Did you know that you can make your Google My Business listing stand out?
You can now post daily specials, promote events and even showcase your newest products all through your Google business page. The new feature is called Google my Business Posts.
With Google adding Google Posts functionality to Google My Business, many business owners and webmasters are scrambling to figure out what opportunities the new feature offers. Because the feature doesn’t fit neatly into existing channels such as social media or blog posts, it can be difficult to identify the fantastic opportunities available to those willing to take a risk on a new approach.
If you are a Google My Business user, you can start posting right now. Posts can be created on-the-go using the Google My Business Android and iOS apps or website. If you are ready to put this to work for you, here are instructions on Google My Business Posts. A simple tutorial is below.
Look for the new posts tab on the left-hand side of your my google business account.
Click, posts, create a post. Select a quality attention grabbing image, then write 100-300 word description.
After publishing your post, this is what it looks like in the SERP’s.
Here are just six ways savvy early adopters are putting this new Google My Business feature to work—and making a killing doing so.
- 1 #1 Grab Early Adopter Attention
- 2 #2 Show an authentic face on GMB
- 3 #3 Improve SEO
- 4 #4 Agility
- 5 #5 Diversify Marketing Mediums
- 6 #6 Minimize barriers and maximize customer actions
#1 Grab Early Adopter Attention
Acting quickly, while posts are still a hot new thing, gives you an inherent advantage—even if you’re not quite sure how you want to put it to use yet. The sooner you set to work making posts a part of the way you interact with the web, the bigger the advantage you’ll be able to seize from the feature.
Obviously, the primary advantage of grabbing early adopter attention will be visible in the initial days of posts. If your local SEO competitors aren’t taking advantage of the Google My Business posts feature, and you are, it’s naturally going to give you an advantage until they catch up. In fact, we implemented posts for our SEO Consulting clients within 48 hours of its announcement.
Depending on your industry and the type of customers you’re appealing to, the advantage may be stronger than that, as prospects may view your company more favorably purely as a factor of your status as an early adopter.
Long-term relationship building
While early adopter status doesn’t last forever, it benefits might. If you form a positive brand perception in enough customers while the opportunity exists, it won’t matter if the advantage slips away in the months and years to come. That positive view of your company can place you above your competitors in the eyes of potential customers. That’s something that can influence how your business is perceived and talked about for years to come.
#2 Show an authentic face on GMB
The design of posts allows you to adopt the sort of open, relaxed, friendly content that lends itself to highly authentic engagement with prospects and customers. Make sure you have someone on your team that knows how your company works and how Posts works. That’s the only way you’ll get the maximum impact from the opportunity available.
Provide a Personal Touch
If the person you put at the helm of your posts can muster the right blend of marketing and authenticity, it’s an excellent tool to put a human face on your company. It’s important that your posts account for two key factors if this is your goal: what makes your company uniquely interesting on a personal level, and who you’re specifically trying to appeal to. There’s no one-size-fits-all niche, but you can find one that appeals to enough of your prospects to generate authority and brand loyalty.
Generate Natural Organic Traffic
Organic traffic that enters your site as a result of authentic content posted through Google My Business posts will help your site in a number of ways. It can help you preserve a more natural traffic pattern—more on that in the SEO section—and it can help you find where your ‘natural’ customers are. At which point you can either refocus your marketing for maximum appeal to that group or retarget to find a higher value set of prospects.
#3 Improve SEO
Of course, the first question anyone should consider when Google offers a new product is ‘How will this affect my search engine results?’ We all know it is taking longer and longer to rank for Google organic listings.
Any component of the Google Local Search Engine ecosystem offers your company an opportunity to put on a good face for the search engine juggernaut, generating backlinks and attention in the way most closely adhering to what their algorithms desire. That doesn’t mean good post content guarantees a high position in search engines, but it’s certainly a value add to your strategy.
People don’t often link to company websites unless something is interesting or personal shows up. Posts are a great way to throw compelling content at the wall and see what sticks with your market segments. Once you have a few successes generating inbound links across the internet, the entire process will take on a life of its own, creating more and better backlinks. Of course, this is reliant upon good posts and quality relevant content.
Present a complete picture for Google
Google seems increasingly interested in a complete overview of the sites it recommends through its algorithms. If you don’t take advantage of the posts feature, you’re missing a critical opportunity to help Google ‘get to know you’. Google will still rank sites that aren’t taking advantage of this feature, but why give up on any opportunity to improve your perception?
Google Posts functionality provides you with a highly agile way to change the face you put in front of the world. It can be difficult to propagate a new message through other means. When someone searches your business or your industry, they are going to see your newest Post—even if they aren’t digging any deeper at the moment. That’s power you can leverage.
A news story that might be relevant to your company? Something happening in the world, the nation, your city? Good weather, bad weather? Industry shifts? All of these can create opportunities for a company that maintains awareness, an opportunity that’s easy to capitalize upon with a Google My Business post.
Adjust to data
External information isn’t the only factor which should be guiding your company to make rapid shifts. Internal analytics can also offer critical insight and push your marketing approach in different directions—and few mediums provide the agility of Google My Business posts, making it a perfect test bed for new approaches. Tweak language, offers, and other factors until you obtain the best results. Then, propagate that improvement through your other marketing channels.
#5 Diversify Marketing Mediums
It’s always worth it to find a new way to deliver content to your audience. The more mediums you use to deliver a coherent, consistent brand, the better. Posts are interesting in that not only does it present a new place for customers to see you, but it also gives you leeway to deliver content in different forms. Think of it as existing somewhere between search engine results and social media posts.
Make Your Post Memorable
When you see the same message in multiple formats, it sticks with you better; that’s the nature of memory. Taking advantage of Posts to do something a little different, but still, on brand, can have a high multiplicative effect on any other marketing from you a particular prospect may have already seen (or might see in the future). Consider your copyrighting, check out my copyrighting tips.
Some market segments react better to messages from certain mediums. Posts are versatile enough to allow you to deploy content tailored to the people most likely to come across it online; a powerful tool in shoring up weak areas of your marketing approach. You can reinforce what needs strengthening, make stronger pushes for special short-term opportunities, do research and testing during traditional industry downtime. There’s plenty to be done.
#6 Minimize barriers and maximize customer actions
Google Posts create a new place for customers to take immediate action—so make sure you leverage the medium to the fullest, making it straightforward and enticing to act immediately. A perfectly delivered post makes sure the person seeing it wants to act and doesn’t run into any headaches in the process. Do it well enough, and you won’t even have to compete—they’ll take action before they see what the competition has to say.
Break Down Barriers
You want it to be easy to take action. That means accepting as many forms of contact as possible; calls, email, contact via a web form, etc. Integrating a brief sign-up form into a Post can work wonders for local business listings. Figure out what works best for your business model, industry, and prospect base.
Entice New Customers
Posts allow a picture, so make sure you start with a good picture—something that catches attention and pulls the prospect in. From there, you’ll want to offer something that makes taking action now worthwhile, versus waiting and getting around to it sometime later. That means time-limited deals or coupon codes, exciting events, and similar rewards.
Think call to action.
Want to learn more about Google My Business Posts?
You can find out more about the potential of Google My Business Posts, or any other aspect of your web marketing strategy, by contacting us today. Our team will help you put together the perfect plan, integrate the right tactics, and deliver the right message to maximize high-value lead generation through your web presence.