Google Features: CTA’s and Google’s Business Messages.
Stay in touch and keep your customers engaged by using calls-to-action and the Google Business Messages feature to improve your local search performance. You can use your Google Business Profile (formerly known as Google My Business) to share posts that will appear on your Local Business Card on the right-hand side of the screen. Once users have navigated to this card they will also have the opportunity to message your business directly using Google’s new messaging feature. We’ll go over how to make the most of these Google posts by including a call-to-action (CTA) button and how to set up and best use Google Business Messaging in this article.
What is a call-to-action?
A call-to-action is anything that requires a next step or direct action from the user. We’ve all seen websites encouraging us to “call now” or “sign up here”, these are all perfect examples of a CTA.
Posting on your Google Business Profile is a great way to engage with local traffic and CTA links allow users to interact directly with that post. There are six different options for how to include a call-to-action in your post. It’s important to note that if you try to add a CTA button without pasting a valid link in the “Compose Box” the CTA button will not appear.
Your six options are:
PART OF THE POST BODY
This is the only posting option that will not create a separate CTA button under the post. In order for users to interact with this link, they will need to click on the link directly from within the text of your post.
Perfect for if you want to redirect a user to a separate webpage that provides more information than what you can fit in a GBP post.
Can be used for either restaurants or hotels. Great for anything that requires a reservation!
Online sales can get a huge boost from the right CTA.
This link can take users to either an online store or a list of inventory that can be bought in person.
Best used for newsletters or online events.
If using this CTA, keep in mind that you need to set up your number in the profile section of your Google Business Profile in order for the button to work properly.
In the same panel that holds your Google Business Profile information and CTAs, users will now see an option to use Google’s Business Messages, a real-time messaging service that customers can access from search results, Google Maps, or even your own website.
How to set up Google’s Business Messages.
Gaining access to this feature is easy! All you need to do is enable it directly from within the “Messaging” card from within your Google Business Profile. From there it will prompt you to enter a phone number that will be used to send you the one-time password required to enable the service. Here is a Google article on chat guidelines and features. It may be useful to keep in mind that Google Business “Chat” and “Messenger” are in fact the same service and can be used interchangeably.
How to make the most of Messages:
→ TURN ON NOTIFICATIONS: Once enabled can navigate to the Messages option on the left-hand panel to turn on notifications. This way you can stay in the loop and be notified if any of your potential customers send you a message.
→ CREATE A WELCOME MESSAGE: Google allows you to create an automated message that will appear to anyone who opens up the messaging feature. Include a few sentences that thank your customers for reaching out and ask how you can be of assistance.
→ REPLY QUICKLY: According to Google, “to help build a better experience for your customers, reply to messages within 24 hours after you receive them.” Not only is it helpful and fosters a sense of engagement, but Google will also deactivate chat for your business if you don’t respond within a given timeframe.