6 Ingredients for Successful Google Posts
Google Posts are unique to Google Business Profiles (GBPs). GBPs are found in Google Maps and can be enhanced in several ways, including a location’s name, address, phone number, and website link.
Nowadays, however, enhancing your GBP goes well beyond updating your business’s address or phone number — enter Google Posts! Google Posts allow you to “share announcements, offers, new or popular items in stock, or event details directly with your customers.” For those familiar with Apple Maps, you may know this feature as Showcase.
Here at GPO, our team knows the ins and outs of creating custom Google Post calendars for a wide range of businesses. We also know not everyone has this expertise at their fingertips. Here, we’ll walk you through the six key ingredients you need to build successful Google Post calendars to help you garner more profile engagement!
Why Should I Publish Google Posts?
Customers are 2.7 times more likely to consider a business reputable if they find a complete Business Profile on Google Search and Maps.
Customers are 70% more likely to visit and 50% more likely to consider purchasing from businesses with a complete Business Profile.
Google Posts Help Keep Your Account Verified
Google can (and does) revoke Verification on profiles that are not regularly updated. Re-verification can be a time-consuming, headache-inducing process, so avoid it at all costs!
6 Ways to Create Better Google Posts
Publish once a week, every other week, or once a month. No matter your cadence, keep it consistent and make sure it’s sustainable for you. Regular updates (even in the post form) tell Google that your Profile reflects the most accurate information. Regular Posts also tell your customers that you are open, present, and prospering.
Think of it like this. If you visit a company’s Facebook page and they haven’t posted an image or update in months, you might assume they went out of business. Or, the information you’re looking at (address, phone number, services, etc.) is inaccurate. Plus, Posts more than 6 months old get archived.
Routine Google Posts help you earn trust with searchers, and trust is a necessary precursor for a click.
Including state, city, neighborhood, or street name within your Google Post copy accomplishes two things: it helps Google associate your business with a specific area and shows searchers you’re relevant to their locale!
Google Post copy is not a ranking factor. However, it’s safe to assume that Google uses a range of information to understand where your business fits in the Internet ecosystem. Don’t make Google guess or rely on secondhand information! Be specific with products, services, and areas served.
“46% of all Google searches are looking for local information,” so be local!
Demonstrating local relevance is one more way to affirm a customer’s search and build trust.
Here’s an example of a Google Post with simple geo-modification.
3. Seasonal Responsiveness
Only three Google Posts display front and center on your Google profile, and Posts are archived after six months. Including a mix of evergreen and seasonal content in your Posts is another way to demonstrate relevance to your local audience and help Google understand how your business relates to certain seasons.
For example, car batteries die and TPMS lights come on when temperatures drop. A car repair shop in the Northeast, Midwest, or West, would be smart to publish Google Posts about cold weather, dead batteries, and low tire pressure in response to the season!
Just think: 72% of consumers who perform a local search visit a store within five miles, and you could be that store if you’re the most relevant option for their needs!
4. Unique, Attractive Images
The recommended Google Business Profile Post image size is 720 x 540px. However, a 4:3 image ratio of 1200 x 900 pixels displays wonderfully as well.
Google Post images can and do display within the header area of your Google profile, so make sure they’re unique to your business offering and reflect something you’d want your customers to see prominently.
5. Clear Call-to-Action
Google Posts are like Instagram or Facebook posts. Including a CTA increases the odds that people will take action after seeing your Post. Even if someone pauses when they see a Post, they may not immediately know what to do with the information, and they’ll likely move on. Instead, tell your visitors exactly what to do next. Use Google Posts to prompt people to:
- Learn More
- Sign Up
- Order online
- Call now
- Get Offer
If you don’t ask for it, you won’t get it. As Hubspot writes, “You’re leaving money on the table by not using effective call-to-actions in your marketing campaigns.”
6. Bulk Uploaded and Scheduled
So, you have a Google Post calendar with one post/week for an entire quarter. Yay! Do you have to go in every week and manually upload the copy and text, and then do so for all the stores you manage? Nope. (cue a sigh of relief!)
It’s unrealistic (and inefficient) to publish Google Posts one location at a time, and one week at a time. A listings platform (or listings partner) allows you to schedule Google Posts in advance for any set of locations, as well as add geo-modifiers. Bulk upload and schedule specific posts by region, store code, or across the board.
Engaging, relevant Google posts are the cherry on top of a strong Business Profile. If you need help creating and managing optimized Google Business Profiles for your multi-location brand, let’s chat.