One of the most overlooked and underutilized practices on social media is leveraging its power to generate leads and sales.

Many think social media is a platform to only create interest in your dealership. If this is your mindset, then listen up, because you’re leaving money on the table.

To generate leads on social media effectively, you first need to lay the groundwork.

Just like during face-to-face networking events or in social situations, you must take the time to listen and engage with people before you try to sell them something. On social media, this is done with useful, relevant content that attracts buyers.

The opportunity to grow your business using social media has never been more advantageous.

  • 77 percent of B2C marketers say they have acquired a customer through Facebook.
  • 34 percent of marketers have generated leads using Twitter and 20% have closed deals.
  • 46 percent of web users will look to social media when making a purchase.

When you’ve laid the groundwork and the opportunities are plentiful, this is the time to enact your strategies for leads and sales on social media. Be open to the possibilities here. Your level of willingness to adapt to the new ways of reaching customers has a direct affect on your results. If you’re ready, here are 10 ways the top Franchise Dealers get leads on Social Media:

1. Define clear objectives and goals.

I’ll bet that either you or your boss thinks you can’t sell anything using social media. If you do it right, it’s not only possible but probably. Setting objectives and goals is the best first step. When you have serious goals from the start, your results become more meaningful as you tie them back to your goals. That’s how you establish social media ROI.

2. Create a solid content strategy to share valuable, useful content.

A goal without a plan is just a wish. Content strategy is how you’ll get the right messages to the right customers at the right time. A successful content plan examines and identifies 3 segments:

  • You. Identify the reasons why you do what you do. What are your core values and beliefs?
  • Your dealership. Why do customers choose your business over your competitor? What differentiates your store?
  • Your ideal customers. Learn how your customer behaves in order to know what content will engage them. What are their interests? What problems can you solve? How can you provide value?

3. Be social. Always genuinely engage with your audience.

I still see dealers on social media using old advertising tactics. Broadcasting the “benefits” of their products and services to people who will scroll past your content without a thought. The majority of users on social media want to connect and engage with brands they love.

Every sale starts with a conversation. Learn to recognize leads during conversations and work them accordingly.

4. Be helpful.

Social selling is about being helpful to those who you’re connected with. Answer questions. Don’t sell something; solve something.

5. Advertise on Social Media.

Turning fans into customers takes a strong conversion strategy. Engaging prospects in conversation, asking questions, listening, and ultimately helping them buy are all tactics that great Social sellers practice.

Social media ads boost your results. Grow your Facebook page likes, improve post engagement, drive leads using landing pages: these are all ways to advertise on social media.

6. Use landing pages and calls-to-action.

When a prospect is in the final stages of their research, be the guide that takes them further down your sales funnel. Capture their attention and convert them into a customer with actionable, compelling landing pages. Drive them to the landing page with ads and use a clever call to action to collect their contact info.

7. Create visibility on search with your blog.

Blogging is an integral part of social media strategy and it’s essential to driving traffic, leads and sales. Content in blogs is what drives search results today, however, it’s got to be GREAT content. Writing a blog is a skill so seek guidance if you’re not sure how to approach it. Quick tip for subjects: As your employees to give you 3 FAQs customers ask. Answer each one with a blog post.

8. Use Twitter for prospecting.

With a little skill and perseverance you can locate and engage with your ideal customers on Twitter. Create a search on Hootsuite Geo-Search for tweets in your market area. Monitor the search regularly and soon you’ll find ways to be helpful or even awesome. Engage prospects in conversation by offering help or advice. Expect nothing in return except the good feeling you get from helping someone. If/when the conversation turns your way, ask more questions to let them create the lead naturally.

9. Identify communities on Google+ where leads might be and join them.

Don’t wait for leads to come to you, go look for them! Start with a completed profile so people can see who you are. Share content on Google+ using your already-established content strategy. These two actions are like getting ready to go on a sales call. Now you’re ready to seek out leads. Join communities where you can network and collaborate with others. Give to get.

10. Show another side of you on Instagram.

If you’ve done your homework on developing your dealership’s “brand,” take that content strategy to other platforms. Use Instagram to communicate the fun side of your brand. Spend 10-15 minutes each day engaging with other users. I know a dealership who has worked leads using their Instagram content.

These 10 tips give you every reason to capture leads and sales with social media. All that’s required now is to make the choice and go with it!