5 ways to integrate Google My Business into your sales and marketing workflow
From what I have seen in the UK, most people get a Google My Business listing, and then do NOTHING with it! Profiles aren’t updated, new features are not taken advantage of. So the Googlebots then see this information similar to a website which is never updated. However, we all know that Google loves content. Fresh, new and relevant content.
Doing even more sales and marketing tasks can seem overwhelming. It can seem like another element on the to-do list. I will hold my hands up and say, at times, I am guilty of this as well. Forming a habit, a process, to include giving Google more information about your business will reap the benefits.
We all know using GMB is an important part of a digital marketing strategy. Helping you to achieve higher placement in local business result listing. Supporting your ranking in Google Map Results. Allowing customers to connect with you directly. Enabling customers to know what services you offer. So that more customers can discover and connect with you. So that you can improve your digital sales and conversion.
Creating the habit to ensure you give yourself the best possible chance to be found is a wise move. Depending on what research you believe, creating a habit can take a few weeks to form.
So here are 5 ways to integrate Google My Business into your sales and marketing workflow.
1. Blog Post
When you create a blog post, you share a short blurb about it on your FB page, on your Insta. Repurpose an image you already have to promote the blog post and tweak the blurb you have already. Then you can create a post about it on GMB. Go to Create Post > What’s New. You can add up to 1,500 characters (250 characters before the ‘Read More’ separator). But what is especially great is being able to add a call to action button that takes the reader straight to your blog. You can create a special URL to track the traffic coming to your site from GMB. Try to create a ‘what’s new’ post every week using the content you already have. You can use it to describe your products, services, value, or whatever you want to communicate to your audience.
Don’t have a blog post to write about?
- Share some information about a product, course, or service you sell and use the call to action button BUY.
- Promote your freebie, lead magnet, opt-in and invite people to Learn More.
- Share something ‘behind the scenes’. Are you using a new tool/equipment, got a new process? Share something that you are doing to improve your business.
- Share Client Success Stories – share details of your clients’ successes (with permission).
2. Review your social media images
According to Google “Businesses with photos receive 42% more requests for driving directions to their location from users on Google, and 35% more clicks through to their website than businesses that don’t have photos.” See which images you have created that week for your social media posts. Any with high engagement or reaction? Add them into your photos on GMB. To do so, click Add Photo, then select if you want to add it At Work, Team or Identify. Remember they need to be clean, crisp and high quality.
Don’t have an image you can share?
- Look at past images you have compiled and share images of your work, your office, networking events, infographics, images from your website – the list is endless.
- Add an image of a product or service you offer, a different angle and different use.
3. Review what video content you have
Have you created a helpful video for a client? Done a video and shared it on FB? Is there a short segment from a webinar or training video you can repurpose? Even if you are afraid of video, get out of your comfort zone and give this a go. Google says the maximum length for the videos is 30 seconds, but I’ve seen video clips that are longer, up to 90 seconds.
Don’t have a video you can share?
- Do you have a FB live you can repurpose?
- Do remember a video doesn’t necessarily mean you are a ‘talking head’; it can be a screen share or a walkthrough.
4. Share a Product or Service
Depending on the range of products or services you offer, you can share a different product each week. Or if you have a limited range, highlight a particular feature or benefit of that product. To do so, go to Create Post > Product under add more details; you can add a Call To Action Button there as well.
As mentioned before, do share clean, crisp and high-quality images. Show off your services and goods in the best light.
5. Ask your clients
Remember, your clients can also upload an image to your business photos on Google. Reach out to clients and ask them. Is there an additional step/email or call you can add to your sales and marketing process to reach out to the client and ask them to do this? If you have a team, you can also ask them to upload images as well.
Because people can post any photo, don’t forget to moderate them, sorting under Images By Customers. The usual common senses rules apply: remove images which are offensive, which have nothing to do with your business or are of a poor quality and show your business in a bad light.
Ask your clients to leave a review on Google. Remember that Google is a trusted source and reviews on your GMB page can influence engaged buyers into making a purchase or reaching out to contact you. If you haven’t already, you can create a link to share with customers and ask them to write your company a review that appears in your listing. You can add this link to your feedback process.
Remember to leave a comment with every review that is left. If you do receive a poor review, always deal with it professionally. How you respond to those also shows your potential buyers and clients how you do business.
If you receive 5-star reviews, then share them around on your other social media channels or in your office/business. Google created this great marketing kit to help you: https://marketingkit.withgoogle.com/
Google Business is completely free and is a great way to improve your SEO or as I like it call it your googleability.
Make use of the posts feature, think of these as mini-ads or social posts. If you want to put in the extra effort, create a tracking URL to see how effective these posts are at driving traffic to your site. The more Google knows about you, the more types of searches your GMB listing can appear in.
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