As a home service company (whether you’re a mom-and-pop operation or a franchisee), your target audience is primarily local—customers in your area seeking services like yours. Many of these potential clients turn to Google Maps when looking for contractors nearby. This means that your visibility on platforms like Google is crucial to attracting local business. One powerful yet often underutilized tool to enhance this visibility is Google Business Profile (GBP) posts—and it’s FREE.
Why Google Business Profile Posts Matter
- Boost Local Visibility: Regularly updating your GBP with posts can significantly improve your ranking in local search results. Google favors businesses that actively engage with their audience, which can be the difference between being found by a customer or being overlooked.
- Showcase Your Services: Posts allow you to highlight your top services, seasonal promotions, and events. This is your opportunity to connect with local customers and keep your offerings fresh in their minds.
- Build Trust and Engagement: Compelling posts can increase customer interaction and trust. When local customers see you actively sharing engaging content, they are more likely to choose your business over competitors.
- Inform Google About Your Services: Each post serves as an opportunity to include relevant keywords related to your services. This helps Google understand what you offer, improving your chances of appearing in searches when potential customers look for those specific services.
Common Issues with GBP Posts
Despite the benefits, many franchisees face challenges:
- Inconsistency: Posts are often made sporadically or not at all, leading to missed opportunities to engage with local audiences.
- Lack of Strategy: Posts may not align with top services or fail to resonate with the target audience effectively.
- Missed Opportunities for Creativity: Posts can be bland and uninspiring, lacking the creative touch that captures attention.
Before-and-After GBP Example: A Case Study
Let’s take a look at a transformation in Google Business Profile posts using ABC Painting Co. of Atlanta as an example.
Before Post: Visual: A picture of the company shirt
“At ABC Painting Co. of Atlanta, our carpentry services are designed to enhance the beauty and functionality of your home. Learn more about our services by clicking the link below.”
After Post: Headline: Popcorn? Not on Ceilings!
“Microwave popcorn or ceiling popcorn? Nobody wants popcorn clinging to the ceiling (unless you’re Willy Wonka, of course). To remove your popcorn ceiling, call ABC Painting Co. of Atlanta. Say goodbye to outdated textures and hello to smooth, modern ceilings for family & friends movie nights. We promise, no kernels left behind! Call now!”
Which Post Above Is More Compelling?
Now, let’s ask ourselves: which of these posts is more compelling and memorable? The first post simply states a service without addressing the homeowner’s needs. In contrast, the second post directly speaks to a common problem—outdated popcorn ceilings—and offers a solution. It captures attention with humor while presenting the service as a way to enhance the home’s appeal and functionality.
This approach not only informs potential customers about the service but also resonates with their desire for a modern, welcoming space. By highlighting a specific problem that homeowners face, the post becomes more relatable and encourages action.
Key Takeaways for GBP
- Be Strategic: Ensure your posts align with your top services and reflect the seasonality of your offerings. Keep in mind the types of services your local customers are looking for.
- Get Creative: Use humor and engaging language to draw in your audience, as seen in the transformed post. This may help you stand out in local searches and be memorable.
- Consistency is Key: Make posting a regular part of your marketing strategy to keep your audience informed and engaged. I often see businesses with their most recent post dated two or more years ago. When franchisees reach out, it’s frequently because they aren’t generating leads. Consistency in posting can help bridge that gap and attract the attention of local customers.
By adopting a more strategic and compelling approach to your Google Business Profile posts, you can significantly enhance your visibility, build trust with local customers, and ultimately drive more business to your franchise. Don’t let your GBP posts be an afterthought—transform them into a powerful marketing tool today!
Elevate Your GBP Strategy with Expert Guidance
Kickass marketing results don’t just happen by chance. That’s why I offer personalized audit, consulting, and strategy services specifically for optimizing your Google Business Profile. I work closely with home service companies (whether mom-and-pop businesses or franchisees), to develop customized strategies that align with your business goals and enhance your local visibility. Whether you need a comprehensive audit of your current GBP or guidance on crafting compelling posts, I’m here to support you every step of the way. Let’s transform your GBP into a powerful tool for attracting local leads and customers—contact me today!
