May 17, 2024
Google Maps has become an indispensable tool in our everyday life. Be it navigating unknown streets (Or the town you’ve spent your whole life in. No judgement here) or finding a dinner spot nearby Maps is a handy tool that we turn to. But, from a digital marketing point of view, Google Maps is much more than a navigation tool. This blog explores how you can use Google Maps marketing as a part of your digital marketing strategies to expand your reach and attract a wider audience.
Google Maps marketing is the process of strategically using Google Maps’s functionality to increase the visibility of location. But it is not just about visibility but also positioning. The goal is to appear in Google’s Local-3 pack when someone searches for relevant local businesses. The Local-3 pack is the top three local business listings that appear at the top of Google Search results when someone searches for a local product or service. You can appear on this list organically by refining your Google Maps listing or through paid efforts by purchasing Google Maps Ads. If you use it right, Google Maps marketing strategies can significantly improve your exposure to local customers.
Google Business Profile is a free tool that lets you manage your business listing on Google. It allows you to create and control how your business appears in local search results. By claiming and optimising your profile, you can provide essential information about your business, such as your address, phone number, website, hours of operation, and services offered. You have a better chance of getting a higher rank in local searches if your profile is detailed and complete.
The next step would be to verify your business. This might take a while because Google insists on sending a postcard to your physical location although it does verify some businesses via phone.
Choose a category that best describes your business. Many businesses choose only the mandatory primary category but it is recommended to select additional categories to give a comprehensive view of your business. For example, if you're a bakery that also offers custom cakes, you should include an additional category for "Custom Cakes”. This will help Google understand what your business is about and recommend it to potential customers.
To appear on the list of local businesses you need to add the accurate address of your physical location. Make sure that the address you add is postal service approved and include relevant details like the building number or area PIN. If your business involves providing your services at the customers’ place, don’t forget to add your area of service. This will make sure that Google recommends your business only to customers in your service area.
The introduction in your Business Profile should contain all the information that a customer would need to know. Describe what your business does and highlight what sets you apart. This is also a chance to incorporate relevant keywords, but be careful not to overuse them.
High-quality images can significantly enhance your Google Maps listing. They provide potential customers with a visual representation of your business, products, and services. Moreover, customers these days prefer checking out how the location before going there. So make sure you upload aesthetic and realistic images of your business to attract customers. For better results, hire a professional who specialises in product photography.
Encourage customers to leave reviews, as their genuine feedback can help convince potential customers of your business's quality and reliability
Good reviews encourage your customers to visit and assure them they will be making the right choice by doing so. For example, If you are searching for an Italian restaurant nearby, you're more likely to choose one with numerous positive reviews about its food and ambience rather than one with no reviews, as you wouldn't be sure if you'd have an enjoyable experience there.
Reviews don't always have to be positive. When your business receives a negative review, apologise and inform the customer that you are addressing the issue. This demonstrates your commitment to customer satisfaction and can create a positive impression.
Google Maps is a free tool but you can pay to increase your exposure. Google Maps ads or Local search ads can boost your business's visibility by placing your listing at the top of search results for relevant keywords. These ads are specifically targeted to people searching in your local area, allowing you to promote your business to the right audience. You can incorporate Google Maps ads as a part of your Google Maps marketing campaign to get quicker results. A digital marketing agency can help you find the right balance of paid and organic marketing in Google Maps for your business.
Using Google Maps for marketing significantly enhances local business visibility and engagement, allowing your business to effectively reach its target audience and drive foot traffic. This strategic approach leverages location-based services to attract potential customers in the vicinity. As a business, you have to use all the resources available to make it successful and cleverly using Google Maps marketing will provide a great advantage.
