Using Google My Business to generate leads
There’s no denying that Google is the leading search engine right now. It’s the first place anyone will go to if they’re looking for a business. That’s why they have created the Google My Business platform, so you can list your business and generate more leads. You can use it to create more leads than ever before for your business. Here’s how.
Create Your Account
Firstly, you’ll need to set up a Google My Business account. This is fairly simple, and you can find step by step guides online. You’ll need to do this to claim your business on Google. When you do this, searchers can find you based on your location. You can even do this if you don’t have a physical location, as you can pick the areas you service. Once you do this, you can start using the account to generate new leads.
UTM Codes for tracking GMB traffic
Urchin Tracking Modules , better known as UTM are codes that help you track how much traffic comes to your site from a Google My Business, or GMB, listing. This is a good way to see how effective this listing is for you. To do this, you’ll first need to list a website with your GMB listing. When you create that link, you’ll need to create an Urchin Tracking Module, or UTM. It usually looks like this:
More info can be found on how to do set up utm codes across the web.
You can now segment any traffic that comes through that link, and use it to compare data against your Google Analytics goals. For example, say your business is a restaurant. You may have goals for menu views, reservations made, and so on.
With this data, you can make changes to your site to optimise it, and make it even better. If you’re seeing high bounce rates on your homepage, for example, you can add a local call to action on it to encourage viewers to complete an action. You can ask them to ‘call now for a reservation’, or ‘visit us at this address’.
Use Your GMB account for data insights
The Google My Business service isn’t just a great way to lead people to your business. It also gives you a lot of data, which you can use to see what your customers do when they’re using your listing.
The most important data is what the customer does when they interact with your listing. Do they visit your website, get directions to your offices, or call you? This data is available through GMB. As you’re working on marketing the business, you want to see how often these actions happen. They’re all versions of ‘conversion’, and so you want to track these numbers.
Optimise Your GMB Listing
Now that you have all this data, you can use it to optimise your GMB listing and make it even better. The better your listing is, the more likely it is to show at the top of search results.
There’s other aspects of GMB listings that you can use to improve your listing, too. Reviews are an important section that you should include. Over half of all reviews online come from Google, so they’re highly trusted. Having reviews available shows that you’re a reputable business, and that others have checked you out before. That social proof is incredibly important, so make sure you implement it.
Look at improving your description, too. A good description will use carefully chosen keywords, in order to drive your business up the search rankings. Keep in mind what your customers will be looking for when they search for your business, as this will help you find those all important keywords.
Finally, ensure that your business is in the right category. The categories in GMB are surprisingly deep, and you may find you’re in a category that doesn’t quite fit what you do. Use the right category, and be sure to add extra details such as opening hours, prices, and amenities so you can answer customers’ questions all in one place.
With these tips, you’ll be able to use your Google My Business listing to its full potential. Implement this advice, and you’ll see that you’ll be able to generate more leads than ever before through Google search results.