Businesses are constantly on the lookout for better ways to market their brands, products, and services. In recent times, the internet has played a significant role in helping proactive businesses enjoy better popularity, wider audience reach, improved sales and overall, target the right audience for improved conversions.
One of the most important tools that have caught on and is presenting local businesses with a wide range of benefits, is the Google My Business page. With more businesses claiming their Google My Business listing, the page provides a local business with the needed platform to promote their brand, engage with customers and also offer them the needed information about their brands and other offerings.
As part of the Google My Business package, Google launched Google Posts which allows businesses to better engage with their customers, presenting them with the latest information about their businesses, including what’s new, special offers and deals, special hours, updated products and new services, to mention a few.
With the Google Posts feature, more businesses have been able to promote their brands, business name, products, services, events and more. A great advantage of the Google Posts service is its support for color, that is, allowing business owners to add multimedia such as photos and videos on their page.
To get a better understanding of Google Posts and how to use it for increased business visibility, read below:
What are Google Posts?
Google Posts is a platform which allows verified businesses to provide up to date information to their customers and audience.
According to Google, Google Posts is described as “up-to-date posts from verified people, places or things, directly in the search results.” A great way to see Google Posts is by considering them to be small-sized content packets that are optimized to promote anything, ranging from events such as the latest promotional feature, to a recently published blog post.
To get started with the Google My Business Posting service and enjoy the wide array of benefits offered, first, you have to verify your business or brand through the Google My Business platform.
Once you have an account set up and verified, you can proceed some Google My Business Traning and start posting as much as you would like. Oosts as often as possible, updating your customers and engaging them with the latest newsworthy posts from your brand or organization.
Why Use Google Posts?
The effectiveness of Google Posts has been debated over the years and it appears this will remain an issue, even in the future. Google Posts came about as a test feature from Google and so far has become widely accepted as an increasing number of local SEO companies are attesting to the effectiveness of the platform, especially in boosting local SEO. While this has been attributed to Google’s own way of rewarding the early adopters, this also ensures that businesses keep their customers engaged and interested in their latest offerings which could be beneficial to them. While the debate is still on, there is the need to understand that Google Posts presents no downside to your business and in most cases, may serve to better improve customer’s perception about your brand, plus, it is easy to create, so why not give it a shot?
How to Create a Google Post?
Creating Google Posts begins with logging into your Google My Business account > clicking on “Posts” which is located in the left column of the page > Clicking on “Write your Post” in the main area > Attaching a photo or photos and some descriptive texts > selecting the appropriate “event” for promotional sake > selection of a call to action button and inclusion of URL where traffic is needed.
Once done, it is recommended that you should review the post before hitting the publish button.
Tips you should note when creating Google Posts
Google appears to have dissociated the Posts service from Google Analytics, this means you will not be able to carefully analyze some data as Google will only present you with information on the number of impressions or views your post has gathered. Other information like clickthrough rate or conversions, which are favorite information provided by analytics will be disabled. To get around this, you may need to use UTM codes which can be created through tools like Campaign URL binder.
- Post Formatting
There is almost always an issue with posts that are too long. While Google is interested in giving you a platform to express and create content, the providers are also aware of consumer behavior and their waning attention span. In line with this, the number of words allowed for GMB posts has been streamlined to only 300 words. The challenge presented, however, is how you should tailor each post to capture the meat of the matter in as little word count as possible.
When making Google Posts, you should pay attention to photos as they form an important part of the campaign. Google is particularly interested in the size of the image you have to offer and in line with this have set a standard that allows images no smaller than 250 x 250. Images that are 750 x 750 or larger appear to be the best candidates when making Google Posts. Sometimes, your images may be cropped, and this is aimed at centering the best visuals for the post.
- Expiry Date
Google is interested in your fresh content and with this has launched an expiry date on all posts published. Each post is allowed a period of no more than 7 days after which it disappears.
Google Posts: A Final Thought
While Google Posts appear to have come to stay, they have also challenged businesses to better promote their brands, contents, and offers. With Google Posts, brands and organizations can make the best use of their fresh content, whether it is a podcast, webinar, or more, pushing it to their audience and engaging them in the right way.
At present, it appears Google may be favoring businesses who are aligned with their interest in creating and pushing fresh content and this provides the needed upside to engaging Google Posts for improved business visibility.
For businesses who are already sharing content via other platforms on social media, hiring a Google My Business SEO Service to your list wouldn’t hurt and maybe the big break you need.