How to create an editorial plan with Google My Business and why is it important for e-commerce4 min read
Google My Business is currently one of the most effective and simplest tools for improving the online visibility of companies. Thanks to this tool, it is possible to intercept the purchasing intentions of end users through a series of targeted strategies.
With Google My Business (which will make you appear not only in search results, but also on Google Maps), you can choose how to present your company to your online audience, including all the necessary information about your products and interacting with your current and potential customers through posts. The service also offers the possibility of integrating customer reviews and feedback.
For the proper use of Google My Business, it is essential to develop a precise editorial plan that saves you time and, at the same time, increases visits and sales on your e-commerce. Here, in brief, is everything you need to know about this.
How to register with Google My Business
Registration is very simple: just go to the main page of Google My Business and click on the ‘Try’ button. You will then have to enter the name of your business, your address, the delivery area (if any), the type of business and your contact details. Once this is done, your profile will be created. To complete the process, a postcard containing a verification code will be sent to the address indicated: once the code is entered, the My Business account can be considered active.
Opening a Google My Business account may not be enough
Being present online does not necessarily mean being seen. It is therefore essential to create ad-hoc content that can entice buyers to enter our online shop and purchase our products. The creation of posts will be very useful in this respect to stand out from the competition.
As mentioned above, however, it is essential to be consistent in the creation of content and, consequently, to structure a precise editorial plan that includes the publication of posts on a regular basis.
Creating a post for the editorial plan
Google My Business posts are very useful, as they help an e-commerce or business present its products and services in an immediate way, within Google’s search results. However, like any other online content, they need to be curated and managed with a broader vision.
Creating a post is very simple: once in your account, just click on ‘Create Post’ or ‘Post’ from the menu. At this point you will have to choose the type of post you want to create, and in this case you have several options: it could be a photo post, a video, a post containing offers or ads, and so on.
At this point Google My Business will ask you to insert an image, a text description, a call to action (e.g. “Click here to access the offer!”) and possibly allow you to create an event with a start and end date.
The post will appear to the end user to the right of the search results on Google and will remain available for 7 days, then disappear. Caution: at least for the time being, Google My Business does not allow scheduling of posts.
How to structure an editorial plan for Google My Business
By now you know what Google My Business is and how to create a post. For a winning strategy, however, it is essential that content is published with a precise rationale.
In the case of an e-commerce, for example, it can be very useful to develop an editorial plan according to the special offers and discounts you decide to apply to the items on sale. Think of planned festivities, sales, events already planned: if you already know that you want to propose special offers on the prices of your products, you could include the relevant post in the editorial plan (e.g.: 20% discount on Christmas items, click here!).
Creating an editorial plan may seem a daunting task for a neophyte, but it is not so complex after all. The Google Sheets function comes to your rescue here, offering you a tool to quickly and easily create calendars that you can easily update. The editorial plan will serve you, in short, to prepare the publication of posts well in advance.
Depending on your needs, you can rely on an editorial plan for your Google My Business posts on a monthly or annual basis. Of course, having an editorial plan in itself is not enough, you must also have content to include within it.
This is why Contents, from this point of view, may be the best possible option if you are still a beginner and are not comfortable writing effective posts for Google My Business.
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