Why maps marketing matters to get local / walk-in business.
It is important for businesses to have positive, attractive and visible map Google My Business and Apple Business profiles to attract customers and drive walk-in traffic. Local search / maps search results have become the most prominent and influential content on search results pages (SRPs) in the last few years. Even the top organic search result-previously the holy grail of online visibility-has fallen in visibility and credibility to business / map profile results.
Local searchers are ready to buy, they are known to be in the area (or planning to travel there) and have explicitly requested options related to your product or service. If they don’t find you, they’ll find someone else…
Why business profiles are the new websites
Profiles can include photos, reviews, business hours, location, phone number, social posts, product and prices, web address and more. Business websites are less and less relevant. The information and many of the transactions involved in getting customers has been elevated to the search results layer.
How can you win with maps marketing?
Having a complete and optimized Google My Business (GMB) and Apple Business profiles is key increasing visibility to reach potential customers right when they are ready to buy.
Google My Business and Apple Business are both free tools offered by their respective companies that allow businesses to manage their online presence and appear in local search and maps results.
More and more consumers are using search engines and online maps to find information about local businesses, including their location, hours of operation, and services offered. In fact, according to a recent survey, 50% of consumers who conduct a local search on their smartphone visit a store within one day, and 18% of those local searches result in a sale.
The most important maps marketing tactics
For hotels, restaurants, and service businesses, having a complete and optimized GMB and Apple Business profile can be the difference between attracting new customers and losing out to competitors. Here are the most important things a business owner can do to be more visible in local map search:
- Complete and Accurate Business Information
It is important to provide complete and accurate information about your business on your GMB and Apple Business profiles, including your business name, address, phone number, website, and hours of operation. This information will appear in Google Maps and Apple Maps, making it easier for consumers to find your business.
- Optimize Your Profile with Keywords
In addition to providing accurate information, it is important to optimize your GMB and Apple Business profiles with relevant keywords that describe your business and the products and services you offer. This will help your business show up in relevant search results when consumers are looking for businesses like yours. New product catalogue areas are a particularly important place to list your products / services.
- Add Photos and Videos
Visual content is an important part of any online marketing strategy, and GMB and Apple Business profiles are no exception. Adding high-quality photos and videos of your business, products, and services can help attract and engage potential customers, and can also provide insight into what it’s like to visit your business.
- Encourage Customer Reviews
Customer reviews are an important part of your GMB and Apple Business profiles and can help build trust and credibility with potential customers. Encourage your customers to leave a review of your business by sending them an email or including a link on your website.
In my experience the number and quality of customer reviews (cupelled with proximity) is the single most important signal for result prominence in Google maps results.
- Respond to Reviews
In addition to encouraging customer reviews, it is important to respond to both positive and negative reviews in a professional and timely manner. This shows that you value your customers’ opinions and are committed to providing a high-quality customer experience.
- Utilize Google Posts and Apple Maps Connect
Google Posts is a feature within GMB that allows businesses to share updates and promotions directly on their GMB profile. Apple Maps Connect is a similar feature within Apple Business that allows businesses to provide updated information and showcase their brand. Both of these tools can be a great way to promote special offers, events, or new menu items to potential customers.
- Monitor and Update Your Profile Regularly
Finally, it is important to monitor and update your GMB and Apple Business profiles regularly to ensure that the information is accurate and up-to-date. This can include making changes to your business information, adding new photos or videos, and responding to customer reviews.
Make the most of your maps marketing
In conclusion, GMB and Apple Business profiles are high priority online marketing content for hotels, restaurants, and service businesses looking to increase their visibility in local map search and attract more walk-in business.
Tourism Marketing and Socialgenics. 