In this episode, you'll learn what online accessibility really means for your marketing and how making a few small changes can open the door to more customers. Eric explains how accessibility isn't just about compliance—it's about removing barriers that prevent people from engaging with your business. From improving text contrast and adding alt text to organizing your website with proper headings and schema markup, these simple updates make your content easier for everyone to use. You'll also hear about how accessibility can improve SEO, boost customer trust, and even protect your business legally under laws like the ADA, Equality Act, and the new European Accessibility Act. Plus, you'll get a few ideas to help you start improving accessibility today and learn about the free Access Scorecard tool to assess your own website. Stick around for the Shoestring Marketing Tip of the Week—how to use a time capsule as a fun way to engage your customers.

Make sure you get your access scorecard today! Want to connect with the In Transit team? Here's our website.

In this episode, we're tackling one of the biggest changes happening in digital marketing right now: Google's AI Overview answers. You've seen them—those summaries that appear at the top of Google results when you ask a question. So how do you get your business to show up there?

Eric breaks down the simple three-part playbook he and the team at In Transit Studios use to help local businesses get noticed by Google's AI:

1. Clarity – Write website content that directly answers real customer questions.

2. Credibility – Build trust with proof, like real names, photos, reviews, and consistent business details.

3. Connection – Help Google understand your site with schema markup, the behind-the-scenes code that labels your business info, services, reviews, and location.

Together, these create what Eric calls "AI Readiness." Most competitors haven't done it yet—so now's your chance to stand out while they're still figuring it out.

He also shares a Shoestring Marketing Tip you can try right away: partner with nearby businesses for a themed "crawl"—like a café, pizza, or dessert crawl—to boost visibility and create community buzz.

Want to know where you're losing potential customers before they even find you? Visit MyMarketingScorecard.com to spot and close the gaps that are quietly costing you customers.

In today's episode, we're unpacking what might be the single most important question you can ever ask about your business: "If we closed our doors tomorrow, would our customers or community care?" This simple but powerful question can completely shift your marketing strategy and help you discover what truly sets your business apart. Eric shares how asking this question at In Transit Studios led to new clarity, sparked fresh ideas like this very podcast, and helped align the team around what clients value most.

You'll learn how to use this question to uncover your real differentiator, shape your marketing message, and even guide business decisions. Eric walks through examples for barbershops, gyms, and bakeries to show how emotional connection beats product features every time.

Plus, you'll get this week's Shoestring Marketing Tip.

Discover what people would truly miss if you disappeared—and start marketing that.

Visit MyMarketingScorecard.com to see where you're losing potential customers and what gaps to close next.

Most business owners underestimate how powerful online reviews really are. In this episode, you'll learn why reviews influence buying decisions more than almost any other part of your marketing. Eric shares common mistakes businesses make when trying to get reviews, how to ask the right way at the right time, and how to respond to negative feedback without hurting your reputation. You'll also discover practical ways to collect more authentic reviews consistently—including how to automate the process with tools like ReviewLEAD. Plus, hear this week's Shoestring Marketing Tip: how a simple Customer Appreciation Day can generate goodwill and boost your reviews naturally.

Learn more or book a consult with Eric.

Take the free marketing assessment today.

You've probably heard someone say, "That marketing campaign failed." But the truth is, no marketing plan has ever failed, it only produces the results it was designed to get. In this episode, Eric breaks down why every marketing effort works exactly as it's built and how to redesign yours to start getting the results you actually want.

You'll learn how the three pillars of marketing—strategy, system, and content—work together to create predictable outcomes, why small tweaks can lead to massive gains, and how brands like Blu Dot Furniture have turned small copy changes into big results.

Eric also shares three options for what to do next: keep guessing through trial and error, spend the time learning it all yourself, or work with a partner who understands how to track and measure what's working.

Stick around until the end for this week's Shoestring Marketing Tip—the Surprise Sample Swap—a simple way to create buzz in your community while helping other local businesses grow.

Get your marketing scorecard now, just a short 4 minute assessment could change what you work on next.

Have a question or thought? Email Eric and let him know.

Most business owners have far more happy customers than they realize, but most of them aren't talking about your business.

In this episode of The 15-Minute Marketing Fix, Eric shares how to turn those quietly satisfied customers into raving fans who help spread the word and attract new customers. You'll learn how to set up an automated review request system that encourages more feedback without breaking Google's rules, how to train your team and create in-store messaging that keeps reviews top of mind, and how to continue the relationship after the sale through social media and email.

Eric also explains why a few negative reviews can actually help you and how to respond when they happen. Plus, don't miss the Shoestring Marketing Tip of the Week!

To find out where your marketing might be losing customers, visit MyMarketingScorecard.com.

Most business owners think their most valuable marketing asset is their website, social media, or ads. But the truth is, the real gold is your email list. In this episode, Eric breaks down why email remains the most profitable and reliable form of marketing, and how it outperforms nearly every other channel. You'll learn what kind of lists every local business should be building, the difference between a customer list and a prospect list, and creative ways to grow both without sounding pushy. From birthday clubs to loyalty programs to simple opt-ins at checkout, Eric shows how a few small changes can help you stay connected, bring customers back, and earn more referrals. If you've been overlooking email, it's time to change that.

Learn more or get help setting up your own Birthday Club or loyalty list.

Are potential customers slipping away before they buy from you? The truth is, awareness alone doesn't create sales. People move into the consideration stage and start asking critical pre-qualifying questions: Can I afford this? Do they have what I need? Do others trust them?

In this episode, Eric unpacks how to win in the consideration stage of the Marketing Momentum Framework. You'll learn:

• The most important questions customers are asking (and how to answer them upfront).

• Where people turn for proof across different industries (restaurants, healthcare, home services, professional services, and more).

• Practical steps to make sure your Google Business Profile, Apple Business Connect, website, and other platforms build confidence instead of doubt.

Listen now to discover how to build trust that turns awareness into paying customers.

Make sure download 68 Shoestring Marketing Ideas.

Are you wasting money trying to get more people to notice your business? Most small businesses rush into creating awareness, but without the right foundation, all those clicks and impressions go nowhere. In this episode of the 15 Minute Marketing Fix, Eric explains why awareness is the last stage you should work on, even though it's where every new customer journey begins. You'll discover:

• The difference between self-discovered and created awareness.

• How to craft messages that spark curiosity and position your solution to real problems.

• Why you need a clear call to action or risk wasting your ad spend.

Plus, Eric shares a practical shoestring marketing tip for making your sponsorships more memorable.

Listen now and learn how to make your awareness efforts count.

Make sure you check out My Marketing Scorecard.

Are you tired of wasting money on marketing tactics that don't actually bring in customers? In this episode of the 15 Minute Marketing Fix, Eric breaks down the Marketing Momentum Framework—a simple four-step pathway every customer takes: Awareness, Consideration, Purchase, and Advocacy.

When you understand these stages, you can stop chasing random ideas and finally create real, lasting momentum in your business.

Listen in to learn:

• Why marketing feels like guesswork for so many small business owners.

• The four stages of the Marketing Momentum Framework and how they work together.

• The one stage you should focus on right now to strengthen your weakest link.

Don't miss this week's Shoestring Marketing Tip: how hosting an art exhibit at your business can generate buzz and bring in new customers.

Get your free Marketing Scorecard and find out which stage needs your attention most.