Local marketing (Google My Business)

Local marketing, also known as local search marketing, is a powerful tool for businesses that promote their products or services to customers in specific locations. The primary objective of local marketing is to increase the visibility of a business on search engines and social media platforms when potential customers search for relevant keywords related to the location, industry, or their products.

One of the most effective platforms for local marketing is Google My Business, which provides businesses with a range of tools and features to help them optimize their online presence and attract more customers. Businesses can showcase their products or services, provide accurate information and engage with customers through reviews and other feedback.

What is Google My Business?

Google My Business (GMB) is a free tool to help businesses manage their digital presence on Google and engage with customers. By claiming and verifying a business listing on Google My Business, companies can update their location, hours of operation, important announcements, photos, videos, and reviews.

The Google My Business Profile enables business owners and marketers to control how their business appears on Google Search Engines and Google Maps, showcasing vital business details such as name, address, contact information, website link, and hours of operation.

To get started, you must create a Google My Business Profile. This step is crucial in any local SEO strategy as it simplifies the process for customers to find your business and leave reviews.

Benefits of “Google My Business”

*Increase your visibility

Utilizing a Google Business Profile can be a game-changer. When you search for a product or service on Google, the first three listings are Google Ads, followed by a map with the Local 3-pack, and the organic results appear.

The Local 3-pack comprises the top three local businesses based on the searcher’s location. Customers can end up at your shop without visiting your business website. Thanks to a Google Business Profile listing, you can significantly increase your chances of making it onto this list.

*Share appropriate Information with your Potential Customers

With Google My Business (GMB), you can share your address, contact details, working hours, news, updates, announcements, offers, and more. These posts will appear on Google Search and Maps, making it easier for you to stay connected with potential customers and keep them informed and updated.

By aligning your posts with your objectives, you ensure your efforts are focused and effective. Include clear CTAs that motivate potential customers to take action, driving conversions and boosting your bottom line.

*Boost your appeal with Reviews

Online reviews play a crucial role when making informed purchasing decisions. The Google Business Profile allows customers to leave feedback about your business. By receiving honest evaluations, you can identify areas where you excel and areas that need improvement. Reviews also help build trust and confidence among customers. Having positive reviews improves visibility and attracts more customers.

*Increase Traffic and Sales

A Google Business Profile can increase local visits leading to a significant boost in traffic and sales. Multiple verification steps completed before appearing in local searches create a sense of trust among customers.

However, if your site takes too long to load, users may become frustrated and leave before entering your sales funnel, rendering all of your efforts useless. Therefore, reduce loading times and optimize your site to boost lead generation.

*Free Google Advertising

There are numerous ways to promote your business and get it to the top search results: 1) Run a Google Ads campaign, but it is expensive. 2) Improve SEO, but it takes a while to build ranking. 3) GMB listing. It is a faster and more cost-effective way to get targeted exposure. Creating, claiming, and verifying your listing is completely free. It puts your business in front of potential customers, giving them access to your contact information, directions, website, and hours of operation.

 

Optimizing your Google Business Profile

To improve ranking and visibility, businesses must actively engage with customers by responding to customer reviews, answering questions, engaging with customers through posts, and including special offers and promotions to attract new customers. It creates an online reputation, brings more traffic, and establishes trust and loyalty with customers.

*Complete every section: Ensuring the completeness of your Google Business Profile is essential. A fully optimized profile boosts your ranking in local search results and encourages customers to engage with your business.

*Be meticulous with contact information: Provide accurate and consistent contact information across all platforms.

1) Make sure the business name is identical to the one displayed in the real world.

2) Ensure that your business name and address match your other listings across the web using consistent abbreviations.

3) Indicate your regular and holiday hours. It encourages customers to visit your store and helps avoid potential negative reviews.

*Write your “from the business” Description: The brief description below your business name in your GMB is written by Google to ensure consistency across the platform. However, there are ways to optimize the “from the business” section to make it more effective.

• Use all 750 characters available to you.
• Repurpose content from your mission statement to provide a clear and concise message.
• Use keywords used by your audience in relevant searches to attract the right customers.
• Use this space to highlight what sets you apart from your competitors and what customers love most about your business.
• No Links or HTML. Stick to text only to ensure your profile looks professional and is easy to read.

*Choose a category: Google provides a limited number of categories. Be specific, take the time to find the perfect fit. Your primary category is your main offering, select the additional categories that apply. Choose only the categories that match your offerings.

*Select applicable attributes: Attributes are unique characteristics customers look for when choosing a business. They can attract the right audience. Businesses must regularly update them on Google My Business to accurately reflect their offerings.

*Add photos: Uploading high-quality photos that represent your brand accurately to your Business Profile ensures it looks its best. Uploading them regularly signals to Google that you are active with your profile, impacting your ranking. The images on your profile can increase your visibility and engagement with potential customers.

Use photos strategically:

– Add at least one new photo every seven days to show you are active.

– Use your logo as your thumbnail photo to make your brand more recognizable.

– Choose a cover photo that best represents your brand.

– Include happy customers, interior and exterior views, and team photos.

– Avoid using stock photos or photos with special effects or branding.

– Focus on quality images aligned with image-enriched results.

 

*Post to your Google Business Profile: Similar to social media platforms, you can post announcements, offers, events, and products on your Google Business Profile. Posts can increase the number of actions taken by consumers who find your profile. Regular posting sends positive ranking signals to Google.

*Ask and answer questions: Optimize the Q&A section of your Google profile. Anyone can ask or answer questions on your profile, which can lead to an inaccurate and poorly optimized Q&A section. Set up alerts to any questions or answers posted to respond promptly and accurately.

You can seed your Q&A section, compile a list of the most frequently asked questions your business receives and answer them on your profile. Questions and answers containing relevant keywords can improve your Business ranking. Use them naturally.

*Add products and services: Incorporating products and services into your business profile can be advantageous. When adding them, mention provide names, descriptions, and prices (if applicable). Additionally, Google may link to your products from your category section, increasing your online presence.

*Set up messaging: This feature is a game-changer for businesses looking to enhance their customer experience. By enabling potential customers to reach out to you via text message, you can provide them with a more personalized and convenient way to communicate, increasing customer satisfaction and loyalty.

All you need to do is ensure your phone number is on your Google Business Profile. Once activated, customers can send you a text message with their queries, and you can respond promptly. But, set up alerts in your Google My Business dashboard. Head to settings and check off “Customer messages.”

*Maintain your Business Profile with a solid Google My Business strategy: A Google Business Profile requires ongoing attention to maximize its benefits. So do your best to keep your information up-to-date, even if it is a minor change in your suite number. Publish posts and upload photos every week to keep your profile fresh and engaging. Encourage a steady stream of reviews and respond to them promptly. Lastly, stay on top of new features to use your profile to its fullest potential.

Use your Google My Business dashboard to represent your business as accurately and thoroughly as possible.

Why to Leverage Google My Business

In today’s highly competitive business environment, local marketing is essential for businesses of all sizes to have an online presence. Google My Business is an excellent starting point for achieving this goal. By leveraging the power of local search marketing and setting up and managing their Google My Business Account, businesses can improve their search engine visibility, enhance their local search ranking, reach more customers in their target markets, and drive more sales and revenue.

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