When you’re interested in a product or looking for a service, what’s typically the first place you go? First, you might go to their website. Second? I’m willing to bet that you check out their Facebook or Instagram pages.
What do you use to search for the "best steakhouse” in town? Your phone. In fact, mobile searches for “best” have grown over 80 percent in the past 2 years. Everyone you know, including your potential pawn customers, have a smart phone in their pocket or purse. This device has become the greatest customer acquisition tool in the history of small business. And this includes YOUR business.
You can start small. Look into buying some keywords related to payday loans, cash advances, cash loans, collateral loans, pawn loans, etc. You can target these to people searching for those terms within a geographic radius of your location. On the retail side, you can also target terms that are related to items you’re trying to sell. Some people searching for items may not think to check their local pawn shop. The great thing about AdWords is you can set a daily budget, so you can spend as much or as little as you want – you can start small and increase later. The system manages your budget for you, so you never go over.
As a pawn broker, you know better than anyone that time is money. You may have a dedicated budget for marketing. Or you may have a website that was created two or three years ago that hasn’t been updated since it was uploaded to the web. Perhaps your niece posts something to Facebook a few times a year for you. No matter how little or how much effort you put into marketing your shop, you probably would like to know how that effort is affecting your business.