Google My Business, or GMB, is a very important tool for businesses and marketers. Not only does it help companies appear in local search results when nearby people use Google, it also gives customers all the information they need to contact the store.
On top of that, Google My Business is absolutely free. There are no downsides to using it, and setting up a profile is very easy. In fact, if your business isn’t on Google My Business, you’re missing out on a golden opportunity to reach a larger audience.
All you have to do is invest some of your time to optimize your GMB listing and keep it updated. With this tool, you can easily interact with customers who are looking for your type of product or service.
Because of its undeniable benefits, most companies are using Google My Business. But what some of you may not realize is that you can actually publish content on your GMB page—and it doesn’t cost anything.
GMB posts can help your listing rank higher in search results. But it’s important to understand how it works, so you can make the most out of it. Let’s take a closer look at how to optimize your GMB posts for maximum engagement.
What are GMB Posts?
Google My Business lets you control what people see when they view your business on Google Maps. GMB posts, on the other hand, are content that can help your listing rank higher so that more people can view it. GMB and GMB posts are powerful advertising tools that can help generate a stream of leads for your business.
When consumers use Google to search for a local product or service, they will see a preview of the contact information of top ranking businesses, along with snippets of any posts they have uploaded on their page. With a GMB post, you can make your profile more attractive to these consumers.
What you need to keep in mind is that GMB posts expire in 7 days. This means if you want to keep showing content on the Google results page, you will have to upload new content on a regular basis—at least once a week.
What to Post on Google My Business
The right type of GMB post to use will depend on what you are trying to achieve. Take note of what your goals are and use it as a guide for content creation.
For example, if you want to emphasize your latest products, you may want to create a GMB post that highlights this new offer. If you just want to increase brand awareness, you can post a “What’s New” type of content. Your new post will always be based on what your goals are for that week.
A “What’s New” GMB post will highlight company updates or anything that is new with your brand. It gives consumers more information about what makes your business different from everything else. It can also inform them about the latest developments in your business, which can attract their attention.
Event type posts highlight upcoming events as well as current events that you are having. Similarly, an Offer type post will promote new offers, which makes it perfect for limited-time promotions. Upload photos of your latest deals or a promotional video for your upcoming events.
You can also make a GMB post that highlights a new product or a particular service that you want to feature. These posts help generate buzz over your business’s offerings. When new customers see your GMB listing, they will automatically see what you have to offer.
Experiment on different types of posts so you can get a good grip on how they work individually.
How Often Should I Post on Google My Business?
The minimum is one post per week, because your GMB post will expire after 7 days. That means if you don’t add new content to your page, prospects won’t be able to see anything on your GMB listing other than your existing information.
Google prioritizes pages that are often updated. This means you can get great results by posting daily. This means you have to provide fresh and diverse content on a regular basis if you want to maintain that high ranking. But if that’s not manageable and you don’t have a dedicated content team, then create a schedule that’s more suitable for you.
You can also repurpose the content that you are posting in other social networking platforms, like the more informative ones you create for LinkedIn. This should help keep your content schedule full.
If one post per day is not sustainable, go at your own pace, as long as you have at least one new post per week. Posting once a week has its benefits too: it allows you to keep the spotlight on the most important news, events, and promos.
Even if a post expires, it will still be accessible through your My Business page. People who are viewing your GMB listing will still see most of your content. The only difference is that they won’t show up for people who are browsing local search results.
You can also rotate older posts when necessary, because Google does not flag duplicate content on My Business pages.
Posting on Google My Business for Maximum Engagement
Humans are visual creatures—and you can use that to your advantage by making eye-catching content. Create high quality pictures and videos so you can grab more people’s attention.
When people are looking up products and services online, they want to get an idea of what they should expect from a business. So aside from adding pictures to your GMB profile, you should also use pictures for your GMB posts.
Making high quality images can be time-consuming, and you may have to invest a bit to make them look professional, but the effort is definitely worth it.
If you are posting text-based content, keep it short and concise. Unlike other content channels, GMB posts are not expected to be long. You just need enough information to catch their attention and make them visit your GMB profile.
The ideal length for a GMB post is between 150 to 300 characters. People online have short attention spans and you need to make an impact within a short period of time—otherwise they will click away.
No matter what type of content you post, make sure that it contains relevant keywords so that you can be discovered by people using Google search.
Always proofread your content before posting so you can spot even the tiniest mistakes. Keep it professional and polished so you can leave the best impression on your target audience.