There is no end to the number of marketing articles aimed at small businesses. There are thousands of great ideas out there and, if time and money were no issues, every good idea should be implemented.

Unfortunately, for small businesses, we wear many different hats which often means have to be a jack-of-all-trades and a master-of-none.

So when it comes to marketing, how is a small business owner to determine where to put their marketing effort? This is a big issue, and when someone figures it out, please let me know.

One thing I know for certain is any small business that has a physical location needs to claim their business listing with Google My Business.

Key Takeaways on Registering Your Business on Google

  1. Visibility Boost on Google: By registering your business with Google My Business (GMB), you immediately increase your visibility online. Your business details will appear right when potential customers are searching for products or services you offer, making it easier for them to find and choose you.
  2. Appear on Maps and GPS: It’s not just about appearing in search results; your business will also be pinpointed on Google Maps. This is crucial for attracting local customers and those simply passing through, as it guides them directly to your doorstep.
  3. Enhance Credibility and Stand Out: A complete and active GMB profile lends credibility to your business. Through customer reviews and high-quality photos, you can differentiate your business from competitors and build trust with potential customers before they even walk through your door.
  4. Complete Control Over Your Information: Claiming your GMB listing means you have full control over the information presented about your business online. This ensures accuracy and allows you to promptly update any changes in services, hours, or contact information.
  5. Optimized for All Devices: In an era where mobile searches surpass desktop queries, having a business listing that’s optimized for all devices is critical. GMB ensures your business can be found easily, whether customers are searching from a smartphone, tablet, or desktop computer.
  6. Effortless and Free Registration: The process of registering with GMB is quick, easy, and free. The minimal effort required to set up your profile is a small investment when considering the vast benefits, from increased visibility to enhanced credibility and beyond.
  7. Local SEO Advantage: Registering with GMB is a cornerstone of local SEO strategy. It helps ensure that your business appears in local search results, which is key to attracting customers in your vicinity.
  8. Build a Connection with Your Customers: Through features like Google Posts, you can engage directly with your audience by sharing updates, promotions, and events, keeping your business front of mind.
  9. Leverage Customer Reviews: Reviews are a powerful tool for building trust and authority. Encouraging satisfied customers to leave positive reviews can significantly influence potential customers’ decision-making processes.
  10. Integrate with Your Overall Marketing Strategy: GMB should not be an isolated part of your marketing efforts. Integrating it with your broader marketing strategy amplifies your online presence and maximizes the impact of your online and offline marketing campaigns.

What is Google My Business?

Google My Business is a free service offered by Google to businesses. It enables businesses to register their company location, along with other details with Google. There are six main reasons a small business should register with Google.

  1. Show up on the web: Google My Business helps bring better exposure to businesses by highlighting relevant companies based on specific searches. Google makes it easier for customers to find information about your business online, including hours, contact information and directions.
  2. Show up on GPS: Registering your business with Google My Business will get you on the map. When applicable, people using Google maps will see your business including directions.
  3. Stand out and build trust: Many businesses that claim their listing on Google My Business do not finish their profile. This can be an opportunity for you. By adding photos and business details to your profile, you can stand out from your competitors. Your customers can also leave reviews, which helps build trust.
  4. You are in control: Google will often create a business listing automatically for business however often the information included is weak and scarce. By claiming your business listing, you are in complete control of your brand and information. You’re able to update it whenever required.
  5. Be found on any device: In 2015, the Google searches made on a mobile device exceeded the searches made on a computer. With a verified Google My Business listing, your small business will appear in Google regardless of the device type. This includes computers, laptops, mobile phones, tablets, and even vehicles equipped with Google Maps.
  6. Registration only takes minutes: Registering with Google My Business is easy and quick. The benefit a small business gets for the effort required is enormous. Getting the process started takes less than 10 minutes.

How to Register Your Business with Google My Business?

Hopefully, by now I have convinced you to get your Google My Business listing. To get started, just visit https://www.google.com/business/ and follow the instructions.

If search engines were children, Google is your parent’s favorite kid. However we shouldn’t neglect other children who try hard too, and that is Microsoft’s Bing.

Microsoft offers a very similar service, and I recommend registering your small business on Bing. You can get started at https://www.bingplaces.com/.

Understanding Local SEO and Its Importance

Local Search Engine Optimization (SEO) is a cornerstone of digital visibility for small businesses. In the digital age, being easily discoverable in local search results is as crucial as having a sign on a physical storefront. Local SEO is about optimizing your online presence to attract more business from relevant local searches.

These searches take place on Google and other search engines.

Google My Business (GMB) and Bing Places are pivotal in this realm. They act as the digital façade of your business, providing potential customers with a snapshot of what you offer, where you are, and when they can visit.

A well-optimized GMB profile can be the deciding factor in whether a customer chooses your business over a competitor.

Optimizing Your Business Profile for Maximum Impact

To fully leverage your Google My Business and Bing Places profiles, it’s essential to provide comprehensive and compelling business information. This means more than just filling in the basics; it’s about crafting a narrative that reflects your business’s character and value proposition.

Start by writing a captivating business description that succinctly tells your story and highlights what sets you apart. Select categories and attributes that accurately represent your services and products.

Consistency in your business’s Name, Address, and Phone Number (NAP) across the internet strengthens your local SEO. This consistency sends trust signals to search engines, improving your chances of ranking higher in local search results.

Enhancing Visibility with Quality Photos and Videos

Visuals play a crucial role in attracting and engaging potential customers. By uploading high-quality photos and videos, you can showcase your business’s atmosphere, products, and services.

Photos should be clear, well-lit, and representative of what customers can expect. Include images of your storefront, interior, staff, and popular products or services. Videos offer a dynamic way to tell your story, introduce your team, or give a virtual tour of your facility. They provide a glimpse into the personality of your business, building a deeper connection with potential customers.

Leveraging Google Posts and Bing Places Updates

Google Posts and Bing Places Updates are powerful tools for keeping your audience informed and engaged. Google Posts allow you to share updates, events, offers, and new products directly on your GMB listing. This feature can be used to promote sales, events, and other significant happenings at your business.

Similarly, Bing Places updates let you share news and promotions.

Regular updates keep your listing fresh and engaging, encouraging more interactions from potential customers. These platforms provide an excellent opportunity to showcase what’s new and exciting about your business, keeping you top of mind for customers.

Utilizing Reviews and Ratings to Build Trust and Authority

Reviews and ratings are invaluable for building credibility and trust with potential customers.

Encourage your customers to leave reviews on your GMB and Bing Places profiles. Positive reviews not only improve your business’s visibility but also influence potential customers’ purchasing decisions.

Develop a strategy for soliciting reviews, such as asking customers post-purchase or sending follow-up emails. Responding to reviews, both positive and negative, shows that you value customer feedback and are committed to improving their experience.

Thoughtful responses to negative reviews can turn unhappy customers into loyal ones and show potential customers that you are responsive and customer-focused.

Integrating Google My Business and Bing Places with Your Overall Marketing Strategy

Your Google My Business and Bing Places listings should be integrated components of your broader marketing strategy. Use these platforms to reinforce your brand message and connect with your audience.

Promote your GMB and Bing listings on your website, in your email signature, and on social media channels. This cross-promotion enhances your online presence and drives traffic to your listings. Additionally, use insights from your GMB and Bing Places analytics to understand customer behavior and refine your marketing strategies.

Tracking Performance and Utilizing Analytics (Approx. 150 words)

Google My Business Insights and Bing Places Dashboard provide valuable data on how customers are interacting with your listings. These insights can help you understand which aspects of your listing are most engaging and where there is room for improvement.

Track metrics like search queries, customer actions (like calls or website visits), and photo views. Use this data to refine your profile, improve your SEO, and tailor your marketing efforts. Regularly reviewing and acting on these insights can significantly improve your local search visibility and customer engagement.

Advanced Features: Booking, Messaging, and Q&A

Take advantage of advanced features like Booking, Messaging, and Q&A to enhance customer interaction.

The Booking feature allows customers to book appointments directly from your GMB listing, adding convenience for customers and driving business for you.

Messaging enables direct communication with customers who find you on Google, allowing for real-time engagement. Monitor and respond to questions in the Q&A section of your GMB listing to provide helpful information and show that you are attentive to customer needs.

Competitive Analysis and Local Market Research

Conducting a competitive analysis of other local businesses’ GMB and Bing Places listings can provide valuable insights. Look at what your competitors are doing well and where they might be lacking.

Understand local market trends and customer preferences by researching local keywords and popular search queries. Tailor your listing to meet these trends and stand out in your local market.

Staying abreast of the latest trends in local SEO and online listings is crucial for maintaining a competitive edge. As technology evolves, so do the ways customers search for and interact with businesses online.

Keep an eye on emerging trends like voice search optimization, augmented reality, and AI-driven personalization.

Adapt your strategy to leverage these advancements and stay ahead of the curve.

Getting the Most Out of Your Google My Business Listing

So, you have registered and verified your small business with Google. Now, what?

There are several things you can do, but my recommendation is to focus on getting customer reviews – this a topic for another article.