Did you know that upwards of 10x as many people may see your Google Business Profile versus your actual practice website?!
It’s true.
Does this mean your website is 10x less important? Absolutely not. But if you neglect your Google Business Profile, you are missing out on a HUGE traffic driver to your website and practice. It’s such a business faux pas, that If your practice was a public company, you might be brought up on criminal charges of destroying shareholder value. Except you’re not a public company, and the only shareholder value you are destroying is your own.
Google Business Profiles are free. If you have not done so already, use your 2-4 hours a week that you set aside for marketing to claim your Google Business profile and then start optimizing it. Do it this month. Do it this week. Do it now if you can!
The enormous benefits of an optimized Google Business Profile that you DO NOT want to miss out on:
- Gain VisibilityAs you know, Google is the #1 place people go to find a product or service. If your presence on Google is weak, or nonexistent, people won’t see you. It’s that simple. We’re not talking about a lot of time here to claim your listing, optimize it, and start intentionally driving positive reviews to it. A robust presence in Google business listings will get your practice seen… OFTEN. Even if they don’t choose you now, they will be aware of you. Give them every reason to rethink their previous decision and visit you the next time.
- Differentiate Your BrandThough many retail malls are dying, many are still thriving. If you walk down the hallways, what are the various retailers telling you and you look through their doors and windows? A LOT. Most of the images you see are communicating to the world what “TYPE” of person uses their products. Why? They are appealing to their target market and telling them “if you use our products, you will experience the lifestyle, status, or belonging that you wish to associate with.” This is differentiation and how companies build their position and loyalty in a market. Do outdoorsmen who identify with Cabella’s usually shop in Banana Republic? No. And that’s by design. Figure out who your market is, and speak to them through proper brand building on your Google Business Profile.
- Prove Your TrustworthinessPeople are usually comically herd-minded. This is why it’s so important to play through that using social proof. “Social proof” is testimonials, reviews, and rankings to “prove” to your market that you are a great option to select. Which chiropractor would you trust your family to? One with 14 reviews that average 3.7 stars, or the one with 185 reviews and 4.8 stars? Intentionally building up positive reviews and testimonials on your Google Business Profile will prove your trustworthiness to your market.
- Engage with Ideal PatientsConsider our retail mall example in the brand differentiation benefit listed above. The moment someone sees an image, video, phrase, or anything else that they associate their own identity with, you will have their attention. Be intentional with every word you use in your description, every image of your practice, every video you speak to your market with and you will be engaging with EXACTLY who you want to be. Google Business Profiles are inherently engaging because it is a dynamic platform enabling dynamic content. Build your profile to engage with and take advantage of every split second you have to interact with ideal patients.
- Inspire ActionAll marketing is connecting a patient with your practice. Each step a potential patient takes closer to calling your practice is a win. When a potential patient is searching for a dental practice option, it is not for fun. Their intent is “shopping” or collecting information about what options are out there. If you present an overwhelming case that you are their best option, it will inspire action on their part. And that action is to contact you now to schedule a visit, or to make a point to take that same action later.
- Collect and Use DataGoogle Business Profiles will track and report data to you that may spur brilliant insights about how to better reach your target market. You can see where people are searching you from. Where most people that are clicking to get directions to your practice are from. What promotions prompt the most clicks, etc. This data is a goldmine that marketers 20 years ago would dream about getting their hands on. It’s right there for your taking.
- FREE ADVERTISING As you can see from the previously listed benefits, Google Business Profiles offer your practice a slew of truly phenomenal perks. To cap it off, those perks are FREE! What possible excuse could you use to not take advantage of the tool outside of it taking longer than you would like to spend on your market. That’s fine. It’s your choice. But know this… if you neglect it, it’s not your competitor, corporate, insurance, or anyone else cheating your business. You’re the crook pilfering from your own practice.
SUMMARY
Google Business Profiles offer extremely high value and low cost marketing opportunities to your practice.
Please, doc! Stop stealing opportunities from your practice by handing them to your competitors. Utilize Google Business Profiles to connect with your ideal patients in your market. And let us know if you need help. We’re here for ya!