Local search has become a big buzz phrase in the digital marketing realm over the last few years. It’s not hard to understand why. With local search techniques and tactics, you can tap into the local audience pool. You shouldn’t underestimate the value of local customers. Their loyalty can keep your company at the top of the market.
One of the key tools you can use for local searches would be Google My Business. Building a profile here will provide you with a fresh way to connect with your customers and make sure that you are visible. But, you have to make sure you know how to use it effectively. Let’s take a deep dive and explore some of the key tactics as well as the most serious mistakes.
Using Google Posts
Posts were added to GMB in April 2017. Yet most business owners are still not using this tool to its maximum potential. If you are operating a B2B model, there are specific ways you can use posts on GMB to your advantage.
- You can use GMB posts to promote an event such as a business conference. If you want clients to attend, this is a great way to attract their attention. You can use the post to provide the date, the time and a CTA to more info on the chosen event. Think of it is a mini ad.
- Use a post to promote a specific piece of high-quality content that is targeted. You can do this the same way that you would on social media. Add a quick intro to the content and a link. It’s a great way to increase shares and boost the attention it receives online.
- Alternatively, you can also advertise case studies through Google posts. B2B clients love to see case studies because they can reflect the type of results they will see using your service.
Handling Reviews
Reviews on GMB can provide your business with a brilliant advantage if you know how to use them. It’s a misconception to think that B2B clients don’t leave reviews online. They do, both praising you and punishing you depending on the quality of your service.
Businesses often make mistakes handling negative reviews. For instance, if you get a negative comment that is particularly brutal, you might consider deleting your GMB and creating a new one. However, if you do this, there is nothing stopping the same client from leaving another negative review. Instead, you should respond but remain as calm as possible. Handling reviews this way can improve Google results and show potential clients that you do listen to feedback.
Add Photos
A recent study by Adobe suggested that photos will increase engagement with posts by 650 percent! As such, you should add photos to your GMB profile. Research also suggests that customers are more likely to click if a face profile picture is attached to your business brand.
This is just one of the ways that you can make your GMB more attractive and interesting for customers. By making your GMB look stylish with photos and posts, you can improve your CTR and guarantee you convert more users into clients.
Choose Your Information Carefully
You can add lots of different info to your GMB profile. Generally speaking, you should add as much as possible and give clients a good idea of what your business is and what your company provides to B2B clients. For SEO, you need to add categories and tags for your company. This will help customers find your business online. It’s possible to add as many as ten categories on GMB, but this isn’t always the best option. If you do this, you can end up appearing for business clients who will have no interest in your company at all.
Looking To The Future Of GMB
It’s true to say the GMB is quickly becoming one of the most essential tools businesses can use to rank locally. But what will the future bring for this platform?
In the past, you could set up your GMB page and then leave it – things have changed. Today, business owners benefit from updating their GMB as regularly as possible with fresh information, exciting posts and images. By doing this, you can keep clients engaged and make sure that when businesses do find your company online, they become a new lead.
As well as this, with third-party integrations, the capabilities of GMB continue to grow and expand, providing fresh ways to interact and reach out, expanding your business brand.