5 Ways to Use Google Posts to Promote Your Brand and Increase Conversions

Google Posts is a highly important section of your Google Business Profile because it allows you to communicate directly with your customers in a place where they're already looking for information. After all, what's the first thing people do when they're looking for, say, a restaurant in their area? They go to Google. Posting to your GBP pages helps you stand out. Google Posts are a great way to show Google users that your business is active, inviting, and knowledgeable about the products or services you're offering. All of these can encourage them to choose you over a local competitor. Here are five ways to use Google Posts to connect with customers. 1.

Share exciting updates

If you have a new product or service, a special offer, or an event, put it in a Google Post with relevant details. It doesn't need to be long. You can even reuse the caption you'd write for Instagram, Facebook, or Twitter, meaning the same piece of content can reach an even wider audience. Like your other social media feeds, Google Posts are an opportunity to keep your customers in the loop on developments in your business. Even better, the customers who find you on Google are actively searching for what you offer, meaning they might be closer to making a purchase. 2.

Include photos and videos

If writing captions isn't your forte, focus on posting photos and videos. People love to see what your business looks like and what they can expect when they arrive. This is especially effective if you're selling something visually appealing like food, or you're a beauty business like a nail salon. But even if you're a plumbing service, people find it reassuring to have a visual preview of your work. 3.

Be the authority

Customers want to know that you are an expert in your business. Google Posts is the perfect place to demonstrate your in-depth knowledge of your subject. For example, a yoga studio might write "The 3 Best Poses to do Before Bedtime," and a dentist's office might post "Our Dentists' Top 3 Flossing Tips." You don't have to write a lot or do the hard sell. It's about reassuring your customers that you understand their needs and have knowledge on hand that enables you to offer a premium service. 4.

Share feel-good moments

Remind your customers that behind your polished website and meticulously filled out Google Business Profile is a team of fun, friendly, interesting people they want to meet. Share short profiles of your staff, behind-the-scenes moments, and stories of positive customer experiences. For example, if someone proposed at your restaurant, or brought their kid to your barber shop for their first haircut, write about how your staff and business played a role in those moments. (Get their permission first!) This also goes for specialty contractors. For these businesses, it's less about celebrating heartwarming milestones and more about building trust. By introducing your team in Google Posts, you can show people that the workers coming to their house are friendly, trustworthy, and hardworking. 5.

Include calls to action

Whatever you choose to post, it's a good idea to include a call to action: A short sentence directing a customer to a specific next step. For example, you might recommend that they follow you on social media, come to your store to access your latest offer, or look at your blog for more content. By laying out next steps, you're increasing your chance of that customer converting or engaging with your business further in the future. A lot of the information you fill out on your Google Business Profile doesn't leave much space for creativity. Opening hours, contact details, and even product listings are pretty black and white. Google Posts gives you a chance to speak directly to your customers about why your business is exciting, what they can expect when they work with you, and what makes you an expert. Most importantly, Google Posts are essentially free organic advertising. Fail to use them and you're not just missing out — you're leaving money on the table.**