Google My Business posts best practices for action takers only!
If you’re a busy business owner, you might not know what makes an excellent social media post. In short, the best posts keep things simple yet entertaining and engaging.
Today, posting and blogging to Google My Business has become its own social media platform. If you want to know the best practices for Google My Business, keep reading.
You’ll learn everything you need to know to separate your business from the competition and bolster your presence on the web.
You’ll also learn the basics of increasing brand awareness and showcasing your content as an authoritative source of information.
But before we get into the details, it’s crucial that you understand the concept of engagement. When it comes to posting content, engagement is the top factor to keep in mind.
Successful online marketing relies on quality engagements and interactions with potential customers.
You would like to know what else you’ll need to optimize your Google My Business listing? Check out the Ultimate Google My Business Checklist
What is engagement?
The short definition of engagement is any interaction with a piece of content on the web.
The most notable types of engagements are:
- Link clicks
- Post comments
- Shares to followers
- Opt-in forms
- Direct messages
The most basic form of engagement is a click. For example, opening an email counts as a click, and external and internal website links count. Submitting a form online is another example, too.
The rule is: The more you engage people, the better your marketing will be.
You can earn higher Google rankings and build stronger ties with customers to solidify your business’ credibility.
If your business publishes an email newsletter, you’ll see an improved response rate and notice more shares when you create engaging content.
An SEO pro tip: Google’s primary indicator of quality, authoritative content, is the level of engagement.
You want to tell people precisely what action you’d like for them to take. These suggestions are calls-to-action, and you need to use them liberally.
Quality calls-to-action allow you to nudge people to engage with your post gently. The result is increased popularity online, more substantial Google rankings, and more sales.
Get the highest engagement rates on Google My Business posts
1. Google My Business posts mindset
The first step to better engagement is stop thinking in terms of salesmanship. When creating content, the main priority shouldn’t be selling! It should be educating. You really want to create engaging content and come up with some smart Google My Business Post ideas.
You want to follow a 15/85 rule which stands for 15% sales posts and 85% value. You will still need to make the information compelling even when you do take a sales approach.
Not many people or businesses know what works so you might be the first business in the area thattakes advantage of the GMB posting feature.
2. What types of posts should you choose?
The idea is to provide a nice mix of content on Google My Business. You can post about:
- Special offers
- New products (if enabled)
- Upcoming events
- Welcome messages
- Current events/news (related to your business)
If you post daily, I recommend that current events and news encompass around 60 percent of your content.
You could also post unique coupon codes to track clicks and sales from Google My Business or promote special welcome offers to new followers.
The idea is to showcase your expertise, industry savvy, and always remember to use calls-to-action.
3. The Google My Business posts feature is your new social media platform
You may not know that Google My Business is actually a social media platform. That’s the bottom line, so by merely providing compelling information, you’ll see results.
Furthermore, if you make your content educational, yet entertaining, you’ll notice more engagements per post. Meaning, your schedule should include a maximum of 15% sales posts.
Building credibility and trust online depend upon sparking meaningful conversations between your business and your potential customers.
Posting for the sake of posting isn’t the goal. Engagement matters tremendously.
4. Straight to the point
Your profile on Google My Business only displays ten words before prompting visitors to read on. As such, keep your marketing messages short, sweet, and to the point – but with a slight tease.
An SEO pro tip: Always add images or videos to all posts you intend to share.
5. Size your images and videos
Google My Business lets you add images, GIFs, or videos, but they have to be in the right format to show correctly. For instance, videos can only be 60 seconds long.
Likewise, the max file size you can upload is 100mb, but you can include as many as ten photos per update.
An SEO pro tip: Set small picture dimensions to 400×600 pixels and large picture dimensions to 1200×900 pixels for PNG, JPG, and BMG files.
If you need an easy way to resize pictures, you can try Canva since it’s free and easy to use.
6. Should you schedule Google My Business posts?
Post scheduling in Google My Business has its pros and cons. What might work well for you may not work well for a similar business.
Here’s what you need to know:
7. Be creative and compelling
Particularly with images, more engagement depends upon making the photo compelling creatively.
My recommendation is to try Canva because the free version comes with a great selection of features.
The free marketing tool kit Google provides is an excellent place to start, but it’s a mistake to rely on stock imagery.
An SEO pro tip: Original photography will always work better than stock photography.
8. Target your perfect Google My Business customer
The good thing about Google My Business is it’s uncanny ability to target the perfect customer if you set it up correctly.
Location is incredibly important these days, so if your business has multiple locations, remember to mention them.
To figure out the perfect buyer, marketers create buyer personas. Each persona is fictional, yet a highly accurate depiction of who your customers are.
Demographic data are good starting points when developing personas, but numbers won’t tell the whole story.
IT´S ALL ABOUT RELEVANCY!
9. Relevance, relevance, relevance
Quality content needs to apply to your core business, the local market, and your industry.
Using relevant keywords in your content is a great way to boost your credibility as a trusted source of information.
You might earn a “featured snippet” placement in Google search results, which showcases your expertise even further.
Relevance is the key. Don’t create content that doesn’t tie into your company or your customers’ needs.
10. Emojis can increase user experience
It’s OK to add emojis to Google My Business posts. Emojis will make your content more enticing, more readable, and eventually lead to a higher click-through rate through snippets inside listings. (see image below) Especially checkmarks can add up to a better reading experience if used properly. However, you shouldn’t use them in a cheesy way and stay professional with everything you do. Remember that it’s about engagement.
You can simply copy your own emojis from an editor.
11. Consistency is key to Google My Business posts
The rule is: Post to Google My Business at the very least one time a week. One post per week is the standard way for a company to approach social media publishing.
If you post regularly, you won’t have any gaps in your profile. Each Google My Business post goes away after a week, so what you don’t want to do is give your profile the appearance you’ve neglected.
Also, it’s best not to post too many times per week overall. The display field in Google My Business doesn’t leave a lot of room for posts. At this time, it only shows the latest two posts.
12. Test everything! Vary the way you create content
To write engaging content, you need to understand what your target customers read online. That’s why you have to treat each piece of content like a test case.
Google My Business lets you track engagements in the dashboard, so you can mix it up to see what works and what doesn’t.
The timing of content posting matters just as much as how the post looks. You can also try to vary the type of photography you upload.
Your business might do great with on-brand colors and graphics, but what about posting a few real photos of smiling customers?
13. Choose the right time to post
We’ve already touched upon timing, but it’s worth a final mention. Every audience has different characteristics and behaviors.
When deciding on post timing, consider time zone differences (e.g., don’t post during “rush hour”) and lifestyle routines.
For instance, a bakery would need to post “deals of the day” well before the commuting rush hour, maybe even in the middle of the night, if it makes business sense.
ENCOURAGE YOUR CUSTOMERS TO TAKE ACTION!
14. Add a strong call to action
You’re missing the point if you don’t add a call to action to each post.
One easy way to push a call to action is to write about a free offer (e.g., a lead magnet) to move customers further down the sales funnel.
A call to action doesn’t have to be a thinly veiled sales pitch. It can be anything that encourages the customer to take a specific action like provide their email to unlock a special coupon.
15. Stay compliant with Google
Like any tech company, Google reserves the right to reject any content you publish if it violates terms. One example is unwittingly using a copyrighted photo. So make sure to consider Google´s Post content policy when publishing posts.
If you think your photo might be an issue, it’s good to test it via Try the API on Google’s vision cloud platform. “Safe search” is the option that shows information about the image.
Google My Business Post Ideas
Here are some ideas that might inspire you to pimp your Google My Business Post content.
- Share behind the scenes photos/videos
- Tell a funny story about your business
- Explain why a certain product feature will help your customers
- Share funny, inspirational, informative quotes about your industry
- Share a coupon code via welcome offer with your newest followers
- Share a time-saving tip
- Share some industry-related news stories
- Recommend a local business you partner with
- Tell people to sign up for your newsletter
- Promote a service you’d like to boost sales for
- Share your best reviews
- Promote your 20% off welcome offer with a “follow us to get 20% off” post.
- Promote your free lead magnet
- Share a tweet you like
- Share your favorite (appropriate) joke
- Post a job offer
- Share a video review
- Share a win or success
- Share a case study
- Use Google´s marketing kit
Check out my other GMB posts blog post: 50 Google My Business Post Ideas
Final thoughts on Google My Business Posts
Overall, engagement is the secret sauce for posting on Google My Business. Every interaction between your business and potential customers matters, even digital interactions.
Likes, shares, and comments are only the elementary forms of engagement. Compelling, entertaining posts encompass so much more than those simple metrics.
As a business owner, your task is to go beyond the data, look passed the persona, and get a clear picture of who your customers are in the real world.
When you make genuine emotional connections with people, engagement follows naturally. The difficulty lies in executing best practices and doing them consistently. Success on Google My Business requires both tactics.