Why Google My Business Should Be A Part of Your Social Media Strategy
When was the last time you used Google to search for a business in order to find information on its location, hours, and reviews?
You probably do it more often than you realize. Studies show that 76% of location searches result in a same-day store visit and 89% of purchases start with a search query.
The information that is displayed after a Google search in your Google Maps app or on your desktop is generated from Google My Business, a product created by the big G that allows business owners to manage the information the public views about their company.
Google My Business is a free presence manage tool yet there are many establishments not taking advantage of it even though it has amazing local SEO and social media benefits. Since Google+ was a major fail, many believe that Google My Business will begin to have more of a “social” focus. A prime example of this is evident in how the platform has a posts section, users can follow businesses, and because Local Guides (users who leave a lot of reviews sort of like influencers or the Yelp Elite Squad) can now follow one another.
Why Google My Business is important
Google My Business is vital for any business marketing strategy because it allows business owners to directly manage their overall Google presence via:
Location pins on Google Maps
Hours of operation and ease of editing when they change for seasons, holidays, or temporary reasons (like team trainings)
Responses to reviews when customers leave feedback via one- through five-stars
Photos so [potential] customers know what the business looks like on the outside and inside
Posts that include information the brand wants to share directly such as events and offers
Product listings that make it easier for customers to make a purchase
Coupons to highlight discounts and promotions
Questions and messages to answer detailed inquiries
Menus that can showcase each item at a restaurant and its price
The platform also displays statistics on reach in search and map views and allows business owners to keep an eye on local competitors in order to see what is being shared without needing to directly interact.
All of this information is vital in order to control your online storefront.
Breaking down Google My Business
At one point, the service was strictly for brick and mortar businesses, but you do not need a physical storefront to be on Google My Business. If you are a virtual business or a brand, you can take advantage of the benefits that come with the service such as having your company appear in the Google knowledge box (aka the big box on the right-hand side that appears on desktop).
In order to begin, head to google.com/business and sign in with your Google account. Then:
Search for your business (it may already have a listing created by a Local Guide) or click Add your business to Google.
If doing the latter, type in the name of your business
Choose a business category
Select “yes” when asked “Do you want to add a location customers can visit, like a store or office?”
Type in your address. If you are a virtual/online business, still include an address as you can always delete it later
Under the contact section, enter a phone number and your website. If you are a virtual/online business, add your cell phone number as you can always delete it later. If you do not have a website, you can make one on Google My Business.
After that, you will be asked to verify your business by phone or postcard. If you choose the phone option, Google will call you and provide you with a code that you can type in immediately. If you choose the postcard option, it will arrive at your address in five days or so.
Once your location is verified, you can then remove the address and change it to a service area (aka your entire city/region if you like). You an also remove your phone number from the listing if you choose.
Now that your page is verified and showing on Google, it is time to optimize your page and its many features:
If you have a physical brick and mortar location, ensure your pin is in the correct place on Google Maps. If not, move it! Also check your driving instructions to ensure Google Maps and Waze (which is owned by Google) does not direct customers to the wrong entrance such as a side or back door.
Double check your categories to make sure your business will come up correctly in search. Businesses can have one primary category and six additional or subcategories.
Add your daily hours. If you have a virtual business, you can say that you are open 24 hours.
If you know in advance that you will be closed for certain holidays, add them to your calendar so customers do not show up or contact you on those days
Check to make sure your correct phone number is listed if you would like to have one visible. Businesses can have up to three phone numbers.
Create an @ handle for your page so customers can visit you at g.page/[yourcustomname]. Try to make it the same as your other social media channels if possible! It may not seem that necessary now, but who knows how that will change in the future.
Add a website to the listing so customers can easily access additional information or your blog. Depending on your category, you can also add an appointments link so customers can book you online.
Next, add attributes. These are important because they tell [potential] customers more about your business and its characteristics before they call or visit. Including accessibility details so customers with wheelchairs know if they can comfortably enter your location with a ramp, amenities such as wi-fi or a pool, highlights that mention if you are a veteran-led and/or women-led business or if you are LGBTQ friendly, offerings such as same-day delivery, services if you are an agency, salon, etc., and your payment availability options will help patrons plan accordingly.
If your business is a restaurant, add menus and photos of its dishes. Also include links to DoorDash or other ordering and delivery services.
Create posts just like you would on any other social platform to let your [potential] customers know what is happening at your business. Posts can include an offer or an event similar to Facebook or LinkedIn events. The offers and events will show on your listings in the knowledge box and on Google Maps.
Add photos to your account to help the listing come up higher in search. Businesses can add an official logo, interior, exterior, product, and team photos. The more photos, the merrier. Videos are now welcome on listings as well!
In my opinion, the most important reason to have a Google My Business account is so you can respond to reviews from your customers. According to ReviewTrackers, 63.6% of consumers check reviews on Google before visiting a business. Customers also enjoy seeing that businesses respond to reviews quickly, regardless if they are positive or negative or if they have a comment or not. Having reviews also helps your listing show up higher in search.
How Google My Business ties back to social media
Now that you know why Google My Business is valuable, the tool can help you improve your social media content across the board. Here is how:
Highlight positive reviews - Take your positive reviews from Google and create graphic images that feature the text and the customer’s first name and last initial. This will let followers on other platforms know that your business is reputable.
Use questions to make content - When customers ask questions on Google, you can use those answers to create content since other customers are probably wondering the same thing. For example, if customers are constantly asking if you have a specific product in stock, highlight it more on your channels.
Update your other accounts with hours - If you know you will be closed for certain holidays for whatever reason, mention that on your accounts to assist customers. A lot of small businesses also include their hours in their Instagram bio.
Share UGC in your Google listing - If you get amazing user generated content on Instagram or Twitter, include the photos and/or videos in your Google listing. Be sure to ask the user for permission before resharing the content, even if they tagged you.
Increase social media traffic from your Google listing - If your listing’s views are much higher than the views on your social media platforms, consider cross promoting and adding links to your social posts to your Google My Business listing.
Reach out to TCP if you need assistance managing your locations and reviews on Google My Business!