Customers research products in many different places before pressing “purchase.” From their TikTok for-you page to a quick Google search, it’s important your online presence is up-to-date.
One of the best places to start is your Google Business Profile, which can appear when users are searching for specific products. For example, “running shoes near me” could pull up local shoe stores, outdoor gear shops, or sporting goods stores.
Here are three features to help make your Google Business Profile stand out:
Say hello to the “Services List” feature
Service-focused businesses (such as a barber, spa, or car repair shop) can utilize the “Services List” feature in their Google Business Profile. This “services list” is simply a list of products of experiences you have available at the business. For example, a Seattle spa may include “hydrotherapy” or “hot stone massages” which can help guide customers toward your business when they’re analyzing Business A vs. B vs. C.
Descriptions in the “services menu” can help further differentiate you from competitors. For example, if you’re a hair salon wanting to grow your younger audience to build long-term loyalty, listing “Prom and Homecoming Hairstyling” as a service could drive new appointments for unique events.
Build offers, updates, and events
Creating posts on your Google Business Profile can drive customer acquisition. By communicating your offers and value proportions to customers, they’re able to quickly access sales and special events that may otherwise be buried on your site or social accounts. These act as your unique selling points (what makes you different from the competition).
Creating an “Offer” on your Google Business Profile is an opportunity to highlight a special promotion. For example, you could test a limited-time 20% off voucher for spa packages booked in a low-engagement month.
“Updates” are similar and best used for business announcements paired with a photo or video (e.g. introducing a new seasonal product). This is an opportunity to take ownership of your brand by aligning your business goals with your marketing calendar.
“Events” are self explanatory, and are a powerful tool to drive in-person attendance. By featuring these in your Google Business Profile, you can drive additional engagement and attention to set yourself apart from competitors. Local magazines or online event calendars may add your event without any additional work required.
Engage with customers to gain trust and loyalty
Reviews can make or break your business, which is why it’s so important to monitor incoming feedback. When people are searching for relevant keywords, such as “dentist near me”, your rating can drive which business they click first, and how far up your business appears on the Google Maps recommendations.
If you’ve received a negative review out of nowhere, it’s important to address it early. Google allows you to report potential false reviews, but the process can take a long time.
Here’s an example of a message to address a false customer review:
Hi {name of person who posted},
Thank you for leaving your feedback for us. Unfortunately, we were unable to identify you as a customer in our system. We would love to better understand this issue and resolve it as soon as possible. Please contact {phone number}. Thank you.
Here’s an example of a response to address a true negative customer review:
Hi {name of person who posted},
Thank you for letting us know about this issue. Moving forward, we are dedicated to {action you’re going to take to resolve the issue}. If you have additional concerns, please reach out to {phone number} so we can find a resolution together. Thank you.
Actively managing your Google Business Profile is important for not only acquiring new customers, but also stopping a potential crisis before it escalates.
Keep in mind:
- Google has really specific guidelines related to individual practitioners, such as doctors, dentists, psychiatrists, and therapists. Review them before diving into a new profile.
- Has your business moved locations? Try to keep all your hard-earned 5 star reviews. Your Google Business Profile may be able to rebrand. (But be careful, because significant edits may result in a rejected update or a temporarily suspended account.)
- It takes a village, so add trustworthy leaders to your business account to avoid lockouts. Requesting ownership after an employee leaves takes lots of cooperation.
- Step away to breathe before replying to a negative customer review. And review Google’s restricted behavior before hitting “Submit.”
Keeping your Google Business Profile and website updated is no joke; it takes active management. Your customers rely on it.
