At a recent local search conference, Greg shared that 40 percent of the Google Q&A questions his clients receive are actually leads. A well-positioned Google Post, like the one below, can guide them right to your client’s door: This could become an especially strong draw for foot traffic if Google expands its experiment of showing Posts’ snippets not just in the Business Profile and Local Finder, but within local packs: Posting is so easy — there’s no reason not to give it a try. 3) Turn GBPs into storefronts Difficulty level: Easy for retailers With a little help from SWIS and Pointy, your retail clients’ GBPs can become the storefront window that beckons in highly-converting foot traffic. 4) Make your profile pic a selfie hotspot Difficulty level: Medium (feasible for many storefronts) When a client has a physical premise (and community ordinances permit it), an exterior mural can turn through traffic into foot traffic — it also helps to convert Instagram selfie-takers into customers. As a local search marketer, myself, this is a topic I plan to explore further this year. How can your client’s foot traffic achieve optimum levels if their doors are only open when everybody is at work? For example, I found three craft shops in one small city with these hours: Guess which competitor is getting all of the business after 6 PM every day of the week, when most people are off work and able to shop? Now, it may well be that some of your smaller clients are already working as many hours as they can, but have they explored whether their hours are actually ideal for their customers’ needs and whether any time slots aren’t being filled in the community by their competitors? It’s the same number of hours and your client would benefit from getting all the foot traffic of the 9–5-ers. How great if a simple audit of hours turned into a foot traffic win for your client?
Your agency recommends all kinds of useful tactics to help improve the local SEO for your local business clients, but how many of those techniques are leveraging Google Business Profile (GBP) to attract as many walk-ins as possible?
Today, I’m sharing five GBP tweaks worthy of implementation to help turn digital traffic into foot traffic. I’ve ordered them from easiest to hardest, but as you’ll see, even the more difficult ones aren’t actually very daunting — all the more reason to try them out!
1) Answer Google Q&A quickly (they might be leads)
Difficulty level: Easy
If you have automotive industry clients, chances you’re familiar with Greg Gifford from DealerOn. At a recent local search conference, Greg shared that 40 percent of the Google Q&A questions his clients receive are actually leads.
Here’s what that looks like in Google’s Q&A:
It looks like Coast Nissan has a customer who is ready to walk through the door if they receive an answer. But as you can see, the question has gone unanswered. Note, too, that four people have thumbed the question up, which signifies a shared interest in a potential answer, but it’s still not making it onto the radar of this particular dealership.
Nearly all verticals could have overlooked leads sitting in their GBPs — from questions about dietary options at a restaurant, to whether a retailer stocks a product, to queries about ADA compliance or available parking. Every ask represents a possible lead, and in a competitive retail landscape, who can afford to ignore such an opportunity?
The easiest way for Google My Business (GMB) listing owners and managers to get notified of new questions is via the Google Maps App, as notifications are not yet part of the main GMB dashboard. This will help you catch questions as they arise. The faster your client responds to incoming queries, the better their chances of winning the foot traffic.
2) Post about your proximity to nearby major attractions
Difficulty level: Easy
Imagine someone has just spent the morning at a museum, a landmark, park, or theatre. After exploring, perhaps they want to go to lunch, go apparel shopping, find a gas station, or a bookstore near them. A well-positioned Google Post, like the one below, can guide them right to your client’s door:
This could become an especially strong draw for foot traffic if Google expands its experiment of showing Posts’ snippets not just in the Business Profile and Local Finder, but within local packs:
Posting is so easy — there’s no reason not to give it a try. Need help getting your client started? Here’s Google’s intro and here’s an interview I did last year with Joel Headley on using Google Posts to boost bookings and conversions.
3) Turn GBPs into storefronts
Difficulty level: Easy for retailers
With a little help from SWIS and Pointy,…