We’re big fans of Google My Business as a marketing tool for local businesses. There are a lot of reasons why. For starters, 76% of consumers review a company’s online presence before visiting their store. And 77% look for local business information through Google.
Despite AI search making inroads on traditional search, it hasn’t made Google My Business any less important. In fact, we’d argue it’s actually more important now than it used to be. Embrace Google My Business if you want a successful local business.
Google My Business Builds Audience and Revenue
Why are we so adamant about the value of this marketing tool for local businesses?
There’s a simple reason.
If you want to make more money, there are two paths to success:
- Get more people to visit you. More people = more chances to sell = more sales.
- Get more of your visitors to buy. Making the most of your chances to sell = more sales.
Google My Business helps with both.
Get More People to Visit
If people find you on Google, they’re more likely to show up.
The old “ten blue links” organic search is still around, but it’s not nearly as dominant as it used to be. Google’s results are much richer now, with ads, Maps, Shopping, AI Overviews, local services listings and more showing up above the fold and pushing the blue links down the page.
There are more “zero click” searches happening now (where people never click through to a website). Some of this is due to Google’s AI Overviews, Featured Snippets and other tools offering answers so users never have to leave the search engine. Some of this is also due to the increasing popularity of voice search.
Building out your Google My Business profile helps you show up in areas you won’t if you just focus on the old “ten blue links” results page — in Maps, in the sidebar, when people are looking for local services …
Not only that, but it also makes you look more legitimate. A website helps with that too, but if someone doesn’t click through to your site, a Google My Business profile that has all your contact details, hours, photos and reviews is a valuable alternative.
Get More Visitors to Buy
Up to 98% of consumers read reviews when considering a purchase.
And one of the biggest, most accessible review platforms is Google My Business.
When you fill out your profile, you can invite people to leave reviews for your business (and you can reply to them too). It’s often the first place many people will see a real person talking about your business, and those reviews will help you get more people to buy.
You can (and should) also post on your profile. Google My Business lets you post about changed hours and announce specials, offers and events. Don’t just passively “have an account.” Sell. Someone might be searching for you on their phone, see you on Google, then notice a special that you’re running in the posts. Immediately you have a new customer — instead of them just knowing where you are, now they have a reason to see you.
If you are a local business, you must use Google My Business. Even as the way people find information changes, if anything, it’s more important than it used to be. Don’t miss this vital tool for your local business.
Best Regards,
David Brandon
Copywriter
Rainmaker Digital Services