As local health and safety guidelines are constantly changing, it’s more important than ever to use the digital tools we have at our disposal to keep customers informed on business operations. Google My Business should be operated similarly to other social channels like Facebook, Instagram, and Twitter. Regular posting cadence, up-to-date information, and the latest promos and events should be appropriately advertised. Using Google My Business is a prime strategy to earning a number one spot in the Google search engine results page for your business name, at no cost. If you’re looking to optimize your business’ digital presence before the holidays, we recommend making the following optimizations to your Google My Business page.
Let Customers Know if Your Business Offers In-Store Shopping, Curbside Pickup, and more
Edit these attributes in the “info tab” of Google My Business for a quick resource for customers to know how your business is operating due to COVID-19. Because of the pandemic, help your business stand out by marking what types of shopping options are available to your customers. This will help your customers prepare for their shopping experience and plan accordingly.
Utilize the “Posts” Function to Ask for Support or Give a COVID-19 Update
Let you customers know that purchasing a gift card can help support your business, or give them an COVID-19 related update to your business that will stand out on the page so your customers are drawn to the most important COVID-19-related information on your page. You can also use the posts feature to update on the latest promotions or events coming up at your business, post about events, or post other high priority updates.
Utilize Local Ad Campaigns by Connecting Google My Business to Google Ads
Local campaigns allow your business to connect with nearby customers who are searching for your service. Amidst COVID-19, it is crucial to share the most important factors to shoppers/searchers, such as curbside pickup availability, health and safety regulations, and promotions.
According to Google, “67% of holiday shoppers said they will confirm online that an item is in stock before going to the store to buy it,” so it’s important to have product stock and contact info up to date. Until now, businesses were only able to optimize local campaigns for store visit conversions. Now, using Local campaigns, you can optimize your campaigns for a specific action, such as clicking “directions” or clicks to call.
Complete Every Section of Your Google My Business Account
Not only does this provide the most pertinent information for potential customers, but it also tells them that because you are actively using the Google My Business platform, the information provided is most likely accurate and up to date. Amidst COVID-19 where businesses’ protocols are rapidly changing to meet local health and safety guidelines, utilizing the “Updates” section of the Google My Business platform will help keep your customers informed and prepared to do their shopping.
Please note that Avenue has no affiliation with any products, services, or websites referenced in this blog post. Avenue is a digital marketing agency in Portland using business as a force for good. Our proprietary suite of paid advertising, search engine optimization (SEO) and social media services help brands and businesses of all sizes grow sustainably and successfully. For more information, we invite you to visit our services page.