If you are a stationary company, you probably already know the ups and downs of converting digital marketing into real pedestrian traffic. Today we're looking for one of the simplest and most direct ways to stay in touch with your customers: Google My Business Posts.
Google performs 5 billion searches for "restaurants" each month alone. It's one of the first places your customers search for opening hours, location, business hours, and the latest news. It is also crucial that new and potential customers at Google get a feel for your atmosphere, your customer service and your offers.
Unlike content for the other major social platforms, your Google My Business posts are for people you’re already looking for. They don't compete with baby animals or creepy headlines. You don't have to attract attention or tear your nerves. You only need to state the facts (preferably with excellent graphics and a flawless copy).
What is the next step if you have optimized your Google My Business profile with the latest details? Is it worth adding your Google My Business profile to your social media calendar and strategy for social customer service? The short answer is: probably.
The middle answer is: GMB is pretty much the opposite of launching a YouTube channel, for example. The rewards are high, but the time, expertise, and associated costs are low.
Read on for the long answer.
This post introduces best practices for creating the best Google My Business posts for communicating directly with your customers. This leads to a simultaneous improvement of your experience and your business result.
Bonus: Get the step-by-step guide to social media strategies with professional tips on how to increase your social media presence.
How to post on Google My Business
Google My Business Posts are short and simple updates for communicating with people who are actively looking for information about your company (or companies like yours).
One of the reasons why GMB posts are so important is because Google prioritizes quality data in its search results. So if you make sure you give your customers what they want, it can improve your search ranking. For example, if you run a Seattle ice cream parlor, someone is more likely to see it in search results when someone searches for "Seattle ice cream parlor".
Follow the steps to post to your Google My Business profile.
1. Set up and optimize your GMB profile (if you have not already done so).
Once you've set up your Google My Business profile, you can post by logging into Google My Business, downloading the Google My Business mobile app, or using Hootsuite to push your GMB strategy into your other social media marketing channels integrate (we have) more details on that in a moment)
2. Choose the best type of contribution for your goals
Click on Posts in the menu and select your post type.
Each GMB contribution contains at least one picture, a text and a clear call for action. Some also contain time restrictions. Depending on your goals – is your summer terrace open? Do you host a book signing? – Choose one of the following options:
- What's new? Announcements and general information about your company.
- Events: List your live or online events (your post must include a start and end date and a start time).
- Offers: Announce time-limited coupons, discounts, promotions, or sales (again, you'll need to provide a start and end date and a coupon code).
- Products: Use these posts to introduce one or more of the products on your Product tab (which you need to set up separately).
Note: As of spring 2020, GMB will also offer a tab to update COVID-19, where you can update your business hours. customized service options (i.e. pick-up at the roadside? take-away only? free delivery?); and other relevant social distancing measures.
3. Craft your contribution
GMB posts don't have to be conspicuous: your audience may be actively looking for the information you offer. However, some methods are better than others. Here are our best tips to keep in mind.
While posts have a 1500 character limit, keep things short and direct here. The first 7 or 8 words appear above the fold, and users must click to read more to get your message across as quickly as possible. Avoid being longer than 150-300 characters unless you have a very good reason.
Pro tip: Hashtags are unnecessary and irrelevant at GMB, but a few brand emojis can be a nice touch.
The photos and videos you upload for your posts should be professional or as close as possible to them.
An engaging portrait of your award-winning croissant sandwich or an atmospheric golden hour angle on your wine wall can be the deciding factor for a new customer trying to choose between you and the place on the street. Present your best to turn seekers into customers. (Keep scrolling for image size guidelines for Google My Business posts.)
Call for action
Google offers a number of CTA buttons. The options are varied and depend on your contribution type. However, all standards are shown: further information, order online, buy now, etc.
You definitely want to make sure that you link to an effective (i.e. seamless and scannable) landing page. If you don't link to your own site, make sure it's a website that you trust so you don't violate Google's content policies.
Pro tip: Consider using UTM parameters for your links so you can measure how much of your website traffic is coming from Google compared to your other marketing efforts.
When listing an event or offer, you must provide the times and dates for which it is valid.
Pro tip: According to Google, all posts will be archived after 7 days if a post does not have a specific date range.
Click Preview to see what your post will look like. Make sure you copy, edit, and optimize it. Then click Publish. Your post will appear in three places:
- On the phone: the tabs labeled "Updates o Overview" in the company profile of your company (both in the search and in the cards)
- On the desktop: in the section "From the owner" of the company profile (both in the search and in the cards)
Google My Business websites (a.k.a. websites with little effort that Google helps you create if you don’t have your own)
5. Don't forget to check your analyzes
Not surprisingly, Google has a lot of interesting insights that you can check once you've set up some posts. Take a look at your post views and see how your customers interact with your profile. Then give them more of what they like.
Pro tip: tackle both quality and quantity. According to consumers, companies that respond to reviews are 1.7 times more trustworthy than companies that don't. So make sure your digital customer support strategy keeps an eye on your Google My Business reviews and other social listening habits.
Can Hootsuite post on Google My Business?
Yes, Hootsuite can post new announcements on Google My Business. The process is simple:
- Check your Google My Business profile.
- Install Google My Business in the Hootsuite app directory.
- There is now a "Google My Business" tab on your Hootsuite dashboard.
- Authorize Hootsuite to access your GMB account for each stream (posts, questions, and ratings).
- In the Posts stream, click to add a new post.
- Fill in the fields (text, image, CTA button and link).
- click Post now.
For a quick overview of using Hootsuite to post to Google My Business, we have a handy video tutorial:
Image sizes for Google My Business posts
When posting graphics to your Google My Business posts, keep the following guidelines in mind:
- Image size:
- Minimum: 400 wide x 300 pixel high, 10 KB
- Maximum: 10,000 x 10,000 pixels, 25 MB
- Video size: The file size (AVI, MP4, MOV, etc.) can be a maximum of 100 MB
5 great examples of Google My Business posts
1. Event promotion contributions
While personal events aren't back in vogue yet, this is a perfect example of how a local bookstore keeps everyone up to date on what's going on at their two locations.
2. Update posts
The Nouveau Palais is usually not a takeaway restaurant. The implementation of an online ordering system and the announcement of the opening times to the customers was therefore a wise step during the blocking. And even in better times, posting some tempting pictures of your deals and keeping your hours up to date is a great look.
3. Advertising postings
If you have a voucher or promotion that you want your customers to know, post it here.
4. Human contributions
Google is not Instagram. You are not necessarily here to win heart and mind. Posts are pretty functional. But I have to say, this post from a neighborhood institution in Montreal was pretty touching, maybe in a way that a post on a platform where everything was split-tested to be as touching as possible can't keep up.
5. Or if everything else fails, just post some great pictures
The great thing about photos (and videos, as published below in the Etat de Style boutique) is that Google uses them for several purposes: in your photos, in your Google image search results, etc. So take a sunny day and bribe yours upcoming photographer friend About.
Best time to post on Google My Business
While Google doesn't provide statistical guides for when to publish to Google My Business, we do have some tips to help you find your own best practices based on your individual audience.
Post when your audience will see it
Take some time to think about your audience's habits, time zones, shuttle schedules, etc. This applies to both online and real habits. For example, if you run a pizza shop with regular weekend getaways, post information about your offerings before people look for you, e.g. B. Thursday or Wednesday.
Test the same posts at different times and check the analysis
With GMB, your evergreen content – for example, if you mention how you have access to this rare brand of imported oat milk – can be republished every week, as the posts will disappear after 7 days. When you find out when to publish something, you can experiment week after week to find out what time works best.
Use Hootsuite to communicate with your customers through Google My Business and all other social channels. Create, schedule, and post on any network, get demographic data, performance reports, and more. Try it for free today.