Small Business Week Marketing Resources

Our Marketing Panel has offered to provide on-going resources for our local small businesses that have attended the June 5th presentation.

Resources to include:

  • AI impacts on marketing and business
  • Voice Search
  • Video Marketing

Marketing Panel Contributors

Artificial Intelligence is the new big thing in Marketing

Don’t get left behind because you fell out of the loop. AI is more than just ChatGPT, take a look.

Although ChatGPT is the most recognizable AI tool today, there are many other AI tools available that are super useful for business owners: – checks plagarism – create presentations using AI – generate chatbots prompts for GAI tools – make photos high quality – generate AI images

Artificial intelligence is not a matter of science fiction.

The future is now, and the more you know about AI, the better you can understand the benefits and pitfalls of it’s use within your business.

Using ChatGPT?

Get higher quality results with better prompts:

Act as a (ROLE)

  • CEO
  • Marketer
  • Inventor
  • Therapist
  • Journalist
  • Copywriter
  • Accountant
  • Mindset Coach
  • Project Manager
  • Best Selling Author

Create A (TASK)

  • Essay
  • Recipe
  • Article
  • Ad Copy
  • Headline
  • Summary
  • Blog Post
  • Video Script
  • SEO Keywords
  • Email Sequence

Show as (FORMAT)

  • List
  • PDF
  • HTML
  • Code
  • Graph
  • Gantt Chart
  • Presentation Slides
  • A Table
  • Rich Text
  • Spreadsheet

Voice Search will become an even more powerful SEO tool in the very near future

Don’t underestimate the power of existing AI tools like Siri, Alexa, and Google Assistant.

What can businesses do to improve their Voice Search Results?

This plays a part in conversational marketing as well; though A.I. can aid in the heavy lifting, it isn’t the end-all-be-all.
Things business owners can do themselves is to optimize their site for voice search.
Some ideas include: 
  • Injecting applicable schema markup into their high-value pages, blogs, and FAQs
  • Focus on conversational keywords in your content strategy
    • long-tail keywords
    • topic clusters
    • create relevant content (E-E-A-T methodology) 
  • Position site content for voice search (a structured heading hierarchy is what we do to aid in this)
  • Treat your website like a living entity that acts like a virtual storefront for your customers
    • What are they looking for when they walk in?
    • How easy is it for them to find what they are looking for? 
    • What aspects of your store make it more appealing to walk in (and stay longer)?
  • Share the conversation on social (even if contradicting opinions are shared)

source – AdPro – Alec Kirby, Digital Manager

How popular is Voice Search?

  • In 2022, 35% of Americans over 18 own a smart speaker (up from 32% in 2021).
  • 62% of Americans over 18 use voice assistants on their devices.
  • One of the top three reasons consumers want a smart speaker is to ask questions without needing to type.
  • 80% of smart speaker owners find it easier to use to discover new content and events.
  • 57% of voice assistant users use it at least once per day.

*source – Search Engine Journal

Top Tips for Voice Search Optimization

  • Structure Your Content to be Dialogue Friendly
  • Target Long-Tail & Conversational Keywords
  • Focus on Mobile First Design
  • Optimize Your Content for Local Results
  • Understand Your Type of Customer and Device Behavior
  • Create FAQs, Detailed Answers to Common Questions

Additional Details – BlueHost Article | Search Engine Journal Article

Video Marketing will continue to dominate as one of the most engaging forms of content.

Capturing your audience’s attention with short, snackable and shareable video content is key to growing and engaging new/emerging audiences.

*source – Filmora

How Can Small Businesses Use Video In Their Marketing?

Small businesses can better leverage video by associating a brand voice and/or personality that resonates with their target customer’s core values. This also has a part to play in positioning their services/products with what their customers value. For example, what Patagonia has done making its brand synonymous with outdoor and environment-friendly initiatives.
Another consideration for video is not just throwing up video assets because you can but thinking through where this video fits into your customers’ journey to buy from your business specifically. For example, a landscaper showing off unique traits about projects they have been working on to fit into the “discovery and awareness” phase of a customer’s journey to redo their front lawn.
source – AdPro – Alec Kirby, Digital Manager

Top Video Marketing Insights

  • Internet Users Everywhere Enjoy Video Content
  • Demand for Video Content is Increasing

  • Video as a Powerful Marketing Tool

  • Consumers Love Seeing Videos on Social Media

  • Video Marketing = Profit

  • Video Marketing as a Lead Generation Channel

  • Video Marketing on Social Media Channels

  • Power of Video in Purchasing Decisions

  • Growing Popularity of Video

  • Video’s Role in Internet Traffic

*read full details and source material – Oberlo

Virtual Reality & Augmented Reality can immerse your customers into exciting new brand experiences.

The possibilities are truly endless, as technology develops and costs go down, this experience will become more prevalent and expected from consumers searching for products and potentially services.

In my opinion, technology has lagged in this area because of product adoption. There is promising tech in this realm like Apple’s VR/AR headset and Meta’s Quest 2, but VR headsets (while still growing in sales) still has a high barrier to entry with with many users complaining about poor user experience, lack of content offerings, and higher price points for hardware. 
However, the use of immersive experiences (including digital experiences such as VR & AR) help consumers move along the sales funnel. Much like how Home Depot and Wayfair have done with their AR technology for furniture, paint colors, and appliances. 
Small businesses can easily create these immersive experiences on their Google Business Profilewebsite, and social media pages for their customers. 
source – AdPro – Alec Kirby, Digit Manager

Frequently Ask Questions

Quick answers to popular questions.

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