If you’re like many auto dealers, you feel like if you hear one more word about social media or online branding strategies you’ll scream. “What’s the big deal?” you’re wondering. “How can it help me make the sale?”

These are good questions, and the answers aren’t immediately obvious. Internet marketing scammers will just throw a bunch of buzz words at you, hoping that you’ll be intimidated by their so-called knowledge of the industry. But can it really help? Can a solid automotive internet marketing strategy help you sell more cars?

Yes, but you have to do it right.

Social networks, online marketing, blogs and forums all share one critical trait with offline advertising and networking methods you’ve tried in the past -- they’re media. Like all media, you have to understand what you’re doing before you’ll experience any level of success. Know what you’re trying to do -- and what your customers want you to do -- and you’ll be starting the race ahead of the rest.

Why are people reading?

In any situation with one person spreading information and the other person or people listening or reading, the people receiving are there for a reason. Why are people on your website, your competitor’s website, or a third party website? What are they getting from it?

They’re kicking virtual tires.

You can’t stop people from comparison shopping, whether they’re online or in the showroom. Frankly, you don’t want to stop them. As much as they want a great deal, you want them to get a great deal, too. You want them to be happy with what they’ve found, and ideally, they’ll have found them from you.

They’re getting others’ opinions.

If you have a high quality product and customer service to match it, you have nothing to fear about these forums and websites. When your product is good, you want people to talk about it. In this large scale version of “telling two friends” customers have the opportunity to sing the praises of your product in a very public environment.

They’re getting in the mood to buy.

Many potential customers are intimidated by the process of buying a car, and who can blame them? They’re about to spend an incredible sum of money on something that could get smashed by a bus at any moment. Car salespeople have the reputation of being sleazy, and while you know you’re not, they don’t know that.

With online “shopping”, customers can get themselves excited about buying a car with none of the negative aspects of visiting a dealership. They’re not uncomfortable, they’re not defensive or aggressive or in the mood to haggle. What better way to start the sales process than this?

As far as auto dealerships are concerned, the internet has become one big auto mall that customers can access from the comfort of their own living rooms. This is good news for progressive dealerships. Your customers can shop around, do their research, and still come back to buy from you anyway. And what’s better than that?