Is your small business losing prospective customers because of Google Maps — or, to be more specific, because your business isn’t showing up on Google Maps?
For businesses that target a local customer base, such as restaurants, retailers, or professional services companies, your digital marketing strategy isn’t complete without a plan for making the most of Google Maps.
What is Google Maps Marketing?
Google Maps Marketing refers to the strategic use of Google Maps to promote and optimize a business’s online presence, particularly for businesses targeting local customers. It involves creating and optimizing a Google My Business (GMB) profile, which is a free business listing on Google Maps.
By providing accurate and detailed information about the business, such as address, phone number, website, operating hours, and services offered, businesses can enhance their visibility and relevance in local search results.
Google Maps Marketing aims to increase a business’s online visibility, drive foot traffic to brick-and-mortar locations, and attract potential customers through various features offered on Google Maps. These features include reviews and ratings, photos/videos, posts and offers, directions, as well as local search ads.
Why is Google Maps Important for Your Business?
Consumers searching for businesses naturally care about location. After all, the closer your business is, the more convenient it is for them. No wonder the “open now near me” has increased by more than 400% year over year! Even when shoppers don’t specify the location, Google uses information about their location to list nearby businesses higher in search results.
Online searches are a key signal of a prospect’s intent to buy. In fact, more than three-fourths (76%) of online searches for local businesses result in foot traffic to those locations in 24 hours or less. If prospective customers search for what you sell, and your competitor’s business pops up in Google Maps instead of yours, who do you think will make the sale?
Google Maps isn’t the only local search directory out there, of course — but it is by far the most important one. A whopping 96% of mobile search traffic comes from Google. By comparison, Yahoo drives just 2% of mobile search traffic, and Bing only 1%. Clearly, Google Maps is the place to put most of your efforts.
Benefits of Google Maps Marketing For Your Business
Improves online visibility
One of the advantages of Google Maps is its ability to help people quickly find businesses that are relevant to their search. When a user searches for a business on Google Maps, they can easily view a list of businesses that match their criteria.
By appearing at the top of local search results, your business gains better visibility, increasing the chances of attracting potential customers and driving traffic to your website.
Increases foot traffic
For brick-and-mortar businesses, Google Maps can help drive in-person traffic. Users can quickly explore your business’s profile and find directions, all from one central location. This convenience allows potential customers to easily locate your local business, learn more about what you offer, and visit your physical location.
Boosts credibility
One of the best ways to get social confirmation is through online reviews. Google Maps displays star ratings, written reviews, and submitted images on business profiles. When users see that other people have had positive experiences with your business, they’re more likely to trust you and do business with you.
Displays your products and services
Google Maps can be a powerful promotional tool for your products and services. By sharing posts and offers, uploading compelling photos and videos, and encouraging positive reviews, you can grab the attention of your target audience. This can lead to more in-store visits and successful online deals.
How To Use Google Maps Marketing to Grow Your Business
Now that you know the importance and benefits of Google Maps to your marketing efforts, here are some tips to help you maximize results from your local search listing.
Include as much detail as you can
The more information your local search listing provides about your business, the easier it is for visitors to make a decision. Instead of just a bare-bones listing with your business address and phone number, visit Google My Business and update your listing to include your hours of operation, other means of contacting you, and a link to your business website. Depending on your industry, photos of your location, products, menu items, etc., can also encourage customers to give you a try.
Make sure your business website is up to par
Many users will go from your Google Maps listing to your website — and since the majority of those users are on mobile devices, your website needs to be mobile optimized. Your website homepage should also be current and appealing with a clear call to action.
Learn more about how to optimize your website for leads, the SEO trends 404 business owners should know, and how to use PPC ads to boost your SEO. If learning about these digital marketing strategies is too much, we’ve got you covered. We offer small business SEO services to help increase your organic reach and overall search performance.
Keep your listing updated
Once your Google Maps listing is complete, your work is not yet done. Review your listing on a regular basis to make sure it’s still current. You’d be surprised how many small businesses list outdated phone numbers or hours of operation on their listings. That’s a surefire way to irritate prospects.
Related: Learn more about local directory optimization services from Web.com
Encourage and maintain positive online reviews
Google Maps listings typically show your business’s star ratings and link to online reviews of your business. Since reviews are a major factor in whether prospective customers choose you or the competition, be sure to keep on top of your reviews. Quickly respond to any negative reviews so you can resolve the customer’s issue and turn that review into a positive one. Work to encourage satisfied customers to leave reviews that will boost your overall rating.
Put Your Local Business on the Map
Google Maps is a powerful tool that can help businesses of all sizes connect with local customers and stand out from competitors in their area. It helps customers easily find business information, and it offers useful features like reviews, ratings, photos/videos, updates, and targeted advertising.
By following the tips in this article, you can optimize your Google Maps listing and start using this powerful platform to your advantage.
