When it comes to digital marketing, many small business owners jump straight to social media, email campaigns or paid ads. But one of the most powerful and completely free tools often gets overlooked: your Google My Business profile.

If you’ve ever searched for a shop, cafe, or service near you and seen that handy box pop up with directions, opening hours, reviews and photos; that’s Google My Business at work. And if you’re not making the most of it, you could be missing out on a steady stream of local customers.

Here’s how to use it properly and why it deserves more of your attention.

  1. Make Sure Your Information is Always Up to Date

First impressions matter and for many customers, your Google profile is the very first thing they see. If your opening hours are outdated or your phone number doesn’t work, it can put people off instantly. Keep your profile current with:

  • Accurate business hours (including seasonal or holiday changes)
  • Contact details
  • Website link
  • Business category (so people know exactly what you do)

This small step builds trust and ensures no one shows up at your door disappointed.

  1. Use Posts to Share Updates and Offers

Just like on Facebook or Instagram, you can share posts directly to your Google profile. Think of it as free advertising space right in Google search results. You can use posts to:

  • Announce a new product or service
  • Share seasonal promotions or discounts
  • Post upcoming events or workshops
  • Highlight blog content or behind the scenes news

These updates keep your profile fresh and show customers that your business is active and engaged.

  1. Photos Make a Huge Difference

Profiles with photos get significantly more clicks and engagement. Upload clear images that showcase your space, products, team or even happy customers (with their permission). Regularly updating your photo gallery also signals to Google that your profile is active, which can improve your visibility in searches.

  1. Encourage and Respond to Reviews

Reviews are gold for small businesses. Not only do they boost your credibility, but they also influence buying decisions. Encourage happy customers to leave a review by:

  • Asking them directly after a positive experience
  • Including a link in follow-up emails or receipts
  • Posting gentle reminders on social media

Don’t forget to reply to reviews too, both the glowing ones and the occasional negative. A polite, professional response shows that you care and value feedback.

  1. Track Your Insights

Google My Business gives you access to useful analytics, like how customers found you, what search terms they used and how many people called directly from your profile. These insights can guide your wider marketing strategy and help you see what’s working.

The Bottom Line

Your Google My Business profile is more than just a digital listing; it’s a powerful, free marketing tool that can drive real results for your business. By keeping your details updated, sharing regular posts, adding photos and engaging with reviews, you can attract more local customers and stand out from competitors.

At Ava Rose Marketing, we help small businesses make the most of tools like this to build visibility and trust online. If you’d like support with optimising your Google profile or creating a wider marketing strategy, get in touch with our team today.