The Best Practices for Writing Engaging GMB Posts
In today's world, local businesses must leverage every tool available to enhance their online presence, and one powerful tool they can’t ignore is Google My Business (GMB). GMB is a free tool that helps businesses manage their online presence across Google, including search and maps.
One of its most effective features is GMB posts, which allow businesses to share updates, offers, events, and other important information directly with their local audience.
But, as with any marketing strategy, not all GMB posts are created equal. To truly stand out and drive customer engagement, you need to make sure your posts are well-crafted, eye-catching, and strategically timed. In this comprehensive guide, we'll explore the best practices for writing engaging GMB posts that will not only increase visibility but also help foster customer trust and boost conversions.
Understanding the Importance of GMB Posts
Before diving into the specifics of crafting engaging posts, it's essential to understand why GMB posts are so important for local businesses.
Boosting Local SEO
Google My Business plays a critical role in local search engine optimization (SEO). When customers search for businesses in their local area, Google pulls data from GMB listings to display relevant results. By regularly posting updates, offers, events, and news, you increase your chances of appearing in local search results. Each post is a signal to Google that your business is active, relevant, and engaged with its audience.
Engagement and Customer Trust
GMB posts are an excellent way to engage with your customers directly. Whether you're announcing a new product, promoting a limited-time discount, or sharing a customer testimonial, posts create an opportunity for two-way communication. Engaging posts help build trust with customers by keeping them informed about your offerings and giving them a reason to interact with your business.
Know Your Audience: Tailor Content to Local Needs
Effective GMB posts are always tailored to your target audience. It's not enough to post generic content; to truly resonate with your local customers, you need to create posts that address their specific needs and interests.
Identify Your Target Audience
Start by defining your ideal customer. Think about the people who are most likely to visit your business or use your products or services. Consider factors like:
Age
Gender
Occupation
Hobbies and interests
Location
The more you understand about your target audience, the better you can tailor your posts to meet their needs.
Personalize Your Message
Once you have a clear understanding of your audience, personalize your content. This could include:
Local Relevance: Mention local events, holidays, or community causes that matter to your audience. For example, if you're a restaurant in a neighborhood known for its annual street fair, you might post about your special menu during that event.
Tone and Voice: If your audience is younger and more casual, you might adopt a conversational tone. If your customers are professionals, you might use a more formal approach.
By personalizing your message, you'll increase the likelihood that your posts will resonate with the people who matter most.
Crafting the Perfect Post: Key Components
A good GMB post is a blend of clear messaging, attention-grabbing elements, and compelling calls to action (CTAs). Let’s break down each key component of an effective GMB post.
Headline and Opening Line
Your headline is the first thing people see, so it needs to grab attention immediately. Whether you're promoting an offer or sharing an update, your headline should:
Be concise and to the point.
Spark curiosity or offer something valuable.
Use action-oriented language (e.g., "Get 20% off today!" or "Don't miss this event!").
The opening line is equally important. This is where you expand on the headline and provide a little more detail. Make sure the opening line:
Immediately communicates what your post is about.
Creates a sense of urgency or excitement.
Encourages the reader to continue reading.
Once you've caught their attention with a strong headline, your body content should do the job of informing your audience quickly and clearly. Keep the following tips in mind:
Clarity is key: Avoid jargon or complicated sentences. Keep the language simple and direct.
Focus on benefits: Don’t just describe your products or services—highlight the benefits that matter most to your audience. For example, instead of simply saying “We have a sale,” explain how the sale will save them money or help them get a great deal on something they need.
Keep it short: GMB posts have a limited character count (about 1,500 characters), so get to the point quickly. Make every word count.
Call-to-Action (CTA)
Every GMB post should have a clear call-to-action (CTA). A CTA tells your audience what to do next. It could be:
Call us today: If you're offering a service or booking appointment.
Shop now: If you're promoting a special sale or limited-time offer.
Learn more: If you're sharing important news or details about your business.
Book now: If you're a service-based business (e.g., hair salon, dentist, etc.) with an online booking system.
Your CTA should be action-oriented and easy to follow. Don’t make the next step too complicated—ensure that whatever you’re asking your audience to do is simple and convenient.
Visual Content: Boosting Engagement with Images and Videos
Humans are visual creatures, so incorporating images or videos into your GMB posts can significantly boost engagement. Posts with visuals are more likely to be clicked, shared, and remembered.
Use High-Quality Images
When choosing an image for your post, make sure it's relevant to the message you're conveying. For example:
For product updates: Post clear, well-lit images of the products.
For event announcements: Include vibrant images of past events or event details.
For promotions or offers: Use images that highlight the offer (e.g., a “20% off” banner).
The quality of the image matters, too. Low-resolution or blurry images can make your business look unprofessional. Use high-quality, visually appealing photos that reflect the value of your business.
Leverage Video Content
Video is becoming increasingly popular, and GMB allows you to upload short video clips. Video content is engaging and provides an opportunity to showcase your business in a dynamic way. Here are some ideas for using video in your posts:
Product demonstrations: Show how your products work in real-time.
Customer testimonials: Let satisfied customers share their experiences.
Behind-the-scenes content: Give a sneak peek into your business operations, staff, or workspace.
Even short 10–30 second videos can drive engagement and help customers feel more connected to your business.
Focus on Timeliness: Post Consistently
One of the keys to success with GMB posts is consistency. A business that posts regularly appears active and engaged, which is exactly what Google values. It also keeps your business fresh in the minds of your customers.
Post Regularly and Stay Current
There is no strict rule for how often you should post, but consistency is crucial. Aim to post at least once a week, but more frequent posts (even daily) can help maintain visibility. Stay on top of local events, holidays, or seasons, and adjust your content accordingly. For example, a bakery might post different promotions during Christmas, Valentine’s Day, or other local celebrations.
Timely Posts for Promotions, Events, or Offers
If you’re running a time-sensitive promotion or hosting an event, make sure to share the details via GMB posts. Creating a sense of urgency encourages customers to act immediately. Use phrases like:
“Limited-time offer!”
“Don’t miss out on our big sale!”
“Only available until [date]!”
Creating timely posts helps businesses stay relevant and responsive to customer needs.
Leverage GMB Post Types to Your Advantage
Google My Business offers different types of posts that serve different purposes. Each type has its own benefits, so it’s essential to use them strategically.
Event Posts
Event posts are perfect for promoting upcoming events, sales, or special activities. They allow you to add specific details like event dates, times, and locations. Here’s how to make an event post work for you:
Highlight the key benefits of attending the event.
Include eye-catching images or videos that reflect the excitement of the event.
Encourage immediate action by providing a CTA like “RSVP now” or “Learn more.”
Offer Posts
Offer posts are designed to promote discounts, sales, or special deals. To maximize their impact:
Be clear about the offer (e.g., 20% off, Buy 1 Get 1 Free, etc.).
Add a sense of urgency (e.g., “Only available this weekend!”).
Include a direct CTA like “Claim your discount today!”
What's New Posts
“What's New” posts allow you to share updates about your business, such as new products, services, or hours. Use these posts to keep your customers informed about any changes or additions to your offerings.
Monitor Performance and Adjust
It’s important to track how your GMB posts are performing. Google provides insights that show how many people have viewed or interacted with your posts. This data can help you determine what types of posts are most effective and where you might need to improve.
Use Insights to Track Engagement
Google My Business offers performance metrics that can give you insight into how your posts are performing. Look at metrics such as:
Views (How many people saw your post)
Clicks (How many people clicked through to your website or other actions)
Bookings (If applicable to your business)
Use this data to adjust your content strategy. For example, if you see that your promotional posts are getting more clicks than event posts, you might want to focus more on deals and offers.
A/B Testing
A/B testing involves testing different versions of the same post to see which performs better. For example, you can test different headlines, CTAs, or images to see what drives more engagement. By doing this, you can refine your posting strategy over time.
Conclusion
Writing engaging GMB posts is a combination of understanding your audience, creating relevant content, and staying consistent with your messaging.
By following the best practices outlined in this guide, you’ll be well on your way to boosting your local SEO, increasing customer engagement, and driving more business to your doorstep.
Remember, GMB posts are a free tool that can significantly improve your business's online visibility and customer relationships. Take advantage of them, and experiment with different post types, visuals, and messaging to find what works best for your business.