All About AI Interaction And Its Pros And Cons

All About AI Interaction And Its Pros And Cons

What do you think of when you think of artificial intelligence?

If your thoughts veer to the ominous HAL in 2001: A Space Odyssey, you’re not alone. And yet, in my opinion it’s a mistake for small business owners to avoid investing at least a little bit of time and money in AI. It’s a trend that’s here to stay.

Now, that’s not to say that there aren’t some potential downsides to using AI. The most natural application of the technology for small business owners is a chatbot that can augment and improve your customer service. That means the bot would be interacting directly with your customers.

Scary? Maybe a little. But there are some serious benefits to using AI to go along with the risks. It’s important for you to understand both, so you can make an informed decision about whether AI is a worthwhile investment for your business.

The Pros of AI

Let’s start with the good news. Finding ways to have artificial intelligence interact directly with your customers can offer you some big rewards. Here’s what you need to know.

No Holidays or Time Off

The first plus of using AI for customer service is that AI isn’t human. That means it doesn’t need time off. It can be available to your customers around the clock, 365 days a year. If a customer needs help, your chatbot or virtual assistant can be there to offer it.

In the long run, you can save money on customer service because a chatbot can be programmed to handle a high volume of incoming requests and you won’t need to pay it a salary or benefits.

No Human Error

Another big benefit of incorporating AI into your customer service is that it can, if programmed properly, eliminate human error and make your customer interactions completely consistent across the board. That means no more flustered employees or inaccurate responses.

Even the best employee can be forgetful or have a bad day. A chatbot won’t have a bad day because they’re not programmed to have one. You can be sure that every customer who uses your chatbot will get the same professional, accurate information, every time.

Data Collection

Arguably the biggest positive associated with using artificial intelligence is that it can help you collect accurate and actionable data from your customers in real time. Since traditional customer research can take a huge amount of time, this is a huge plus and one that you can definitely use to your advantage.

You can learn which issues are causing trouble for your customers, which products they like the most, and at what times they’re most likely to buy from you. You can also use the data you collect to improve the programming of your chatbot and make your customer service even better than it already is.

Brand Personality

What’s your brand’s personality? Whether you’re formal or casual, funny or low-key, you can program your AI solutions with the language and personality that fits your brand. Since it can be difficult to screen employees and figure out how they’ll cope in a high-pressure situation, chatbot can be a good way to even things out.

The beauty of AI programming is that you can build variety and personality in with the right scriptwriters and programmers. You might not be able to imagine a chatbot with personality, but I also think you’ll be surprised by how much can be done with good programming.

These benefits are no joke. If you properly design and program your chatbot, they can help you elevate your customer service, build loyalty, and increase sales.

The Pros of AI

The pros are undeniable, but what are the downsides of having AI interact with your customers? There are several, and not surprisingly, they correlate with the pros I’ve already mentioned.

Round the Clock Monitoring

The first potential downside is related to the 24/7 nature of chatbots. A chatbot, even a well-programmed one, can’t handle ever potential customer problem. In fact, part of proper chatbot programming is making sure that the bot knows when and how to get human assistance.

Reading between the lines, then, there’s a need to have a human agent on call to back up the chatbot. That means that you’ll still need some human support and people who are willing to be on call even after hours.

Lack of Improvisation

Chatbot programming can do a lot – but it can’t do everything. In fact, one of the biggest downsides of using AI for customer service is that AI can’t improvise. It can only do what it’s been programmed to do.

In nine out of ten cases, that’s probably going to be fine. But what happens if a customer isn’t fluent in English or asks a question in a way that’s unfamiliar to the bot? You’ve got to be prepared for the likelihood that some customers, some of the time, will find dealing with a bot to be frustrating.

You’re not hiring HAL…

Using AI to interact with customers can do a great deal to help your business grow. The key is to put yourself in a position to reap the benefits while also protecting yourself from the potential downsides associated with AI.

How To Avoid Getting Walloped By Google EAT Update

How To Avoid Getting Walloped By Google EAT Update

Has your organic traffic taken a nosedive lately – or if not a nosedive, at least a significant dip?

There’s a reason for that. Google tweaks its search algorithm all the time. Some updates are small and make only a small difference in search rankings. Others are major. And, that’s the case with the E.A.T. update, which caused some previously top-ranked sites to lose more than 50% of their organic traffic overnight.

Yikes.

If you’re familiar with Google’s methods, then you know that they hardly ever comment on updates or share relevant information about them. That means that marketers and SEOs have to guess what’s going on.

That can be tricky, but it turns out that this latest update can be summed up with three letters: EAT. Let’s talk about what they mean.

What Does E.A.T. Stand For?

Google’s E.A.T. algorithm has been given that name because of the three key things it prioritizes. They are:

  1. Expertise. How knowledgeable are you (or any contributing writers to your site) about the subject matter related to your business?
  2. Authoritativeness. How credible is your business in your industry or niche?
  3. Trustworthiness. Can readers trust the content you publish and trust you with their business?

Those three factors – expertise, authoritativeness, and trustworthiness – are things that loom large for consumers. Since Google prioritizes sites that are useful to searchers, it’s really not a surprise that they would find a way to reward sites that demonstrate them.

The trick, of course, is knowing what things Google’s looking at and what you can do to improve your results. Chasing organic traffic was already difficult. In fact, only about 9% of content gets any organic traffic from Google.

How to Demonstrate Your Expertise

The best way to demonstrate your expertise is to update and optimize your author biography and About Us pages. These pages give you the opportunity to let readers (and Google) know who you are and why you’re an expert.

You should have a biography page for every contributor to your blog. Their byline should link to their bio. The bio should include:

  • Education and degrees
  • Work experience
  • Professional certifications and accomplishments

In addition to formal awards and things of that nature, it’s also a good idea to share information about your social following if applicable. Anything that demonstrates that people turn to your authors for advice and information will help you with Google.

The same thing goes for your About Us page. On the page, you can still explain the usual things like how and why you started your business. In addition, make sure to mention:

  • The experts you’ve hired to be part of your team
  • Any industry awards or recognition your company has received
  • Anything that sets your business apart from your competitors

Using important keywords and linking to authoritative sources will help you highlight your expertise.

How to Demonstrate Your Expertise

The next element of E.A.T. is authority. Here are the most important things you can do to signal your authoritativeness to Google.

  1. Build backlinks to your site. Every SEO knows that backlinks are essential. When authority sites link back to your site, it tells Google that your site is an authority source of information in your industry or niche.
  2. Offer your services as an authority and do what you can to increase your visibility online. If you write a guest blog or speak at a conference, those things can add to your authority.
  3. Be a thought leader. Authority doesn’t come from following what others do. If you want to be seen as an authority, you must offer opinions and analysis without worrying about what other people are doing.

Establishing yourself as an authority figure will help to earn you a high place on Google’s SERP.

How to Demonstrate Your Trustworthiness

It’s a common saying that trust needs to be earned. That applies to marketing as much as it does to anything else. In other words, trust isn’t something you can wish into being. You must give people reasons to trust you.

Reputation management plays a big role in trust. When people review your company on sites like Yelp or Google My Business, what do they say about you? How do you handle negative reviews? Do you have quality testimonials on your site? Each of these things plays a role in establishing your reputation online.

The same is true of social mentions. It’s essential to keep track of when and how your business is mentioned on social media.

Finally, you can build trust by having proper security on your site. That means installing a security certificate and using encryption to protect your most important data.

Other Quick Fixes for E.A.T.

In addition to the things I’ve mentioned above, there are some other important steps you can take to make the most of Google’s latest update.

  • Evaluate your traffic and delete or redirect pages with low E.A.T. ratings.
  • Moderate user-generated content and be careful to label it accordingly, so it’s not mistaken as being representative of you or your company.
  • Make sure to present a consistent brand across all platforms. That may mean updating your social media profiles, re-writing content on your website, and re-doing paper marketing materials as well.
  • Create E.A.T.-friendly images, such as infographics and charts, to support the information on your website.

As you’re reworking or adding content, keep in mind that Google still prioritizes content that’s written for people, not machines. This isn’t about gaming the system or fooling Google.

Rather, you should be honoring the things that they have identified as important while also providing your readers with useful, valuable, and actionable content.

Google Update
Why You Should Spend Money To Make Money

Why You Should Spend Money To Make Money

You’ve got to spend money to make money.

That’s what they say, right? And yet, for some small business owners, a generous marketing budget just isn’t in the cards.

You can skimp on marketing, but I’m willing to bet you haven’t considered something that you should be thinking about…

And that’s the lifetime value of each loyal customer you attract with your marketing campaigns.

You know that it costs more to attract a new customer than it does to retain an existing one – but how much can you really afford to spend to attract a new customer?

Knowing the lifetime value of your customers is the key to creating a workable budget for marketing. That number should dictate how much you spend. Spend too much and you’re losing money in the long run. Spend too little – and you’re missing out on an opportunity to grow your business.

How to Calculate Your Lifetime Customer Value

Don’t know how to calculate the lifetime value of your customers? Here’s a simple, five-step process to get to the number you need.
  1. Start with your company’s total revenue in the past year and divide it by the total number of purchases in the same period. The resulting number is your average purchase value.
  2. Next, take your total number of purchases in the past year and divide it by the number of unique customers who made purchases. The resulting number is your average purchase frequency rate. (Note: if you make a log of cash sales and don’t request an email, then this number may not be accurate.)
  3. Take your average purchase value and subtract the average purchase frequency rate from it. That gives you the customer value per year.
  4. Calculate the average number of years a customer continues to buy from you. If you’ve been tracking unique purchases this shouldn’t be difficult. This number is the average customer lifespan.
  5. Now, multiply the customer value by the average customer lifespan to get the lifetime value of your customer.
Let’s look at an example. Here are your raw numbers:
  • $100,000 in annual revenue
  • 250 purchases
  • 150 unique customers
Your average purchase value would be $400. You would then take that number and divide it by 150 to get your average purchase frequency rate, which is 2.67.

Next, you would subtract your average purchase frequency rate from your average purchase value to get $397.33, your customer value per year. If you keep your customers, on average, for 10 years, your customer lifetime value would be $3,973.30.

That’s a very simple example but it illustrates the point. This business has a lifetime customer value of nearly $4,000.

How to use Customer Lifetime Value in Marketing

You know your customer lifetime value – now what?

The short answer is that you’ve got a piece of information that can help you attract more customers and make better use of your marketing budget.

But… what does that mean in practical terms? Here are some actionable ways to use your CLV to your advantage in marketing.

Identify Your Most Profitable Customers

If you’ve been tracking unique customer data, then it’s worth your time to crunch the numbers and learn about who your most valuable customers are.

For example, you might look at your LCV by:

  • Age
  • Gender
  • Race
  • Location
  • Income
These basic demographics can help you do a better job of targeting your marketing campaigns to the people who are most likely to be profitable to you in the long run.

Identify Your Most Profitable Marketing Channel.

You should also calculate your most profitable marketing channel based on the number of new customers you acquire.

Perhaps you have been running marketing campaigns on:

  • Facebook
  • Instagram
  • Google AdWords
  • Pinterest
Crunching the numbers might reveal that your spending on Google AdWords is earning you a significantly lower return than your Facebook advertising. Knowing that can help you take the next step.

Increase Your New Customer Acquisition Spending

It costs more to attract new customers than to retain existing ones, but once you know your LCV, you may discover that your new customer acquisition spending is on the low side.

You don’t need to send your spending through the roof. However, you can and should look at what you’re spending compared to the LCV you’ve calculated. If you’re spending only a tiny fraction of the LCV to acquire a new customer, it may be worthwhile to spend a bit more in that area going forward.

Allocate Your Marketing Budget to Maximize Customer Value

Your lifetime customer value might not be as high as you want it to be. The good news is that there are things you can do to increase it.

For example, say that you have learned that the people who follow you on Facebook are your most engaged and profitable customers. That’s great information to have.

Instead of sinking money into something that might not be getting you a big return, you can allocate more of your marketing budget to Facebook. Some of it may go toward attracting new customers, but you should also spend some time trying to get existing customers to buy more frequently and spend more money.

One way to do that is to offer return customers discounts or to create a loyalty program. If you can inspire your existing customers to buy more often, then you’ll be driving up your LCV every time they do.

At the same time, incentivizing your existing customers may also attract new customers to your business. You can encourage your followers to invite their friends to your page or allow them to share a discount code or coupon with their friends.

Your Customers Are Valuable

Every customer you have contributes to your company’s success and profitability. Understanding just how much each customer is worth to you can help you do a better job of attracting new customers, increasing their lifetime value, and maximizing your profits.
Why You Should be Doing SMS Marketing Right Now

Why You Should be Doing SMS Marketing Right Now

What does your marketing mix include?

If you’re like most local businesses, you’re probably doing a mix of online and offline marketing. You might be engaging with customers on social media, hosting local events, blogging, and advertising in the local paper. Perhaps you’ve even targeted mobile customers by using Facebook’s “Call Now” button on your ads.

But guess what? There’s one thing that you’re probably not doing that could help you connect with customers when they’re most likely to engage with your business. And you might not even have considered it.

I’m talking about SMS messaging, more commonly known as text messaging.

More than 2.5 billion people worldwide own a smartphone that’s capable of text messaging.

That’s a staggering number – and it begs the question:

Why aren’t more small businesses using text messaging for marketing?

Texting by the Numbers

Text messaging has the potential to be a marketing superstar for your business. To get an idea of just how effective it can be, check out these statistics:

  • 89% of people always have their smartphone accessible
  • 97% of Americans text at least once a day
  • Texting is the #1 communication method used by people under 50 years old
  • 82% of text messages are read within 5 minutes of receipt

That last statistic is particularly important, especially when you consider that consumers open only about 25% of the emails they receive.

People send and receive text messages. They give them priority over other communication, and they spend more time texting than they do talking on their phones.

In other words, text messaging is arguably the best way to ensure that the people in your target audience read what you send them.

Advantages of SMS Marketing

You know people are likely to read your text messages – but what are the other advantages of incorporating text messages into your marketing mix? Here are five that I think are key:
  1. You can track SMS messages the same way you would any other marketing campaign using web-based tools like SlickText.
  2. You can collect data about your text list by creating interactive content that allows them to reply to your messages quickly and easily.
  3. Text messaging provides nearly instantaneous results and stats for you to use to fine-tune your campaigns.
  4. Text messaging can be casual and personalized with direct language and even emoji to build a relationship with the people you text.
  5. Text messages are a great way to connect with your audience when they’re most likely to be in your area or in the market for what you’re selling.
A good example of time-sensitive text messaging might be a restaurant or bar texting out a Happy Hour coupon at about the time most people are getting out of work. They might be planning to head out for a drink or a bite anyway, and you can provide them with a nudge to choose your establishment over others in the area.

How to Get Subscribers for Your SMS List

By law, you cannot send a text message to anyone who has not signed up for your list. That means that you must find ways to attract new subscribers. Here are some helpful suggestions to get started.

The first and potentially easiest way to find new subscribers is to add a mobile field to your existing opt-in form on your website. You can include a message letting people know that if they choose to provide you with a cell phone number, they’re agreeing to receive text messages from you.

Another option is to promote your SMS list in-store with large print posters, flyers and other print media encouraging your customers to sign up for exclusive discounts & offers. Make sure to mention what some of those exclusive offers might be.

You may also want to send out an email to your current email list and give your subscribers a link to sign up to receive text messages from you. Here again, it’s a good idea to tempt them by letting them know you’ll be sending out special coupons and deals via text message.

Using these methods, it shouldn’t take you very long to build up a sizable SMS messaging list.

Tips for Successful SMS Messaging Campaigns

Text message marketing has a lot in common with other forms of marketing. To be successful, you must conceptualize a strong campaign based on your knowledge of your subscribers, create compelling content, and track your results. Here are some tips that may help you.
Understand your audience. You may want to create a quick survey for your email list or social media followers to find out what kind of content they would like to receive via text message.

Keep your messages short and sweet. People are more likely to read your messages if they’re brief and compelling. A good rule of thumb is to make them about the same length as a Tweet – no more than 280 characters.

Offer mobile-exclusive deals to your subscribers. These might include exclusive coupons, discounts, and sales, especially for your mobile customers.

Use casual language that speaks directly to the recipient. Most important, use “you” and “your,” which underscore that the exclusivity of your list and make customers feel valued.

Don’t be afraid to bring some humor into your texts. It’s a casual form of communication and people like to laugh – but of course, keep it PG-rated and steer away from controversial topics.

Add a few emoji to your texts. People use them in their personal texts and they can add personality and fun to your marketing campaign.

Track your results and tweak your campaigns as needed.

Some text messaging providers try to include SlickText, SumoText, and SimpleTexting. You want a provider with affordable prices, an intuitive dashboard, and great analytics.

Conclusion

The bottom line is that if you’re not using SMS messaging to reach your audience, you’re missing out on a chance to build brand loyalty and increase your sales. Text messages are inexpensive to send and easy to write – and they can help you grow your business.
How Micro Moments Can Help You Attract New Customers

How Micro Moments Can Help You Attract New Customers

Right now, potential customers are online looking for your business. And you might be missing them.

Scary thought, isn’t it?

Let’s face it, there’s a ton of content out there. It can be hard to find what you’re searching for – and if the content you’re producing isn’t providing what the people in your target audience need when they need it, then they’re likely to end up with one of your competitors.

The answer? Understand the moments when customers pick up their phones to look for your business and craft content that gives it to them.

One way is to use what Google has coined Micro Moments, I.E. “the Customer Journey.” What are they and how can you use them to find new customers? Here’s what you need to know.

What is a Micro Moment?

Google coined the term Micro Moment to respond to what they saw as a growing trend. You already know that most consumers in the US are tethered to their smartphones 24 hours a day. But they’re more intensely engaged at some moments than at others.

A Micro Moment is a moment when a consumer is intent on finding something. They want a quick answer or solution. Google identifies them as:

In other words, a Micro Moment is a moment when a consumer is ripe to learn, experience, and buy things. It’s the ideal time to capture a new customer because they’re already in the right mindset to engage with your content.

There are some interesting statistics to back up the importance of Micro Moments. For example:

  • 91% of smart phone users look up information on their phones while they’re in the middle of a task
  • 82% of consumers consult their phones while they’re in a store – and of those, 20% buy something other than what they originally intended to buy
  • 69% of online consumers say that the quality, relevance, and timing of the content they find affects their opinion of a brand (and their purchase habits)
It’s clear that there’s a benefit to Micro Moment marketing. It’s about capturing the attention of people in your area who are seeking the products or services you’re selling. The trick, of course, is knowing how and when to capture your audience’s attention at those key moments.

What You Need for Micro Moment Marketing

Gathering information about customers is important for every business. You might have a small business with only one location, but you still need to understand who your customers are and how to use the data you collect to your advantage.

Some of the data to collect includes:

  • How your customers find your business and why they decided to buy from you
  • Where and how they prefer to make purchases
  • How they prefer to pay for their purchases
  • What things matter the most to them when making online purchases

For example, 53% of visitors will abandon a mobile site if it takes more than three seconds to load. That’s not much time – and if your site is slow, then you could be losing customers without realizing it.

You also need to understand how customers typically approach buying a product like yours. What information do they need? Where are they likely to go to get it? And – most importantly – how can you capitalize on their habits to draw them in?

Micro Moment Best Practices

There are some simple things you can do to engage your target audience in any one of more than 100 Micro Moments they experience each day.

Let’s start with Google’s definition of a Micro Moment. During a Micro Moment, customers want to know something, do something, go somewhere, or buy something. What that means is, in order to capture their attention, your business must:

  • Be there, meaning that you must have content that’s easily accessible and directly related to the information the people in your target audience want during a Micro Moment
  • Be useful, meaning that your Micro Moment content must provide a relevant digital experience that provides a potential customer with the information they want – and the means to act on it
  • Be accountable, meaning that you must provide a seamless customer experience that makes it easy for customers to buy from you across all channels
How to do all three? Well, here are some suggestions:
Conduct a customer survey using email or social media to get a better idea of the kind of content your customers need to buy from you.

Identify crucial points in your sales funnel, so you can capitalize on them. Here, I’m talking about the moment when a customer realizes that they need what you’re selling or that they have a problem that your product or service can solve.

Craft content that responds directly to those crucial points, providing customers with compelling content that’s both relevant and actionable.

Include in every piece of content a clear call to action that will direct your customer to your business or provide them with a phone number or a link to your website. (The key is to provide them with a way to take immediate action!)

Create your Micro Moment content and refine it until it’s giving you the return on investment that you need.

The most essential part of this process is knowing when your customers are likely to experience a Micro Moment. It might be when they’re making dinner plans or trying to get their kids ready to go back to school. The more information you have, the better able you will be to capture their attention and convert those Micro Moments into sales.

Micro Moments Are Fleeting

The human attention span might be shrinking, but that just means that you have new opportunities to engage with your customers in a way that’s most useful to them – and most profitable to you. Taking the time to understand Micro Moments can help you attract new customers at the point when they are most ready to buy from you.
10 Killer Local Marketing Ideas to Try

10 Killer Local Marketing Ideas to Try

Local marketing is a must, but if you’re like most local business owners, you’ve probably caught yourself thinking something like this:

I feel like I’m doing everything I can – why is my local marketing not delivering the results I want?

It’s a good question. After all, local marketing has a lot of moving parts. You’ve got to think about SEO, content marketing, social media, and PPC ads – it’s a lot for anybody to handle.

The real key to effective local marketing is knowing what ideas are worth pursuing and which ones aren’t. Here are 10 killer local marketing ideas that can have a serious impact on your profits.

#1: Master the Art of Locational Marketing on Facebook

You should always be marketing your business to your local audience on Facebook. Increasingly, consumers are turning to Facebook for information about businesses. There are two types of ads that can help you:

  • Brand awareness
  • Website clicks

Starting with brand awareness can help you break down barriers and prime your local audience to visit you. Following up with a website click promotion will capitalize on your brand awareness campaign and help you attract new customers.

#2: Revisit Your Yelp Categories

You know that reviews are important – and Yelp has a huge SEO advantage. One of the best ways to boost your visibility online is to make sure that you’re using the right categories on Yelp.

A lot of local businesses choose their categories without giving them much thought. Go back and look at them – and keep your most important keywords in mind. Choose categories that highlight your capabilities and keywords and you’ll get more organic traffic from Google.

#3: Build Unique Landing Pages for Every Campaign

It might seem like a lot of work to build a unique landing page for every marketing campaign you run, but you can do it quickly using a tool like Unbounce. The benefit is that you’ll be sure that every click you get on an ad will lead people to a page that’s selling exactly what you’re advertising.
Conversion is an art and a science. The easier it is for people to draw a line between your ad and your call to action, the higher the chances that they’ll convert. Make it simple and you’ll see an increase in sales as a result.

#4: Use Remarketing Ads to Get Reviews

A huge majority of consumers rely on reviews to make buying decisions. The trick is getting your existing customers to review your business.
One way to do it is to set up a simple remarketing ad for people who buy from you or fill out a form on your website. Try a headline that says, “Happy with your purchase? Leave us a review on Google+, Yelp, or Facebook!” Not every customer will respond – but some will and every positive review you get will help increase your visibility and credibility.

#5: Create Guides for Local Activities Related to Your Brand

Local marketing is all about embracing where you are – and helping your customers to do the same thing. For that reason, it makes sense to create a local guide for an activity that is likely to appeal to your target audience.

For example, if you sell cooking equipment, you might create a guide to local farms. Or, you could create a guide to hiking trails if you sell outdoor equipment. The key is to marry your local knowledge to your brand to give your followers something they can use.

#6: Automate Responses to Your Twitter Mentions

Social mentions can have a big impact on how your brand is perceived. One way to maximize that impact is to automate responses to your mentions on Twitter.

A tool I like is Zapier, which allows business owners to set up triggers that send out instant responses when someone mentions their company. It gives an instant boost to your engagement and makes the people who mention you feel valued.

#7: Use Third-Person Ad Copy

Sometimes, online advertising can seem like a relentless wall of noise. Everybody – including your competitors – is out there shouting about how wonderful they are. If you want to get through to your audience, you’ve got to stand out.

One way to do it is to use a third-person voice in your ads. For example, you might pull a line from a testimonial and use it as your headline. “Hiring ABC Company is the best choice I ever made” is a headline that will grab attention and use the power of social proof to bring you leads.

#8: Use Radius Location Targeting on AdWords

Targeting your ads on Google AdWords is really an art form. By using their radius location targeting, you can maximize the chances that your ad will be seen by the people who are most likely to buy from you.

In AdWords, set up a series of radius targets so that your store looks like the center of a bullseye. Then, evaluate your data and adjust your local bids accordingly. Doing this can make a huge difference in your ads’ performance.

#9: Mention the Distance to Your Store in Mobile Ads

The chances are good that more people are seeing your ads on mobile devices than on computers. Since that’s the case, it makes sense to play up your local connection by including the distance from your store in your mobile ads on Google.

It’s easy to do. Simply use the Google Search Console to find new ad groups in your area. Then, add your zip code to your headline and see how easy it is to steal clicks from your competitors.

#10: Add Storefront Pictures to Your Ads

As a consumer, you’ve probably driven by local businesses many times without going inside. One easy way to entice people to come see you is to add a photograph of the front of your store to your ads.

Seeing a photo will trigger a, “Hey, I’ve seen that place!” response from your audience. It’s a simple, inexpensive trick that can entice people to stop and visit you instead of driving past.

Don’t waste your time on ideas that don’t work…

Stop guessing which marketing ideas are worth trying. These 10 simple local marketing tricks can make a huge difference when it comes to attracting customers and growing your business.