We are moving into the height of the holiday season this week with Thanksgiving and Black Friday. For many businesses this part of the year is crucial to their bottom line. 2020 has been a challenging year for all of us, but small and medium-sized businesses have been at a disadvantage because of COVID restrictions. All of the changes have been confusing for the public.They don’t know which businesses are still open and under what conditions. Under normal circumstances, using Google My Business to keep your customers informed is smart. This year it’s even more important to use it in your holiday season marketing.
Posting on Google My Business
In previous blogs we’ve talked about Google My Business and why using it should be a part of your marketing. It’s a game changer for local search. Optimizing and updating your listing will make your company far more competitive within your local market and improve your local SEO. GMB makes it simple to market events, offers, and products. When you update your profile with posts, those posts are visible on the profile Google shows to anyone who searches for information about your business. It’s simple to incorporate GMB into your other social media marketing.
Beginning in November with Black Friday and other pre-sales, businesses push to showcase their products and services with their holiday season marketing. Take advantage of the free advertising opportunity GMB gives to businesses by highlighting your offerings regularly on your GMB profile. This will help your profile get more visibility, and you can attract more users to your website. The effect of posting is cumulative too, so if you get in the habit of updating your profile, you will see the SEO value in traffic and conversions over time.
In recent weeks, many states or localities are restricting or closing businesses again. Lockdowns confuse everyone, but they’re even more chaotic during the time when people do the most shopping of the year. It’s even more important to keep the public updated about whether your business is still open, what your current hours are, if you have restrictions in terms of service, and what you require of your customers during this time.
Here are some examples Google gives of updates you may wish to make on your GMB profile:
- Your adjusted hours of operation, for instance if you close early.
- Add “More hours” that describe other business operations such as delivery, takeout, and drive-through.
- Select an attribute to show you offer online services such as classes, appointments, or estimates.
- Delays on specific business services.
- Extra services you are providing for the community.
- If your business is “Temporarily closed”.
It’s frustrating for customers who seek you out to arrive and discover your business isn’t open. This isn’t your fault, but you need to do everything you can to get information out if the way you are doing business has changed, so they don’t blame their frustrations on you.
Making Google My Business a part of your holiday season marketing is the smart choice, but you should rely on it as long as the COVID chaos continues to interfere with business as usual and beyond. It’s a tough year, so we all need to do whatever it takes to remain competitive. If you have questions about marketing or using Google My Business, we can help! Call Tom today at 616-426-9303 for a free consultation.