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How to Navigate Google Maps Marketing in 2021

Image of Olivia Orme
Olivia Orme
google maps marketing 2021

If you’re not already using Google Maps, what have you been doing the last few years?! Trust us, we do love and use Apple Maps, but there’s something about Google that has everyone buzzing.

Google Maps is more than a saving grace for long road trips and navigating new cities. Google Maps has become an indispensable tool for small businesses’ inbound marketing strategies. Naturally, Nu loves Google.

Are you wondering what made Google Maps marketing the hottest trend, and how you can revamp your GMB marketing strategy in 2021? Well, you’re in luck. We’re pretty GMB savvy and have all the answers you need to step up your inbound marketing game.

What exactly is Google Maps Marketing?

For those of you who are thinking, ‘but Google Maps is just a GPS,’ we have some news - yes, it is, but there is more to it than what meets the eye. Google Maps marketing is there to tell people where your business is, but it does far more than that. Google Maps is an excellent way for local companies to market and position themselves higher on Google’s search results, so you’re not just number one because of your location.

Google Maps marketing is there to help businesses receive the online ranking they deserve on search engine results. Initially, Google will provide you with a listing based on your physical location. However, just because you’re local doesn’t mean you’ll receive the top ranking.

Every business claimed has a Google My Business profile. This profile is what appears when searchers click your business. This profile is where your business hours, store location, and other relevant information appear. While this profile is an essential part of being a business owner, optimization attracts users to your business because those optimization tactics land your business at number one.

How to Begin Google Maps Marketing

There are plenty of ways to improve your Google Maps marketing game; however, most of this rests in good groundwork. You won’t see any stellar results unless you check off the little things. In this case, the groundwork rests in your Google My Business profile.

Now, you’ve heard us talk about GMB lots lately - that’s because we love it! It’s one of the most effective and affordable ways to increase business web traffic and local SEO presence. It’s the holy grail of inbound marketing for plenty of people. However, if you’re unfamiliar with GMB, press pause on this blog, and check out Why It’s Time to Take GMB Seriously.  

Up to date? Great! Now we can begin working on your GMB marketing strategy.

Basic GMB Information

Now, before you can focus on the marketing aspect of Google, you have to complete a few necessary steps, like finishing your basic Google My Business info.

If you haven’t claimed your Google My Business account, that’s the very first step in your Google Maps marketing strategy. Creating and completing your necessary GMB information gets you one step close to the top of Google Maps.

We take a closer look at this in our blog post How Can Google My Business Services Benefit Your Business. You’ll need to add your address, business hours, areas of service, and a list of business categories to round out your profile. Once this information is complete, you’ll be able to verify your Google My Business profile and voile! Your account is ready for optimization.

Lastly, you’ll want your GMB profile to get its online verification - the Google Guarantee. With an optimized profile, it won’t be challenging to check off that final box. Luckily, we have plenty of information on this in our blog post How to Get Google Guaranteed.

Optimize the Intro

The introduction of your Google My Business profile is one of the first things users see on Google Maps. If they search for a remodeling company and your profile pops up, they might want more information before committing - this is where your introduction comes in. It’s a great way to make a first impression, or it can send searchers to the competition.

Creating an engaging yet optimized introduction is more than sounding like a high-quality company. It’s essential to add the right keywords to your intro. For instance if you’re a home remodeler, including keywords like ‘remodeling company,’ ‘kitchen renovations,’ and so on are going to rank very well on Google. Incorporating these keywords casually throughout your introduction will make it sound like you’re not trying too hard, but Google will recognize your hard work.

Think of it as a balance between information and local SEO. Too much of one thing means not enough of the other, so for every fact, add a keyword when it’s appropriate. Your intro should be informative and helpful, so keyword stuffing isn’t going to be your friend.

Photos Please 

One of the best ways to inspire interest on your Google Maps profile is by adding relevant photos to the account. An account with images is more likely to get clicked on by users than one without. That’s because photos can tell a story in a way that words can’t. Updated projects, new product lines, data, and stats - all of these are relevant and should be added to your Google My Business profile, and can be viewed by any users who are searching for your industry.

Raving Reviews 

Nothing gains trust quite like customer reviews. The more Google reviews, the better the odds people click on you versus the competitions!

Encourage previous customers to review your business, so your profile soars to the top of Google Maps. These positive reviews, coupled with strategic local SEO keywords, are going to make sure your business holds its own on Google Maps.

All about the Google Ads 

One of the first things customers see on Google is their ads when it comes to attracting customer attention. Google Map Ads is a very new feature and is a great way to send your business straight to the top of Google. Google has created four types of ads: in-store promotions, promoted pins, local inventory, and customized business pages. Each ad gives customers the ability to learn more about upcoming promotions, events, and other things going on with your business.

Secret Weapon: Posts

These might not be a critical part of your profile, but they are a secret weapon for any good GMB profile. Posts promote upcoming events, information, or product launches. The best part? You can use the post description to include relevant local SEO (which Google loves), and your post can lead searchers to your business location on Google Maps.

The key is to include the most relevant, localized keywords near the beginning of your post. Google cuts off the visible character count after 200 words, so make them count!

Benefits of Google Maps Marketing

Getting your business on Google Maps isn’t too difficult, so long as you’re willing to put in the work. All of these tactics are instrumental in a Google Maps marketing campaign, but if you don’t have the time to optimize your Google Maps profile, we can assist.

At Nu, we understand that it takes hard work, perseverance, and a lot of coffee to get the job done. But, our inbound marketing services, combined with your incredible company, can take your business to number one on Google.

For more strategies on Google Maps marketing, watch our exclusive webinar to reveal the best kept Google My Business secrets

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