How you can optimize Google My Enterprise and use it for extra gross sales

One of the easiest ways to get traffic and customers is to claim and optimize your Google My Business (GMB) listing. Google My Business (GMB) is a list of your company's operating information, reviews, reviews, and more.

To that end, there are a few things to keep in mind before you even get started with your business claim on Google.

For example:

• What do your customers find when they search for your business online?
• If they need to know your phone number, how quickly can they get it?
• If you want to know if you have parking available, how are you going to find out?

You need to make sure that this information is available to consumers before it reaches your website.

While most of this information is likely to be found on your website, Google My Business will index the content you provide for consistency in Google Search and Google Maps (Google Local Guides can also check and edit your entries for consistency).

It's not just a place to find basic information about your business, however.

When used correctly, Google My Business is a powerful tool that can help you grow your sales and gain valuable insight into your customers.

I'll explain how important it is and how you can tweak it to get more sales.

The biggest mistake business owners make with Google My Business

Let's be honest. Google dominates the search.

According to Net Marketshare, around 80% of all searches take place on Google.

To put things in perspective, there are 3.5 billion searches a day.

The kicker? Most users can't get past the first page of Google search results.

One study examined the number of click-throughs for each Google search result and reduced it exponentially on page two.

In other words, your customers will find what they need on the first page of Google.

While there are other ways to get your business featured on the first page of Google, Google My Business is an incredibly valuable (and easy to use) tool to help you:

• Control, index and view relevant business information
• Interact with prospects and manage your online review call
• Curate customer photos, videos, and other user-generated content
• Gather insights into how your customers are getting to your website

The signals sent by Google My Business even play a role in the local SEO strategy.

56% of local retailers haven't claimed their free Google My Business account.

This is surprising in that a Google study found that "50% of consumers who performed a local search on their smartphone visited a store within a day".

There is a tremendous advantage to using Google My Business and the process of getting your business up and running takes just a few steps.

First, visit https://www.google.com/business.

Next, fill in the basic information (name, address, phone number, website) about your company.

You will then need to verify your account by sending a code that will be sent to your business address. This step is required to activate all GMB functions.

After your company information has been added, you can access your dashboard to begin personalizing your listing.

But don't stop there. You are not done yet!

Most companies make this mistake. They claim their Google My Business account, add the minimum details, and then give it up.

You leave money on the table.

You have to tweak it.

Claiming the account is just the beginning. There are so many ways you can use it.

When used correctly, Google My Business can lead to higher sales and improved customer loyalty.

How to Claim a Business on Google

Getting your business on Google is one of the easiest ways to reach new customers. However, you need to make sure that you are following some best practices to get the most out of your listing.

1. Make sure your information is accurate, comprehensive, and up-to-date

There are many different parts of your Google My Business listing. So let's start with your core business information:

• Surname
• address
• Phone number
• website
• description
• category
• Attributes

Google My Business will ask you to enter your name, address, and phone number (also known as NAP) to begin listing.

This information is indexed by Google Search, Maps and Google+ and forms a basis for your local search engine optimization.

Your information should match what is on your website.

Actually, you have to make sure that the information is exactly the same.

Inconsistencies in the information negatively affect your search ranking.

When entering your address, make sure it matches the correct coordinates on the map and include the same zip code (5-digit or 9-digit hyphenated code) that is listed on your website.

Also, it's better to have a local number than a national or call center option.

After you've deployed NAP, you can focus on two very important parts of your listing: your business category and your company attributes.

In these areas, you need to specify exactly what type of business you are running.

You should consider your keyword strategy as you add your business category and attributes.

Be careful though.

I don't recommend filling your listing with keywords.

Google My Business prohibits this type of behavior. In 2016, they eliminated the ability for users to edit GMB descriptions and introduced attributes to allow for more accurate listing.

While you want your category to be very specific, attributes can paint a clearer picture of your business and the experience you are providing.

It is beneficial to search the full list of 2,395 business categories to ensure that you are capturing the correct classification of your business.

Remember to be specific. Do not use "cosmetology" if you run a "nail salon".

Attributes enable business owners to expand their business functions in ways that may not be apparent from the business category they selected.

Does your restaurant have a terrace or a bar? Is it kid friendly?

What are the amenities in your apartment complex? Tennis courts? Indoor Swimming Pool?

Does your café offer free WiFi? Public toilets?

These attributes can be added to answer questions your customers are likely to have and to provide a better understanding of the company's features and offerings.

Now that your basic information is complete, you can go ahead and personalize the visual aspect of your listing.

The first thing your customers will notice when they search for your business?

Your profile picture.

No listing is complete without a photo.

A Synup study found: "Entries with photos are twice as likely to be viewed as serious and receive 35% more clicks."

Google My Business recommends that you upload a profile photo, cover photo, and video to showcase your business. Each has its own purpose, which is shown below:

In addition to uploading your own high quality content, you can also provide user-generated content.

Someone snapped and posted a great picture of your flagship entrance?

Use it as your profile picture by selecting it under the "Your Company Photos" option.

Encouraging your customers to add photos of their interactions with your business can result in a large gallery of user-generated content on your listing.

However, they don't just have to share their experiences in photos.

You can also write about their experiences.

2. Ask for reviews (and respond to them)

Reviews are the lifeblood of local search.

It's a really simple equation:

Good ratings = sales. More good reviews = more sales.

Bad reviews can also give you an opportunity.

Almost everyone likes a second opinion. Because of this, 90% of customers read reviews before buying.

The frequency of searching for reviews is also increasing. A 2016 study found: "53% of consumers search for local businesses at least once a month."

That is an increase of 10% compared to 2015.

However, how do you get reviews from your customers?

It's easy. You ask her!

Some websites don't recommend it, but Google My Business actively supports it. You can send your customers a link in a few easy steps.

Open www.google.com/maps in a new web browser.

Look for your company name in the upper left corner. (This is also a great opportunity to check that your address is correct on your Google My Business dashboard.)

After selecting your company, click the menu option in the top left corner.

Click Share Or Embed Card.

Click on "Copy Link".

Share this with all of your past customers by sending the link via email or text.

After you've collected reviews on your listing, you'll need to respond to it.

All of them.

Every last one of them.

The good. The bad. The neutral one.

Take the time to message each reviewer using the Google My Business dashboard.

53% of people expect responses to negative reviews.

If your reviews arrive with a perfect 5-star rating, this is your opportunity to turn a customer into a passionate supporter of your business.

Whether you are a national company or a local flower shop (pictured below), it is important to consider your customers' experiences with your brand.

When things are bad, this is your opportunity to get things right. Donato's Pizza monitored their reviews in Columbus, Ohio and took the chance to improve the customer experience.

After receiving a neutral 3-star rating, the owner actively sought how to "turn that 3-star rating into a 5-star rating".

That is customer service.

3. Talk to your customers directly through Google My Business Messages

What if your customers can't find anything on your listing or website?

They will want to contact you. But how?

You may be thinking, “Easy. My phone number is on my Google My Business listing. "

But sometimes your customers actually don't want to make calls.

In fact, one study found that "90% of business contacts would rather receive a text message than a phone call."

Because of this, mobile messaging can be a very effective part of your marketing strategy.

This can lead to increased customer loyalty and help close the sale.

Studies show that direct SMS messages have an even higher conversion rate than mobile advertising.

It is for this reason that Google introduced its messaging feature as a solution.

Now you can activate this feature and communicate one-to-one with your customers, answer questions, make comments and increase loyalty.

By activating the Google My Business messaging function, you deactivate the option for customers to ask you a question via SMS directly from your GMB entry.

You can enable this feature by clicking the "Enable Messaging" button on your Google My Business dashboard.

Next, you'll be asked to enter a phone number that you want to use for chatting.

It's important to note that this phone number will not be shared publicly as your customers will click the "Message" button.

If you don't want to use a personal number, there are a number of alternative options.

Once you have added your number, you will need to verify it with a code given on your phone.

You have complete control over turning this feature on and off and can update the number as needed.

Google also calculates a response time for you, which will be shown in your listing. This is averaged from the time it takes you to answer inquiries.

Finally, you can add a "welcome message". This is what users get when they send a message to you.

An example message could be, “Thank you for contacting us. We appreciate the ability to serve you and will respond to your request promptly. "

After the feature is activated and ready to use, you will receive an SMS every time someone asks a question using the message button in your entry.

You can then reply directly in the form of a text message.

This feature fosters a closer connection between your company and your customers. Your company can be perceived as more transparent, which can lead to more credibility and sales.

However, this service is only effective when exchanging information with customers who actively inquire.

Google also created an option that allows you to share news and updates right on your listing with those who may be passively browsing.

Let's take a look at how Google Posts can optimize your listing.

4. Add posts to share business updates

Now that I've shown you how to manage user-generated content on your Google My Business listing, let's focus on the content you create.

This is where Google Posts comes in.

Google opened its post function to all companies in 2017. This feature allows you to share content about your company in a number of ways. Some examples are:

• Highlighting a new line of autumn clothes with different product images
• Presenting an upcoming event that you want to promote
• Use a GIF to relive a game-winning shot with your audience
• Share a text update on recent company progress

The Seattle Mariners are a great example of a brand using Google Posts to advertise highlights of their games.

Google Posts lets you add text, photos, gifs, and even calls to action, including:

• to buy
• Log In
• Learn more
• Reservations
• Get offer

You can start creating posts after verifying your Google My Business account. Once the review is complete, you will see your "Posts" option in the menu on the left.

After clicking "Create Post" you can add text and graphics.

When creating your post, keep the following in mind:

• Google allows a maximum of 300 words per post, but only 60-70 characters are shown on the phone and desktop display when you use a CTA button.
• The entire text post will be displayed on the phone when no CTA button is used.
• The image you choose should be a high quality representation of your company. Google uses a 4: 3 ratio, so the minimum required dimension is 400 × 300 pixels.
• Talk to your audience directly. Don't use jargon, instead focus on sharing content that will get your audience to engage with the post.
• Google offers insights (more on that in a moment) and engagement metrics for each post. However, it is also a good idea to set up UTM parameters for links as well.

After you click Publish, you can review your post in your listing.

Now it's ready and waiting for everyone looking for your business to see it. Make sure you check it out within a week of posting as Google Posts will go away in a week.

Google Posts will disappear after seven days unless you set a shorter timeframe. This is why it is important to be timely and hyper-specific when creating your posts.

Consider if you have a strategy and want to create an editorial calendar for your Google Post content.

That way, you can better integrate posts into your marketing plan and study their impact on your business.

5. Track customer paths through Google My Business Insights

As with any marketing tactic, measuring the impact of your Google My Business listing is important.

Google has built-in tools to help you do this.

Google My Business Insights can tell you:

• How customers find your company (direct or discovery search)
• Where your customers can find your entry on Google (search vs. maps)
• The actions your customers take on your listing (visit your website, click directions, browse the photo gallery, call)
• Areas in which your customers live (based on direction inquiries)
• Total number of phone calls and time customers are calling

Let's start with the most important question: How do your customers find you?

You use two types of searches: direct search and discovery.

Direct searches show that your customers know about your business and use your company name or address to find you.

The Discovery search searches for business type or business category – not necessarily business name. This is often the case with people who are unfamiliar with your company.

Once you've figured out how to find your listing, you want to understand what they're doing with it.

Are you visiting your website?

Request directions?

Call you?

Are you browsing your photos?

While it is important to set up UTM parameters for links, Google My Business also provides an in-depth look at what your customers are doing on your listing.

Google My Business tracks user actions on their Insights dashboard. This will help you better understand what your customers think is valuable in your listing.

You can also use Google to compare your user-generated content (especially your photo gallery) with that of your competitors.

You can analyze your gallery's photo views and compare them to other companies similar to yours.

All of this information can be used to track your customers' conversion path and get a full understanding of what your customers are doing before they hit your website.

Conclusion

There are many ways that customers can find your business. Google My Business positions your critical business information in front of potential customers searching for your product, service, or experience.

GMB helps with local search engine optimization, offers the possibility to get in touch with your customers via reviews or posts, and offers useful insights into the purchase paths of your customers. In addition, it is a free and valuable tool.

If you're not claiming and optimizing your Google My Business listing, say "no thanks" to someone who offers you a free digital sign for your restaurant right at a motorway exit.

If you need help setting up your Google My Business account or with your digital strategy in general, we are here to help!

How do you optimize your Google My Business listing to generate additional revenue for your business?

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