3 Perils of Ignoring Your Google Business Profile and Not Posting Good Reviews
Ever stumble upon a business online and read through the Google reviews? Some can be downright hilarious, cringy, or have you mentally adding that business to your list of ‘Never Visit’.
One of my favorite online reviews is for Amazon leggings from a hesitant hiker extolling the virtues of their skid and tear-resistant leggings.
Woman slides down a mountain on a ‘hike’. Dailymail.co.uk photo
We can all relate to her giving up on a steep climb. You imagine her tackling a hike that was probably too advanced for her fitness level. She realized she could power through and carefully walk down but said, “Oh hell no! I have zero to prove and ain’t even ashamed to give up,” before resorting to boot-scooting her way down the rocky cliff to safety.
Some businesses know how to leverage good and bad reviews and shine like confident beacons luring you to their store. Some have no clue they have mixed reviews and don’t realize how their failure to address bad reviews hurts their online reputations.
Let’s look at three perils that will tank your online sales if you ignore your Google profile and don’t keep it current. It’s so easy to fix; these are why you don’t want to miss out on boosting your online reputation.
#1 The Peril of Alienating your ideal customers.
If you don’t maintain your Google Business Profile, you may miss out on attracting your ideal customers. Who are your ideal customers?
They are the decision makers with purchasing power (so much better than the rando website lurker ‘just looking’ but not buying)
They are looking for you online but may not be finding you in a keyword search (oops! Now is the time to add better keywords to your profile)
They are ready to buy now (money is in hand, they just need you to beckon them closer…)
One of the easiest ways to boost your reputation online is to beef up your Google Business Profile. Some small businesses create their business profile - (create one following these easy peasy steps) - but then forget about it, leaving it to languish like the unplanted spring flowers you just bought at last weekend’s plant sale.
Here are the best items to include on your profile:
A clear description of your products and services
BENEFITS to your customers (save time, save money, get peace of mind…)
Describe who you serve in detail, so they can picture themselves as one of your clients
Display your expertise in the form of testimonials showing you solved customer(s) problems
Tout your 5-star reviews from happy converts
Your Google Business Profile works 24-7, even while you are asleep. It’s literally an underpaid virtual assistant working for you non-stop. Let it advertise for you by including your best features and benefits.
#2 The Peril of missing out on good reviews.
Are you all about 5-Star reviews? Of course, you are! You wouldn’t book that vacation rental if it only had 2 out of 5 stars with reviews that read “good place to get body lice” and “the toilet didn’t work most of our stay”.
You want tried and true. You’re independent, Not-following-the-crowd mantra only applies to blazing a career path or trying amazing food - NOT to compromising your health or where you vacay. Honestly, you prefer to follow a recommendation as it amps up the chances you will also get good service.
As a business owner, don’t hesitate to ask for good reviews from happy customers. One of my recent clients, Abby- a women’s wellness coach, has dozens of clients who benefited from her expert doula services. She posted a few reviews on her website but had no reviews on her Google Business Profile.
She can add multiple 5-star reviews to boost her business ranking and visibility. The chances of an online search finding her 5-star reviews on her Google business profile are much greater than her reviews buried on page 3 of her website.
The same goes for everyone looking up your business. They want to know how others see you. Can you be trusted? Do you actually deliver on your promises? Can anyone recommend your services?
#3 The Peril of being invisible online
Amazon.com advertisement of Star Trek model ships
As a Star Trek fan, the above U.S.S. Starship Enterprise encountering a Romulan Warbird that has just turned off its cloaking device is a fearsome sight. The larger ship’s advanced technology enables it to be invisible to enemy ship sensors. The Warbird swoops on its prey unseen till moments before the attack- finally revealing itself.
While being invisible can be handy if you are an intergalactic hunter or shy in a social situation - it’s not ideal for your business.
You want to be found easily through Google, Bing, and Yahoo searches. Your success is directly tied to your marketing efforts. Ignoring your online business profile is a surefire way to remain invisible to customers.
During the global pandemic of 2020, the businesses that thrived amped up their online presence. As customer foot traffic went down, their online footprint significantly increased.
By May 2021, e-commerce sales had jumped from millions to $26.7 trillion. Businesses that grew their visibility through blogs, posted customer testimonials, and created social media accounts grew exponentially.
A current Google Business Profile, regular blogs, and good reviews help grow your online brand
Keep your Google Business Profile up to date by listing your services, sharing good reviews, and using the latest Search Engine Optimization (SEO) practices. This benefits your business in many ways:
Organic searches that mirror keywords you put in your business profile bring customers to your site, i.e., “weight-lifting classes after pregnancy.”
Online searches often end with the phrase ‘…near me', so you will be found in local searches by customers ready to buy now. i.e.,“yoga classes near me…”
Prospective customers will trust that you deliver on your promises when they see positive reviews. Did you know you don’t need 100 5-Star reviews to show up as a 5-star business? Even with just five 5-star reviews, your business gets that 5-star rating, niiiiice!
As a business owner, you may wear many hats: Head Creator, CFO, COO, and Chief Marketing Officer. Let Google do some marketing for you. Don’t overlook the simple but effective power of your online business profile.
Nurture your online presence by keeping details current, and proudly add each new testimonial and 5-star review. With a sharp online profile, your business reputation and brand (unlike those still unplanted flowers) will flourish.
