Founder of EASTWEST PR and Host of the SPEAK|pr Podcast
All companies struggle with gaining traffic to a website, making one question their strategy on growing the audience and using more specific targeting methods. Russell Brunson, the founder of ClickFunnels, host of the Marketing Secrets podcast, entrepreneur, and social media expert, talks about finding your audience rather than gathering it which, in turn, could bring more traffic to your site. It’s about being proactive in going out and targeting people that will be receptive to the message, and one such platform that can help with that is Google My Business.
Why you need Google My Business
Google My Business displays all the relevant information customers would need to know: the company name, address, contact numbers, logo, hours of operation, a Call Now button for mobile users, posts, images, 360-degree video, which hours are the busy hours or slack hours in case people want to visit, and it can even give directions to get there. Mobility and location-based search are obviously key trends businesses can take advantage of when it comes to PR, and Google My Business is a platform that enables using making use of those trends effectively. It also showcases customer reviews, and if there are many positive ones, this will greatly help the business. Trustpilot is also very powerful, but the issue with it is that it’s not next to the business listing and business location, whereas Google My Business is on the map on the browser which enables you to see all of the businesses ranked by geography, location, or rankings. This will become increasingly important, especially if you’ve got a company that’s in a competitive space. Apart from that, Marketing material on Google My Business can be kept up-to-date with both direct effort into the Google My Business platform, which can run on Android or iOS. It can also be integrated into platforms that automate content distribution like Zoho.
One in three searches are now location-intent, and one in three searches are where people are looking for things that are close to them or near a place that they’re going to, which means that Google My Business tries to search for the location, making it more and more important. With mobile devices, location-based advertising is growing in importance as well, because as people get closer to a location, advertisers and PR people can send them messages relevant to their location. With visual content becoming more effective than text-based messaging, it would be best to use infographics, which is simply the inclusion of photos and text together, because they’re shown to grow traffic 12% faster than those messages without infographics. If you have infographics or videos, you can add video to Google My Business, but only 30 seconds.
Getting on Google My Business is helps boost your search rankings
The beauty and power of Google My Business is that it’s tied into the other aspects of Google. Reviews and content on Google My Business will appear in the Google search, and this can help improve organic search rankings through links. Moreover, the authority of the website and business listed on Google My Business will complement the contents of the website. The Google marketing platform which is this new holistic environment has the advertising, the analytics, the Google My Business, and more, and it’s becoming a bigger platform for Google to integrate all of your marketing activities. Readership from PR really often doesn’t translate into a bump or a burst on the website or to a call to the customer hotlines; it’s really a branding and awareness exercise. What one needs to think about is the engagement activities that can be done, which social media is perfect for when it comes to Facebook, Twitter, and Instagram. However, they are slightly detached from the location of the business.
All in all, this is a powerful customer journey that businesses must embark on with their customers as they search for something online. Never forget that the at the center of content creation is crafting compelling and engaging content, and with that, Google My Business can be another channel for sending out content, and what’s great is that it has all these analytics that come with it. A common misconception is that PR is about bringing people to the business. While it is sometimes about that and it partly is about the outreach, it’s also about going out and being where the audience are. As Russell Brunson said on one of his podcasts, it’s about finding your top 100 customers or influencers, finding out where they are, and then being as close as you can to their environment. If your customers are mobile, then Google My Business could be a brilliant, free, and cost-effective way for you to reach out to them before they leave their home, office, or wherever they are, and make sure that once they’ve got to you, they’ve communicated with you and left a customer review afterwards because ultimately, there’s nothing more powerful in any business than a happy customer who leaves a testimonial.