Google My Business: What the Heck Is That?
Getting your business name out there requires strategic marketing tactics to drive traffic and get patients into your
practice’s door. You’re a busy eye doctor, so you likely don’t have time to act as a digital marketer, too.
But, there’s one handy tool that helps you increase your visibility online where most people will find your practice:
Google My Business (GMB). Creating a profile for your business is one small step that makes your business stand out,
appearing on Google Search and Google Maps.
The best part? Setting up a GMB profile is free.
Google My Business Basics
Google My Business enables you to take control over your listing on Google. With your GMB listing, you can engage
with customers, post updates, list your products and services, add a link to book online, and more. You can ensure
that your information is always updated and accurate. A GMB profile allows Google to understand your business and
provide your potential clients with an overview of your business and the information they want to know before
choosing you.
You’ll have to manage your profile, but Google has made this easy. Keep your listing current through the Google My
Business app, Google Maps, Google Search, or Google My Business website.
Even if you already have a website and you consider your business to be relatively visible online, it won’t hurt to
set up a GMB profile, as well.
Build Trust in Your Brand
When you set up a GMB profile, Google will ask that you verify your business. You can verify your business over the
phone, through SMS, or by receiving a postcard to your business address from Google.
A potential client who sees a business profile on Google Search or Maps can trust that the business has been vetted
by Google in order to appear.
Simply showing up on the search results page gives your online presence a boost. It tells the client that you’re
legit. Think about when you research companies, restaurants, stores, what have you, online. You’re more inclined to
click the names with a well-established online presence, right? So, if you’re not doing the same for your own
business, ask yourself why not.
Get Searched & Seen
If Google has your practice’s information in the form of a GMB listing, it can draw from it when someone searches for
eye care in your area. Without a GMB listing, your business doesn’t stand a chance of appearing in the Local
3-Pack.
For those not in marketing, you may not know what the Local 3-Pack is. This moniker describes the 3 prominent
listings that appear under the Google Map when someone searches “near me” or similar. Google curates the 3 most
relevant sites to display. So if you have excellent search engine optimization (SEO) on your website and a GMB
profile, your chances of appearing significantly increase.
Inform & Engage Your Potential Patients
Contact Information
Your GMB listing displays pertinent information for clients trying to reach you and find you. It will have your
address, hours, and contact information. You want clients to be able to reach you easily.
Remember to make sure these details are consistent across all social media channels where they’re listed. Also, if
you’re targeting local customers, ensure your phone number is local, too.
Promotions & News Updates
You can keep your clients informed about special promotions your practice may have or news updates you want to share.
With your GMB listing, you’ll be able to post short messages that enable your clients to know exactly what’s
happening with your business. Are your hours adjusted for some reason? Post it. Do you have a summer promo coming
up? Let everyone know.
Call-to-Action
On your GMB listing, you can encourage engagement with your clients right away. You have the option to add a
Call-to-Action (CTA), such as Book Online, More Information, and Call Now. Consider that kind of convenience for
someone searching your practice to book an appointment, and it only takes one click to get them there.
If you’re curious about how much engagement your listing creates, you’ll have the option to track user engagement in
your GMB profile. It’s all there for you! And it’s free.
Chat in Real-Time
Through the Google My Business app, you can set up a messaging channel that will notify you when a potential client
has asked a question on your business listing. You can answer right away, conveniently giving them the information
they need—meanwhile, you’re connecting directly with a lead!
Reviews for the Win
Seeing reviews of a business hugely impacts decision-making when browsing through listings. When clients find your
business, your ratings allow them to get a feel for your business before clicking through.
With Google My Business, your ratings will appear in your listing. You want to gather as many positive reviews as you
can to load this page. Give your clients plenty of opportunities to learn about your business through other clients’
experiences. To get reviews, you can ask previous clients to give you feedback. Some eye doctors will offer an
incentive in exchange for a review. You’ve got options!
Remember: always respond to your reviews—even the negative ones. We often hear of clients choosing a particular eye
doctor because of how that doc handled a lower rating in their response. It shows that you genuinely care about the
patient experience when you offer ways to improve a negative one.
Set Yourself Up for Success
If you haven’t set up your listing on GMB, consider this article your sign. And if you don’t know where to start,
Marketing 4ECPs provides a free downloadable resource with 8 steps to get your business set up on Google My
Business. You can find it here on the Optical Prism website: (insert link)
Once your listing is live, keep your profile current with promotions or news, and accurate business hours. Always
respond to your reviews and messages as they come in. Having a killer GMB profile entices clicks like you won’t
believe.
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