At Vino Vidi Vici, an Italian restaurant in Massena, N.Y., owner Crista Makdouli wanted to offer something extra to help her program stand out. “For 50 [purchases] you can get your name engraved on one of our tables, so you’ll have your own table,” said Makdouli. “For a million [purchases], we will deliver a free Ferrari with a large pizza.”

Everyone wants a prize, and most people are willing to spend a little more to get one. At least that’s been the experience of Tiffany Amorosino. The co-owner of Bella Sante Spa uses a platform called OfferLink by Cartera to reward customers with free gift cards when they meet certain purchase price thresholds. Since opening her spa in 1996, Amorosino has seen a significant shift in the way SMB marketing is done...

Merchants with physical outposts are increasingly relying on hyperlocal solutions as a way to connect with consumers who prefer shopping online. These platforms give retailers a way to put their products in front of local shoppers, without actually requiring them to set up an online store or negotiate the logistics of shipping and delivery. Here are five platforms that merchants can use to get the job done...

Muth Roofing owner Chad Muth wasn’t convinced he should be relying solely on Angie's List as a way to advertise and promote his roofing business. “At one point in time, Angie’s List was driving our business. Almost 40% of our call volume was coming from Angie’s List, which is great, but it’s also kind of scary because it’s like putting all your eggs in one basket,” said Muth...

Ninety-two percent of consumers trust “earned media” — like word-of-mouth referrals — above other forms of paid advertising. At b2be Sports & Wellness, a high-end fitness studio in Chula Vista, California, Emmanuel Corona is looking to capitalize on this trend, partnering with Perkville to reward customers for referring their friends...

Although 36% of SMBs have said acquiring and engaging new customers was their primary goal in using social media, according to a recent survey, only 39% said they were seeing ROI from their online activities. In an effort to solve the mystery and find out how merchants can turn online followers into customers, we consulted with the experts...

At Franklin Steakhouse, manager Frank Oliver is always on the lookout for ways to enmesh his restaurant with the local community. In addition to tried-and-true tactics like partnering with neighboring businesses and hosting fundraisers, Oliver is taking a hyperlocal approach to digital marketing through platforms like Facebook and Yelp...

When Donna Lawson first opened the doors at Stuffed Cakes, she ran a series of daily deal promotions through CBS Local and Urban Dealight to spread the word about her Seattle-based bakery. Now two years later, Lawson relies primarily on press mentions on hyperlocal sites like the West Seattle Blog, as well as positive reviews on Yelp, to get new customers coming through the door...

At D'mai Urban Spa, owner Daniella Stromberg spends roughly $45,000 a year in credit card processing fees. Frustrated by the feeling that she wasn't getting anything for her money, she turned to Swipely for help. Using the company's payment marketing platform, Stromberg has been able to identify patterns and gain insight into how outside factors, like the weather, affect consumer behavior...

Jen Ziskin, co-owner of the restaurant La Morra, in Brookline, Mass., says she relies on a combination of email marketing, OpenTable, and menu management platform Locu to spur interest long before customers walk through her doors...