Sales and Marketing - Jen Jordan
Jen Jordan brings a wealth of life and leadership experiences to her writing. After 10 years creating a variety of content for a nonprofit, Jen decided to establish her own writing business. She specializes in creating high quality blog and website content for small businesses. When she's not writing, Jen is a competitive triathlete with a goal of completing a triathlon in all 50 states.
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Adapting Your Small Business Marketing Strategy for AI-Shaped Buyer Journeys (Even on a Tight Budget)In today’s ever-evolving digital landscape, artificial intelligence is quietly-and powerfully-reshaping how customers discover businesses and make purchases. For small-business owners working with lean marketing budgets, it’s essential to understand this shift in the buyer journey. You don’t need deep pockets or fancy tech to ride the AI wave. Here are some insights into the AI-driven buyer journeys and strategies to make every marketing dollar count. Know the AI Tools Your Customers Use Many consumers already rely on AI to guide their decisions-think chatbots suggesting products, voice search via smart speakers, or recommendation engines on e-commerce sites. Your first step is to observe where your customers are discovering you. Are they landing on your site via voice search ("hey Google, find a local florist")? Or are they comparing products through review-aggregating AI tools? Once you pinpoint the battleground, you can align your strategy-whether that means optimizing for natural-language phrases or making your customer reviews accessible to recommendation algorithms. Optimize for Natural-Language, Conversational Search AI systems are excellent at understanding intent. Instead of focusing only on "best running shoes," focus on how your customers talk: "What are good running shoes for beginner trail runners?" or "Where can I find eco-friendly sneakers near me?" Use tools like Google’s free Search Console or Keyword Planner to spot long-tail, question-style queries. Then, build those into your blog titles, website FAQs, and product descriptions. This helps AI tools "surface" or show your business when someone asks in a conversational way. Leverage AI Tools You Can Afford Even with a tight budget, small businesses now have access to powerful AI marketing tools:
Deploy these tools strategically. For example, install a chatbot that pops up only when visitors linger on product pages, or use AI-generated email subject lines to improve open rates for your marketing emails. Create Conversational, Story-Driven Content AI loves content that answers specific questions naturally. Write short, helpful posts like "How to measure your foot for running shoes at home" or "5 ways to style eco sneakers for summer." Such guides double as SEO magnets and AI-friendly content because they mirror how people talk. Break posts into clear sections, use bullet points, and include those conversational search phrases so AI that "crawls" for quick answers can find them easily. Monitor & Iterate Using Smart Analytics Affordable analytics tools like Google Analytics (free), Hotjar (free tier), or even AI-powered dashboards in your email platform help you see how users interact-and whether your tweaks are working. Look at metrics like "search terms" (what terms lead people to your site), or "pages per session" (are they exploring your tips or bouncing instantly?). Small data wins-like noticing that your chatbot suggestion converts 5% more visitors-can guide where to double down next. Keep It Human (Even for AI-Shaped Journeys) Here’s the golden rule: AI may shape the pathway, but human connection is still critical. At every touchpoint-chatbot, email, social post-ensure your brand voice shines through. A little personality, a dash of empathy ("We know choosing a trail shoe is tough-we’ve got you!"), makes you memorable and trustworthy. AI-driven buyer journeys don’t require big budgets-just clever adaptation. By tuning into conversational search, deploying budget-friendly AI tools, and keeping your content clear and helpful, small businesses can stand out and convert even in an AI-shaped marketplace. Start small, measure often, and let each insight guide your next step. Works Cited https://ducttapemarketing.com/do-this-instead-ai-buyer-journey/ |
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