Creating a Google business listing can generate leads for any brand because of the popularity of the platform.
Google held a 73% majority in the search engine market in 2019 and customer reviews data shows that it holds 57.5% of all online reviews. In other words, Google can be a massive pool full of potential leads. So how do you tap into it?
In this guide, we’ll go over a few ways to attract more leads and get the most out of your Google My Business (GMB) account by taking these steps:
1. Using Google Analytics with GMB
To get an idea of your listing’s effectiveness, you can use urchin tracking module (UTM) codes to accurately track how much traffic comes from a GMB listing to the main domain on a business website. Here’s how to set it up.
- List a website for each location on a GMB listing. Users see this as that “Website” button on a GMB and map listing. Here’s an example:
Some marketers use this to link back to the brand’s homepage. Don’t make the same mistake.
- Link to the page for that location and include a UTM parameter, which looks like this:www.example.com/locations/city/?utm_source=google&utm_medium=organic&utm_campaign=GMB
With that URL you can segment any traffic that comes through the listing and see its effectiveness by the number of triggered Google Analytics goals. Some example goals include the number of reservations, menu views, and take out orders placed. GMB users can create these custom URLs through the Google Campaign URL Builder and then add the new URL through the GMB dashboard.
The benefits of tracking this behavior are huge. Local search traffic accounts for 35% of all search traffic. Analyzing the traffic, leads, and conversions referred to a brand’s site through its GMB listing provide a rich vein of marketing data that can help optimize a business.
For example, if you see that traffic from your GMB listing has a high bounce rate think about adding a local-focused lead capture to a location page. Add calls to action like “get directions,” “book an appointment,” and “visit us.”
Test these new initiatives, and do whatever you can to get that low-funnel traffic to convert.
2. Use GMB Insights to Track Customer Actions
A GMB account is more than a place where business listings are created for Google Search and Maps; it’s also used to get directions, ask questions, and make a reservation. These actions are recorded by Google and provided to GMB in the Insights section of the dashboard.
Using Google My Business Insights to Understand Customer Actions
Looking at the Insights section provides a better understanding of trends that show how potential customers interact with a listing.
Insights can tell GMB users what a customer does after they view a listing. A graph chart – which views data over a week, month, or quarter – will show how many users perform actions like visiting the business website, getting directions, calling the business, or sending a message. Local marketers should look at the number of people who are getting directions to their locations each month and its overall trend.
Those four actions are all points of “conversion” that rank at different levels within the conversion funnel, and some of them are no-brainer leads that everyone should track. Other metrics worth tracking include:
Direction Requests (and Starting Location Data)
When these new leads ask for directions to the business, Google tracks their starting point, which GMB users can see on Insights. This type of location information shows the starting location zip code for your leads.
This is helpful for local marketers because it shows where to refine marketing and product efforts in order to target potential customers in prominent areas. For example, if a restaurant chain gets plenty of traffic from suburban areas, a business can optimize its advertising strategy to hit those areas.
The Insights page also keeps track of phone calls, specifically the number of times people call a business and when they call during the day.
Similar to customer actions, businesses can use this data as a way to bring in more customers. They can make sure that someone is ready to take calls during peak hours and answer any questions from potential customers.
3. Optimize a Google My Business Listing for Lead Generation
Data gathering isn’t the only way to get leads. GMB users can also make improvements to listings to make sure they show up in more search results. When they do appear in local searches these optimizations also make listings primed for conversion.
On top of data, you can also have the following items on your GMB listing:
Customer reviews research shows that 63.6% of people are likely to check up on a business’ Google reviews before they visit. On top of that, they also need to see overwhelming definitive social proof. Specifically, 77.6% people will need to see seven comments saying the same thing before they believe that there is a trend in your online reviews.
By asking for reviews, a business will see a massive influx of feedback. This can be difficult to manage for those with multiple locations, but there are some solutions out there that can help with review monitoring and ultimately prepare you for learning how to respond to negative reviews.
A detailed description with specific keywords not only tells Google more about a listing; it provides better matches for search queries. People looking for specific places can use these descriptions to decide whether or not a listing is worth their time. Stick to common terms that people would use on a regular basis to describe your business.
Categories and Attributes
Using the right keywords to talk about a business can help a listing fit into the right category.
For example, a restaurant focusing on Asian fusion cuisine might not find it beneficial to fit into the “Asian Restaurant” category. The best option might be to actually use the “Asian Fusion Restaurant” category as the primary choice.
This idea of specificity is also why it’s important to have additional attributes in a listing. Things like a price range, hours, menu items, and amenities all answer questions that potential customers might have about a business.
Be Available to Engage and Answer Questions
In some cases, interested prospects can quickly become leads and immediately purchase from you if you’re able to answer their questions or concerns in a timely manner. To make this easier on brands, Google recently added the Business Messages feature, which allows customers to directly message you when they see your listing on Search or Maps.
While it’s nice to always have a personal touch to each conversation you can also save some time with these messages by adding a quick-reply message to specific queries like “Senior Hours” or “Curbside Pickup.” You can even display simple yet appealing informational cards in the message to make it easier for people to find specific information.
Google also has some partnerships that make it easier for larger brands to bring in customer service experts to help those with niche issues with their products. By staying attentive to activity on this brand new feature, you can easily convince prospects to become bonafide leads and future loyal customers.
Getting More Leads for the Future
It might take some time to fully take advantage of Google My Business as a means to generate more leads, but the payoff is worth it in the long run. Customer reviews data shows 53% of consumers who use Google for local search will visit a business within 48 hours, and 14% of people in that group are looking for a business to visit immediately.
By continuing to optimizing the usage of Insights, Google Analytics, and GMB as a whole, any business can use Google to capitalize on leads, bring in more customers, and gain more revenue.