One of the biggest challenges that businesses face in todays digital era, is reaching new potential customers. There are many ways you can do this digitally, including Social Media Content, SEO, paid advertising and more. But one of the most simple and highly effective ways of reaching more of your target audience – particularly for local businesses – is through the creation and optimisation of a Google Business Profile.
In this blog, we’ll take a look at how you can enhance your online visibility with a Google Business Profile. But first, let’s take a look at where this great channel sits within your overall marketing funnel.
What is reach and why does it matter?
In simple terms, reach is your visibility and exposure. The bigger your reach, the more potential customers you can convert. Remember our old friend the marketing funnel? Reach sits within the exposure part of the funnel.
The great thing about Google Business Profile is that it not only helps you to reach more potential customers, but by completing each section of your profile, you can help to guide people closer towards converting.
- Increasing exposure – Reaching more people through having better digital visibility.
- Aiding discovery – to find out more about your business, products, services and events.
- Helping with consideration – potential customers can easily compare competition and read reviews.
- Building customer relationships – customers can leave a review their experience where you can respond.
- Boosting retention – making it easy for customers to find you online with linking up your website, online booking, shopping, contact information and social media profiles.
What is local reach?
Local reach is about being seen by customers in your local area. Imagine you were looking for a café, a gym, or a mechanic – where do you search? Probably Google. That’s why setting up and optimising your Google Business Profile is crucial – plus, it’s totally free!
How does Google Business Profile help local reach?
Here are some stats to show why Google Business is such a powerful tool for your brand.
- Google drives 68% of all website traffic.
- Google has an 81.95% market share in search engines.
- There are 5.9 million Google searches per minute.
Google Business is not a substitute for a business website, but it does help customers to find your business more easily on Google Search and Google Maps.
Try this simple exercise – do a google search using your business location and a key search term. For example, I would write “Kendal Marketing Agency” “Cumbria Marketing Agency” or “Lake District Marketing Agency” Then check where you rank in the search results and make note of who’s ahead of you. Take a look at what you like / dislike about the profiles ahead of you – maybe they’ve got uploaded beautiful professional photos, a 360 tour, posted their upcoming events. Doing this gives you a good place to start and know how much work you need to do to rise up the rankings.
How to optimise your Google Business Profile
There are three simple steps to getting your Google Business fighting fit, I’ll walk you through them!
Step 1: Enter your details
First things first – fill in your business information. It might sound obvious, but you’d be surprised how many businesses miss key details! Make sure to add your:
- Business name and address (Google may require verification)
- Phone number and opening hours
- Business categories
- Products, services, or menu
- Booking link and social media links
- Event listings and ticket links
You’ll also need to add a business description.
Business Description – This is how Google decides if you’re relevant to a user’s search. So, make it clear, keyword-rich, and compelling!
Step 2: Add photos
Modern consumers like to see who they’re dealing with and what they’re buying. Which is why photos make all the difference to your Google Business profile. High-quality images build trust and brand awareness and make your business more appealing. Here are some ideas about what to include:
- Business logo and a cover image
- Interior & exterior photos (so people can recognise you IRL)
- Staff and behind-the-scenes pics (adds a personal touch)
- Product/service photos (show off what you offer!)
#TopTip: Keep adding new photos regularly – it shows Google you’re active and helps with your search rankings.
Step 3: Encourage reviews
Reviews matter – a LOT. They influence your search rankings and build trust. If you don’t believe me, check the stats…
- Google reviews affect 20% of local search visibility.
- 74% of consumers trust a business more if it has positive reviews.
- 73% of people only trust reviews written in the last month.
Here are some handy tips to help you get more Google reviews:
- Ask customers directly for reviews as soon after a purchase/service as you can.
- Send a follow-up email with a review link.
- Respond to every review personally to show other customers you’re active and care about their experience! Even a negative review can become an opportunity for growth, if you respond to it in the right way. So be polite and professional.
Try to integrate these into existing processes so you’re regularly getting new reviews that are fresh and relevant.
Maintaining your Google Business Profile
Once you’re set up, don’t just leave your profile and hope for the best. Your Google Business profile needs to be kept regularly updated. That’s because outdated info (like old hours or prices) can stop potential customers from converting. Plus, fresh updates shows Google that you’re active, which helps you rise in the rankings.
As a rule, I recommend that businesses take 30 minutes a month to review their profile. This gives you a chance of keeping your profile up to date, active and make any changes. The golden rule is be consistent – if you’re updating something on your website, update it on Google Business too.
Ready to get more eyes on your business?
Check out my upcoming Google Business Profile workshop to help you get your Google Business Profile working it’s best for you.
If you want to attract more customers, boost visibility, and grow your business, give me a shout. I can help you create a winning growth strategy! Check out my website to see how I can work with you one-to-one to support your business marketing.
