Google Posts Archives - MiShop.local

Google My Business Posts for Christmas

As we approach the Holiday season, now’s the time to plan your Google Posts.

Posts are seen by customers who are looking to visit your store or establishment, which is why it is a fantastic opportunity to promote gift ideas or make them aware of special promotions.

Your Google My Business listing is the digital doorway to your store.  People are looking at it for opening times, directions or a number to call; Google Post can influence their decision to come to the store, or even up-sell other products.

Here are some tips for getting the most out of Google Posts this Christmas:

  • IMAGE  : Use eye catching images of the products you are promoting or simple banners.
    • Don’t worry about spending loads of time or money on specially designed images.
  • TAG LINE : Use simple tag lines such as :
    • “Ideal Gift for Her / Him”
    • “Great Stocking Fillers”
    • “Last Minute Gift Ideas”,
    • “Gifts for less than £X”
    • “Delicious treats”
    • “Special Christmas Menu”
    • etc… you get the picture!
  • DESCRIPTION :  Keep the description short such as:
    • “The ideal gift for any kid that loves fighting”
    • “Light up their faces this Christmas with this fantastic torch!”
    • “For the person that has too much already, why not sponsor a donkey?”
    • etc,
  • CALL-TO-ACTION :
    • Although call-to-actions are optional, we recommend using “Learn More” if you want to drive traffic to your website.
  • POST TYPES :
    • Which one to use?  News, Event, Product or Offer?
      • If it is a time bound promotion – use Event or Offer, however if you use an Offer, make sure that staff are aware and know what to do with it.
      • News posts will only stay up for a week
      • Product posts only stay up for a week
  • POST FREQUENCY :
    • Our data shows that Posts that are re-posted or stay up too long will quickly lose their effectiveness.  If you want your customers to get into the habit of looking at posts, you should post once per week with new content.

Worth knowing:  A Google post for a multi-location brand is likely to be seen significantly more times than a Facebook or Twitter Post AND at a time when people are actually looking to visit you!

For more tips see our blog How multi-location brands can use Google Posts.

If you have more than 50 locations and would like some help posting this Christmas please give us a call.

Google Posts Insight Data

To date, we have managed Google Post for more than 20 brands across 5,300 locations in a number of sectors including retail, restaurateurs, pubs, car rental and business services. As a result, we have amassed unprecedented experience and insight data for a wide range of Post campaigns.

By measuring “Post Open Rates” as a percentage of Google My Business local search traffic, we see that Google Posts made by multi-location brands can attract significant audience attention and web traffic.
Post open rates vary by sector, location, time of year, demographic, audience and the post itself. This chart for a brand with 320 locations shows how Post open rates vary throughout the year.

Here is an example of a chain that Posts on a weekly basis.

It’s difficult to measure the impact of a Post on footfall without using trackable voucher codes in the post themselves. Alas none of our clients have done that, however many use trackable links which show a positive ROI as well as increase dwell time on the website.

We do not measure SEO benefit directly, but anecdotal evidence as well as articles by Moz and SearchEngineLand suggest that posting can increase organic performance.

Although we don’t measure change in ranking as a result of posting, our insights do show that clients that post frequently do see an increase in clicks to their website as well as clicks for directions and calls.

If you would like to discuss a Google Post campaign for your organisation, please call.

How to use Google My Business Posts for Multi-Location Brands

Google Posts are seen when people visit your Google My Business (GMB) page. They can be used to inform customers or advertise products, events or promotions. Here are a few tips on how to create high performing Google Posts to drive footfall to your store and traffic to your website:

Firstly; Google Posts are not like Facebook or Twitter posts, instead, think of Google Posts as static adverts that are only seen by people that are thinking about visiting your store!

Secondly; in order to create Posts that will up-sell to existing customers or draw in prospective customers you need to understand the user’s local search journey to your GMB page. 

Finally, make Posts bold and simple! As in any advert, the objective is to grab attention and invite people to find out more.

There is no magic bullet, you will need to test your own strategy and content based on your brand and sector.   However, based on our experience of managing multiple bulk campaigns, we’ve put together some guidelines.

What do we mean by “understand the user’s local search journey to your GMB Page”?

The local search journey is why, how and the frequency your customer or prospective customer visit your Google My Business Page and what they are looking for.

This varies by sector; For example, for established high street retailers, existing customers may be looking for opening times.  For restaurants, customers may be looking for a number to call to book a table, or for an infrequently used service such as tyre replacement, a prospective customer may be looking for information before making a purchasing decision.

A wordy Post that goes into detail about a new product is unlikely to be read by someone looking for opening times, whereas a simple headline “New Product in store now” will. Conversely, a prospective customer searching for a service business may read a detailed Post.

By thinking about the reason/motivation and route by which a customer/prospective customer arrives at your GMB Page, you are more likely to create Posts that will engage them.

The main factors to consider are outlined below:

1. Who is looking at your GMB store page? Customers /

Prospective Customer

Is it more likely to be an existing customer or a prospective customer?
2. What are they looking for? Information /

Phone Number /

Address /

Directions /

Opening Times/

Website /

If they are looking for opening times (for example) they already intend coming to you, so may be interested in what’s new today.
3.  How are they finding you? Direct search /

Discovery search

Get this from your GMB insights. A high proportion of direct searches suggest that existing customers are looking for you directly.
4.  What are they using for search? Mobile /

Tablet /

Desktop

The type of image, tagline and number of words should be considered depending on the device that people are most likely to use.
5.  When are they looking? Before purchase/

During purchase/

After purchase?

Customers may visit the GMB Page several times during a transaction. For example – a customer may use GMB to call a restaurant to book a table, then use directions to get there.
6.  Where are they searching from? Home/

Work/

On route?

If someone is looking on-route, they are not going to want to read a big post.
7.  How often do they look? Weekly / Monthly /

Annually / Ad-Hoc

The frequency that a customer/ prospective customer looks at your GMB page may influence when you post.
8.  What type of person are they? Demographic You cannot expect your post to appeal to everyone, so think about the imagery and wording that connects with your core customers.

These pointers won’t design the Post for you, but they will help you to think about the style of Posts.  That’s another article in itself, but here are a few tips:

  • Google Posts are more like adverts –keep them simple.
  • Google Posts are seen when people are thinking about coming to your store.
  • Use Google Posts to up-sell to existing customers or draw-in prospective customers.
  • Understand the user journey and motivations for visiting your GMB store page.
  • Images and Tag lines should grab the user’s attention and tempt them to open the Post.
  • Use bold eye-catching images. Don’t worry about using images with words in them. (Leave the words for the Post tagline).
  • The copy of the Post should quickly convey the message and invite interested user to find out more. Although the Post can have up to 300 words, this is way too long. Keep copy down to less than 300 characters.
  • Only use Offer Codes if store staff know how to use them.
  • Use the “Call To Action” button. “Learn More” or “Get Offer” works well, but not “Buy Now” unless it is a really fantastic offer.
  • Use “Event” time lines “From” and “To” dates so that Posts stay up for as long as you want them to. (Not using dates means the Post disappears after 1 week).

Why do people use Google Maps when they know where they are going?

Having managed the local online presence of major retail brands for many years we have seen a significant growth in people ‘clicking for directions’ on their mobile.  Although this is not surprising in itself as more people use mobile maps, what is surprising is that the volume of usage suggest that people use Google Maps even when they are going to places they frequent such as the grocery store.

We looked into this and found that people use maps even when they know where they are going to get the fastest route.

This is an incredibly important consideration. Retail brands that ignore Google Maps are missing an opportunity.

What’s the opportunity?

When people use Google Maps to navigate to your premises, the chances are they are on the way! take advantage of this and use Google My Business Posts to advertise in-store products and promotions.

Google Posts are the single most under-utilized feature in Google My Business today.

Multi-location brands can attract a significant customers interacting by leveraging Google Posts.  We’d go as far to say that Google Posts for certain brands will be seen more than their Facebook Posts.

To get an idea of how many Google Posts views you could get, just follow these steps.

Go to your Google My Business Dashboard and download an insight report for all your stores.

You can expect a post ‘open rate’ of between 5 and 25% of your Total Search volume!

That is a lot of eye balls at a time that people are thinking about coming to your store.

MiShop.local schedules and manages Google My Business Posts for multi-location brands with hundreds or thousands of locations globally.  Give us a call to find out how you can leverage your local online presence using Google Posts.