A Google Business Profile can be a valuable addition to a senior living provider’s digital footprint and business success. Here, the digital marketing experts at SeniorsGuide.com walk you through setting up your company’s GBP to help potential customers find you.
Knowing the basics of this Google feature will help you connect and stay engaged with customers and promote your business.
A ‘GOOGLE BUSINESS PROFILE’ OVERVIEW
When you search on Google for businesses, products, or services, whether general or specific, Google Business Profile listings appear. These directory-like listings provide a variety of information.
For Google, the feature adds value to its search engine pages. For consumers, it lets their fingers do the walking. And for businesses, Google Business Profile provides an easy promotion and communication tool.
GBP information also connects with Google Maps and other Google properties, for easy synchronization.
SETTING UP A LISTING
Sometimes, Google creates a listing without the business’s input. After all, Google has plenty of resources to draw from, including crowdsourcing. However, this information is likely sparse and could be inaccurate or misleading.
To start fresh, go to Google.com/business, sign in with a Google account, and follow the step-by-step instructions. If your business already has a listing on Google Maps, click on “Claim My Business” and then “Manage Now” to make changes.
Listing Information
The listing includes basics like business name, industry, address, website, phone number, service areas, and business hours. You can include services and products, appointment links, photos, videos, a logo, cover photo, business description, and more.
You can also add secondary hours and holiday hours, as well as changes such as temporary closures, safety precautions, curbside pickup, and delivery. You can add an event, a product, or a special offer.
You can also share posts to demonstrate your expertise. If you’re already posting and/or sending out social media shares, add this quick GBP update at the same time. Choose the “What’s new” option, then add a brief, attention-grabbing description and the link.
TWO CASE STUDIES
The first image below shows that a generic search pulls up multiple businesses, listed after the paid ads.
No business is featured; however, clicking on one of the businesses (in this case, UVM Medical Center Palliative Care Services) takes you to a Google Business Profile listing – the next image. The link to “Own this business?” indicates that the business hasn’t claimed the Google-created listing.
And see the 1-star review? The business hasn’t responded to the review, putting that negative review front and center for consumers searching for hospice care.
Google My Screenshot of Google search page: Business for Senior Industry Businesses
The image below demonstrates the advantages of using GBP more fully. Not only does the listing appear when a user types in the business name, it also appears when the user types in a generic search: “Bangor Maine in-home nursing care.” The listing includes a compelling image, a map, address, hours, contact information, website, and more.
Google My Business Senior Service 3
Connecting
Such background information unquestionably provides a useful one-way communication tool. But GBP also allows you to go deeper with valuable customer engagement. People can ask questions, send messages, and post reviews and photos. On your side, you can respond to reader queries and comments.
A Google search is the first step for many people when they’re actively looking for a product or service – including when they’re ready to buy. Using this free tool, businesses and organizations can manage their online presence across Google. Since this listing might appear even without your input, by connecting (i.e., “claiming” your business), you can verify the information to ensure accuracy and on-brand messaging.
Questions And Reviews
Even after you’ve fully updated your listing, the Google Review and Questions features remain active, so you should actively monitor both of these regularly. Look at it this way. Imagine someone looking for a business that specializes in {insert your industry here} and they find your listing on Google. But they also see a complaint. And they don’t see any response to that complaint. You immediately have a huge strike against you. On the other hand, if they see a complaint with a positive response, you’ve already gotten to first base. Better yet, if they see a compliment with a personal response, you might even make it to second base! Similarly, the Q&A offers an easy opportunity to engage and to create positive vibes. I’ve seen plenty of Google Business Profile questions answered by other web users (accurately or not, who knows?), with crickets from the business. Not a good look! Even if it’s not a question you can answer – asking about cost is a popular question on assisted living listings, for example – you can still engage. “Thanks for your inquiry! The costs depend upon many factors. Please call so we can schedule a tour and answer your questions accurately.”
Call History Notification
A recent update to GBP allows you to keep track of phone calls that come from Google Search and Maps. These calls will all be in one place to help you respond to missed calls and stay engaged with your customers. These calls will start with a short message that tells you it’s from Google.
A dedicated “Calls” tab has been added to the app, which will log missed calls and answered calls from customers who click the “Call” button on your GBP profile.
One downside is that the phone number isn’t the business’s number, but a forwarding number. If you need customers to retain your number (as when a mobile phone retains an outgoing call), this matters. Otherwise, the benefits may be worthwhile. After all, the real phone number will still appear on the GBP profile.
Do I have To Manually Check My Listing?
Fortunately, Google has made it simple for you to receive notifications. The simplest DIY manner uses a smartphone app, for Android or Apple, with real-time communications. Download the application to your phone, turn on notifications, and be connected with customers!
App notifications include:
- Reviews
- Followers
- Booking requests
- Uploaded photos
- Business profile insights
- Reminders to respond
The app also offers the opportunity to update your listing and add information.
By registering your application to obtain OAuth 2.0 credentials, you can receive notifications and change settings through real-time notifications in the Google Business Profile API. These notifications are published in the Cloud Pub/Sub service.
How Do I Get Reviews For My Business?
A positive review goes a long way toward helping a potential customer connect with your business. Since you can’t write your own reviews, you’ll want to request reviews from customers.
Google offers a link for sharing review requests. On your Google Business Profile management Home page, look for the “Get your first review” module, click on “Share review” form, and find a link that you can use for your business website or social media. You could also create a QR code that customers at your business can scan. The QR code will send the user to GBP to leave a review. Just ask!
Simplifying The Process
If you choose to advertise through Google as well, your Google ads can be managed through your business profile page. Having an updated listing can even help your ad perform better.
Google Business Profile For The Senior Industry
Many GBP processes are simple, but they can be time consuming. When you dive into options such as Google advertising, targeted digital display, and so forth, the process gets even more complex. Ross Media Solutions can help you navigate the complex aspects of digital marketing. Contact our digital media team for web work, geographically and demographically specific web ads, targeted media promotion, and more. RMS can also coordinate with Seniors Guide for listings and other ways to connect with your target audience.
