Local ads can be supercharged through personalization, such as creative that captures local flavor. But how do you create personalized ads at scale across geographies and large numbers of SMB and localized brand advertisers? To answer this question we brought together some of the leasding voices in digital marketing from Hibu, Tiger Pistol and Yext.
Key Takeaways
- Though effective local marketing can be accomplished by following a firm playbook of best practices, it often falls short, due to the time-starved and tech-challenged nature of local businesses.
- Doing it for them, therefore becomes a way to elevate their game.
- But that becomes a challenge in scaling the rigor that has to go into account execution.
- We’re talking compelling copy and personalized/localized visuals in search and social posts.
- AI is starting to come to the rescue in image generation and copy, which starts to make scaling a bit easier.
- Cracking this code and preserving margins for players like Hibu is the name of the game.
- All the above also requires a robust social presence and optimized data in several sources. After all, this is where AI engines are being trained and ingesting information.
- This means that for local businesses to excel and get found in the AI age requires many of the same best practices that drove social and search optimization to date.
- When creating campaigns for SMBs, you can then draw on all of these sources for content and credibility, making the job easier and the outcomes more effective.
–
Bringing It All Together: Personalized SMB Ads
How is local marketing assembled from disparate parts and players? We examine Hibu’s approach to personalized SMB ads using Yext data and Tiger Pistol.
Lisa Mazzarese , HIBU
Sarah Cucchiara, Tiger Pistol
Brook Henderson, YEXT
