To attract customers, a company needs to showcase its products and services, helping the public understand what it offers. Today, companies have a variety of tools to do this, from traditional channels to innovative options.
Having a Google Business Profile is a convenient, free, and highly effective way to reach potential customers when they 're ready to buy .
Today, the internet and cell phones are part of people's daily lives, completely influencing the way they purchase products and services. The pandemic accelerated this transformation, and digital consumption became 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 made available by Google to companies of all sizes.
Through it, companies can create a profile on Google and Google Maps to be found by users who are 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 number/WhatsApp, menu, photos, reviews, and answers to customer questions .
The platform is a key element for companies that want to gain more visibility and reach a larger number of people.
Consumer behavior often involves prior research on a particular company before actually visiting the establishment. Factors analyzed include:
- Prices,
- Variety of brands and products,
- Reviews from other customers,
- Company reputation.
Google is the most widely used search engine around the world and plays a fundamental role in this scenario, allowing consumers to quickly access detailed information about companies .
Google Business Profile promotes gaining visibility, especially in local searches , which are those in which the customer searches for a service or product close to 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 companies are still in the process of digitization and can take advantage of this tool to stand out without additional costs.
Main 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 notice that some days the business isn't as good as you'd like.
Using Google Business Profile can be a great strategy for attracting more customers. When you create your profile, you can post photos of your dishes, hours of operation, contact information, and even answer frequently asked questions, such as about the menu or parking.
This means that potential customers who are nearby and searching for “Italian restaurant” or “best home-cooked food near me” will see your restaurant at the top of Google Maps.
The main benefits this provides are:
Helps you win more business
Keeping your business profile complete, up-to-date, and well-optimized on Google makes it easier for consumers searching for your products or services to find your business .
This translates into more business because companies that have a visible digital presence on Google are able to attract more customers, as many consumers research online before making a purchase or visiting a location.
This means more business opportunities , especially for small and medium-sized businesses that need to increase their customer base.
Get in front of local customers 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 of purchasing.
Try searching for “bakery near me” or “electronics repair nearby .” You'll notice that Google displays a list of local profiles to help you 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 on other channels, but especially on Google search, the chances of that user becoming a consumer are truly high.
Connect with local customers near your establishment
The profile allows local customers to contact your business directly, whether by phone, website access, or by mapping a route to your establishment .
The profile offers functionality 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 Business Profiles a valuable tool for businesses that rely on local, in-person service , such as restaurants, repair shops, and clinics.
Strengthen your brand's trust and reputation
Another very relevant factor for many people who need to make a purchasing decision is the reputation and credibility of the business.
Having an active and updated Google profile not only demonstrates seriousness and professionalism, but also allows consumers to see photos of the establishment, menus, and surroundings, and gain a better perception of the place'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 consumers may use these comments as a guide to make a purchasing decision, as this can directly and positively impact your business's image and reputation.
Strengthen relationships 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 relationships and can even help resolve customer service issues , transforming negative experiences into positive ones and converting brand detractors into promoters.
Attract customers with professional photos and videos
The aesthetics of an establishment are part of good marketing and image positioning.
Investing in professional photos and videos and promoting them on your Google business profile is a way to showcase the quality of your service, reflected in the images.
Quality photos and videos that showcase products, the ambiance of the location, or the service offered help convey trust and authenticity.
According to a Shopify analysis , products with high-quality photos can have up to 33% higher conversions compared to those with low-quality images.
Allow customers to contact you directly
Establishing a direct contact channel, with actionable information, especially on mobile traffic, eliminates communication barriers.
You can improve communication with your audience in the following ways:
Answer questions quickly and efficiently
When your business answers customer questions directly on your Google Profile page, you can quickly and effectively connect with potential customers.
Doing this while your lead is “warm” considerably increases the chances of them buying from your establishment.
On the other hand, taking too long to respond could 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 Google Business Profile is the ability to publicize promotions, events, and important updates directly on the page.
This allows businesses to inform their customers about special offers, new products, and any service changes in real time.
So, 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.
Get 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 detailed insight into 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 the company with input 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 is possible to better direct service efforts and even adjust the mix of products and services to more precisely meet market demands.
Make data-driven decisions to improve your profile
Using data provided by Google Business Profile, companies can make much more informed decisions to continually optimize their profile and make their marketing and sales strategies more assertive.
For example, if metrics show that many customers are accessing your profile to get directions on Google Maps, for example, this could indicate local interest, which in turn could be explored with region-specific campaigns.
Customer reviews and comments are also important indicators of areas for improvement and business strengths, enabling adjustments that increase customer satisfaction and, consequently, profile visibility.
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 , are techniques used to make websites and profiles appear prominently in Google's organic searches (i.e., those that are not monetarily driven) – especially when users search for specific products or services.
When a business profile is complete, with up-to-date information such as address, hours of operation, phone number, photos, and detailed descriptions, it 's more likely to appear in local searches, such as "restaurant near me" or "florist in São Paulo."
Additionally, when users interact with the profile through reviews, photos, and questions, Google's algorithm recognizes this engagement as a signal 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. It not only increases brand visibility but also strengthens 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 your business stand out in local searches and attracts more visitors, positively impacting sales results and the growth of your company's reputation .
At the end of the day, revenue becomes much healthier!
