Almost every consumer search starts with Google, which essentially makes your Google My Business listing your digital storefront. A strong online presence is an absolute necessity for today’s businesses, especially in the wake of COVID-19. As businesses across every industry strive to adapt to new digital and operational challenges, consumers are increasingly turning to social media and online search to engage with brands and find updated information.

We strive to make it as easy as possible for you to stay connected with your customers, no matter the situation. That’s why we’re excited to share that you can now post to your Google My Business (GMB) profiles directly from the Sprout platform and mobile app.

Provide fresh content and relevant updates

Providing fresh content and business updates on your GMB listing is a very effective way to engage your audience and drive them to learn more about your business. You can now use Sprout to publish “What’s New” posts to give your audience a general update or share relevant content about your business, products, services and more.  You can also publish “Event” posts to share details about upcoming events (and they work just as well for virtual events)!

Including photos and CTA buttons (e.g. “Learn More) in your posts is a great way to increase engagement. According to Google’s internal research, businesses with photos get 40% more requests for directions and listings with website links get 25-35% more clicks.

Highlighting relevant product information also helps your business stand out from the crowd. Sprout customer Parsons Xtreme Golf (PXG), a luxury golf equipment and apparel company, has remained open with modified operations during the COVID-19 quarantine. They wanted to ensure customers knew they were available and providing flexible services in light of social distancing guidelines. Knowing that Google is often the go-to place people turn for information, PXG posted an update that custom club fittings could still happen via phone.

Share your brand voice

It’s important to keep in mind that GMB posts don’t always have to be directly sales-oriented. These posts are also a great opportunity to create deeper connections with customers by sharing your unique brand voice and telling stories that shed light on what matters to your business.

Liberty Humane Society, a non-profit organization focused on animal welfare, is using their GMB presence to do just that. Animal adoption has seen a huge surge since the lockdown started, as people crave the companionship of a furry friend and have more time at home to care for a new pet. Liberty Humane Society is making the most of this opportunity by posting frequent GMB updates from Sprout about animals available for adoption and happy pets who have found their forever homes. Stories like this (and of course, cute photos) can go a long way in helping you capture your audience’s attention.

post from liberty humane society

Improve your search performance

Google has confirmed that posting fresh content and updated information to GMB profiles helps improve businesses’ ranking in search results. In a world where the majority of customer journeys start with an online search, your visibility in search results is critical to introducing new customers to your business.

In addition to posting, there are several other components of a GMB profile you need to manage to optimize your online presence and improve your performance in Google search results. To ensure your online presence is as strong as it can be, you can leverage the following tactics:

  1. Ensure your essential business information is complete and up-to-date. This information includes your address, phone number, store hours, and website. While this first step may seem obvious, it’s an important foundation for your online presence (and you might be surprised by how many businesses fail to update it!)
  2. Provide details about the products and services you offer. Consumers may be looking for something specific, so make it as easy as possible for them to find that information. 
  3. Offer a visual sneak peek with photos and videos. Visuals help capture consumers’ attention and give them a better understanding of the experience they can expect.
  4. Engage with customers through online reviews. Responding to reviews shows consumers that you care and increases their trust in your brand. According to Google, consumers said that businesses that respond to reviews are 1.7X more trustworthy than businesses who don’t.

In today’s rapidly changing economic climate, it’s critical that businesses leverage their online presence to stay connected and engaged with customers. Google My Business posting is an easy and effective way to communicate important updates and provide relevant information to searching consumers. Start posting from Sprout today!