Enhance your agency’s online presence in just four short weeks
By Adam Mohrbacher
Google first went online in 1998, and for decades, it has been an important way businesses attract new customers. One of the tools the search engine offers is Google Business Profile (GBP). Business owners can create a free profile on the site, list their firm’s essential information and highlight their unique selling propositions. Even better, they can share posts on their Google Business Profile page, promote special offers, develop FAQs and respond directly to customer questions and reviews. In short, it’s an essential way businesses get found online today, close more deals and grow their market impact.
Yet even with this obvious importance, far too many companies either don’t have a Google Business Profile or have yet to optimize theirs. We’ll aim to change that with this 30-day guide. Follow along, and in just four weeks, you won’t just have a new online profile, but a valuable new marketing tool at your disposal.
Week one: Fix the foundation
During the first week of your GBP optimization effort, you should focus squarely on the basics. Google your agency’s brand name and see what comes up. If you have a listing, follow Google’s steps to claim your page. Then ask yourself if the information listed is still accurate and what adjustments, if any, are necessary. If no major details are present, you’ll need to start from square one.
Select your business’s primary and possibly secondary categories. Be as specific as possible by selecting “Title Company” for your agency. If you choose to add a secondary category, be sure it accurately describes a service you offer. Some to consider might include “Escrow Service” or “Notary Public.” With your categories set, turn next to completing other profile details. Update your description, hours and your contact information. Don’t forget to confirm your service offerings as well.
Week two: Make it credible and conversion ready
Once you have the framework of your profile established, you can begin adding color and content. Add strong aesthetic elements that are essential to any well-established brand. Upload your company logo and other branding details. Consider also adding photos and videos that highlight your company’s internal culture and service offerings. Next, write and publish one to two posts on your profile that provide an announcement, tool, tip or special offer. You want to make your profile as warm, inviting and credible as possible here. Why? Well, Google reports customers are 2.7 times more likely to consider a business reputable if they find a complete profile.[i]
Week three: Ensure your profile is responsive and up to date
During week three, shift your focus to ensuring your Google Business Profile is as responsive and current as possible. Designate someone on your team to monitor and respond to any reviews customers leave on your profile. Make sure whomever you select to manage the profile also understands your brand guidelines and tone of voice so you can speak to your customers in a unified way.
Week four: Create a long-term content plan
Building off week three, create a long-term content plan for your Google Business Profile. Think of your GBP as another social media profile where you can share critical updates and connect directly with your customers. Shoot for updating your Google Business Profile one to two times per week. You should also audit your profile on a quarterly basis, upload new videos or photos and make necessary updates.
Whip your GBP into shape
Almost 30 years after Google came onto the scene, the site remains just as important as ever for thousands of businesses across the country. Title agencies must take advantage of the platform’s features if they want to stay competitive in a rapidly digitizing world—chief among them being your Google Business Profile. While no one wants another profile to manage, it’s possible to whip your GBP presence into shape in just a few weeks. And this will put you on solid footing to form closer connections with your customers and drive more business down the line.
