As a business owner, you are probably always seeking out ways to reach more customers and improve the image of your company. This is understandable, but many business owners simply don’t know how to do so. Fortunately, by utilizing a free and readily available platform called Google My Business, you can market your business to a wider audience, establish your brand, and help potential customers learn basic information about your company. If you are interested in expanding your business, here are some reasons Google My Business will be an important part of your marketing journey.
What is Google My Business?
According to our friends and partners at SEMRUsh, Google My Business (which used to be known as Google Local and Google Places) is the platform that powers Google’s business listings and that gives your business the opportunity to show on the local pack, as well as appear in a number of different results and manage how their information is displayed on each.
Due to its Local SEO benefits, it is a platform that every local business owner should be aware of and use. Don’t think SEO is important for your business? Google is responsible for a majority of referral traffic on the web. Facebook, Twitter, Instagram, YouTube, and LinkedIn combine for <10% of what Google Search sends to the open web. Given that the information which you submit to your listing can appear in a number of different ways on the search engine, including the knowledge panel, the local pack, and maps. Let’s review each of these.
If your business has a physical location and you want this location displayed on Google Search and Google Maps, you will need to use the Google My Business platform. The platform is free and relatively simple to use and it can be utilized by any company or organization with an actual location. Google My Business also provides you with the opportunity to list important information about your company, such as contact details, opening and closing times, and a link to your website.
Google users also have the ability to link to up-and-coming events and articles. Having a GMB listing is immensely important and should be considered a must-have by any business owner. Even if your business doesn’t have a physical location, there are still benefits to utilizing Google My Business.
But I’m Already on Facebook
According to a 2019 study of more than 45,000 listings, Google My Business is an important channel, with 83% percent of local companies being viewed at least 25 times per month in search results and 34% percent receiving attention more than 1,000 times. With your GMB account, you can tap into some of this traffic, connect with your customers, roll out exclusive offers for customers, and track how users interact with your business on Google.
Due to this and a few other reasons (Facebook whistleblower), we’ve actually stopped posting daily to our Facebook business page due to the less than lackluster results we’ve experienced over the last few years. We created our Facebook business page in 2011 and initially had a great experience with bringing in leads. Overtime though our engagement dwindled to ZERO. Today we only use our Facebook page to post our reviews and occasionally info we deem worthy to share. We do not expect or anticipate leads from our Facebook page unless we are running Facebook ads to our page for a specific campaign.
Most Insurance Agencies, Contractors and Realtors do not have a decent following or an engaged fan based on their Facebook business page. Some do and if that is you; Congrats! According to our friend, and mentor John Jantsch, “unless you have both (decent following and an engaged fan base) time spent posting on FB will have little impact now and certainly in the future – far too many small biz folks jumped into Facebook and mostly posted uselessness, and FB is making them pay for that. For most small businesses today, Facebook has taken away organic reach and made paid reach so much harder, more competitive, and more expensive.”
Another digital marketing industry icon, says, “Over the last 4 years, Facebook has essentially eliminated organic reach for content creators. Many bloggers and video creators exited the platform because their content was not getting engagement and reach.”
How Can Google My Business Help?
In comparison to Facebook and other social media channels, people go to Google and Google My Business to solve a problem. They go to their social media channels to socialize and lurk (lol). This in our opinion is another strong reason to implement and actively use Google My Business.
Having a Google My Business listing is a key component of a successful marketing campaign. The platform allows you to distinguish your business from competitors while increasing its visibility. Establishing an online presence using Google My Business can also help you:
- Reach a wider base of potential customers
- Lower operational costs
- Improve business strategies and research competitors
- Establish your brand online
- Offer improved customer support
- Make it easier for customers to reach and get in contact with you
- Overcome location barriers
- Foster stronger customer relationships
The internet is an important tool you can use to reach out to potential customers and convert them into qualified sales and leads.
Still not convinced GMB is worth your while? Check out the following post Google My Business metrics screenshots below:
Is Having a Google My Business Listing Important?
As a business owner, you may be wondering if having a Google My Business listing is important. The platform is essentially a free-to-use advertising tool, and by focusing on important keywords (LocalSEO), owners of small businesses can utilize it to inform potential customers about their location, products, and services.
For owners of larger companies who may have multiple branches or locations, Google My Business eliminates the need to seek out information via multiple web pages and sites. It also has the ability to provide zero-click results. By having a Google Maps listing, you can attract new local customers and keep in touch with existing customers when you use your social media accounts and underscore positive customer feedback. With so many features, Google My Business should be a key aspect of your local SEO marketing strategy.
Optimizing Your Listing
Once you’ve created and claimed a Google My Business page for your company, you must ensure it is optimized and you’ve provided all the necessary information. You should always strive to include as much information as possible on your Google My Business listing. When potential customers search and notice your business in the results, they will then proceed to click on your business to learn more about your products or services. In modern times, such information should be made available instantly, and if you don’t have a Google My Business listing, it won’t be easy for potential customers to find your business. If they can’t find your business, they will simply go to one of your competitors.
What Else Can Google My Business Help You Accomplish?
Google My Business doesn’t just allow individuals to list the location of their business. Using the platform, business owners can:
- Update their company’s profile at any time. Just download the Google My Business app, and you will be able to edit your profile at any time from anywhere.
- Encourage customers to write reviews. The more positive reviews you accumulate, the higher your click-through and conversion rates may be.
- Acquire important insights. Business owners can track site calls and visits, among other things.
- Share your business’ most recent offers via videos, texts, or photos.
- Show off your services and products using visuals. Use engaging photographs and videos to entice potential customers.
As you can see, Google My Business is a full-fledged multifaceted marketing tool for businesses and their marketing teams. Virtually everyone uses Google as a primary search engine, and by taking advantage of Google My Business, you can ensure your company remains current with the times and doesn’t fall behind its competitors.
Managing Customer Relationships
Many business owners are surprised when they discover they can use Google My Business to manage customer relationships. Your customers are the most important people as far as your company is concerned and having a Google My Business listing will enable you to communicate with them directly. Platform users can view and respond to customer reviews, and if necessary, reach out to customers who have had negative experiences. It is important to respond to reviews in a prompt and professional manner, especially since potential customers will see your responses. You can also use the reviews of your business (and sometimes your competitors) to learn more about the expectations of your customers and their experiences.
Reach Out to Us
Google My Business is a well-known tool that can take your company to the next level. By utilizing the platform effectively and efficiently, you can attract new customers and remain in contact with existing ones. Reach out to Musselwhite Marketing today to learn more about our digital marketing services.
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Charles Musselwhite is an author, speaker and co-owner of Musselwhite Marketing (est 2009) along with his wife Linda Musselwhite. Together they are “CaLM” (Charles and Linda M). Charles is an Ontraport Certified Expert and a previous DigitalMarketer Certified Partner holding several DM certifications.