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.