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SME Leadership Academy: Getting your business online - YouTube
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[Music]
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hi everyone thank you for joining this
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sme leadership academy webinar on
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getting your business online
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my name is sally jeffrey and i'm an
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industry manager here at google working
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with retailers both here in singapore
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and across apac
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as we all know the events of this year
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have completely transformed our way of
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life
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especially when it comes to shopping
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dining or securing services
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whether it's replenishing our
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refrigerators stocking up on household
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items or treating yourself to a meal
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we've done a lot of it online and i
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really think this step
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change has demonstrated the importance
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of digital readiness to the success of
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your business
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so with this in mind today i'll take you
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through how google my business can help
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you as a platform for bringing your
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business online
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from creating a profile to setting it up
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for success and finally how you can
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leverage google my business to drive
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your business forward as we navigate
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this new normal
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before we go into the content i want to
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emphasize that there are especially at
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this point in time
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constant improvements on our platforms
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what that means is the information we
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present today
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might be slightly different or have
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additional improvements in place in the
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future
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also you might see some delays in
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getting new verifications processed
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but the good news is that we have a new
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initiative in conjunction with uob that
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will greatly simplify this process
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and mourn that a little bit later on
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if you're already using google my
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business you can also stay up to date by
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keeping an eye on the covet 19 dashboard
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card in your gmb interface which will
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detail the latest updates and gmb
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features in your area
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okay so let's jump right in and talk
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about how to get started and set up a
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google my business profile
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in case you don't have a listing yet
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creating one is very easy
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step one is you simply sign into the
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google account you use for your business
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step two is to go to your google player
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app store
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search for google my business and
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install the app on your phone
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once you open the app you can create
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your business profile
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and this is where you fill in
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information like your business name
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if it's a shop or an office if you serve
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customers what your address is etc
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you can then locate your specific
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location choose a category
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category optionally fill in contact
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details and you're finished
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your verification is on the way when it
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arrives you simply sign in and click the
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verify now button and enter the
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verification code provided
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the great news is that we've partnered
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with the uob to make it easier than ever
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for smes to sign up for google my
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business in just a few simple
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steps step one you sign up for gmb
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by visiting uob site or branches or
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speaking with your relationship manager
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step two you provide your company
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information through my info business or
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in-person
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step three you'll receive a google
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verification code by
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sms at the branch or for from your
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relationship manager
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and step four you activate google my
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business by visiting google's portal to
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complete the process
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so now you've set up your profile you
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want to ensure that you're really making
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the most of it
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the first thing you'll want to do here
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is add managers to your profile
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these are the people who who will be
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able to monitor your accounts or
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locations and add edit or delete the
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locations in the business account
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you can do this by signing into gmb
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clicking on the gear icon or three dot
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menu
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click on the location or business
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account you'd like to manage and click
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manage users
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next now more than ever it's really
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important that your information on
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google is accurate and up to date
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so you should add all of your basic
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business information like your address
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opening hours phone number and
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description it's really easy to do
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just log into gmb and in the menu
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section on the left
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click info make your edits and after
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each attribute click apply
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another really important step is to add
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business photos
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and this is because ninety percent of
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customers say they are more likely to
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visit a business that has photos on the
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search results page
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this is particularly true for
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restaurants if you think about it
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where the overall atmosphere is just as
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important as the food served so really
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important that you showcase
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you know that element of your business
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you'll also want to bring your brand
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identity to your business profile with
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your logo and cover photos
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and you should really think of these as
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your virtual storefront you're
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showcasing your business
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and creating the curb appeal that will
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temp customers through your door
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or to order online from you
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if you don't have a website gmb can help
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you to create a free one to represent
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your business
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all you need to do is log in and select
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website menu to get started
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google will then automatically use the
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info and photos from your business
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profile to create your website
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which you can customize customize to
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showcase what makes you unique
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and give your customers all the
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information they need to know about your
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business
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your site will also be automatically
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optimized for display on desktop tablet
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and mobile
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devices and the best thing is the whole
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process is super quick
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only taking a couple of minutes from
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start to finish
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so i've taken you through the basics in
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setting up for success
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like adding managers including your
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business information photos and logos
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as well as how to create a site if you
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don't have one
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for this next section i'll talk about
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the more advanced ways you can set your
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google my business profile up for
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success first up
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while key information points such as
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address and opening hours are of course
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important
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if you really want to attract customers
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you need to tell them more
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and this is because 29 of customers say
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they are more likely to consider
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businesses with more detailed profiles
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and that makes sense intuitively i know
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it's my preference as a customer
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particularly right now
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when any purchase or journey i make is
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much more considered than usual
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so if you want your customers to know
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your business better you can add
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attributes
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these will let them know whether your
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business offers things like wi-fi
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curbside pickup no contact delivery
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or if you're a restaurant do you outdoor
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seating or do you offer take out your
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delivery
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all of which i think you can agree are
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hyper relevant right now
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again it's really easy to do simply open
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your gmb app
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at the bottom tap profile select view
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all find add attribute and tap edit
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when you're finished updating your
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attributes tap apply and your new
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attributes will now be available to
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customers who find your business across
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google search
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and maps depending on the type of
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business you
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run you can up the ante even further by
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sharing more information
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for example if you're a restaurant you
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can list your menu items on your gmb
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profile to show your unique offerings
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and stand out online
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if you have deals or specials to attract
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customers you can also update your menu
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to reflect these
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all you need to do is sign into google
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my business choose the location you'd
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like to manage
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and in the menu on the left click and
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select menu then edit
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and add your menu items you can also add
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a menu url
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by the same steps then both you and your
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customers can also add photos and names
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of popular dishes which will appear in
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your business profile on google maps and
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the android app
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a few important points here uh dish
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names and details added by you
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will absolutely get preference uh over
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the dish names added by your customers
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in addition you can all suggest an edit
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if you feel the
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customer added dish is inaccurate
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if you're a retailer you can leverage
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product catalog a feature in gmb that
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showcases your products on search and
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maps
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across mobile and desktop devices so
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that people searching locally can see
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what you have to offer
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you can also either show a fixed price
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or price range
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and create a button to link to an e-com
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site to order online
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learn more or get an offer you can do
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all of this by the products tab in your
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gmb dashboard
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finally if you provide services you can
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list these on your business profile
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by choosing from the suggested types of
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services for example
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plumbers may say install softbosses or
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repair toilet as services to add
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if the type of service isn't listed you
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can also create your own custom services
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to actually reflect what you have to
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offer
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okay so you've added all your business
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information and attributes what's next
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well typically the businesses get the
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most out of gmb are those who also use
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it as a platform to engage and
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communicate with their customers and
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potential customers
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when customers have more access to your
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business information and updates
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they can ultimately make better
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decisions as they browse
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and hopefully are more likely to
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purchase with you
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one really easy way to do this is to
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create posts
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and would share updates directly on your
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profile about what's new
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such as products or services offers or
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events
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posts are visible on the updates or
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overview tab of your business profile
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on the mobile search and maps in the
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from owners section
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on the profile and on google my business
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websites
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um i just want to share a few best
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practice tips here around post
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specifically
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one and you really want to make sure
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that the content is high quality
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so no misspellings or gimmicky content
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and then secondly and even more
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importantly
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you really need to make sure your posts
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are respectful and family friendly
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and then a final uh point to note is if
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you are
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linking to a third party website really
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make sure it's one you trust because
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that's a direct
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reflection of your business
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you can also take things a step further
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by setting up messaging in the gmb
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app so that your customers can get in
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touch with you in real time from your
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business profile on google
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messaging really works best as a
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conversation between your business and
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your customers
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so think of it as a channel to answer
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questions tell your story
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and attract more customers to your
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business to ensure the best possible
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experience for your customers
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you can check out our best practice
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guide on the google my business help
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center
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you can also make it easy for your
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customers to book a table directly
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through your profile if you're a
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restaurant
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and if you work with one of our approved
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third-party providers such as joke
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you can manage bookings with them
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through gmb doing so gives you web and
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app services that
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seamlessly use your customers google
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account simplifying the booking
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experience
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your customers also benefit from
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built-in integrations with widely used
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google products
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like calendar and automatic reminders so
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they don't miss their booking
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you can also use the booking tab and
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google my business to view the booking
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history of your business listing
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for bookings that came in through
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reserve or google so a really easy way
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to
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track you know the booking volume and
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progress over the period of time
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if you don't have a third party booking
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a party you can get booking requests
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directly by messaging
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once you turn on messaging in the google
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my business app customers will be able
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to request a booking from your business
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profile and google search
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the option to request a booking may also
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appear to customers when they message
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with the business
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and the booking process is pretty simple
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actually when a customer requests a
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booking
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you will receive a message in the google
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my business app and an email
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notification with a response form
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in the message you'll see a description
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of the customer's request and their
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preferred service time
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you can then send your customer uh your
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available dates and times
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they'll be prompted to confirm and then
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you know the date and
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time of the booking will be uh secured
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you can also provide a welcome offer to
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time customers who follow your business
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so as an example
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20 off donuts for new followers and then
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ultimately convert them into new
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customers
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again setup is super easy simply open
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your google my business app
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tap profile at the bottom of your screen
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and on your profile
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under turn followers into customers tap
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create welcome offer
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and enter information like title
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description coupon codes t's and cs
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you can then tap preview and if you're
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happy with it hit publish
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and only new followers will see your
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offer so a really great conduit for a
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new user acquisition
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now the final thing i want to talk about
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in this section is reviews
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as we all know communication is a
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two-way street and customer views are
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critical to your business
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with gmb you will be notified when
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customers write reviews about your
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business
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and by engaging with them you can build
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rapport and ultimately brand loyalty
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important here is that you reply with
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your point of view solutions
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answers or thanks
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now even for the most successful of
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businesses negative reviews
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will happen the important thing is not
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to panic
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evaluate the situation by looking into
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their into their experience with you and
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their interaction with you or your
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employees
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timeliness is key particularly if you're
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dealing with a deeply dissatisfied
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customer
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so you want to respond quickly to calm
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and reinsure future customers
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who are reading this by the way that the
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same issue won't happen to them
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you can then rectify the situation with
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the individual as soon as possible
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and then often it may be more
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appropriate to ask the customer to
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discuss
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offline more often than not
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uh what we find uh is people will go
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online to vent their frustrations via
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reviews
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rather than proactively rave about
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positive experiences
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so it's critical that you make it as
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easy as possible for your satisfied
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customers to leave reviews
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and even proactively encourage them to
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share
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you can do this by messaging review
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requests with the short link to review
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okay so i've taken you through how to
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create a profile as well as how to set
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up for success
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by leveraging our basic to more advanced
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features
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in this last section i want to talk to
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you specifically about how gmb
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can help drive your business forward as
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we navigate this new normal
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first and foremost ordinarily 54
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of people are looking for business
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opening hours in google maps
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and search and as you can imagine in
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today's context this figure is likely to
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be even higher
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so the first thing you want to make sure
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is that your opening hours are accurate
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i know this sounds basic but you'd be
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amazed how many businesses
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make this mistake for some businesses
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opening hours are longer than usual for
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others they may be shorter than usual
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just make sure they are up to date
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online to avoid disappointment from your
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customers
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also as many of your businesses were
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closed for quite a period of time
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it's also important to show that you're
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reopen again
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sounds basic but you'd be amazed how
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many businesses make the same mistake
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um if you don't let people know up front
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that you're reopen for business
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you'll risk potentially missing out on
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customers because they think your
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business is still shuttered
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then you want to make sure that at this
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point in time your business info and
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more specifically your attributes are
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correct
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put yourself in the shoes of your
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customer someone in singapore
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is going to google to look for a takeout
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food option as an example
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if you don't let them know upfront that
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you offer take
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out the chances you may miss out on
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their custom
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you can also share a post or more
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specifically a coveted 19 related post
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this post works in the same way as
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you're used to in social media
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and it will show when someone opens your
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listing in google maps or google search
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in this post you can communicate about
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your updated opening hours
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or new measures that you're taking in
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light of covert 19
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such as increased hygiene standards
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social distancing etc
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uh also you could for example promote to
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customers to buy a gift card or voucher
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for your business at this point in time
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and as you may be facing you know drops
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in overall
[957]
football and sales the difference
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between a regular post and a copic 19
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post
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is that covet 19 posts stand out a
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little bit more and
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covered 19 posts have a sort of frame
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around it as you can see on the picture
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on the right
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now as we all know driving your business
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recovery is key right now
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and there are a number of ways you can
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leverage google my business to fuel this
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as an example you can create a socially
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responsible virtual event
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and when it becomes feasible again uh
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one in premises and promote this by an
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events post
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you can also create an offer to push
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your latest brands uh
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brands deals or attract new customers
[998]
finally it's really important that you
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leverage the insights that gmb provides
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to fuel your decisions
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because many customers find your
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business on google search and maps
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insights focus on how they arrived there
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and what they've done once they find
[1011]
your listing
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so you can see things like search
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queries they use to arrive at your
[1015]
profile
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where customers find you on google the
[1019]
actions they took like direction
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requests
[1021]
phone calls and on what your business is
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known for overall
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and you can get these insights on an
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individual or bulk
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bulk listing basis and they really are
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super valuable insights that will be
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able to fuel your future strategies and
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decisions
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okay so that's everything i had to cover
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today i want to rap by sharing a quick
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recap
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of how to get your business online with
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gmb and how it can help you to drive
[1046]
your business forward during this
[1047]
uncertain time
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firstly you need to get online and
[1052]
you know this is table stakes uh you can
[1056]
create and verify your profile in a
[1058]
number of easy steps and once you've
[1060]
done that you can update your business
[1061]
information
[1062]
such as opening hours descriptions and
[1064]
create a covet 19 post to share the
[1066]
latest updates and measures you are
[1068]
taking
[1069]
once you have the basics in place the
[1070]
next step is to set up your gmb profile
[1072]
for success
[1073]
by adding all of the relevant business
[1075]
information
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you can showcase your brand's
[1078]
personality with photos and logos and
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also advance
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leverage advanced features such as
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attributes popular dishes
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product catalogs and services to
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showcase your offerings
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and tempt customers in store or to buy
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online from you
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finally as we navigate this new normal
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uh ensure your online info is accurate
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and up to date
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create events and offers to drive
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recovery and please ensure you check
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your insights tab for learnings that can
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fuel your future decisions
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thank you again for tuning in stay well
[1108]
and please take care
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[Music]
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you
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