How Google My Business Can Help Small Businesses Survive COVID-19

The COVID-19 pandemic has disrupted life for people and businesses around the world. As communities practice social distancing to slow the spread of the coronavirus, many small businesses have been forced to close their doors or dramatically shift how they operate. Fortunately, technology tools like Google My Business can help small business owners stay connected with customers and navigate these challenging times.

In this in-depth guide, we’ll explore how small businesses can leverage Google My Business to survive and even thrive during the COVID-19 crisis. We’ll cover:

• What Google My Business is and why it’s important right now
• Optimizing your Google My Business listing
• Using posting features to share updates
• Driving customer engagement on Google My Business
• Best practices for responding to reviews
• Creative ways to use GMB during COVID-19
• Frequently asked questions about GMB and the pandemic

By learning how to effectively use Google My Business and its powerful features, small businesses can provide their communities with up-to-date information, offer adapted services, and foster customer loyalty. Let’s dive in!

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What is Google My Business and Why is it Important Right Now?

Google My Business (GMB), now known as Google Business Profile, is a free tool provided by Google that allows businesses to manage their online presence across Google Search and Maps. Think of it as your digital storefront on Google, helping local customers discover your business, learn about your offerings, and connect with you easily.

But why is GMB so important right now, you ask? Here are a few compelling reasons:

1. Local Search Dominance: Google dominates local search queries, with over 90% of people using search engines to find local businesses. Having a complete and optimized GMB profile ensures your business appears in relevant searches, placing you right in front of potential customers actively looking for what you offer.

2. Building Trust and Credibility: GMB allows you to showcase your business information, photos, reviews, and more, building trust and credibility with potential customers. Positive reviews and engaging content act as social proof, encouraging users to choose you over competitors.

3. Engaging with Your Audience: GMB provides direct communication channels to interact with your audience. Respond to reviews, answer questions, and share updates to foster engagement and build relationships with potential and existing customers.

4. Insights and Analytics: GMB offers valuable insights into how customers find and interact with your business profile. Track views, clicks, calls, and website visits to understand your performance and refine your online strategy for better results.

5. Competitive Advantage: In today’s digital landscape, having a strong online presence is crucial for any business, especially local ones. By actively managing your GMB profile, you gain a competitive edge over businesses that neglect their online visibility.

Beyond these core benefits, GMB offers additional advantages:

• Targeted promotions and offers: Run special promotions and deals exclusively through GMB to attract new customers and boost local sales.
• Appointment booking: Integrate appointment booking tools within your GMB profile for effortless scheduling and convenience for customers.
• Website builder: Create a simple, mobile-friendly website directly through GMB, eliminating the need for separate web hosting.

Taking the First Step:

Creating and managing your GMB profile is completely free and straightforward. Visit https://business.google.com: https://business.google.com and follow the steps to claim your business, provide your information, and start optimizing your profile.

Remember: Maintaining your GMB profile is an ongoing process. By consistently engaging with your audience, updating information, and leveraging advanced features, you can unlock the full potential of Google My Business and watch your local success grow!

Optimizing Your Google My Business Listing

Optimizing your Google My Business (GMB) listing is crucial for any business hoping to thrive in today’s digital landscape. By making your profile informative, engaging, and search-friendly, you can attract more local customers and boost your online presence. Here’s a comprehensive guide to optimize your GMB listing:

1. Claim and Complete Your Profile:

• Start by claiming your business listing, either by creating a new profile or verifying an existing one.
• Ensure all information is accurate and up-to-date, including name, address, phone number, website URL, category, and description.
• Verify your location through postcard, phone call, or email to gain access to advanced features.

2. Craft a Compelling Description:

• Write a descriptive and engaging business description that highlights your unique selling points and target audience.
• Incorporate relevant keywords naturally throughout the description to improve search ranking.
• Keep it concise and informative, aiming for about 250 characters.

3. Showcase Your Business with Visuals:

• Upload high-quality photos and videos that showcase your business, products, team, and atmosphere.
• Use a compelling cover photo and logo to grab attention in search results.
• Keep images updated and relevant to your current offerings.

4. Encourage and Respond to Reviews:

• Positive reviews build trust and credibility, so encourage satisfied customers to leave feedback.
• Respond to all reviews promptly, thanking customers for positive feedback and addressing concerns professionally in negative reviews.
• Consider offering incentives for reviews to stimulate engagement.

5. Post Regularly and Engage with Your Audience:

• Share updates, announcements, offers, and events through GMB posts at least once a week.
• Utilize different post types like text, photos, and videos to keep your content engaging.
• Answer questions posted on your profile and participate in relevant discussions to build community.

6. Leverage Advanced Features:

• Explore features like appointment booking, messaging, Q&A, and website builder to enhance your profile and offer more value to customers.
• Utilize post insights to analyze performance and see what content resonates with your audience.

7. Track and Analyze Performance:

• Regularly monitor your GMB insights dashboard to understand how customers find your business, what content performs well, and how your profile is performing overall.
• Use these insights to refine your strategies and optimize your profile for better results.

8. Connect to Google Analytics:

• Linking your GMB profile to Google Analytics provides a more comprehensive view of your online customer journey and website traffic driven by GMB.
• This allows you to track conversions and measure the effectiveness of your GMB efforts.

Additional Tips:

• Run local SEO campaigns to further improve your visibility in your target area.
• Promote your GMB profile on your website, social media, and marketing materials.
• Stay updated on GMB features and adapt your strategies as needed.
• Personalize your approach to your specific industry, target audience, and local community.

By following these optimization techniques and maintaining your GMB profile actively, you can position your business for local search success, attract new customers, and ultimately achieve your business goals. Remember, consistency and engagement are key!

Using Posting Features to Share Updates

Google My Business (GMB) posting features offer a powerful way to share updates, engage with your audience, and attract new customers. Here’s how to leverage them effectively:

Choose the Right Post Type:

• What’s new: Share general updates about your business, new menu items, upcoming events, etc.
• Offer: Promote special deals, discounts, and limited-time promotions.
• Product: Showcase specific products with high-quality pictures and descriptions.
• Event: Create awareness and attract attendees for your events, workshops, or webinars.

Craft Engaging Content:

• Keep it concise and informative: Aim for around 150 characters for text posts.
• Use eye-catching visuals: Include high-quality photos or videos to grab attention.
• Highlight unique selling points: What makes your update special or relevant to your audience?
• Add a call to action: Encourage users to learn more, visit your website, or make a purchase.

Post Consistently:

• Aim for at least once a week to keep your audience engaged and informed.
• Vary your post types to offer fresh content and cater to different interests.
• Schedule posts in advance to maintain consistency even during busy periods.

Utilize Advanced Features:

• Add buttons: Encourage actions like making reservations, booking appointments, or visiting your website with prominent buttons.
• Target specific audiences: Consider using location or demographic targeting for relevant offers and updates.
• Track performance: Monitor post insights to see what resonates with your audience and adjust your approach accordingly.

Engage with Your Audience:

• Respond to comments and questions promptly to show you care and build relationships.
• Encourage discussions and feedback on your posts to foster community engagement.
• Run contests or giveaways to increase excitement and attract new followers.

Additional Tips:

• Personalize your approach: Tailor your content and posting strategy to your specific industry, target audience, and local community.
• Promote your posts: Share them on your social media channels and website to reach a wider audience.
• Align your posts with your overall marketing strategy: Ensure your GMB content complements your other marketing efforts to create a cohesive brand experience.

Remember: Consistency, engagement, and creativity are key to successful GMB posting. By utilizing these tips and features effectively, you can transform your GMB profile into a powerful tool for local engagement and business growth!

Driving Customer Engagement on Google My Business

Driving customer engagement on Google My Business (GMB) goes beyond simply posting updates. It’s about creating a dynamic and interactive space that encourages meaningful connections with your audience. Here are some strategies to maximize engagement on your GMB profile:

Content & Value:

• Go beyond basic announcements: Share interesting stories, behind-the-scenes glimpses, customer testimonials, and helpful tips related to your industry.
• Highlight your USP: Showcase what makes your business unique and valuable compared to competitors.
• Post visually appealing content: Utilize high-quality photos, videos, and even 360° tours to capture attention and create an immersive experience.
• Cater to different interests: Mix up your post types (text, photos, videos, offers) to appeal to diverse preferences and learning styles.
• Offer exclusive content: Share GMB-specific deals, early access to products, or special events to incentivize interaction.

Interaction & Community Building:

• Respond to all reviews promptly and professionally: Thank positive feedback and address concerns genuinely.
• Answer questions thoroughly and accurately: Show your expertise and willingness to help.
• Run contests and giveaways: Encourage participation and generate excitement with fun activities and rewards.
• Host Q&A sessions: Address frequently asked questions and provide interactive learning opportunities.
• Create polls and surveys: Gauge customer preferences, gather feedback, and spark discussions.
• Encourage user-generated content: Ask customers to share photos, videos, or stories related to your business.

Leveraging Features & Data:

• Utilize GMB messaging: Allow customers to easily connect with you directly through your profile.
• Run targeted promotions: Use location or demographic filters to reach relevant audiences with personalized offers.
• Track post insights: Analyze data like views, comments, and clicks to understand what resonates with your audience.
• Integrate with Google Analytics: Gain deeper insights into website traffic driven by GMB to measure its effectiveness.
• Experiment with different features: Explore Q&A, appointment booking, or website builder to enhance your profile and provide more value.

Additional Tips:

• Be authentic and personal: Let your brand personality shine through in your content and interactions.
• Post consistently: Maintain a regular posting schedule to stay top-of-mind for your audience.
• Promote your GMB profile: Share it on your website, social media, and marketing materials.
• Run local SEO campaigns: Complement your GMB efforts with broader local search optimization initiatives.
• Stay updated on GMB features: Adapt your strategy as new features and functionalities become available.

Remember, driving engagement is an ongoing process. By focusing on valuable content, responsive interaction, and leveraging GMB features effectively, you can foster a thriving online community around your business and ultimately drive more customers through your doors.

Best Practices for Responding to Reviews

Responding to reviews on Google My Business (GMB) is crucial for building trust, addressing concerns, and showcasing excellent customer service. Here are some best practices to make the most of your responses:

Respond Promptly: Aim to respond within 24 hours, ideally less. Prompt responses show you care about customer feedback and value their experience.

Personalize Your Responses: Address the reviewer by name and acknowledge their specific feedback, whether positive or negative.

Be Positive and Professional: Maintain a professional tone even when responding to negative reviews. Avoid getting defensive or emotional.

Thank Positive Reviews: Express your appreciation for positive feedback and highlight what you’re glad they enjoyed.

Address Negative Reviews: Apologize for any negative experiences and outline steps you’ve taken or will take to address the issue.

Take the Conversation Offline: If necessary, offer to take the conversation offline to protect customer privacy and resolve the issue directly.

Proofread Before Posting: Ensure your responses are free of typos and grammatical errors.

Respond Consistently: Respond to all reviews, positive and negative, to showcase your commitment to customer feedback.

Use Insights Strategically: Analyze positive and negative reviews to identify areas for improvement and adjust your offerings or services accordingly.

Additional Tips:

• Highlight Keywords: In positive review responses, consider mentioning relevant keywords to improve SEO.
• Encourage More Reviews: Respond positively to requests for reviews and subtly encourage satisfied customers to leave feedback.
• Report Inappropriate Reviews: Flag any reviews that violate Google’s policies for removal.
• Track Your Progress: Monitor how your response rate and review sentiment change over time.
• Utilize Tools: Consider using review management tools to streamline your response process and track insights.

Remember, responding to reviews is an opportunity to engage with your audience, build trust, and demonstrate your commitment to providing excellent customer service. By following these best practices, you can turn feedback into a powerful tool for growth and success.

Here are some additional tips for specific scenarios:

• Responding to fake reviews: Report them to Google and avoid engaging publicly.
• Responding to competitor reviews: Focus on highlighting your own strengths and avoid negativity towards competitors.
• Responding to reviews in other languages: If possible, respond in the reviewer’s language to show respect and understanding.

By following these guidelines, you can effectively respond to reviews on GMB, cultivate a positive online reputation, and attract more customers to your business.

Creative Ways to Use GMB During COVID-19

While the pandemic’s immediate effects have lessened, many of the creative adaptations businesses made on GMB during COVID-19 are still relevant and valuable today. Here are some ideas to inspire you:

Virtual Engagement & Support:

• Host online events, workshops, or Q&A sessions: Share your expertise and connect with your audience remotely. Utilize features like Google Meet or live video within GMB posts.
• Offer virtual consultations or appointments: Provide remote assistance without requiring in-person visits.
• Run online contests or challenges: Encourage user-generated content and boost engagement with fun activities participants can do from home.
• Showcase virtual tours or 360° views of your business: Immerse potential customers in your space even if they can’t visit physically.

Community Building & Outreach:

• Partner with other local businesses: Offer joint promotions, host collaborative events, or cross-promote each other’s GMB profiles.
• Support local initiatives or charities: Highlight your community involvement and demonstrate social responsibility.
• Offer contactless pick-up or delivery options: Cater to customers who prefer to minimize physical interaction.
• Share positive customer stories or testimonials: Showcase how you’ve helped others during challenging times.

Content & Information Sharing:

• Provide informative updates on your COVID-19 protocols: Clearly communicate safety measures, hygiene practices, and any changes to your operations.
• Offer helpful tips or resources related to your industry: Share your knowledge and expertise to be a valuable resource for your community.
• Promote the use of online ordering or booking systems: Streamline customer interactions and minimize physical contact.
• Create “Ask Me Anything” sessions: Encourage open communication and address customer concerns directly.

Additional Tips:

• Personalize your approach: Tailor your GMB strategy to your specific industry, target audience, and local community.
• Track and analyze results: Monitor engagement metrics and adapt your tactics based on what resonates with your audience.
• Stay updated on GMB features: Explore new features and functionalities to enhance your profile and reach potential customers.
• Promote your GMB profile: Share it on your website, social media, and marketing materials to increase visibility.

Remember, GMB is a dynamic tool that goes beyond basic business information. By using it creatively and strategically, you can not only navigate challenging times but also build stronger relationships with your audience and achieve your business goals.

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Frequently Asked Questions About GMB and COVID-19

Many small business owners have questions about how best to manage Google My Business during the pandemic. Here are some common FAQs: