We all know that no matter what size of business you are, and what sector you operate in, establishing a robust online presence is crucial for success. And for all my CIC, charity and not-for-profit readers – this applies to you too! One indispensable tool that empowers local enterprises to shine a little brighter on the digital stage is Google My Business (GMB).
In my marketing conversations with organisations though, it is very often the case that people are either unaware of GMB, think it is only relevant for retail and hospitality, or have a listing that is so incomplete or out of date that it probably has a negative rather than positive effect.
I thought it would therefore be worthwhile to take a dive into the features and benefits that make GMB a must have, showing how it can be another great asset in your marketing and promotion armoury.
- Accurate Information at a Glance:
Google My Business offers a top of the page opportunity for organisations to ensure that their key information is always right in front of customers and potential customers. You can easily manage essential details such as contact numbers, location details, website URLs, and opening/ operating hours – with updates usually taking less than 10 minutes to be active. This ensures that customers searching for your services get the most accurate and current information, fostering trust and reliability.
- Visibility Amplification with Engaging Content:
Although most users simply treat Google My Business like a virtual copy of their business card, there is so much further content that can be added to your listing to help GMB act as a dynamic virtual storefront, enabling organisations to showcase their products and services to potential customers in the local area. Attributes showing accessibility and suitability can be listed, as well as a brief overview section, describing the nature of your organisation, its history, and what makes it unique.
Users also have the opportunity to share updates, promotions, events, and news directly onto their listing, as well as exterior and interior shots, product or service images and team or staff photos.
- Hosting Video to Bring Your Listing Alive:
Beyond static images, GMB empowers businesses to add videos, including captivating 360-degree views and virtual tours. This immersive content provides prospective customers with an authentic glimpse into the business, fostering a deeper connection and interest. Most of the organisations I talk to assume that in order to share video content beyond their website or social media accounts they need to invest in a youtube channel, unaware that GMB is a great place to showcase video content.
Organisations can utilise the power of video to highlight their unique selling points, share behind-the-scenes glimpses, or even take customers on a virtual tour of their premises if appropriate. Whatever content you have and whatever business or organisation you are, the ability to incorporate videos on GMB adds a new dimension to the customer experience, capturing the attention of users who are increasingly drawn to interactive and visually engaging content, as well as setting you apart in search results on Google Maps and Search.
- Customer Interaction and Reviews:
Google My Business facilitates direct communication between businesses and clients, and through reviews and direct messaging, engaging with customers has never been more accessible. As a Google representative puts it, “Customer reviews are a powerful way for businesses to build trust and credibility within their local communities. Engaging with your audience on Google My Business not only strengthens your online reputation but also creates lasting connections with your customers.”
If applicable, GMB gives the option to integrate a booking system for appointments or reservations and also has a handy section which lists the answers to frequently asked questions.
- Insights for Informed Decisions:
Google My Business provides valuable insights into customer behaviour, helping organisations understand how users find and interact with their profiles. This data can inform marketing strategies, allowing businesses to refine their approach and cater to the preferences of their target audience effectively.
- Local SEO Boost:
So many of my clients are real advocates of the #suportlocal mentality, and Google My Business can be a really powerful ally in the realm of local search engine optimisation (SEO). This is particularly advantageous for small businesses aiming to capture the attention of nearby customers, or organisations that have a purely local or regional footprint/ area of operation.
Whilst SEO is generally viewed as a dark art, and a complicated affair, where it is always worth consulting a specialist – by optimizing your GMB profile with relevant keywords, you increase the likelihood of appearing in local search results. This can be further enhanced by keeping your profile fresh and up to date with updated information and imagery.
- Cost-Effective:
I appreciate that in the world of work it is very often not the case, but sometimes the best things in life are free – and Google My Business falls into this category. Most of the small businesses, charities and not for profits that I work with have limited marketing budgets, so I am always encouraging them to make the best use of GMB. As the platform enables users to create posts and updates, share promotions, and highlight special events — all without incurring additional costs, GMB really is another way small enterprises can maintain an active and engaging online presence without breaking the bank. If one of the biggest reasons you love social media is because it is free, then you really need to invest some time in getting your GMB listing working for you!
- Mobile Accessibility:
In an era dominated by smartphones, ensuring your business is easily accessible on mobile devices is imperative. In the website project work I’m often involved with this is a reoccurring topic, as we all get frustrated when information we’re searching for isn’t optimised well for mobile view, forgetting that the online content our own organisation puts out there might not be any better. Google My Business ensures that your business information is readily available to users on the go, capturing potential customers who are actively searching for products or services in your vicinity.
In conclusion:
The impact Google My Business can have on small businesses, charities and CICs is undeniable: from enhancing visibility to fostering customer engagement and providing valuable insights, GMB is a versatile tool that empowers local organisations to thrive in the digital age. It is easy to harness the features and benefits of Google My Business to establish a strong online presence and connect with your local audience, but it is worth noting that whilst, as of the latest data, over 75% of businesses in the UK have a GMB listing, less than half of those have updated any basic information in the last year – never mind using the photo, video, events, offers and updates tools.
Regularly updating and maintaining your Google My Business listing with accurate and engaging content can help attract and retain customers, as well as improve your online visibility.
If you need some help with this aspect of your marketing, please do get in touch – I can also make some great recommendations if you are looking to enhance your listing with fresh video or a virtual tour, or are keen to ensure your online presence is as SEO friendly as possible.
