to making quick searches on Google. If you don't have a solid digital marketing strategy that includes having quality content online, the nobody will ever be able to find your website.

By foregoing using the Internet as a marketing tool, you're even missing out on people who would conduct Google searches on their phones.

But, following the other three points will help take care of this issue because you already have the content out there. Mobile browsing is simply another avenue for your customer to interact with your brand.

The worst thing you can do is not accept the Internet for what it is: a powerful marketing tool in today's society.

But keeping these for concepts in mind, you'll able to drastically increase your sales over time and get more visitors on your lot than ever before. Just make sure that the content you put online is something that your audience is interested in and can benefit from.

Sales is a tough career choice. One month you're at the top of the world, and the next you're barely scraping by. Toss the unforgiving competitive nature of the occupation into the mix and you've got a recipe for a high-risk, high-reward, and high-stress lifestyle.

But, many of the difficulties that come with being a salesman can be resolved through proper training. When running your dealership, your salesmen shouldn't be chasing the numbers with no regard for the customers who give you their money.

They should be respectable, honest employees of your establishment. But, sometimes you have to teach these values in the industry.

Let's take a look at what you can do.

1. Listen, Listen, Listen

When it comes to customer interaction, listening to what they actually want is a vital part of the process. There's nothing worse than going to a dealership with a specific need in mind and then having salesmen aggressively try to offer you vehicles or deals you never even asked for.

Your salesmen need to understand that many customers know what they want, and it's the sales team's job to give it to them. Obviously, you will have some leeway when customers are just browsing, but never discredit the statements your buyers make when they declare what they're looking for.

2. Be Patient

Pressuring someone to make a decision before they've had time to fully think about it can be very off-putting to customers and may deter them from going through with a purchase. Patience will not only allow the negotiation to move forward smoothly, but also increase the chances that your customers will tell their family and friends about your establishment.

To help with this, your salesmen should give buyers time to themselves so that they can deliberate without having someone hover over their shoulder. In some cases, your buyers may even need to take the rest of the day/evening in order to think about their potential purchase.

While it may seem like a bad idea to let a customer leave the property before your salesmen have closed a deal, it can actually benefit you in the long run. It will you give them the time they need to make up their mind, you'll also gain their respect for treating them like people and not sales numbers.

3. Send a Personalized Follow-Up Message

One of the most important things that your business can do is establish itself as a place with transparent, accessible employees. Some people tend to distrust salesmen right from the beginning of the negotiation. But, your team can present themselves in a manner that conveys how trustworthy they are.

A great practice to incorporate is to have your sales team send personalized follow-up messages to your customers. To accomplish this, it's important that the employees at your dealership include details about your buyer's visit. Throwing in a question about one of their hobbies or acknowledging one of their personal anecdotes is a solid method to make them feel valued as customers.

You can also offer them resources, such as an auto loan calculator, that can help them figure out a payment plan before they move forward with their transaction.

People love to make purchases, but not everyone likes to feel like they are being sold something. The more honest and straightforward your dealership is, the more likely you are to form long-lasting customer relationships that will be mutually beneficial in the future.

Unfortunately for those in the automotive industry, shady salesmen and dubious dealerships have made many people skeptical of interacting with dealership employees when looking to buy a vehicle. People now pull up on the lot guarded and reluctant to believe the too-good-to-be-true deals salesmen offer them.

But, there are ways for those who work at car dealerships to circumvent this issue, and it all starts with maintaining a certain level of honesty and integrity when dealing with customers.

Ready to learn more?

Read on to discover four traits of a trustworthy dealership that will alleviate buyers' concerns.

1. No Bait-and-Switch

This is one of the most deceptive (and unfortunately common) advertising practices in any industry, but it is fairly prevalent in the automotive industry. The premise involves advertising a specific deal or promotion in order to get people to come to the dealership but then subsequently offering different deals once you interact with them.

The alternative offers are often not as good or higher priced. As you can expect, this can lead to plenty of frustrated customers and even prompt some potential buyers to walk out. Despite this deceptiveness, this tactic does work and many dealerships get away with it.

But, by staying true to what you advertise, you'll be able to develop a unique level of trust with your customers that will set you apart from the competition. People appreciate honesty, and they may even be inclined to tell their friends and family that your dealership doesn't intend to take advantage of them.

Sales lead generation and management is important in almost every industry, but you shouldn’t sacrifice the longevity of your customer relationships to make a quick buck.

2. Reliability

This characteristic is vital if you want repeat business. Just like how you need to be honest, you also need to be reliable as a dealership professional. If you don't know the correct answer to an inquiry that a customer has, be honest with them and point them in the direction of someone who does have the answer.

Similarly, don't get customers' hopes up and make them believe that certain deals are possible when they aren't. For example, it's unethical to tell a potential buyer inaccurate financing options simply so they will begin deal negotiations with the dealership manager.

Treat each customer interaction as an opportunity to foster a relationship and not an opportunity to make a quick sale. If buyers feel like they can come to you for trustworthy answers to their concerns, they'll be much more likely to go through with a purchase.

3. Take Reviews Seriously

Reputation management is so important that there are firms that specialize entirely in making sure companies have good reputations. If a customer is disgruntled and threatens to leave the poor review, you need to take this seriously.

81 percent of buyers in most industries check reviews before they visit a location to make a purchase. If your online reviews are full of comments that say that your employees are unhelpful, dishonest, or impolite, there's nothing stopping a buyer from going to another dealership instead.

While you can't always prevent negative reviews, you can publicly acknowledge and respond to them, and also offer a way to help rectify the issue. This transparency goes a long way with potential customers.

4. Listen to the Customer

You're much more likely to make a successful sale if you acknowledge your customers' concerns. People (especially buyers) love to feel validated, so never make it seem like the buyer you are talking to is just another sales number.

If they're worried about the safety features or other attributes of the vehicle after you've already explained and shown them, take a moment to do so again just to illustrate that you're willing to go the extra mile for them.

Properly managing customer relations can seem difficult, but it doesn't have to be. With these four tips in mind, you'll be well on your way to standing out from the crowd in the automotive industry.

The Internet is one of the most effective tools that companies can use to drive sales. This is true for large and small businesses alike. But, like any other tool, you have to know how to use it right in order to get the results that you want.

In particular, social media platforms are something that car dealerships should take advantage of when it comes to online promotion. Car dealerships have a plenty of opportunity through various social media channels because visuals play a large role in advertising for this type of business.

With a solid social media strategy, you'll be sure to increase sales (and even gain some new customers, too). Want to learn more? Let's check out three ways you can use social media in 2018 to take your dealership to the next level.

1. Storytelling

One of the most important thing for a brand to do is resonate with its consumers. People love to buy products and services, but nobody likes to feel like someone is selling them something. Thus, care should be taken to make sure that your brand communicates with its audience on a personal level rather than treating them like a sales number.

One of the most efficient ways to accomplish this task is through the use of storytelling on social media. People are bombarded with advertisements 24/7, and it's gotten to the point where it's refreshing to have an encounter with a company that isn't throwing prices at you. Social media is a solid method to show off staff member achievements, office views, and other aspects of your business that will serve to humanize it in the eyes of your consumers.

Another practice to incorporate would be getting in the habit of regularly communicating with your audience and answering their questions. Many people will turn to Twitter or Facebook if they have an inquiry about a product or a complaint they'd like to voice. Showing that your business responds to their posts in a timely manner will let the rest of your audience see that your company cares about its consumers and what they have to say.

When people feel valued, they're more likely to return to the same place of business. Go above and beyond to foster your relationship with them.

2. Pinterest

As previously mentioned, visuals are very important for car dealerships because people love to see new, sleek vehicle models both on and off the lot. Using Pinterest as a platform for high-quality visuals will help people see the value in visiting your dealership.

But, Pinterest has other unique purposes, too. It happens to have a largely female user base, which makes it a great avenue for your dealership to target female consumers compared to other social media platforms. Having content on Pinterest will also help broaden your brand's web presence through people sharing your photos with others.

At the very least, running a well-maintained Pinterest account can help your company's SEO value simply through the increased amount of content that you'll have on the Internet. Plus, you'll have ample opportunity to reel consumers into your website if they like what they see.

3. Incorporate Video

Video is the future, if only for the fact that people would rather watch their content than scroll and read it. This is especially true for the automotive industry because people want to see the cars in action and in different settings to help them decide whether or not they want to make a purchase.

Reviews, tours, and promotional videos are all great types of content to create and upload to the Internet for increased consumer visibility and interaction. While it's important to bring customers back to your website, hosting videos on Youtube can allow a broader audience to find them.

Video is also a great way to implement the aforementioned transparency into your business practices. Having a special message from a top employee or a tour of the dealership's offices will let people know that there's more going onbehind the scenes than signing papers and counting bills.

If you're serious about marketing in 2018, social media is something that you need to take seriously. With these three tips in mind, you can begin mapping out your strategy for the rest of the year and watch your sales numbers grow.