There is little to no doubt you’ve probably come across a Google Business Listing. Whenever a user searches for a local company or service or product, Google is quick to provide a list of local businesses. Now, as a user myself, this is super convenient! Think of all the times you have used it yourself. It’s easy to see what businesses are around that offer the products or services I am looking for at that moment. Google even provides me with the phone number, directions, and, if they have one, the business’s website. That’s convenience.
From Intent to Lead
As a small business, this is powerful. Why? Because 46% of all Google searches have local intent. [Source: HubSpot] That means that almost half of all Google searches (that’s about 1.6 billion searches a day) are looking to either learn a little more about your business or looking to make a purchase.
A whopping 93% of local searches feature Google Business Listings. GMB listings offer insights into your business’s level of service through reviews and images of your products and services. They also provide vital information for visiting hours, busy times, special promos, and much more! Google will continue to develop GMB listings to help local businesses, but more importantly, to help users find the most relevant and accurate information based on the user’s intent.
Reviews have become just as relevant and trustworthy as word-of-mouth referrals. 88% of people trust online reviews as much as personal recommendations, according to Forbes. Online reviews from trusted sites, like Google, Yelp, and others, are at the core of online buying behavior.
I Have A GMB Listing? Am I Set?
Most businesses will claim their listing, copy and paste their information and call it a day, never to think about it again. This is the wrong way of turning your GMB listing into a lead generation machine.
Much like social media, GMB listings need to be used and posted to regularly. Active listings, much like active Facebook pages, show that your business is operating, providing valuable insight into products and services and ready to serve customers. And trust us, Google loves this because it makes them look good as well.
Claim your business listing if you haven’t yet. Then make sure all the information is up-to-date, and start using and checking your listing regularly. Optimize your listing even further by creating a strategy between your listing and website. Segment traffic using UTM parameters, collect reviews, and write detailed descriptions for your business and the services or products it provides.
If you need help or need some pointers, don’t hesitate to reach out to us. A solid lead generation strategy is well thought out and creates meaningful interactions between customers and businesses. At Verbum Creative, we help small businesses create those interactions through lead generation to fuel their bottom line and provide valuable buying experiences for their customers.