Key Takeaways from the NIFA Luncheon: How Franchisees Can Leverage Google Business Profiles

Franchisees everywhere ask the same pressing question as they build their online presence: “How can I secure a spot on the first page of Google results?”

At this quarter’s Northern Illinois Franchise Association (NIFA) luncheon, Lisa Landsman, Google’s Head of Global Business Development, shared actionable insights to help franchisees, franchisors, and suppliers maximize their local presence through Google Business Profiles.

Google is on a mission to make digital tools more accessible to small and medium-sized businesses (SMBs). For business owners, this means breaking down complex platforms—like Google Business Profiles—to make them easier to understand and use effectively. Lisa emphasized how crucial it is for SMBs to simplify their online strategy, making it easier for customers to find, connect, and engage with them.

Maximizing Visibility and Engagement with Google Business Profile: A Guide for Local Businesses

A well-managed Google Business Profile (GBP) is essential for attracting new customers and driving meaningful engagement. Here’s how to optimize your Google Business Profile to stand out, connect with your audience, and make the most of the metrics and tools Google provides.

1. Keep Your Information Up-to-Date

Consistency is key in digital profiles. Regularly update your business information, including hours, holiday hours, contact details, links, and any booking or ordering options. This keeps customers informed and can boost your local search visibility.

2. Showcase What Makes You Unique

Customers want to know what makes your business special. Highlight unique attributes, from product offerings to company values, in your profile. Incorporate relevant details about your business that speak directly to your target audience’s interests and values.

3. Enhance Your Profile with Photos and Videos

Visuals are powerful! Add high-quality photos and videos of your location, products, or services to capture customer interest. Businesses with compelling visual content often experience more engagement and build customer trust faster than those without. 

4. Guide Customers to Take Action with Action Buttons

We know 80 percent of customers expect to be able to book a table or place an order. Actionable features like “Book a Table” or “Schedule an Appointment” on your profile make it easy for customers to interact. These options simplify the process for those ready to act, whether they’re booking a service, placing an order, or making a reservation.

5. Engage with Customers by Responding to All Reviews

Engaging with reviews, both positive and negative, is essential. Respond to reviews promptly to show that you value customer feedback and care about improving their experience. Engaging with reviews also strengthens your business’ reputation and encourages potential customers to trust your brand.

6. Add Social Media Links for Greater Reach

Expand your audience by adding social media links directly to your profile. This helps customers connect with you on multiple platforms, ensuring they stay updated on your latest events, promotions, and news. Linking your profiles also means Google can index your updates, making them appear in search results.

7. Track Metrics to Refine Your Strategy

The insights section of your Google Business Profile provides data on website clicks, bookings, customer interactions, and popular search terms. Regularly monitor these metrics to understand what’s working and adapt your marketing strategies. If certain keywords or attributes drive traffic, consider incorporating them into your content and marketing tactics. 

Final Thoughts

Your Google Business Profile is more than just a digital listing—it’s an opportunity to attract new customers, showcase your unique offerings, and establish trust in your community. Each month, Google drives over 2 billion connections to U.S. businesses. By following these strategies and regularly updating your profile, you’ll create an optimized, engaging presence that draws customers in and keeps them coming back.

We want to thank Lisa for sharing her expertise and Acrisure for making this event possible.