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.

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.