As a marketing guru, you probably know Google gets the most visits of any website in the world. It currently holds more than 92% of the search engine market share. This important tool elevates your business and helps you reach your community.
One way to do this is to create a Google Business Profile, formerly known as Google My Business. Google uses searches and maps to help attract new customers. Unfortunately, many local businesses don’t use this tool as strategically as they should. That’s where you come in.
Google Business Profiles need the strategic methods of marketing consultants. Many local businesses could use a push to update their online information and photos, as well as to cultivate more reviews on their profile. However, if you’re new to the marketing game, you might wonder…
What is a Google Business Profile?
A Google Business profile is a free business listing from Google that allows you to share details of your business, photos, products, and services. Creating a profile allows you to reach people across search engines.
This feature is only available to businesses with physical locations, such as a restaurant, stores, offices, etc., or businesses that provide services by meeting clients in other locations (like a plumber).
If you only offer your products and services online, you’ll have to use other Google tools such as Google Ads and Google Analytics.
Why do you need a Google Business Profile?
A Google Business Profile offers a number of benefits. It helps people in the area find your business, as well as see what others have to say about it. When people search for “food near me” or “the best shopping” in your area, a Business Profile with strong keywords and great reviews makes you more likely to show up on their search page.
A Google Business Profile with all of your information, good photos, and great reviews increases your likelihood of attracting new customers. Without it, you’re leaving your odds up to passersby—Yikes!
How Can You Help Clients Improve Their Google Business Profile?
Many businesses don’t understand the importance of their Google Business Profile. Older businesses with years of experience may not have an updated profile because they didn’t know they needed one, while newer businesses may have no clue about how to set one up.
Your client may not have a strong Google Business Profile, or they might not have one at all. Your job requires you to educate them and help them attract new customers. Below, I’ve listed a few ways you can help your clients improve their “Google My Business” and get more customers.
One of the simplest ways to improve a Google Business Profile is to update the keyword search. Keywords help Google bring your profile to the right people. This means when people search for businesses in your local area, you’ll show up in their search.
For example, if you choose to include “best macaroni in [your local area]” in your keyword search, you’ll pop up in the search engine results when someone is looking for the “best macaroni” in your local area.
Be sure to use keywords relevant to your business that rank high in Google's search terms. You don’t want to include words that people don’t search for. One way to find relevant keywords is to search through Google Trends.
Use Good Photos
Businesses often underestimate the power of good photos. Even if your business pulls up in the Google search, your target audience won’t likely go to your restaurant or retail store if they can’t see photos of your product or storefront. Photos tell more than anything else on the Google Business Profile, so your pictures need to reflect your business in a positive light.
For example, when people search for food in the area, they want to “see” if your food looks good. Without photos that communicate this, they likely won’t take a gamble. As a retail store, people want to see the style of your products before they decide it’s worth their time to visit. Visually communicate what you have to offer to the potential customer.
If your client doesn’t have good photos on their Google Business Profile, suggest hiring a photographer or someone in social media who can take pictures to elevate their profile.
One of the most important parts of a Google Business Profile is the reviews. If a business or restaurant has poor ratings or reviews, new customers won’t respond well to the listing. The higher the ratings, the more likely people will want to try your product or service and the more likely Google will push your listing.
Encourage clients to get their customers to leave reviews. They can offer discounts for reviews, ask customers to leave reviews at checkout, or even do a giveaway once they hit a certain number of reviews.
However you choose to approach this, the most important part is ensuring positive feedback. If businesses do encounter a negative review on their Google Business Profile, they need to resolve the issue on the profile immediately. Bad customer service persuades potential customers to look somewhere else.
You can elevate your “Google my Business” or Google Business Profile in many ways. However, keeping up with your keywords, photos, and reviews makes the most impact on your profile. As a marketing consultant or guru, communicate this to your clients in order to ensure they attract more customers in 2022.
For more insight or advice on ways to attract more customers in 2022, check out these 5 Tips to Boost Your Instagram Engagement.