Free Guide

The Complete Google My Business Marketing Toolkit to Generate More Leads

Google has truly become the front door to local business. It’s where the initial search for a business starts. This has made Google My Business an indispensable search, review, and marketing tool that your business needs for growth. In this guide, you'll learn the core components that make a winning strategy for Google My Business (now called Google Business Profile) that will help you engage, convert and delight your prospects and customers using Google.

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In this guide, you’ll learn:

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  • What a lead-driving Google Business Profile looks like
  • The benefits of an optimized Google My Business profile
  • How to get the most out of your Google My Business profile
  • How to turn on Google's click-to-message feature on your profile
  • ...and much more!
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In the not-so-distant past, the most commonly-used method to coax a potential customer into a business location was through advertising. However, as consumer behavior evolved, it’s customer experiences — manifested in online reviews, online interactions and in the ability for a business to be found online in the first place - that are the primary drivers of multi-location business success now, and there’s one place where virtually all of this customer experience comes together: on Google.

Google has truly become the front door to local business. It’s where that initial search for a business starts — “best podiatrist”, “pizza restaurant near me”, and so on. This has made the power of the organic Google listing immense. 90% of consumers say they use Google to find businesses, and a whopping 61% of them only select from the first 3 businesses to come up in a Google search.

A huge percentage of the modern customer journey now begins — and very often continues — on Google. It’s essential that multi-location experience marketers develop and hone a comprehensive strategy for how to attract, grow and retain customers using Google.

In this guide, we’ll help illustrate the core components of a winning Google strategy, and provide real-life tips, advice and up-to-date best practices that will help you engage, convert and delight your prospects and customers using Google.

What is Google My Business (GMB)?

Google My Business is a free business listing that local businesses can use to manage their presence on both Google Search and Google Maps. It’s similar to other listings on online business directories, such as The Better Business Bureau, but it’s found directly in Google and Google Maps search results, and therefore doesn’t require users to visit a third-party site.

What does an optimized Google Business Profile look like?

Before we dive into the fields within your GMB profile that you’ll need to optimize, let’s set the standard for what exactly an optimized listing looks like. 

To help you visualize what you’re working towards and why, below is an example of an incomplete GMB profile versus a complete and optimized one...

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