With over one billion users worldwide and continuous updates to its core features, LinkedIn remains the go-to platform for professionals looking to connect, learn, and grow their businesses. Long gone are the days when it was just a platform to find your next job. But with ever-evolving algorithm updates and shifts in user behaviour, making […]
Running a successful business requires bringing in diverse talent with expertise in various fields, and marketing is definitely no exception. For many business owners or managers, however, managing a marketer can be daunting, especially when marketing isn’t your forte. From understanding technical jargon to setting realistic expectations, navigating this relationship can be tricky. In this […]
In today’s digital age, where your online presence is absolutely crucial, your Google Business listing is one of the most powerful marketing tools at your disposal. It’s more than just a simple directory listing—it’s a gateway for potential customers to find, learn about, and engage with your business. Here’s why maintaining an optimised Google Business profile is essential, what you can do to enhance your profile and how it can significantly impact your business’s growth.
1. Be Easily Found by Your Target Audience
One of the biggest advantages of having a Google Business listing is its ability to make your business easily discoverable. When someone searches for products or services related to your business on Google, your listing can appear in the search results and on Google Maps. This visibility is particularly important for local businesses, as most consumers tend to search for businesses “near me” when they’re ready to make a purchase. By appearing in these local searches, your business is put directly in front of potential customers who are in your area and actively seeking what you offer.
2. Boosting Local SEO
Google Business listings are integral to local search engine optimization (SEO). Google uses the information in your profile—such as your business name, location, and category—to determine when and where your business should appear in local search results. The more complete and accurate your profile, the better your chances of ranking higher in these searches. This is especially important for small businesses that rely on local customers.
3. Stand Out from the Competition
In a crowded marketplace, standing out is key. Your Google Business listing allows you to differentiate your business from competitors. A complete and well-maintained profile presents a professional image and builds trust with potential customers. It provides essential information at a glance, including your business hours, contact details, and customer reviews.
4. Showcasing Your Unique Offerings
Google Business listings also let you highlight what makes your business unique. Through the description, attributes, updates, and categories, you can showcase your specialities and the value you bring to your customers. This is where you can make a compelling case for why someone should choose your business over others.
5. Drive Traffic to Your Website
Your Google Business listing is a powerful tool for driving traffic to your website. The listing includes a direct link to your site, making it easy for potential customers to learn more about your business and what you offer (and the insights will tell you how many people are clicking on this link). The more information you provide in your Google Business profile, the more likely users are to click through to your website.
6. Trackable Insights
Google provides analytics for your business listing, showing how many people viewed your profile, visited your website, requested directions, or called your business. These insights allow you to understand how well your listing is performing and where there may be opportunities for improvement. These shouldn’t be confused with the analytics for your website itself.
7. Make It Easy for Customers to Contact You
Your Google Business listing makes it easy for customers to contact you. With just one click, they can call your business, visit your website, or get directions to your location. This ease of access is crucial, especially in the age of mobile devices, where users expect quick and easy ways to connect with businesses.
8. Increase Engagement with Messaging
Google Business also offers a messaging feature that allows customers to send you messages directly from your listing. This feature is a great way to engage with potential customers in real-time, answer their questions, and guide them toward making a purchase.
9. The Importance of a Complete Profile
A complete Google Business profile is more likely to rank higher in search results and attract more customers. Google favours profiles that are fully completed, with accurate and up-to-date information. Ensure your profile includes more than just your business name, address, phone number, website, business hours, and a detailed description of your services. The more information you provide, the easier it is for customers to find and trust your business. Helpfully Google will tell you what percentage your profile is complete.
10. Enhance Your Profile with Photos
Photos are a crucial element of your Google Business listing. They allow you to visually showcase your business, products, and services, giving potential customers a better understanding of what to expect. Listings with photos receive more clicks, calls, and requests for directions than those without. Regularly update your photos to keep your profile fresh and engaging. Should anybody from Google be reading this can we please have added the functionality to sort the photos into the order we want them.
11. Types of Photos to Add
Exterior and Interior Shots: Show customers what your business looks like from the outside and inside. This helps them feel more comfortable when visiting.
Product Photos: Highlight your best-selling or unique products.
Team Photos: Introduce the people behind your business to build a personal connection.
Customer Photos: Share images of happy customers (with their permission) to build social proof.
12. Utilise Google Posts to Keep Your Audience Engaged
Google Posts is a feature that allows you to share updates, promotions, events, and news directly on your Google Business listing. These posts appear prominently on your profile, providing a great way to communicate with potential customers and keep them informed about what’s happening at your business. They also rather helpfully push further down the page, suggestions of businesses that might be competitors. If you only do one thing today – with your profile – check that you have updates visible on your profile as should you not have posted one for a while it may have expired.
13. How to Use Google Posts Effectively
Share Promotions and Offers: Highlight special deals and discounts to attract more customers.
Announce Events: Promote upcoming events to increase attendance. Remember that post updates will automatically expire after the event, freeing up space for another update.
Highlight New Products or Services: Keep your audience informed about new offerings.
Share Blog Posts or Articles: Drive traffic to your website by sharing your latest blog posts or articles.
Your Google Business listing is an essential marketing tool that can significantly impact your business’s visibility, customer engagement, and growth. By ensuring your profile is complete, adding high-quality photos, and utilizing features like Google Posts, you can stand out from the competition, attract more customers, and drive traffic to your website. Don’t overlook this powerful tool—optimize your Google Business listing today and watch your business thrive.
14. Make sure that you have claimed you profile
Even if you never set up a Google Business profile, Google may well have set up one for your business. If you don’t claim it however you will not be able to edit it or post updates.
15. Make sure that you have more than one person with admin rights to the Profile
If you only have one person as an admin to your page and that person leaves the business you could lose access to your page. Having more than one admin spreads the workload and also means that potential customers interacting are likely to get a fast response.
We hope that you find these tips useful. If it all sounds just too much hassle (and in most cases it shouldn’t be), then why not get us to manage your profile for you. For more tips on how to leverage digital marketing tools like Google Business, feel free to contact Prestbury Marketing & Consulting. We’re here to help!
In the ever-evolving landscape of social media, businesses have a tremendous opportunity to connect with their audience, build brand awareness, and drive growth. However, navigating the intricacies of social media marketing can be challenging, leading to common mistakes that hinder success. In this blog post, we explore the emotional rollercoaster of the top 10 most […]
We are helping Clean Air Cheltenham spread the word about a volunteer position to become their Publicity Co-ordinator. The position would obviously be ideal for anybody who can share the organisation’s passion for the subject. The opportunity would enable somebody to gain practical experience in this field and demonstrate a track record of achievement. More […]
At this time of year and after this year of all years, now is the time when many are reviewing what they currently doing and considering taking the plunge and starting their own business. This is not a decision to take lightly though, so we thought we would shares some tips on what you need to do.
Things to do before you make the decision
Ask yourself why you want to do this? Phrases like being your own boss are often quoted and we understand that motivation. Many start up businesses quickly find though that their customers start to feel like “bosses” because of their expectations and demands. Others decide to go it alone to do what they love. That is fine but ask yourself is this the only way you can achieve this? It is not that we are against starting up businesses (after all we did that ourselves nearly 11 years ago), but we do find that most start up businesses underestimate how much hard work it will be.
Work out how much you want/need to earn. Then estimate what your fixed and variable costs will be and you will soon have an idea of how much you will need to turnover to realise your aspirations. Break this down into months and how many sales you need to do (or if you are offering services the number of hours you need to work) and remember the need to consider the fact that not all enquiries or expressions of interest will turn into sales. You have some of the elements of a business plan now and something to gauge your progress against.
Try and assess the level of demand for what you intend to offer. Ask potential customers would they be interested in what you intend to offer, what price they would expect to pay and where if they were looking for it, would they look. Wrong assumptions at this stage can be crucial. For example if you plan to sell an item for £25 and people expect to pay £18, you need to justify that premium and anticipate that some people, even those that want what you are selling may be put off. Also look out for competitors. If they are there – ask yourself how you will compare and standout? If they are not there, then just maybe that indicates there are not enough people looking for what you intend to offer/do in that area.
After the decision to go-ahead.
This is where the hard work really starts. This is not an exhaustive list but some of the key things you need to do.
Create a “to do list” and start to plot these in some sort of calendar or plan. This will help you put things into the right order, determine your priorities and highlight interdependencies. It also will help you drive your activity and help maintain momentum – “what I need to get done this week”. Beware the temptation to keep delaying things to get “all your ducks in a row”. Try and categorise things, maybe into “must haves” and “nice to haves”.
Finalise what you are going to offer (your products or services) and how and where you are going to offer this. In part this is about where you intend to operate but it is equally about your routes to market.
Settle on a business name. Remember to check Companies House to see if somebody is already using it and for similar reason google the name you are considering. Check the Government website for trademarks (remember that even if there is a clash if they operate in a different field or class this may not a be a show stopper) and that there is a domain name that matches or is very close to your name. We use 123 reg but there are other providers. If you are planning to operate internationally check on how your name translates and what its meaning is in different languages.
Create a logo for your name. This will be the visual representation of your name and will feature on everything you produce and you will also need it for your website, business cards, social media etc. You can try and do this yourself, but we usually find using the services of a professional designer is better in the long run.
Remember the practicalities. If you are going to be limited company register the business with Companies House. Set up a business bank account, take on an accountant and consider what premises, equipment or software you need from day one. Think about what insurances you need, what laws and regulations you must comply with and whether you will register your trademark at the outset. The latter of these is usually advisable if you have aspirations to grow your business. Think about what services and suppliers you need or in the short term what skills gaps you have if you are going to “insource” elements e.g. bookkeeping. Organisations like the Growth Hub which supports Gloucestershire businesses can be a great help. If you are outside Gloucestershire you will probably have your own equivalent.
Consider whether (or when) you will have a website. Determine how you are going to get it produced e.g. do it yourself or via a web company (we can help you find one). Create a brief of what the site will contain and make sure to look at lots of competitors. A common preference is for a light or uncluttered site but remember you are designing it for Google as much as you are the end user and a site with too few pages or words can struggle to rank. Remember you will need copy and photographs for your site (very often a stumbling block) and that you will need to pay for a domain name and to host your website. Make sure you set up your Google My Business profile and when your site is live make sure it has Google Analytics installed.
Decide what social media platforms you are going to use and set up your profiles. Remember to think what social media platforms your potential customers use and look at what your competitors are using. If you do not know how to do this organisations such as ourselves can do this for you. We also offer training and advice on how to make the best use of social media and also offer an outsourced service if required. You can find information on our social media services here.
Decide what if any local business groups you might want to join. We are members of the Cheltenham Chamber of Commerce and Circle 2 Success (we are happy to share why we have chosen these two if you want to get in touch) but we have been members of the Institute of Directors and Gloucestershire Chamber of Commerce in the past and many small businesses choose to join the Federation of Small Businesses.
Decide on how you are going to promote your business. We come across far too many businesses who have inadvertently become the best kept secret. A great first step is to identify your target customers and make a list of the different ways that you can reach them. Some marketing will jump straight to generating a sale, but more often than not you will find you will need to take them through a process. For most businesses the steps in this will be making them aware of you and what you do, creating a positive impression and then creating enough desire for what you offer for them to get in touch. It is a good idea at the outset to set a budget for how much you are going to spend on marketing in the first year. This provides a great framework for decision making and will greatly minimise the chances of costs running away. Remember the importance of repetition and reinforcement to guide your potential customers through your process. Also don’t forget to make the most of free sources e.g. social media, recommendations and referrals.
We hope that this list isn’t too daunting and that you will find it useful. Running your own business is very hard work, but it is also very rewarding. For us for example we get a great buzz out of the progress we see our clients making with our help. If you do think that you would benefit from some professional help with your marketing please get in touch.
Many businesses are quieter than they would ordinarily be at the moment. Some are laying off staff, others are furloughing employees. But in our view this is a golden opportunity for many to do what they ordinarily might struggle to – work on the business, rather than in the business (to be clear though you […]
We are most definitely living and working in a period of unprecedented change, where almost everything that we have accepted to be normal is changed for the forseeable future, “thanks” to Coronavirus. Here at Prestbury Marketing we come into daily “virtual” contact with many businesses and it has been both heartening and quite remarkable the […]
This is one of the most common questions we are asked. To be clear this is not usually in the context of whether or not the site is down, but more a matter of, is it being found as well as it should be and is it making the most of the visitors it does get. We would argue though that the number of people asking this question are very tip of a much bigger iceberg/ number who are “blissfully ignorant” of how their website is performing.
In this digital age that we now live in, there is really no excuse for not knowing how well your website is performing – although that being said one of the most common failings in this area are down to human beings. So what are our top 10 ways of checking that your website is working.
1. Ask your enquirers/potential customers.
A surprisingly number of businesses don’t ask this question or if they do, they don’t log and track the answer to it. Without this information you are falling at the first hurdle of tracking where your new business comes from. Our preference would be that you log what people say and that if the answer is “found your website”, then ask how they found your website.
2. Track how these enquiries progress
Knowing what the conversion rate of enquiries is from different sources and where applicable the average order value is key. The holy grail where you are spending money on driving traffic to your website is to know the £’s worth of order per £1 of marketing spend. This way you can compare different forms of marketing which might have very different costs.
3. Re-inforce your manual tracking through Google analytics.
It is possible to set up goals in Google Analytics for telephone calls, emails and form submissions. What this then means is that you can determine how many of these you have had and what drove them. Have you ever wondered for example whether visitors to your website are from Instagram, Twitter, Facebook or Linkedin convert better. Bear in mind though that only calls via mobiles will be tracked (or Skype) but that also a call is tracked by counting the number of times the message – call 01242 xxxxxx is triggered and not all these will go onto call.
4. Determine the extent of the correlation between website traffic and sales.
It is usually a case of how much of a correlation there is between movements in website traffic and sales volumes rather than a case of whether one exists. Showing sales volumes over website traffic on a graph over the same period will show this.
5. Look at Google Analytics to see what it tells you
How is website traffic performing compared with the same period last year? Is your traffic up or down and where is it coming from and how does it differ. What is the bounce rate for your site (where people arrive on one page and leave straight away)?
6. Do you know how many people are looking at your business before they make contact or visit your website?
This might sound impossible to some or it might sound like you need a crystal ball. Whereas the answer is in fact your Google My Business listing that appears top right when you search on Google for yourselves, and is the red blob on a map when people search for your type of business. Once you have claimed your business you have access to rich insights and a number of marketing tools i.e. posts, adding photo, responding to reviews or messages. Top tip – Increase the visibility of your Google My Business page and you will drive more traffic to your website or people to make contact with you.
7. Check the health of your website in the eyes of Google and Chrome?
If your website is not considered to be secure in the eyes of Chrome and Google your site ranking will suffer and you will be losing visitors. Also check whether Google thinks your site is fully mobile friendly.
8. Consider monitoring / viewing what your traffic is doing
Google Analytics has an element of live traffic that if you get sufficient volumes of web visitors will give some insight into the behaviour of your traffic. The behavioural view on analytics will also tell you where people arrived and where they went. Products such as Hotjar (other products are available) allow you to view live on screen how visitors act – great for example if you have a lot of people visiting a form but then abandon it.
9. Consider getting somebody to review your website from a user experience perspective
Whilst not statistically significant this can give valuable insight into how others view your site, particularly if they also look at some of your competitors sites. Or you could conduct a survey of your website visitors to gain their views.
10. Get an external view from a Marketing Consultant
A fresh pair of eyes can give a more balanced perspective – but then we would say that wouldn’t we? Why not get in touch to get us to have a look at your site for you.
With over one billion users worldwide and continuous updates to its core features, LinkedIn remains the go-to platform for professionals looking to connect, learn, and grow their businesses. Long gone are the days when it was just a platform to find your next job. But with ever-evolving algorithm updates and shifts in user behaviour, making […]