How to Effectively Use Google My Business Posts

Your Google Business Profile isn't just a static listing, it’s a dynamic tool for speaking directly to customers the moment they’re searching for you. Using Google My Business Posts transforms your profile from a simple map pin into an active marketing channel. This guide covers how to use them effectively to improve your local SEO, engage potential customers, and drive real-world results like visits, calls, and sales.

What Are Google My Business Posts and Why Do They Matter?

Google My Business Posts are like free mini-advertisements or social media updates that appear directly within your Business Profile on Google Search and Maps. When someone searches for your business or a related keyword in your area, your posts can show up, giving you a chance to grab their attention with timely updates, offers, and news.

So, why should you care? Because they give you several big advantages:

• Boost Your Local SEO: Regularly adding fresh content to your profile signals to Google that your business is active and relevant. While posts themselves aren't a direct ranking factor, the increased engagement they generate - clicks, calls, and visits - sends positive signals that can indirectly help your local search ranking.
• Communicate Directly with Customers: Got a flash sale? A new product? An upcoming event? GMB posts put this information right in front of people who are actively looking for businesses like yours. You’re meeting them exactly where they are, instead of waiting for them to find your website or social media.
• Stand Out from Competitors: Take a look at your local competitors on Google Maps. Most of them probably have a static, empty profile. A profile filled with current posts, compelling images, and clear calls-to-action immediately makes your business look more professional, engaged, and trustworthy.
• Drive Conversions for Free: Every post can include a call-to-action (CTA) button that prompts users to take a specific step, like “Book,” “Call Now,” or “Learn More.” This turns a passive search into an active engagement, guiding potential customers down the path to purchase without any ad spend.

The Different Types of Google My Business Posts

Google provides a few specialized post formats designed for specific goals. Choosing the right type makes your message clearer and gives you access to unique features.

1. What's New Post

This is your go-to, general-purpose post. It's perfect for sharing company news, highlighting a new blog article, showcasing a recent project, or shouting out a positive customer review. Think of it as the "standard" update you might share on any social media platform.

• Best for: General updates, new product announcements, welcoming a new employee, sharing testimonials, or linking to new content.
• Example: A bakery could use a "What's New" post with a mouth-watering photo of their new seasonal cronut and a "Learn More" button linking to their updated menu.

2. Offer Post

If you’re running a sale, promotion, or special discount, the Offer post type is an absolute must. It lets you create a dedicated post with a bold “View Offer” tag, a title, a start and end date, and optional details like a coupon code or terms and conditions. These posts stay visible for the duration of the offer, unlike standard posts which expire from main view after 7 days.

• Best for: Seasonal sales, first-time-customer discounts, free consultations, or percent-off promotions.
• Example: A local mechanic could create an offer for "20% Off All Oil Changes Until the End of the Month." Users can click, see the details, and get a redemption code.

3. Event Post

Hosting a webinar, an in-store workshop, a live music night, or a community meet-up? The Event post is designed specifically for this. It allows you to add a title, set start and end dates and times, and include a CTA button for users to sign up, buy tickets, or learn more. Like Offer posts, these remain active until the event is over.

• Best for: Webinars, in-person workshops, special holiday hours/celebrations, or live performances.
• Example: A bookstore could promote its upcoming author-signing event with a photo of the author, the date and time, and a link to their event page for RSVPs.

How to Create the Perfect Google My Business Post: A Step-by-Step Guide

Crafting a post that actually gets clicks requires more than just typing a few sentences. Here’s a breakdown of the key elements and a step-by-step process to follow.

Step 1: Start with a High-Quality Visual

Your image or video is the first thing people will see, so make it count. Avoid blurry, poorly lit, or generic stock photos. Your visual should be compelling and directly related to the content of your post.

• Images: Bright, clear, high-resolution photos work best. The ideal aspect ratio is 4:3, and a good size to aim for is 1200 x 900 pixels. Use real photos of your products, your team, or your location to build authenticity.
• Videos: You can upload short videos (up to 30 seconds). This is fantastic for showing off a product in action, giving a quick tour of your space, or sharing a customer testimonial.

Step 2: Write Compelling, Front-Loaded Copy

You have a 1,500-character limit, but only the first 70-100 characters are visible in the "knowledge panel" snippet before a user has to click to read more. This means your first sentence is your hook. Get straight to the point.

• GOOD example: “Our seasonal pumpkin spice lattes are back! 🎃 Get yours this week and taste the magic of autumn…”
• BAD example: “As our company has continued to grow throughout what has been a very busy year for all of us, we are excited to finally announce a brand new…” (The important information is buried).

End your post with a clear statement guiding the user toward the action you want them to take. Think of this as a mini-conclusion that tees up the CTA button.

Step 3: Choose the Right Call-to-Action (CTA)

The CTA button is arguably the most powerful feature of a GMB post. It gives users a simple, direct next step. Always include a CTA and make sure it aligns with your goal.

• Book: Perfect for service-based businesses like salons, consultants, or repair shops to drive appointments.
• Order Online: Essential for restaurants, cafes, or retailers with e-commerce options.
• Buy: Drives users directly to a product page to make a purchase.
• Learn More: Your most versatile option. Use it to link to a new blog post, a detailed service page, a case study, or your "About Us" page.
• Sign Up: Ideal for newsletter signups, webinar registrations, or loyalty programs.
• Call Now: This is a goldmine for driving immediate leads. It pre-populates your business number, so users on mobile can call you with a single tap.

Step 4: Use a Specific, Relevant Link

When you add a link to your CTA button, don't just link to your homepage (unless that's explicitly the goal). Send users to the most relevant page possible. If your post is about a new product, link directly to that product's page. If it’s promoting a blog post, link to that specific article. Reducing the number of clicks a user has to make drastically increases your chances of conversion.

An Effective Content Strategy for Google My Business Posts

Consistency and relevance are the two pillars of a successful GMB post strategy. Knowing what to post and when to post it will set you apart. Here are some actionable ideas and best practices.

Frequency and Timing are Everything

"What's New" posts effectively expire from prime visibility after just seven days. This seven-day window means you should aim to post at least once a week to keep your profile consistently fresh and active. If an older post expires, it doesn't disappear completely - users can still see it by scrolling through your "Updates" tab - but it won't be featured prominently in your main profile overview.

Consider posting slightly more often during busy seasons or leading up to a major sale or event, perhaps 2-3 times per week, to maximize your visibility.

Killer Content Ideas to Get You Started

Stuck on what to share? Here's a swipe file of content ideas that work for nearly any business:

• Turn a customer review into a post: Take a glowing 5-star review, put the quote on a simple graphic or find a relevant photo, and share it. It’s powerful social proof.
• Repurpose your FAQs: Take a common question your customers ask and answer it in a post. For example, a roofer might post, "Wondering how to spot roof damage after a storm? Here are 3 key signs…" and link to a relevant page or blog post with a "Learn More" CTA.
• Showcase a "Product of the Week": Highlight one specific product or service. Post a great photo of it, explain its key benefit in one sentence, and use a "Buy" or "Order Online" CTA.
• Introduce your team: Post a friendly photo of a team member with a brief bio. It helps humanize your brand and build trust with your local community.
• Share a behind-the-scenes look: Unboxing new inventory? Setting up for an event? Working on a cool project? Share those moments. They make your business feel more relatable.
• Promote Your Other Content: Did you just post a new YouTube video, Instagram Reel, or in-depth blog post? Create a GMB post with an intriguing summary and use the "Learn More" CTA to drive traffic to it.
• Post about holiday hours and specials: Get ahead of seasonal questions and drive holiday foot traffic.

Final Thoughts

Treating your Google Business Profile as an active marketing channel rather than a passive listing is a simple, no-cost way to reach more relevant local customers. By consistently sharing valuable updates, offers, and events, you provide critical signals to both Google and potential customers that your business is active, engaged, and ready to help.

Managing a weekly GMB post schedule alongside your regular content for platforms like Reels, TikTok, and Facebook can quickly become overwhelming. To keep our workflow streamlined, we needed a modern tool built for how we actually work today. That’s why we created Postbase, it simplifies the entire process of planning, scheduling, and analyzing social media content with a clean visual calendar, freeing up time so you can focus on every part of your marketing - from your social channels to your local listings.