One of the best features of Google My Business that sets it apart from other listing platforms is the ability to communicate directly with existing and potential customers through posts. Much like you would post something on social media, posting on Google My Business gives your listing an active, dynamic feel that engages customers while effectively delivering up-to-date, relevant information.
However, despite having this powerful tool readily available, we’ve found that many businesses fail to take full advantage of Google My Business posting, which is why we’ve created this comprehensive guide that covers everything you’ll need to know.
In order to help businesses communicate with their audience as effectively as possible, GMB posts can be published using one of four available formats:
The first and most popular post type is the “What’s New Post”. Used to keep current and potential customers updated on the latest news from your business, this is a great way to share general information while maintaining an active presence.
The second type of post is an “Event Post” which can be used to promote time-sensitive events you want your customers to be aware of. These are perfect for promoting things like product releases or even special holiday menus for a restaurant.
The third type of post is the “Offer Post”. As the name suggests, these limited time offerings are a powerful way to attract the attention of browsing customers. You can even use this type of post to gain the upper hand over a competitor.
The last type of post is the “Product Post”. Designed to highlight an individual product or service you offer, this is the best post type for funneling customers to a specific page and boosting sales in a more direct way.
Creating a Google My Business post is a lot easier than most would think. Whether sitting behind your desktop at work or out in the field, you can always get your message in front of customers at just the right time. Below, we’ve outlined the posting steps for both mobile and desktop purposes.
After you publish a post on your Google My Business Profile, it can be seen by users in a number of different ways. However, depending on the device and type of search conducted by users, Google uses various signals to determine when it’s beneficial for posts to be shown.
The most common places that users will encounter posts is through Google search and Google Maps. Your posts will also be shown as their own separate tab when users click on your GMB listing and reach the “Overview” page.
One of the biggest confusions business owners often make is that of thinking a Google My Business post is the same as a Google+ post. Even though they both go hand in hand by helping users find and better understand your business, there are fundamental differences that make each platform unique. Google My Business serves as your direct connection to consumers trying to find a brand that can meet their needs.
On the other hand, Google+ works as a social network that allows like-minded individuals to join groups and communities where they can communicate on a deeper level. To that effect, any post published on your GMB listing will not show up on your Google+ account unless you or a customer chooses to share it.
If you happen to publish a post on your GMB account only to realize a few short moments later that you made a typo or delivered incorrect information, don’t sweat it. Thankfully, Google allows account holders to edit live posts just as easily as you can publish them.
Simply navigate to the “Posts” section of your account, select the post you’d like to edit, preview the revisions, and click “Publish” for the changes to go live.
In a similar scenario, you may eventually have a post that you want to take down before the natural expiration period is reached (7 days). To do this, simply navigate to the “Posts” section, select the post you would like to take down, and confirm its deletion.
When you start investing time and resources into regular Google My Business posts, it’s only natural to want to know how they’re performing. By navigating to the “Posts” tab on your GMB account, you can find a wealth of information about the way users are interacting with your posts.
Whether you want to focus on a specific post, posts made in the last week, or even all of your posts from the previous month, you can easily gauge the way your content is being received by users.
From the “Posts” tab, you’ll be able to see the number of views and clicks your posts have gotten as a whole, or even on an individual level. When used correctly, this can provide unique insights about your target audience so you can better cater content to meet their desires and inspire interaction.