Claiming a Google My Business listing is one thing; managing it well is another. GMB is one of the fundamental steps to getting found online, but to make it stand out in the sea of competitors would still take some time and effort. An effective way to do so is to use Google Posts.

Google Posts allow you to publish short informative content, which appears at the bottom of your business’ Knowledge Panel in the search results. Although they are free to use, many businesses don’t know how to utilise them properly, that’s why you’re more likely to get an edge when you use this valuable tool.

Including this as part of your content marketing strategy will surely do wonders on your traffic, customer engagement, and eventually conversion rate. So how can you draw the attention of users and make them visit your business? Here are some tips:

1. Use quality, appealing images

This tip may sound simple, but you actually have to consider some factors before you upload an image. The best size is 750×750 pixels, and it should be on JPG or PNG format. Make sure it’s centre-weighted so nothing gets cut off.

Depending on the nature of your business, it’s always best to be creative and deliberate in your choice of images. Close-up shots, for instance, will achieve the best impact if you’re promoting food.

2. Write relevant and engaging content

You can take advantage of Google Posts to highlight your special offers and upcoming events. Additionally, you can use them to share company updates, industry news, and blog posts that may be useful for your customers.

When creating a Google post, make sure your headline is enticing. It gives people a reason to check out your content right away. Avoid using too much exclamation points as they tend to cheapen your message. You should also keep the theme consistent and free of commercial slang.

3. Keep it short and sweet

digitalmaas google my business post knowledge panel

Although Google Posts have a 1,500 character limit, only the first 100 will appear in the business’ Knowledge Panel. Make it count by keeping your content brief and concise. 

Your headlines must inspire action. If you are a cosmetic store, for instance, headlines like “Free samples just for you!” immediately lets your customer know why they should care.

4. Provide a clear call-to-action

Google My Business Posts have the potential to boost your conversion rate, and one way to achieve this is to use the right call-to-action. It fills the gap between the phases of the buying journey. “Sign Up”, “Get Offer”, “Call Now” are some simple yet direct call-to-action phrases that show what you want people to do. It creates a sense of urgency, which in turn, increases the chances of converting them. Include the URL where you want to drive traffic.

5. Have a schedule

Google Posts only last for seven days except for event posts, which are removed after the date you listed. You’ll receive a notification before the Posts expire. The expired posts will then be archived, which means users can still view them when they click on your current post.

That said, it’s essential to upload fresh content consistently. Plan the type of content you’ll post every week to make sure there is always something that people can learn about your business.

6. Track metrics and insights

You can monitor how your posts are performing with GMB Insights. Here, you can see the number of clicks and views. You can also track metrics for an individual post, as well as all posts from the last week and the last month. This is beneficial for understanding what’s working and what isn’t, so you can fine-tune your marketing efforts.

Google Posts might require some trial-and-error, but the key here is to educate and engage your customers. Take advantage of them to build your brand and maximise your exposure, and they will surely work in your favour.

Want to learn more tips on making the most of your local business listing in Google? DigitalMaas is always here to give expert advice. We can also help you optimise your listing to supercharge your online presence. Make sure you sign-up to our digital marketing platform to get this amazing feature for free!