As a local business, you want to take advantage of every tool Google provides to reach prospective customers through geo-specific marketing. Google Business Profile, formerly known as Google My Business (GMB), is one of those tools, and it can help increase your visibility on the web.
Shockingly, more than half (56 percent) of local businesses still haven't claimed their completely free GMB profile. This is a shame because Google itself reveals that 76 percent of consumers that run a local search on their smartphone then visit a store within 24 hours, 88% within the week.
Since leveraging Google Business Profile can help you reach and retain customers, it's time to put some effort toward this valuable resource. Here are eight tips that local businesses can use to optimize their GMB profiles.
1. Claim Your Google Business Profile Listing
The first thing you'll need to do is claim your listing if it already exists. Search for your business on Google. If there is a Google map listing or "knowledge panel" for your business, click on the link that says, "Own this business?" You can then go through the process of claiming the listing.
If no knowledge panel exists, you'll need to create one. Go to Google business and click the "Manage Now" button. Follow the instructions to create a new business listing. You'll then go through the same process as above to claim/verify your listing.
2. Update Your Listing
When consumers search for your business or one in your category, they are looking for information. It would be in your best interests to provide them with as many details as possible about who you are and what you do. This will ensure that you perform better in geo-specific marketing efforts and bring the right customers to your door. Here is how to update and optimize your listing:
- Business Name. Your business name should match what's on your website and sign. It should not include any search keywords or other spammy items.
- Business Description. This is an open text area that allows you to describe your business.
- Business Categories. Carefully select your primary area of business since this is what people will see on your Google Business Profile listing.
- Business Location. This is your physical address. Make sure it's accurate and matches other addresses on the web.
- Business Hours. Enter your regular hours of operation here. You can also enter holiday hours here.
- Service Area. Only enter this if you limit your service area.
- Website Link. This must be a "live" link when you enter it in your Google Business Profile. Ideally, this is the home page of your website.
- Business Attributes. Other attributes you can enter include such things as Languages Spoken, Wheelchair Accessible, Outdoor Seating, Women-Owned, etc.
There are also sections in for Products, Services, and Menus. If these apply to your business, be sure to use them.
3. Add Images and Videos
Photos and videos are an essential part of Google Business Profile listings. Google reports that businesses that post photos get 35 percent more click-throughs to their websites and 42 percent more driving direction requests than those who don't.
As a business, you want to control the narrative when possible, so upload your own photos and videos. If you don't, customers might, and these will be the featured ones on your listing. You'll want to start with a logo and cover photo.
Other photos and videos should depict things like the interior and exterior of your business, your team at work, and your products or services in action. You can learn more about the technical guidelines for photos and videos on Google Business Profile here.
4. Create and Upload Posts
You might have to pay for Google Ads and Facebook Ads, but what you post on your Google Business Profile is entirely free, and it will reach a targeted audience. These short posts act like "mini-ads" on your listing, and they only stay active for seven days.
You can create short posts (with images, emojis, and a CTA) that advertise an event, link to your latest blog post, feature a new product, or make some other announcement. These posts show up prominently on mobile searches, and Google will prompt you with a "reminder" to post again.
5. Google Business Profile Online Reviews
Your local marketing goals probably target higher engagement and sales numbers. However, research shows that today's consumers want to read reviews about your business before they'll commit. Listings with reviews stand out versus ones that have none.
While sites like Yelp discourage businesses from asking for reviews, Google is okay with this as long as it is done "ethically."
One of the worst things you can do is to ignore your reviews since these can make or break your online reputation. Your company should make a practice of responding to every review promptly and appropriately. You can also let Google know quickly when any reviews are "fake" or don't meet some other guidelines.
6. Questions & Answers
Questions & Answers is a feature on the Google Business Profile platform that allows potential customers to ask a question about your business, its products, or services. The catch is that anyone can answer these questions, so it's best if you're paying attention and answer them yourself.
The truth is that a majority of businesses ignore this feature, meaning there are a ton of questions that go unanswered. By answering the questions on your profile, you not only provide more information about your business but also show that you are responsive to customers.
7. Booking Button Feature
If your business relies on reservations and appointments from customers, you want to make it as easy as possible for them to get on your calendar. Your GMB listing can help with its "Booking Button" feature.
This integrated scheduling feature will connect with your company's calendar and allow web searchers to book directly from a desktop or mobile device. You only need to have an account with one of Google's scheduling providers to get started.
8. Messaging
Your company should take advantage of every opportunity to connect with a current or potential customer. Google Business Profile gives you another one of these with its "Messaging" feature.
This allows your profile visitors to send you messages. As a business owner, you can now see and respond to customers’ messages from your Google Business Profile on the Search app or webpage. This allows for faster responses and better customer engagement.
Optimizing for Google Business Profile, formally known as Google My Business (GMB) is just one way that your local business can increase its visibility in search, boost traffic to the website, and create a better customer experience. To learn more about local business marketing strategies and how we can help your business grow, contact Connection Model today.
Written By: David Carpenter
