"Small business owners are all saying the same thing: "My website traffic is tanking, and the stuff that used to work just doesn't anymore." And they're right. A 2024 study by SparkToro CEO Rand Fishkin found that nearly 60% of searches in the U.S. don't end in a click - people are getting answers from AI and never visiting your site. But here's what's crazy: The same AI that's killing your traffic? It's also your best opportunity to leapfrog the competition."
"If you're curious and willing to take action, this is the best time ever to be a small business. You have tools at your fingertips that used to require expensive agency contracts. You just need a blueprint on how to use them. HubSpot outlines a new four-stage marketing framework, Loop Marketing, that organizations can use to effectively combine AI assistance with human know-how."
"The first thing you want to do is express who you are - define your taste, tone, and point of view before you bring in AI. A lot of businesses are missing this crucial step. HubSpot research shows that nearly 6 in 10 don't actually have their unique value proposition documented."
Nearly 60% of U.S. searches no longer end in clicks because people receive answers from AI and skip visiting websites. Small business owners report falling website traffic and diminishing returns from prior tactics. Simultaneously, the same AI driving traffic declines presents a major competitive opportunity when combined with human judgment. HubSpot surveyed more than 500 marketers who reported similar concerns and introduced a four-stage Loop Marketing framework to merge AI assistance with human know-how. The first stage, Express, asks businesses to define taste, tone, and point of view before applying AI, yet nearly six in ten lack a documented unique value proposition.
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