Incorporate Google My Business Into Your Digital Marketing Strategy

How to Effectively Incorporate Google My Business Into Your Digital Marketing Strategy

It’s no secret that optimizing your business online can bring more customers. With Google being the world's most widely used search engine, Google My Business (GMB) is a valuable platform for increasing your company’s visibility. Formerly known as Google Local and Google Places, a report by Forbes on GMB notes that the platform can single-handedly improve a business’s local SEO (search engine optimization) ranking for free. In addition, it also provides an easy way for potential customers to contact your business, with up to 60% of smartphone users calling a business directly through the GMB interface.

As more consumers rely on digital tools, GMB has become a cornerstone of any business’s digital marketing strategy. As outlined in a guide to digital marketing by Maryville University, the money spent on digital advertising in the US surpassed the amount spent on traditional advertising for the first time back in 2020. This was due to how smartphones and social media connected humans around the world like never before. A digital marketing strategy can accelerate an organization’s reach and increase customer awareness, enabling companies to build a brand with a broader client base. In this article, we’ll provide tips on how you can incorporate GMB into your real estate digital marketing strategy:

Improve searches through keywords

One of the best ways GMB can help your business market itself is through greater visibility. Byincorporating keywords relevant to your business, you can improve your searchability and encourage the algorithm to place your company on the top of a Google search page. This is particularly important for location-based businesses such as real estate.

Most of the time, consumers look for properties based on location. People often search on Google Maps because it’s usually the most convenient way to receive results. By completing your address details on GMB, more people can find you with location-based searches. You can take your marketing a step further by adding great pictures of your properties to put on your business listing, making a more remarkable impression on customers interested in a specific property.

Direct potential customers to your website

As mentioned earlier, GMB can quickly boost your business’s SEO, giving you greater visibility. A GMB listing also provides a bonus in that you can add a link to your website, so your customers can click on it for more information. This is an excellent opportunity to market your selection of properties through good website practices.

As noted in our post on the “Best Practices For Website Design 2021”, when consumers see that your website is professional looking and easy to navigate, they are more likely to trust and use your services. It’s important to note that your website should have a mobile-friendly design, especially considering that 58% of website visits come from mobile devices. This way, you can maximize conversion rates by up to 20%.

Gain market insights and facilitate A/B testing

In addition to being a digital listing, Google My Business can provide valuable market insights into yoursearch performance and audience. Through GMB, you can see analytics such as the click-through rate (CTR), the kinds of keywords your GMB listing is showing up for, and the number of visitors GMB drives toward your site, to name a few. You can also compare your page to your competitors, giving you better ideas about what you need to improve your marketing strategies.

For long-term success, PracticalEcommerce on A/B testing recommends that you do split tests of your listing and website to drive up your engagement. You can see which changed elements perform better through client-side and server-side testing. Some aspects you can change include page layouts, keywords, calls-to-action, and social proofs. You can slowly but surely improve your marketing strategies by making these minor adjustments over time.

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Written by Alicia Miles