
How many times have you looked up a restaurant’s hours on Google and headed their way, only to finally arrive…and discover it’s closed?
“Curse you, Google!” you proclaim in your hangry disgust.
Google, however, is not to blame. Like that restaurant, if your B2B company hasn’t updated its business profile on Google, it can cost you business, damage your reputation, and make it appear as though you don’t have a clue about today’s buyers. Updating your business profile isn’t just good for local search, it also helps buyers find your website, read and write reviews, get directions to your office, and a lot more.
“But how do I manage my Google business page?” Glad you asked! In this article we’ll cover a number of elements to managing your business’ profile on Google and taking full advantage of its tools, including:
Before we dive in, it’s important to know that there are a plethora of Google services offered to businesses. For starters, we recommend creating a Google account and taking advantage of these three features:
Once your company has a Google account and associated Gmail address, you can use that to sign into all of Google’s services.
Here’s a list of several Google tools that most marketers will be interested in and what each does.
So we’ve covered the basics of Google tools and how you can use them internally to improve your business. Now we’ll get into the two primary tools to manage your business’ external profiles: Google My Business and Google Maps.
Google My Business is a free business listing from Google. It is the dashboard where you can access all the information Google provides about your company when people search for it, or companies like yours, on Google.
From the type of business you are to your phone number, website, directions, pictures and reviews, Google helps you get found locally (and anywhere, really). Think of it as more than just a business listing; it’s also a place where you can connect and engage with customers and prospects.
By going through some simple steps to claim and verify your business, you can keep your company information updated and manage its online presence more effectively.
Google Maps is arguably one of the most popular and widely used navigation systems available. Most anyone who’s ever used their smartphone to get directions is familiar with Google Maps. You’ve probably also experienced the frustration of “arriving” at your destination only to realize you’ve been led down a creepy dead end road.
Edit your company’s information, including your correct address, contact information, and even add photos so that when someone uses the Google Maps feature, they can find you more easily. When you claim your business listing using Google My Business, it can help boost local SEO and your global presence.
Setting up your Google My Business profile in conjunction with Google Maps is simple. It’s also free, and there’s only one place to edit, update, and add all the information about your business. The first step, however, is to sign up and verify your business listing.
Once that’s out of the way, you’re probably wondering, “What information should I include in Google My Business?” Everything! Seriously: the more the better. Prospects should be able to find you and get in touch with as little friction as possible.
Make sure the following information is included on your Google My Business profile:
Don’t Forget Your Google Business Cover Photo
Optimize your Google presence with a cover photo. The recommended Google Business cover photo size is 720 x 720 pixels (format jpg or png), but you can go as small as 250 x 250 pixels. Simply click Edit profile > Cover photo or Logo.
The job’s not done once you’ve confirmed all the correct information. You also want to encourage your customers to leave positive online Google Reviews and keep tabs on what other reviewers are saying about your brand. Google used to have a mobile app to manage reviews, but the app is no longer available. However, you can use Google Maps mobile app and Google Search to keep your business profile up-to-date from your smartphone.
Needless to say, customers are influenced by reviews while making a purchase decision. Just as important to note is that Google takes reviews into account for your SEO. Reviews are powerful and make you stand out, so monitor them and respond to reviews when relevant. Connect with your audience and keep the conversation going. When you do, you’ll also help keep your business growth flywheel spinning.
RELATED: Learn about the Inbound Flywheel and assess improvement areas with our free workbook.
Here are a couple more best practices to help you optimize your use of these free Google business features.
The more information you give, the easier it is for customers and leads to find you – and the more likely it'll be that they choose you over competitors who haven’t taken the time to manage their listings.
Of course, there’s more to marketing your business than covering the basics of your Google My Business profile. Understand the power of organic search on Google and other search engines on a global scale by checking out our SEO Survival Guide.
Topics: Inbound Marketing