To attract customers, a company needs to showcase its products and services, helping the public understand what it offers. Today, companies have several tools at their disposal for this, from traditional channels to innovative options.
Having a business profile on Google is a practical, free, and very effective way to reach potential customers when they are ready to buy.
Today, the internet and cell phones are part of people's daily lives, completely influencing how they buy products and services. The pandemic accelerated this transformation, and digital consumption has become an indispensable reality.
Therefore, companies that adjust their strategies to keep up with these transformations are able to scale their sales and grow more efficiently and profitably.
Still, many believe that investing in a digital presence is expensive, complicated, or inaccessible.
In this guide, you'll see why this is a myth and understand the benefits your business can gain from an optimized Google Business Profile.
What is a company profile and why is it important?
Google Business Profile is a tool provided by Google to businesses of all sizes.
Through it, companies can create a profile on Google and Google Maps to be found by users searching for the product or service offered, based on reputation (rating) and location (proximity).
With it, local or online businesses can present information such as address, opening hours, website link, phone/WhatsApp number, menu, photos, reviews, and answers to customer questions.
The platform is a key tool for companies that want to gain more visibility and reach a larger number of people.
Consumer behavior patterns often involve prior research on a particular company before actually visiting the establishment. Among the factors analyzed are:
- Prices,
- Variety of brands and products,
- Reviews from other customers,
- Company reputation.
Google is the most widely used search engine in the world and plays a fundamental role in this scenario, allowing consumers to quickly access detailed information about companies.
Google Business Profiles help you gain visibility, especially in local searches, which are those where the customer is looking for a service or product near them, such as "restaurants near me" or "electronics stores in São Paulo".
This type of search is very valuable in Brazil, where many small and medium-sized businesses are still in the process of digitization and can take advantage of this tool to stand out without additional costs.
Key benefits of having a company profile on Google
There's no denying it: when an entrepreneur neglects a company's online presence, regardless of its size or revenue, they miss out on many business opportunities.
Imagine you own a restaurant and you realize that, on some days, business isn't as good as you'd like.
Using a Google Business Profile can be a great strategy to attract more customers. This is because, when creating a profile, you can add photos of your dishes, opening hours, contact information, and even answer frequently asked questions, such as those about the menu or parking.
This ensures that potential customers who are nearby and searching for "Italian restaurant" or "best homemade food near me" will see your restaurant in the top positions on Google Maps.
The main benefits this provides are:
It helps you win more business
Maintaining a complete, up-to-date, and well-optimized business profile on Google makes it easier for your company to be found by consumers looking for your products or services.
This translates into more business because companies with a visible digital presence on Google are able to attract more customers, since many consumers search online before making a purchase or visiting a location.
This means more business opportunities, especially for small and medium-sized enterprises that need to increase their customer base.
Reach local customers who are ready to buy
Google prioritizes local results, especially in mobile searches, and highlights businesses near the user when they search for products or services with the intention to buy.
Try searching for "bakery near me" or "electronics repair in the area," and you'll notice that Google displays a list of local profiles to help consumers find the best option nearby.
This allows your business to be found exactly when the customer is most likely to buy.
Reaching potential customers at the point of purchase is one of the most difficult challenges in marketing strategies that operate across other channels, but especially in Google search, the chances of that user becoming a customer are really high.
Connect with local customers near your establishment
The profile allows local customers to contact your business directly, whether by phone, accessing the website, or getting directions to your establishment.
The profile offers a feature that allows local customers to ask questions, clarify doubts, and even schedule appointments or reservations, establishing a direct connection with the company.
These features make Google's Business Profile a valuable tool for businesses that rely on local, in-person service, such as restaurants, workshops, and clinics.
Strengthen your brand's trust and reputation
Another very important factor for many people who need to make a purchase decision is the reputation and credibility of the business.
Having an active and up-to-date Google profile not only demonstrates seriousness and professionalism, but also allows consumers to see photos of the establishment, menu photos, and images of the premises, giving them a better understanding of the business's authority.
Gain credibility with positive reviews
Another way to convey credibility and professionalism is to respond to comments and feedback left on your company's Google profile.
Many other potential customers may use these comments as a guide when making a purchase decision, as this can directly and positively impact the image and reputation of your business.
Strengthen the relationship by responding to feedback
When a company responds to both criticism and praise, it demonstrates concern for customer satisfaction and a willingness to improve.
This type of interaction strengthens the relationship and can even help resolve customer service issues, transforming negative experiences into positive ones and converting brand detractors into promoters.
Attract clients with professional photos and videos
The aesthetics of an establishment are part of a good marketing positioning and image.
Investing in professional photos and videos and showcasing them on your Google business profile is a way to promote the quality of your service, reflected in the images.
High-quality photos and videos showcasing products, the ambiance of the location, or the service offered help to convey trust and authenticity.
According to an analysis by Shopify, products with high-quality photos can generate up to 33% more conversions compared to those with low-quality images.
Allow customers to contact you directly
Establishing a direct communication channel, with actionable information primarily available through mobile traffic, eliminates communication barriers.
You can improve communication with your audience in the following ways:
Answer questions quickly and efficiently
When your company answers customer questions directly on your Google profile page, you can create a quick and efficient connection with potential customers.
Doing this while your lead is still "warmed up" significantly increases the chances of them making a purchase at your establishment.
On the other hand, delaying a response can mean missing an opportunity.
In practice, this means that when a customer has a question about opening hours, specific products, delivery policies, or even parking, the company can respond directly, quickly and efficiently.
This direct interaction helps eliminate barriers and uncertainties that could lead the customer to seek another option.
Share promotions and updates directly on your profile
Another great advantage of a Google Business Profile is the ability to share promotions, events, and important updates directly on the page.
This allows companies to inform their customers about special offers, new products, and any changes to services in real time.
Thus, if a restaurant launches a seasonal menu or a store offers a discount, the information can be seen by everyone who visits the Google profile, attracting interested customers and increasing foot traffic to the location.
Gain valuable data for marketing strategies
Understand customer behavior and interests
The insights available in Google Business Profile also help monitor customer interests and preferences, giving managers a detailed view of their behavior.
This data is invaluable for marketing strategies and even product marketing.
In the "Questions and Answers" section, for example, customers can ask specific questions about products and services, providing input for the company to categorize the topics that generate the most questions and, thus, build more assertive strategies to minimize this, such as FAQs, scripts, sales pitches, etc.
With this information, it's possible to better target customer service efforts and even adjust the mix of products and services to more precisely meet market demands.
Make data-driven decisions to improve the profile
Based on the data provided by Google Business Profile, companies can make much more informed decisions to continuously optimize their profile and make their marketing and sales strategies more effective.
For example, if metrics show that many customers are accessing the profile to get directions on Google Maps, for instance, this may indicate a local interest, which, in turn, can be explored with targeted campaigns in the region.
Customer reviews and comments are also important indicators of areas for improvement and business strengths, allowing for adjustments that increase customer satisfaction and, consequently, the visibility of the profile.
How does having a good Google Business Profile strengthen local SEO?
Having a good Google Business Profile is a key factor in leveraging local SEO, which is the practice of optimizing a business's online presence to appear in search results in the region where it operates.
SEO, or Search Engine Optimization , refers to techniques used to ensure websites and profiles appear prominently in Google's organic search results (i.e., those not monetarily boosted) – especially when users search for specific products or services.
When a business profile is complete, with up-to-date information such as address, opening hours, phone number, photos, and detailed descriptions, it has a better chance of appearing in local searches, such as "restaurant near me" or "florist in São Paulo".
Furthermore, when users interact with the profile through reviews, photos, and questions, Google's algorithm recognizes this engagement as a sign of relevance, increasing the profile's visibility in local searches.
Conclusion
Contrary to what many entrepreneurs believe, having an effective digital strategy doesn't have to be expensive or complex. Understanding the behavioral profile of users and potential customers is the starting point.
Having a good Google Business Profile is a way to boost your reach and promote your business without high costs, not only increasing brand visibility but also strengthening local SEO, bringing your business closer to consumers seeking solutions in the region.
In addition to facilitating access to practical information, having a business profile on Google makes the business stand out in local searches and attracts more visitors, positively impacting sales results and the growth of the company's reputation.
At the end of the day, revenue becomes much healthier!