In the age of digital marketing, establishing an online presence is crucial for businesses of all sizes. A really powerful tool that can help your florist thrive online is Google Business (previously known as Google My Business). With Google Business, you can easily and effectively connect with your local customers, showcase your beautiful designs and ultimately grow your floristry business. Below we explain what Google Business is, how you can create an account and best practices to generate as many sales as possible.
What is Google Business?
Google Business accounts are the name for the results that come up in Google Search and Google Maps which feature business information such as a phone number, address, website, opening hours and customer reviews - it's a bit like a digital shop window.
Google dominates the search engine market with over 90% of all search engine traffic going through Google, over options like Bing and Yahoo. By creating a profile on this free platform, you can have some say in the information that is displayed to potential customers when they’re search for ‘local florist’ or ‘florist near me’.
How you can create a Google Business Account
1. Set up your account The first step to setting up your Google Business account is to claim and verify your florist business. If you haven't already done so, visit the Google Business website and follow the prompts to claim your business. This process often involves confirming your ownership through a postcard sent to your business address or a phone call.
You may find that a Google Business profile already exists for your business, in which case you will need to claim ownership of it. To do this, search for your business name and if a result comes up that is your business, there should be a link once you click on the profile which says “Own this business?”. Click on this and them ‘Request Access’ and follow the steps you are prompted with.
2. Complete Your Profile Once you've claimed your business, it's time to create your profile. Ensure that your business name, address and phone number are accurate and consistent with what's displayed on your florist website and any other online listings you might have. This consistency is crucial for local search engine optimisation (SEO).
3. Add High-Quality Photos Add imagery of your favourite designs, the interior of your shop and your team in action to really showcase your business.
4. Craft an Engaging Business Description Write a concise and engaging business description that highlights what makes your florist shop unique - this could be your specialties e.g. event florist, the types of flowers you offer or any special services like same day delivery. Be sure to include relevant keywords to improve your visibility in local searches - using relevant keywords in your business description and in different places across your profile will help your business appear in Google search results for those phrases. As you’re checking over your profile, it’s good to have this in mind and maybe reword some sections. It’s also important to use words and language that customers use e.g. while ‘hand-tied’ is the technical name for it, a customer is more likely to search for a ‘bouquet’, so make sure you’re using the language your customers use here. Find out more about keywords and SEO with our Beginner’s Guide to SEO blog.
Google Business Best Practices
1. Post Regularly Google Business offers a feature similar to Facebook and Instagram where you can share updates about your shop, seasonal promotions, new arrivals and behind-the-scenes glimpses of your work. Regular posts can help keep your profile fresh and engaging for potential customers.
2. Encourage Customer Reviews
Positive reviews can significantly impact your online reputation and attract new customers. Encourage satisfied customers to leave reviews on your Google Business profile, be sure to respond any reviews (the good and not so good)
promptly, to show that you value customer feedback.
3. Use Messaging and Booking Enable messaging on your profile to allow potential customers to reach out with enquiries. Don't forget that if you offer online bookings or reservations, integrate this feature into your Google Business profile to make it easy for customers to place orders with you.
4. Monitor Insights Google Business provides valuable insights into how your listing is performing. Track metrics like the number of clicks, calls and website visits. Use this data to refine your online strategy and better understand your customers.
5. Keep Information Up to Date Regularly update your Google Business profile with any changes to your business hours, services or contact information. Accurate and up-to-date information helps build trust with potential customers. Be sure to update this information across all of your online platforms to boost your SEO and website visibility.
6. Respond to Questions Google Business allows users to ask questions about your business, this could be anything from 'What are your opening hours?' to 'Do you sell faux flower arrangements?'. Make sure to respond to any queries as soon as you can, engagement like this will enhance the customer experience and encourage them to shop with you.
By following these steps and regularly updating the content of your Google Business profile, you'll boost your online presence, attract more customers and see your sales blossom. Don't forget, in today's digital age, a well-managed online presence is as vital as your bricks and mortar shop.
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