Guide To Google Business Profile Marketing For Local Businesses

Just Google it!

That’s exactly what you (and I) do when searching for a restaurant, a car repair shop, or just about anything. No surprise, 82% of people use search engines like Google to find local businesses.

If you run a small or medium-sized business, you know how important it is to attract local customers. 

Now, here’s something to think about: 88% of potential customers check your Google profile before making a purchase decision or visiting your business. 

That’s why platforms like Google Places, Google Maps, and Google Business Profile are essential for small businesses.

That’s where a solid Google Business Profile marketing strategy comes in–to help you attract more customers, boost engagement, and grow your business.

What Is Google Business Profile?

Google Business Profile (GBP) works as your business’s virtual storefront on Google Search and Maps. And the best thing about it? Listing your business and doing marketing for your products/services here is absolutely free!

Google My Business is a platform where you can share important information such as your company name, address, contact details, website, services/products, and opening hours, all in one place, so it’s easy as can be for potential customers to know about you and reach out.

Creating a Google Business Profile is a straightforward process. You either create a new profile or claim an existing one, then verify your details. Profile verification is crucial as it helps people discover your business and add authenticity.

So, if you want to attract more customers, ensure your GBP is verified, details are accurate, and your profile is fully optimized.

How Does Google Business Profile Listing Work?

Your Google Business Profile (GBP) is typically the first thing people see when consumers search for companies like yours on Google Search and Maps. Your GBP assists in reaching the ideal audience, builds trust, and drives both in-store and off-store visits.

The first step is to claim or create your business listing and achieve verification status. After becoming verified, the profile is published in local searches.

Where does your business appear?

When someone searches for your products or services nearby, your GBP listing can show up in:

1. Google’s Sidebar (on desktop searches)
2. Local Search Results (appearing in the “Local 3-Pack”)
3. Google Maps (helping users find your location easily)

This ensures potential customers can quickly access your location, contact details, website, and other essential business information.

How Google Ranks GBP Listings?

Google decides which businesses appear at the top based on:

• Relevance: How well your profile matches the search query.
• Distance: How close your business is to the searcher.
• Prominence: Your reviews, engagement, and overall online reputation.

That’s why it’s essential to optimize your GBP listing by adding keywords, CTA, frequently asked questions, and business photos/videos.

How to Get Started with Your Google Business Profile?

To get started with GBP, you need to set up a Google Business Profile (GBP), which is quick and essential for boosting your online presence.

Follow these simple steps:

1. Open Google Business Profile Manager

Log in to Google Business Profile Manager with your Google account. If you don’t have one, create it first.

2. Add Your Business

Search for your business. If it exists, claim it. Otherwise, click “Add your business” and proceed.

3. Choose Your Business Category

Enter your business name and select the most relevant category. You can update this later if needed.

4. Add Location (If Applicable)

If you have a physical store, enter your address and confirm it on Google Maps. If you serve multiple areas, list them instead.

5. Enter Contact Information

Provide your phone number and website URL (optional). If you don’t have a website, you can add it later.

6. Manage Notifications for Real-Time Updates

Opt in for Google updates to stay informed about new features and marketing insights.

7. Verify Your Business

Complete verification using one of these methods:

• Postcard: Receive a 5-digit code via mail (takes approximately 1-2 weeks).
• Phone: Get an automated call with a code.
• Email: Some businesses can verify via email.

Once verified, your Google Business Profile goes live, making your business more discoverable by optimizing your GBP listing!

12 Ways to Supercharge Your Local Marketing with Google Business Profile

Get found, gain trust, and convert searchers into customers by implementing the best GBP marketing tactics. 

Here you can discover the top Google Business Profile marketing strategies to reach new people and grow your business.

1. Get Found by Local Customers: Without Spending on Ads

Want more customers without burning cash on ads? Your Google Business Profile (GBP) can make that happen!

When people search for businesses like yours, Google’s results are divided into three main sections—paid ads at the top, followed by the Local 3-Pack, and then organic search results.

Now, the Local 3-Pack is where the magic happens. It showcases the top three local businesses based on the searcher’s location. 

And the best part? You don’t even need a website to show up there!

Most companies invest time and resources in SEO tricks, attempting to rank in these top positions. But here’s the truth: having an optimized Google Business Profile greatly increases your chances of reaching the Local 3-Pack.

This translates to increased visibility on Google Maps, local search, and even above organic results, without paying a single penny for ads.

Therefore, if you haven’t used GBP yet, you’re missing a consistent flow of local customers actively looking for what you provide.

2. Respond to Your Customers Instantly!

Ever had a question about a business but couldn’t be bothered to call? 

Yeah, you, me, and your customers may feel the same way…we all experienced it! 

Let’s assume someone finds your business on Google, and they’re interested. But they need a quick answer—maybe about a custom order, availability, or pricing. If they can’t reach you easily, guess what? They might just move on.

That’s where Google’s FAQ feature saves the day! 

It lets people ask you directly from your Google Business Profile—no calls, no website visits, just a quick message. And you? You get to respond instantly and turn curious visitors into real customers.

This is how you need to respond professionally: 

And here is the solution! You can save your valuable time with an automated, personalized response to customer feedback, queries, or reviews in real time without manual efforts using SocialPilot’s AI-powered automated review response.

3. Build Trust and Turn Customers into Brand Advocates

Customers trust businesses with strong reviews. In fact, reviews influence 16% of local search rankings, meaning more positive feedback can push your business higher on Google. 

But you can’t just wait for reviews to roll in. You need a strategy.

Here’s the action plan to make it happen:

1. Aim for 10-15 new high-quality (honest, not all 5-star) reviews each month. 
2. Make leaving a review easy (Share direct GBP review links via email, SMS, or QR codes).
3. Use review generation tools to automate review requests. 
4. Encourage customers to mention specific services & keywords (This helps boost relevance in search).
5. Respond to every review, good or bad (shows you care and builds credibility).

By actively managing reviews, you turn happy customers into brand advocates while improving your local search visibility! 

4. Make Your Business Voice Search-Ready

“Hey Google, find a coffee shop near me.”

With voice search on the rise, your Google Business Profile needs to be optimized for spoken queries. 

Here’s how:

• Use Conversational Keywords: People speak differently than they type. Optimize your listing with natural, question-based phrases like “Where can I find the best pizza near me?”
• Ensure Complete and Accurate Info: Voice assistants pull data from your GBP. Make sure your address, hours, and contact details are always up to date.
• Focus on Local SEO: Most voice searches are location-based. Add relevant keywords like “24/7 pharmacy Near Times Square” or “pet-friendly cafe in Chicago.”
• Answer Common Questions: Use the FAQ section to cover popular customer queries in a clear, direct manner.

By optimizing for voice search, you’re making sure your business is the first name people hear when they ask Google for recommendations.

5. Promote Your Latest Offers & Updates with GBP

Your Google Business Profile is more than a virtual business card—it’s an active marketing tool that keeps you in front of potential customers. Leverage the posting feature to promote your current deals, new product releases, special promotions, or significant announcements right on Google Search and Maps.

Think of it as a free advertising space where you can share compelling posts that drive engagement, such as: 

• Running a limited-time discount? Announce it. 
• Introducing a new service? Promote it. 
• Hosting an event? Get the word out.

Just make sure each post is clear, relevant, and includes a strong call-to-action like “Shop Now,” “Claim Offer,” or “Learn More” to encourage customers to take the next step.

6. Drive More Traffic and Sales with GBP

Want more foot traffic and sales? A Google Business Profile (GBP) can make that happen. Google reports that businesses with a GBP are 70% more likely to attract local visits from nearby customers.

Why? Because GBP builds trust, verified businesses stand out in search results, making people more likely to choose you over competitors.

But here’s the thing: If your business site is slow, you could lose potential customers before they even get to see what you have to offer. So, ensure your site loads quickly and is optimized for mobile to convert those local searches into real sales!

7. Leverage GBP Features Tailored to Your Business

Google Business Profile isn’t merely about appearing in search, it’s filled with industry-specific functionality that enables businesses to turn searches into customers. 

Whether you own a restaurant, hotel, salon, or service business, Google provides business-specific additional features to simplify customer interactions.

• Restaurants & Cafes: Add your menu, take bookings, and even let customers order food online.
• Hotels & Resorts: Highlight availability of rooms, rates, and direct booking functionalities to entice travelers.
• Salons & Spas: Allow customers to book appointments right from Google Search.
• Retail Stores: Highlight your product catalog and update inventory in real time.
• Service Providers: Offer instant quotes and enable direct messaging for inquiries.

By making full use of these business-specific features, you’re not just appearing on Google—you’re turning searches into bookings, visits, and sales.

8. Let Your Brand’s Personality Shine

People don’t just buy things, but they love connecting with brands/businesses that feel real, humanized, and relatable to them. That’s why your Google Business Profile shouldn’t just be about listing services; it should reflect who you are and what you stand for… which means your profile should reflect your brand values and unique personality. 

Let’s understand this concept with a simple example: If you run a restaurant, which post caption do you feel more engaging?

Option 1: “We offer great food at the best prices!”
Option 2: “We know catching up with friends is priceless. That’s why we’ve got special discounts for groups—because good food tastes even better with great company!”

See the difference? The second one feels personal and inviting, making customers more likely to engage.

Here are a few ways to make your GBP posts and profile feel more human and appealing to visitors:

• Showcase your team: Share behind-the-scenes moments or introduce employees to add a personal touch.
• Highlight customer stories: A glowing review or a fun customer experience can be way more powerful than just talking about your business yourself.
• Tie into local events: Got a festival coming up in your area? Offer a limited-time deal or event-based promotions to stay relevant.

The goal? 

Make your business feel like more than just a business. The more personal and engaging you are, the more customers will remember (and choose) you!

9. Turn Insights into Action with GBP Analytics

Guesswork won’t grow your business—data will. That’s where Google Business Profile Insights comes in.

• How are customers finding you? Are they searching your name or discovering you through keywords? Adjust your SEO accordingly.
• What actions are they taking? Are they clicking your website, requesting directions, or calling? If calls are low, maybe it’s time to tweak your CTA.
• Which photos and posts work best? GBP shows how your content compares to competitors. If engagement is low, update your visuals and messaging.
• When are people searching for you? Spot peak hours and time your promotions for maximum impact.

Use these insights to fine-tune your GBP marketing, optimize your Google listing, and attract more customers.

10. Draw More Visitors to Your Site

Let’s be real—nobody likes digging through a dozen websites just to find the right business. People want quick answers, and your Google Business Profile (GBP) can deliver exactly that.

Here’s how: 

1. Add your website link to your GBP profile. Ensure it’s easy to find and clickable.
2. Post regular updates. Share offers, events, and news to keep your audience engaged.
3. Answer common questions to remove doubts and hesitation. 

And the best part? Google even helps by displaying those handy “Visit Website” or “Book Now” buttons right on your profile.

So instead of hoping people somehow land on your site, make it effortless for them. A well-optimized GBP doesn’t just bring more traffic—it brings the right traffic.

11. Run a Review Collection Campaign to Rank Higher & Gain Trust

Ever wondered why some businesses always show up in Google’s Local 3-Pack while others struggle to be seen? A big reason is customer reviews.

Why Do Reviews Matter for GBP?

• Businesses with more positive reviews rank higher in Google’s Local 3-Pack.
• 87% of consumers read online reviews before choosing a local business.
• More than 57% of customers won’t consider a business with less than 4 stars.

That’s why you need a consistent review collection strategy—not just waiting for customers to leave feedback randomly.

Here’s the full action plan for you:

1. Target 10-15 new high-quality reviews per month.

2️. Use SocialPilot Reviews to automate review requests.

3. Encourage customers to mention specific services & keywords in reviews.

4. Respond to every review, positive or negative.

But, don’t forget to report spam or fake Google reviews before they damage your credibility, if you receive any. 

12. Optimize Products & Services with High-Intent Keywords

Want to show up when potential customers are searching for exactly what you offer? Optimizing your GBP products and services with buyer-focused keywords can significantly boost your visibility.

Why does it always work?

• Businesses that use relevant keywords in their GBP listing see up to 50% more profile views.
• Google ranks businesses higher when they match search intent.
• Customers searching for specific services (e.g., “custom wedding cakes near me”) are ready to buy.

And here’s how to do it:

1. List all products/services with detailed, keyword-rich descriptions.
2. Use high-intent phrases like “Custom wedding cakes in Texas” instead of just “cakes.”
3. Check Google Search Console & GBP Insights for top-performing keywords.
4. Update descriptions based on seasonal trends (e.g., “Christmas gift wrapping” in December).

13. Turn Google Reviews into a Marketing Powerhouse

Your Google reviews aren’t just for building trust, they’re marketing gold! By strategically integrating User-Generated Content (UGC) from Google Reviews across your marketing funnel, you can boost conversions and drive more sales.

Here’s how to put your reviews to work:

• Feature top reviews in PPC ads to build credibility and improve click-through rates.
• Embed Google customer reviews on landing pages & product pages using SocialPilot Review Widget to increase conversions.
  
• Include positive reviews in email campaigns & newsletters to nurture leads.
• Leverage review snippets in social media posts & GBP updates to engage potential customers.

Wrapping It Up

Google Business Profile isn’t just a listing, it’s a powerful (and free!) marketing tool that can bring more customers to your doorstep. Whether you’re sharing updates, posting visuals, collecting reviews, or using insights to fine-tune your strategy, every little effort adds up.

So, don’t just set it and forget it! Keep your profile fresh, stay engaged with your audience, and make the most of what GBP has to offer. 

And if you need a helping hand, SocialPilot Reviews has got you covered to manage and maximize your online presence effortlessly!

So, if you haven’t fully tapped into GBP yet, now’s the time. A little effort here can mean more customers, more trust, and more growth, without spending a fortune on ads.