Google has launched a new tool called “Ask For Me” that uses AI to help you make phone calls to local businesses.
“Ask For Me” is designed to streamline the process of calling multiple businesses to compare quotes and schedule appointments.
This feature is being rolled out first for auto repair shops and nail salons, and following this initial experiment, it may expand to other businesses.
“Ask For Me” is available to people in the United States who opt-in via Google’s Seach Labs.
How “Ask For Me” Works
If you’re located in the US, you can opt-in via the landing page.
Here’s what it looks like:
Screenshot from: labs.google.com/search/experiment/26, January 2025.
Clicking the toggle button will activate the “Try it out” button.
Screenshot from: labs.google.com/search/experiment/26, January 2025.
Clicking “Try it out” will send you to a list of example queries to try.
Screenshot from: labs.google.com/search/experiment/26, January 2025.
You can also manually enter queries like “oil change near me” or “nail salons nearby,” and look for the “Ask For Me” option.
Then, you’ll see a “Get Started” button, which prompts you to provide more details about your desired service.
Google’s AI will call local businesses on your behalf and summarize the results. This saves time by combining service quotes and scheduling options in one place.
Pilot Program
The pilot program focuses on auto services and nail salons. You can search for an oil change or a nail appointment, enter your preferences, and let Google handle the calls.
This feature uses the same technology as Google Duplex, which helps with restaurant reservations and updating business listings on Search and Maps.
Opt-Out Option
The “Ask For Me” feature is still in the testing phase, so it may not be available to everyone.
Businesses can choose not to receive automated calls if they prefer. Participating businesses will be informed about automated calls.
AI Data and Privacy Considerations
Like other AI tools, Google monitors and tracks how you use it. This includes your feedback, queries, and other engagement data.
Google says it uses human reviewers to check the quality of its AI-generated results.
All automated calls and data collection are explained to the person who receives the call.
What’s Next?
After opting in through Search Labs, search for “oil change near me” to test it out. You might get placed on a waitlist due to limited capacity, but once approved, you can experience how AI handles calls.
Google is starting to roll out an AI-based Q&A feature to Google Business Profiles (GBP) on Google Maps for mobile.
This feature will very likely replace Google Q&A, which has silently gone missing on some listings.
The “Ask Maps about this place” AI feature was first announced in late October 2024, along with a number of other Google Maps AI enhancements, but has not been widely available or visible.
At the time, Google also noted that “you’ll also see similar experiences in the coming months on Search – including AI-powered review summaries and the option to ask detailed questions about places.”
Currently, the feature is available on the Google Maps app, buried on the profile in the Overview tab, beneath the basic business NAP details and the review summaries.
How Does It Work?
Ask Maps allows users to input open-ended questions into a query box. While it offers and suggests pre-formed queries tailored to the business, users can also ask specific questions.
Pre-formed queries can differ significantly by business location (for multi-location businesses), with businesses sharing minimal overlap. And sometimes, similarly formulated questions might deliver slightly different answers.
The query field allows for compound questions. Although, the more you ask, the more likely you will be told that there isn’t enough information about this place to answer your question.
Screenshot from Google Search, January 2025
Ask Maps often, but not always, suggests six pre-formed queries – a kind of local version of People Also Ask – to help the searcher more quickly get their potential questions answered.
Some listings have no questions, and a few have two to four of these suggested queries.
These pre-formed queries vary by location, with even locations tied to the same brand sharing minimal overlap.
In looking at four or five different store locations, there were only a few of these questions that were duplicated.
Screenshot from Google Search, January 2025
We were curious about whether the review corpus or previous Q&A answers were used to generate these pre-formed queries.
We downloaded and analyzed reviews and Q&A content using N-grams, word clouds, and ChatGPT. We found virtually no correlation between the existing Google Q&A or review content and the pre-formed queries presented.
Obviously, a searcher can ask any question of the AI.
As mentioned, however, if Google does not have enough data from the listing attributes, reviews, the business website, or trusted third-party sites, the user will be told: “There’s not enough information about this place.”
Not Every Category
Unlike the soon-to-be legacy Q&A feature, Ask Maps excludes some business categories and is only available in U.S.-based locations.
In our review, the feature wasn’t present on profiles for most healthcare providers, counseling, social services, pregnancy care, and drug rehab centers, although we did find it on dentist profiles.
The feature was also not visible on highly distressed and spammy categories like moving companies, locksmiths, and garage door listings. It was available in categories that are less spam-filled, like HVAC, roofers, and electricians.
Profiles of businesses in legally regulated categories like marijuana dispensaries, tobacco, guns, or dating services did have the feature.
The primary category of the listing determines whether the feature appears or not.
YMCA locations in my area each have slightly different categories, and the one with social services as the primary category did not have Ask Maps, while all the others did.
Screenshot from Google Search, January 2025
Where Does The Information Come From?
Google says:
“All of these features are made possible thanks to Gemini’s powerful creation, reasoning and summarization capabilities — grounded in our trusted data about 250 million places around the world and insights from the Maps community.”
In answering Ask Maps questions, Google appears to rely first on content in the business profile, GBP reviews, and the business website before it will access third-party content.
When Google had images from GBP image uploads relevant to the answer, those were included as well.
While the source for these images, in the example we saw, was represented as the business website, the images all came from Google Business Profile.
Screenshot from Google Search, January 2025
Ask Maps will go out to third-party web sources if needed to answer a question, and the site is trusted.
In the following example, we asked about issues that customers had experienced with this dealership, and the response referenced Carfax.com and Facebook.
Oddly, Ask Maps is currently unable to answer product inventory questions even when Google clearly has the inventory uploaded to Merchant Center, and it shows elsewhere on the profile.
Screenshot from Google Search, January 2025
Reviews From The Web
It’s obvious that consumers value reviews, and Ask Maps gives them access to both summary of the worst and best of Google reviews, as well as reviews from around the web.
The query below, asking about Barbara Oliver Jewelry’s “rating around the internet,” surfaced the review summary (using Local schema) directly from her website with additional data from Facebook.
However, despite numerous attempts, it would not surface her Yelp reviews.
Screenshot from Google Search, January 2025
Your Website As Data Source
The following video demonstrates Ask Maps’ ability, in many situations, to answer questions that previously required a visit to a business website.
On the Barbara Oliver jewelry profile, we asked, “What’s involved in custom ring design?” and got back a 118-word answer that referenced multiple sections and pages from the Barbara Oliver website.
Google Q&A Deprecation
Clearly, this feature is a major improvement upon Google Q&A, which rolled out in early 2018. Most Q&A answers are user-generated and often repetitive, contradictory, or inaccurate.
Initially, the feature was highly visible on the Business Profile in search, although it has moved down the page more recently.
A contributor in the Google support forums was recently told that the current Q&A feature is being deprecated.
As communicated in our previous email, the Q&A feature is no longer available to any of our users, regardless of their location. Additionally, there is no support link or method through which you can verify this information independently. Please note that this update aligns with Google’s new guidelines. As per these changes, profiles that are updated in accordance with the latest requirements will not have a Q & A option available.
This has yet to be formally confirmed by Google. But it makes sense given that Ask Maps, once it rolls out more widely and to search, does a significantly better job of answering questions than Q&A could ever hope to. Ask Maps does so by using a limited number of reliable sources.
At the moment, Ask Maps is U.S. only. In its current form, it probably violates EU DMA regulations and highlights the massive self-preferencing occurring with Google Local.
It’s, therefore, unlikely to come to Europe anytime soon. Although, it is likely to show up elsewhere soon.
Local Marketing Strategy Response
Google continues to move down the path of more dynamic AI-generated content on your Google Business Profile.
While this behavior changes dramatically by vertical, there is every reason not just to treat your profile as your new homepage but to up your game in that regard.
In a practical sense, it doesn’t really matter whether your leads come directly from Google or from your website as long as they are coming in. And when you can gain an edge by feeding Google, you should.
Website
As the example above demonstrates, Google answers user questions with substantial and meaningful responses.
My colleague David Mihm has long argued that your website content is perhaps best viewed as a feed for search and now AI engines.
You need to be sure that your site has a properly siloed structure and content.
The content must answer all important customer questions about your business. This includes not just what you do, but how and where and how well you do it.
It should show as well as tell, by providing imagery and video on top of text.
Reviews
Given the ability of tools like Ask Maps to summarize your reviews from both Google and from around the web, it’s more important than ever to both diversify your review content and highlight them on one of Ask Maps’ most trusted sources: your website.
Photographs
We have long championed original, high-quality photography (and video) on both your website and GBP.
It leads to increased engagement (a ranking signal) and increased conversions (the ultimate goal). And your photos need to be regularly updated at both places for maximum benefit.
There is no more economical way to get higher returns than great photographs and video.
Social Profiles
Google first looks at GBP data, then reviews, and then the business website. But if the question cannot be answered there, it will then start pulling in information from your social accounts.
Facebook and LinkedIn were common in our testing, and you should be sure that they are up-to-date and accurately reflect your products, services, and reputation.
Citations
Google has long relied on web references (a.k.a. citations) – non-linked branded mentions – from around the web to understand local entities.
This can be seen very clearly in the screen below, where we asked if the business owner supported local volunteer organizations.
Both a news article and the Facebook page for one of the organizations she works with were referenced.
This type of sourcing is also a great research tool to understand the types and sources of valuable citations for your business.
These types of searches should be done for your direct competitors as well to provide additional ideas on where you might be able to get these references.
Screenshot from Google Search, January 2025
The Future Of Local
The growing “zero-click” behaviors in Google Local inevitably lead to declining traffic for small business websites. These types of changes will continue unless the government steps in to regulate it as a monopoly.
For some sectors, like publishing, which depends on traffic for ad sales, this is a potential death knell – in local. However, traffic losses can often be replaced with more leads from GBP if you play Google’s game.
As frustrating as it is sometimes, we think that the game is still worth playing. The leads generated can be significant. But the types of content and signals Google needs these days to rank you well (branding, reviews, engagement, etc.), you should be doing regardless.
That game is increasingly verticalized on Google – or at least user behaviors are.
For small, mobile, local businesses operating without a fixed storefront, navigating the world of local SEO can feel like charting uncharted territory.
Service area businesses (SABs) – think plumbers, electricians, mobile pet groomers, and the like – face unique challenges in establishing a strong online presence.
However, by understanding the nuances of local SEO for service area businesses and implementing the right strategies, you can effectively target your service areas and reach more customers than ever before.
This comprehensive guide will delve into the intricacies of local SEO for SABs, providing valuable insights, strategies, and best practices to help you effectively target your coverage area and maximize your online visibility to drive more local traffic and business.
Understanding Service Area Businesses
Service area businesses are those which travel to their customers’ locations to provide services.
Unlike traditional brick-and-mortar businesses, SABs don’t rely on foot traffic or a fixed storefront. Instead, their service area boundaries define their primary markets.
Common examples of SABs include:
Plumbers.
Electricians.
HVAC technicians.
Roofer.
Mobile pet groomers.
House cleaning services.
Mobile paramedical services.
Landscapers.
Challenges And Opportunities For SABs In Local SEO
SABs face unique challenges in local SEO due to the absence of a physical address to promote and establish authority for.
All local businesses have the challenge of establishing their localness and E-E-A-T, as found in Google’s Search Quality Raters Guidelines, and without a clearly defined base of operations, this can become a little more difficult.
However, this also presents opportunities to expand the business’ reach beyond a single location.
Challenges
No storefront to attract local foot traffic: SABs can’t rely on traditional local SEO tactics like optimizing a Google Business Profile listing with a physical address pinned to a Google Map, thereby more naturally appearing in searches “near me,” which has become a very common local consumer query. However, read on, as GBP optimizations are still possible and highly recommended.
Competition from businesses with storefronts: SABs often compete with both established businesses with a physical presence and other SABs in a local market.
Clearly defining, targeting, and establishing authority within the desired service area: Accurately defining and targeting the service area is crucial for SABs to reach the right customers. However, this means having to prove to Google your business is effectively able to reach customers across a potentially wide service area, which may cross into the “territory” of multiple other service area businesses.
Opportunities:
Wider reach: SABs can naturally target a broader geographic area compared to businesses with a fixed location.
Flexibility: SABs can adjust their service areas based on customer demand and expanding business goals.
Cost-effectiveness: SABs can typically operate with lower overhead costs compared to businesses with physical storefronts.
To overcome the stated challenges and capitalize on the opportunities, SABs need to implement effective local SEO strategies.
This means ensuring they are incorporating and optimizing content in the areas where customers are searching.
According to a 2023 Brightlocal study, the top five most trusted platforms consumers use to find information about local businesses are Google (66%), Google Maps (45%), business websites (36%), Facebook (32%), and Yelp (32%). We’ll review if and how to address each as a key organic channel.
Here are some key strategies to consider:
1. You Can And Must Still Optimize Your Google Business Profile
For many businesses, a GBP is as, if not more, important than their corporate website.
A Think with Google study from 2019 points out “60% of smartphone users have contacted a business directly using the search results (e.g., “click to call” option)” and this has no doubt only continued to increase.
Screenshot from Google Business Profile, November 2024
While SABs don’t have a physical storefront, they can still leverage GBP to enhance online visibility. Here’s how:
Create A GBP Profile
Even without a storefront, you must create a GBP profile and select the “service-area business” option.
Under this option, you will add but hide your address and then select up to 20 service areas you cover based on city or postal code.
“The boundaries of your overall area should not extend farther than about 2 hours of driving time from where your business is based.”
If your service area does extend beyond two hours of driving time, you would be well advised to consider setting up another GBP with a primary address closer than two hours away.
Choose Only Relevant Categories
Select primary and secondary categories from those provided in GBP that most accurately reflect the services you offer.
Do not select a subcategory if you do not offer the service, but would like to be found by people searching for the service.
This is a common mistake many businesses make, which can backfire by diluting their authority.
Complete Your Entire Profile
Fill out all of the relevant sections of your GBP profile, including your business name, phone number, website, service areas, hours of operation, social links, payment options, accessibility, amenities, languages supported, and photos (i.e., logo, interior, exterior, product, etc).
Keep in mind that you are trying to provide your audience with every possible detail regarding your business and don’t want to exclude anyone by leaving out key information.
You may also find you are able to gain business by indicating you belong to or service a particular demographic.
Encourage And Promptly Respond To Customer Reviews
Positive reviews or even prompt and effective responses to negative reviews can significantly boost your local ranking and build trust with potential customers.
For service-area businesses needing to “prove” their coverage, it is important to gain reviews from customers across the defined service area.
So, if you’ve included 10 specific areas you service within a two-hour driving distance, you should be looking to obtain reviews from satisfied customers in each of those areas.
This will help to establish the “localness” described above.
Pro Tip: Don’t be afraid to ask customers to provide Google reviews that reference the specific service they received and the location where they received it. For example, “We were so pleased ABC Roofing Company was able to repair our roof in [location] on time and on budget!”
Post Content Regularly
GBP provides all businesses the opportunity to easily post content regarding their services, promotions, and links to external content like blog posts, events, etc., which is quite often underutilized.
This feature enables businesses to demonstrate engagement with their customers and authority on the topics they want to be found for.
If you are a local business creating content on a regular basis to share to social channels or via an email newsletter, sharing this content via GBP as well is a must.
2. Build A Solid, Mobile-Friendly Web Presence With Local SEO In Mind
While GBP is a primary landing place for many local searchers, a local business website still serves an important role as an online storefront and information resource.
When it comes to SABs and local SEO, here are a few specific considerations:
Create Location-Specific Pages
If you serve multiple areas, create dedicated pages for each location with unique, relevant content, contact information, and locally oriented keywords.
For example, if you offer specific services in different areas or have specific mobile technicians dedicated to specific service areas, be sure to call this out.
Another good tactic is to embed a Google map of the specific service area into its dedicated location page.
Be careful not to simply duplicate content across your location pages by incorporating something unique into each.
Locally Optimize Your Website Pages And Content
Use relevant local keywords throughout your localized website pages, including in your page titles, headings, meta descriptions, and image alt tags.
Ensure Mobile-Friendliness
This should go without saying, but it’s essential today for all businesses to have a responsive website.
According to Statista, in 2023, 58.67% of all website traffic worldwide came from mobile phones.
Much like reviews, for SABs, this means identifying and obtaining listings in relevant directories in each of the applicable service areas.
Again, the goal is to show Google the business operates in the area, so there should be an online presence in the area.
Pro Tip: When deciding which local directories you should appear in for free, or especially for a fee, conduct a few Google searches on the keywords you want to be found for and see if these directories appear. If they don’t, then they likely won’t add much value to you.
Alternatively, you can simply ask the directory to provide statistics on how much traffic/business you can expect to receive through them based on similar businesses they have worked with in the past.
3. Local Link Building
Building high-quality, relevant local backlinks can significantly improve your website’s authority and local search ranking. Here’s how:
Engage in community involvement:Sponsor local events, participate in community forums, and build relationships with local organizations to earn backlinks. Note: Links from your website (perhaps in a Local Events section) can also provide a signal to Google of your localness.
4. Leverage Service-Area Focused Content Marketing And Social Media
Modern SEO, beyond website structure and relevant backlinking, is very much about creating valuable and informative content to answer all of the questions your target audience has about your services, thereby establishing your business as a trusted resource in the eyes of your customers and search engines.
Here are a few local content marketing recommendations to further help build authority:
Create local, topically relevant content: Publish blog posts, articles, and guides addressing local issues, events, or topics related to the services you offer and of interest to your target audience. Again, as a service area business, try to identify topics specific to the various areas serviced and link from this content to the specific location pages on the website. Some examples of this type of content may include:
Blog posts about local events or community initiatives.
Case studies featuring customers from your different service areas.
Promote your content locally: Creating content is just half the battle. As noted above, content can be shared via your GBP, as well as via social media (provided you’ve established an online following), local online communities (e.g., Nextdoor, Facebook Groups), and email newsletters to reach the widest potential audience. Relevant, local, social SAB content may include:
Before-and-after photos of completed projects in different service areas.
Customer testimonials.
Behind-the-scenes glimpses of the business in action at different locations.
Regularly monitoring and tracking your local SEO performance is essential to understand which content and channels are working or not, to identify areas for improvement, and to measure the overall effectiveness of your strategies.
There are five primary areas a local SAB should focus on when considering performance.
Analyze your GBP insights: Regularly review your GBP’s performance, including views, searches, clicks, messages, and calls, to understand how users find and engage with your profile.
Screenshot from Google Business Profile, November 2024
Use Google Analytics: Track the sources of your website traffic, performance of your landing pages, user behavior, and conversions to understand how users find and interact with your content. Use this information to focus your SEO and content marketing efforts.
Monitor your local rankings: Use rank tracking tools to monitor and optimize your website’s position in the local Map Pack and organic search results for relevant keywords.
Track your social media reach and engagement: All social media networks offer tools to measure the reach and engagement of your presence and individual posts. Pay attention to who your most engaged followers are and be sure to engage with them.
Creating and sharing relevant content to answer all of your customer’s questions.
Monitoring your performance to see what’s working and what isn’t.
With all of this in mind, do not try to over-extend your reach, as it will be difficult to convince Google you are truly “local” if your service areas are beyond the two-hour driving time range.
Google has updated its Business Profile rules for service-area businesses that sell age-restricted products.
Now, businesses selling alcohol, cannabis, weapons, and similar items must have a physical storefront to maintain their Google Business Profile.
We were alerted to this update by Stefan Somborac on X:
Google actually uses the phrase “Businesses associated with…” not “Businesses selling…”, which significantly broadens how this new change can be applied.
“Businesses associated with products or services that require the customer to be a certain minimum age, like alcohol, cannabis, or weapons, aren’t permitted as service-area businesses without a storefront.”
This is a notable change in how Google handles business listings for delivery and mobile services.
The policy outlines two main types of businesses:
Service-area businesses: These companies deliver to customers but do not have a physical business location.
Hybrid businesses: These operations have a physical location and offer delivery or mobile services.
Service Area Limitations
Google maintains its existing restrictions on service areas, including:
A maximum of 20 service areas per business
Service boundaries limited to approximately 2 hours of driving time from the business base
Service areas must be defined by city, postal code, or specific geographic region rather than radius
Impact On Businesses
This update affects certain types of businesses:
Mobile alcohol delivery services
Cannabis delivery services
Weapons dealers without a physical store
Vendors of age-restricted products that only deliver
The new rules require these businesses to have a physical storefront to keep their Google Business Profiles.
This change aims to ensure proper age checks and compliance with sensitive product and service regulations.
What This Means
The policy update addresses concerns about selling age-restricted products through delivery-only businesses.
This change mainly impacts new delivery services for cannabis and alcohol, which have grown in some cities.
Google announced new features for in-store shopping and expanded payment options, marking changes to its retail technology offerings.
Key Updates
Google Lens
Google Lens, which reportedly processes 20 billion searches monthly, will enable users to photograph products in stores to find price comparisons and reviews.
The system uses Google’s product database of over 45 billion listings and its Gemini AI models.
Google announcement states:
“This new update is made possible by major advancements in our AI image recognition technology. It’s powered by the Shopping Graph’s 45 billion+ product listings, in-stock inventory data from a range of retailers and our Gemini models to bring you an entirely new way to shop in-store.”
Internal research cited by the company suggests that 72% of Americans use smartphones while shopping in physical stores.
The feature will initially be launched for beauty products, toys, and electronics at participating retailers in the United States.
Users must opt into location sharing through the Google app on Android or iOS to access the functionality.
In a related development, Google Maps will incorporate product search capabilities, allowing users to locate specific items at nearby stores.
Security Measures
Google also announced plans to test new fraud detection services for merchants.
The system aims to identify fraudulent transactions better while reducing false positives that may block legitimate purchases.
Google explains:
“We’re always working to protect consumers and businesses from fraud, which is forecasted to grow substantially in the coming years. Soon we’ll begin piloting a service to help merchants better identify fraudulent transactions and help prevent fraudsters from using stolen financial information. This will also help unblock good transactions that may be mistaken as fraud.”
Looking Ahead
The announcements come as retailers prepare for increased holiday shopping activity.
According to company statements, the features are expected to roll out gradually over the coming weeks.
The timing coincides with broader industry efforts to integrate AI technology into retail experiences while addressing growing concerns about payment security.
Google has updated Maps to include product-specific search capabilities, just in time for the holiday shopping season.
This feature allows consumers to search for specific items and find nearby stores with available inventory.
Key Features
The update lets you search for products directly within Google Maps and find real-time inventory availability at nearby stores.
Shoppers can find a wide range of items and have immediate access to local pickup options.
In an announcement, Google states:
“Need a last-minute gift? Now, you can search in Google Maps for items like pickleball rackets, board games, ice cream makers and more to find nearby stores that have them in stock so you can pick up what you need, stat. No empty stockings here!”
Implementation Guide For Retailers
Retailers should focus on three key components to succeed with Google Maps’ product search feature.
1. Structured Data Markup
Local inventory visibility depends on using Schema.org markup correctly.
The example below shows what’s for products to be visible on Google Maps:
2. Inventory Management
To ensure this feature works well, accurate inventory tracking is important.
Follow these key steps to keep your data correct:
Regularly sync with Google Merchant Center.
Automate inventory updates.
Update inventory at least once every 24 hours.
3. Store Location Integration
Accurate store location information helps customers find you after discovering your products.
Here are the key elements to focus on:
Ensure your Google Business Profile is correct.
Keep your geocoding information accurate.
Update your operating hours regularly.
Adjust pickup availability settings as needed.
Looking Ahead
For retailers aiming to make the most of this feature, here are the recommended steps to follow:
Verify the setup of your Google Merchant Center.
Implement the necessary structured data.
Test the transmission of your data.
Monitor performance using Google Search Console.
Regularly update your inventory feeds.
This update can help drive more customers to physical stores during the holiday shopping season and beyond.
For more information, Google provides detailed guides in the Merchant Center help section.
Want to get rid of that sinking feeling of looking with envy at the high review volumes and star ratings of your top local competitors?
You already know that both review count and ratings are contributing to these brands’ dominance in Google’s Packs and Maps.
Today, I’ll share some good news that could help the local businesses you market catch up and compete.
A major report just published from GatherUp has studied 23,000 locations, and from this, I have three key actionable highlights for you.
My favorite overall takeaway from this interesting study is that improving your review volume, Net Promoter Score (NPS), and ratings may involve a slight adjustment in how your local business thinks about reputation management.
The data indicates that this powerful user-generated content (UGC) in the form of reviews actually belongs in the customer service/customer experience department of your operations.
Read on to see why.
Review Volume As A Customer Service KPI
In the real world, your local business has to invest maximum resources into providing the best customer service in town if you want your reputation to deliver optimum profits.
Everything you can do to provide convenient, memorable, neighborly customer experiences will impact both the offline word-of-mouth recommendations and online reviews you receive.
GatherUp’s new report takes this work ethic a step further, surfacing a striking correlation between your customers’ convenience and your review acquisition success.
Consider the following data:
1. Customers Appreciate Being Invited To Review Your Local Business
Image from GatherUp, September 2024
Key Takeaway: businesses that actively ask customers for reviews have, on average, 122 reviews per location versus just 53 for locations where review requests are absent.
Across multiple industries, the impact of inviting customers to share their sentiments is powerful.
According to the study, 30% of all customers will act on a well-crafted review request.
Just as you greet every person who visits your premises or phones you, it’s time to extend your customer service policy to welcome all patrons to review you.
In this context, your review volume can be seen as a key performance indicator (KPI) of whether your efforts to engage your community are succeeding or need refinement to yield a better rate of response per request.
2. Customers Respond To Your Care For Their Convenience
Image from GatherUp, September 2024
Key Takeaway: Only 6% of surveyed businesses use the magic combination of both SMS + email to request reviews.
A massive opportunity to increase review volume is being left on the table when your customer service policy overlooks the nicety of requesting reviews via customers’ preferred methodologies.
While email remains an excellent choice for communicating more detailed review requests to a wider audience, 48% of customers now prefer text-based review invitations. Texts have the added bonus of open rates as high as 98%.
On average, an email-only methodology delivers 15 reviews per 100 requests, SMS-only delivers 20 reviews per 100 requests, but a combined approach delivers 26 reviews per 100 requests.
These numbers quickly add up, and detailed findings by industry are available in the report.
Just as many local businesses offer indoor versus outdoor dining or in-store shopping versus delivery, you can improve customer experience, convenience, and responsiveness by diversifying your acquisition platforms.
3. Actively Engaged Customers Can Have A Higher Opinion Of Your Local Brand
Image from GatherUp, September 2024
Key Takeaway: Businesses that invest in reputation management software have, on average, a 50% higher NPS than industry peers.
Your NPS is a calculation of how likely it is that existing customers will recommend your local business to others.
Likewise, four of the six industries surveyed experienced a higher average star rating simply because they took the time to engage customers with a review request.
Your overall average Google star rating is widely believed to be a local search ranking factor, and any gains you can make in this regard should positively impact your visibility in Google’s Local Packs, local finders, and Maps.
Merchants have known since the dawn of commerce how engaging a customer underpins sales. In this scenario, the goal of your outreach is earning sentiment rather than transactions, but the principle remains the same.
If your customer service policy is based on ensuring that customers feel recognized, valued, and respected, you have only to extend this mindset to review requests to pursue referrals and review star growth.
Customer Service As The Nexus Of Local Business Success
I recently did an informal study of how the public rushed to the defense of the Ace Hardware franchise when someone criticized it on X (Twitter) for allegedly having higher prices than larger competitors like Lowe’s or Home Depot.
Nearly 4,000 accounts responded, with the overall sentiment of their comments being that they choose to shop at their local Ace branch because of the exceptionally high quality of its customer service.
Every local brand has options when seeking a competitive difference-maker that will help them become a memorable and trusted resource in the community.
Some common considerations include:
Location – like locales with high foot traffic.
Inventory – like a larger or more unusual selection of products.
Price – like lower prices or bulk-buying options.
Guarantees – like a no-questions-asked returns policy.
Deals – like annual sales or bundling offers.
Loyalty programs – like a referral program or birthday club.
Expertise – like the Ace hardware example of having highly knowledgeable staff.
Gimmicks – like an ad campaign that startles or amuses the public.
Convenience – like offering home delivery or curbside pickup.
Mission – like having a business story that strongly resonates with the public.
Each of these elements can contribute to a brand becoming known in a particular locale, but unless such factors are paired with excellent customer service, the business will struggle to earn local loyalty and optimum profits.
For example, warehouse-style brands can have an enormous inventory, but if there isn’t enough staff to help customers navigate the aisles, they can feel lost instead of assisted.
In another example, a business may be well-staffed with experts, but if they are not friendly, customers may feel belittled instead of supported.
Meanwhile, a publicity stunt like the owner of an auto dealership parachuting from a plane may momentarily grab attention on local TV, but if the customer experience feels gimmicky when a potential buyer comes to look at cars, the chance to build a strong reputation for the brand may be lost.
Monopolies lack the motivation to focus on customer care and often force the public to put up with unpleasant experiences like long hold times, long lines, or low-quality offerings.
Most small to medium local brands don’t have monopoly status. While some of the items on my bulleted list can be features of a great small brand, it’s only when they’re paired with exceptional customer experiences that these companies begin to achieve “household name” status.
Some of the traditional hallmarks of good customer service include:
Friendliness – the staff is welcoming and possesses good communication skills.
Adequate staffing – there are sufficient team members to prevent customers from having to wait to be helped.
Trustworthiness – all business practices and pricing are transparent.
Accountability – all staff are trained to resolve complaints with fairness.
Accessibility – the business is open during stated hours and offers some form of after-hours support.
Authoritativeness – the staff is well-versed in the offerings and policies of the business.
All of the above factors have mattered to the consumer public for centuries, but a bigger spotlight has been focused on them since the emergence of online local business reviews just a couple of decades ago.
Reviewers As The Authors Of Your Local Business Story
The quality of your customer service matters so much because it can strongly influence all of the following:
The average star rating of your Google Business Profile.
The individual star ratings customers leave on your Google Business Profile.
Your ratings on other review platforms like Yelp and TripAdvisor.
The sentiments customers share about your business in reviews across the web.
The offline word-of-mouth (WOM) recommendations you receive.
Your reputation in the local business community and potential B2B and cross-promotional relationships that may result from it.
Not only will each of these points impact your profitability, but your online reviews will also form a major component of both your local SEO and local search marketing strategies.
Review-related factors have historically ranked among the 20 greatest influences on your visibility within Google’s local search results.
The most recent survey placed all of the following factors in the top 20:
High numerical Google ratings.
Quantity of native Google reviews (with text).
Sustained influx of reviews over time.
Recency of reviews.
GatherUp’s study highlights the importance of actively asking for reviews. If you are getting customer service right at your place of business, you will get the most benefit from the ranking factors because the ratings and sentiment you receive will be largely positive.
In addition to conceptualizing ratings and reviews as major aids to your local SEO efforts, it turns out that user-generated content (UGC) is some of your most valuable local search marketing material.
A 2023 survey from Ipsos finds that consumers trust reviews from sites like Yelp more than they trust information published by brands.
In this context, it is the reviews that end up authoring the most influential narrative for your local business. Searchers trust online peers to tell them:
What a great experience feels like at your place of business.
How your business solves problems for customers when things go wrong.
In the local business sector, requesting reviews is both the best and easiest way to turn customers into influential storytellers who are eager to contribute to the success of your business with their voluntary sentiments.
It can help to think of star ratings as a shorthand title for each customer review.
It’s a symbology that immediately signals a volume of information to the viewer, and in Google’s system, much of your UGC may consist only of ratings.
When you can inspire full reviews, however, a much more intriguing and interesting narrative will be at the disposal of every potential customer considering your business.
This dynamic brings us full circle back to the centrality of customer service.
I’ve been reading local business reviews for fun (and as part of my work) since their online debut, and have noticed a consistent phenomenon: Brands that go the extra mile to delight patrons get praised for it in review content.
It might be that part of your customer service policy includes offering random acts of kindness.
Your staff might be empowered to give away little perks like free desserts, really good coupons, or passes to an event.
You might have a pet watering station on your premises, dog treats at your counter, or free collar charms for the holidays.
Details like these regularly get mentioned in reviews, and are great storytelling for your local brand.
Summing Up
GatherUp’s formal report includes a wealth of industry-specific data and practical tips for pleasing potential reviewers.
The overall lesson I’ve learned from absorbing these valuable statistics should come as good tidings to local business owners in competitive markets: Your hard-earned skills at delivering exceptional customer service could be doing more to contribute to your brand’s success.
Demonstrating genuine care for the convenience and opinions of your patrons creates customer experiences that can dramatically impact reputation-oriented KPIs.
A separate large-scale review survey (which I conducted a few years ago at Moz) reached the same conclusion as the survey run by Ipsos: The public trusts what the public says about businesses more than what any business can say about itself.
Online local business reviews have become an incredibly influential sales force, and their value is an added reason to treat every customer with graciousness.
The concern you demonstrate for patrons’ preferences while asking for feedback can result in you achieving a competitive review volume, average star rating, and NPS.
It may require an expansion of your definition of customer service and some strategic planning to improve your review request processes, but your reputation is certainly worth the investment!
Yelp has filed an antitrust lawsuit against Google in federal court in San Francisco.
The suit alleges that Google has illegally leveraged its monopoly in general search to dominate the local search and local search advertising markets, harming competition and consumer choice.
Key Allegations
Yelp’s complaint accuses Google of engaging in anticompetitive conduct, including:
Self-preferencing its own “inferior” local search product over competitors
Driving traffic and revenue away from rivals like Yelp
Making it harder for competitors to achieve scale
Increasing costs for rivals
Limiting consumer choice to grow its market power
The company claims Google’s local listings are “on average, shorter, more prone to error, less subject to quality control, and less likely to be useful to consumers” compared to Yelp and other specialized providers.
The lawsuit seeks injunctive relief, monetary damages, and a declaratory judgment that Google’s conduct violates antitrust laws.
Background & Context
This legal action escalates Yelp’s fight against Google’s practices in local search, which extends over a decade.
It follows a recent ruling by Judge Amit Mehta, which found that Google illegally maintained its monopoly in general search. Yelp believes the decision provides a foundation for its case.
Key points from Judge Mehta’s ruling include:
Google was found to be a monopolist that abused its dominant position.
The company’s paid default agreements with device makers and browsers foreclosed about 50% of the search market from rivals.
Google’s conduct had anticompetitive effects, including reducing incentives for competitors to innovate.
Aaron Schur, Yelp’s General Counsel, says in a statement provided to Search Engine Journal:
“Judge Amit Mehta’s recent ruling in the government’s antitrust case against Google, finding Google illegally maintained its monopoly in general search, is a watershed moment in antitrust law, and provides a strong foundation for Yelp’s case against Google.”
Potential Remedies
While specific remedies will be shaped by the discovery process, Yelp has pointed to the “Focus on the User” plan as one potential solution.
This proposal suggests modifying Google’s search algorithm to surface the best content from across the internet, rather than favoring Google’s own properties.
Looking Ahead
This lawsuit represents the latest chapter in the debate over Google’s search market dominance.
Google hasn’t responded to the lawsuit. The company has previously defended its practices as beneficial to users and argued that it faces genuine competition in local search.
In an ideal world, Google would visit each location with a GBP to ensure that the business is real and meets all guidelines.
But that is not possible.
One of the ways Google can verify a business is through video verification. Video verification is the next best thing to visiting a business.
It’s almost like a “digital in-person” check-in on the business.
The video allows Google to actually see the company and more details about the business.
Google’s video verification method tries to authenticate and confirm legitimate businesses and (hopefully) weed out spammy and fake listings that could inundate the Local Pack, Local Finder, and Google Maps and confuse or hurt consumers.
Why Video Verification?
With video verification, Google is trying to ensure that the GBPs set up are legitimate businesses meeting Google’s guidelines.
With the video verification process, Google is trying to get the following information:
Existence: Is this a genuine/real business? Does it exist?
Geographic location: Is the business located where the Business Profile says it is located? (It isn’t easy to film a video of a bookstore in New York City and pretend that it’s a bookstore in London.)
User integrity: Is this an authentic company? Is it a real merchant? Google is trying to determine if someone is attempting to commit fraud.
Affiliation: Is this merchant actually associated with the business? Do they have the authority to represent the business?
When businesses submit video evidence that proves and shows these things, Google operators can review the video to determine if the evidence presented is strong enough to verify that the business is located where it says it is, performs the work it claims it does, and more.
To go through the video verification process, you’ll need a mobile device with a camera.
If you get this verification option, it’s important that you understand the rationale for the video verification.
You should understand what needs to be included in the video so that the Google operator reviewing it is convinced that your company exists and does what it says it does. The operator must also be convinced that the person taking the video is associated with the business.
They will also want to verify that the geographical location matches the location of the business as listed in its GBP.
It’s also important to follow the on-screen instructions and plan everything out before you start recording the video. Since the video must be done in one continuous shot, planning ahead is crucial!
In the video verification process, Google asks the business owner (or someone with authority to represent the business) to create a short, continuous video that provides evidence that the business is an actual, legitimate business.
The video should be short (approximately two minutes) and to the point.
Each video is manually reviewed by a Google employee and is meant to simulate an in-person visit to the business.
Google doesn’t ask you to share anything sensitive – like people’s faces or documents that contain confidential information.
These videos are kept private and are only used for verification purposes.
Don’t worry; It will never be published and can be deleted anytime.
Screenshot by author, June 2024
Planning Your Video For Business Profile Video Verification
Before you shoot your video, you should plan out what you will show in the video, who will be in it, and who will record it.
Next, you’ll want to ensure you cover the items necessary to convince Google that your business is legitimate.
Here are the types of things you want to be sure to show in your video.
Keep in mind that these items do not have to be shown in any particular order – they just must be shown in the video to prove that your business is real. Google does want you to show the outside first and then go inside the building, however.
Screenshot by author, June 2024
Show That Your Business Exists
For this part of the video, you need to show proof that your business exists, where it is located geographically, and other items that prove it’s a legitimate business.
It’s important to show the exterior of your business first and then go into the interior of your company’s building in the video.
If you’re a storefront business, you must show the outside of the building, as well as the permanent signage on the exterior and any signage/branding inside the building.
Also include the location, relevant street signs, and other nearby businesses, so Google can get an idea of where you’re geographically located.
Don’t show unmarked roads or land – that will not help Google establish your location.
Showing your outdoor signage is a must if you have a storefront location (i.e., a storefront location is when local customers visit your place of business, you have permanent signage, and you must have employees staffed at the business location during stated business hours.)
Permanent signage is a requirement for storefront businesses. Vinyl banners or other temporary signs do not count as permanent signage.
If you do not have permanent signage, you do not qualify as a storefront.
Pan your video next door and across the street to show the businesses nearby so Google can double-check with Google Maps and Streetview to ensure that your business is located where you claim it is.
Image from author, August 2022
It’s also vital to walk into your building and show the inside of your company so Google sees that it’s a legitimate business – and not just empty rooms.
Any time you can show your company’s branding on the walls – like in the lobby or entryway – it’s great to show those types of things in the video.
If you work in an office building with multiple floors and many businesses, be sure to show the office building’s business directory pointing out your company’s listing and suite number.
If you have any professional tools that you use, marketing materials, or company branding, be sure to show those in the video as well.
If you’re a Service Area Business (SAB), you will need to show any tools of the trade that you use to perform your work for clients in the video.
For instance, if you are a solar company, you should show the solar panels you install, any installation equipment you use, branded trucks, ladders, any heavy equipment you use, tools of the trade that you have stored, etc.
Are you a lawn care company? Show all your lawnmowing equipment, trimmers, leaf blowers, etc. (The average Joe at home won’t have 10 commercial lawnmowers, for instance – but you do!)
It’s also vital to show your service vehicles with the branding on them. (A video showing a plain white van will not be acceptable.)
So, ensure that your service vehicles are branded with your company name and logo and are seen clearly in the video.
Show Geographic Location
Google wants to know that your business is located where your GBP says it is located. The Google operator needs to be convinced that the company in the video is in the same geographical location as in Google Maps.
If you’re a storefront business, you can show street signs near your business, pan over, and show adjacent companies near your company. However, showing Google a vacant lot where your business should be will not instill confidence that you are a legitimate business.
Image by author, August 2022
If you operate your SAB out of your home, show the street signs, your home with your street number on it, your mailbox, and any other things that prove your address.
Show User Integrity: Prove You’re A Real Business
One way to prove you have a real business is by showing items in the video that only a real business like yours would have.
For example, showing a generic software application on your computer screen will not convince Google that you’re a legitimate business.
Image by author, August 2022
If your company uses specific software to operate your business, then showing that software on your computer screen and your audio/video setup in the video would help prove to Google that you are legit. For example:
You’re an accountant and you use professional accounting software.
You’re a veterinarian and you use software specifically developed for vets’ offices.
You’re a digital marketer or design firm that creates videos or podcasts for clients using a specialized tool.
If you’re a Service Area Business, showing your work van with equipment in the back of the truck in the video is very helpful for the Google operator as they review your video to determine the legitimacy of your company.
Affiliation: Is The Merchant Real?
For this part of the video, you need to prove that the company is real and that the merchant is actually affiliated with the company and has the authority to represent the business.
That’s why it’s so important that the person in the video is either the owner or manager.
If you have a storefront business, in the video, you need to show that you have access to employee-only locations or sections of the business.
For instance, show you opening the store/business using a key, operating the cash register, using the POS system, going into an area of the business where customers or the general public aren’t allowed, etc.
This part of the video aims to show that the person is either the owner or an authorized person who has authority over the location.
You also want to go to places in your business where the general public is not allowed.
For instance, if you own a restaurant, customers are not allowed to be behind the counter near the cash register or take out food. Showing this in the video is a great proof of management.
If you have a business license, liquor license, or any other official/legal document hanging on the wall, zoom in on it. This is especially important if the document shows your business name and address as shown on your Google Business Profile. (Ideally, everything should match!)
If you operate a Service Area Business, you will need to show access to any industry-specific software, open up your branded vehicle and show the equipment or tools you use to perform the jobs you do.
Image by author, August 2022
You can also show close-ups of any business licenses, Secretary of State documents, LLC or incorporation docs, or any other official documents that prove your company’s name and address.
Just zoom in on the documents so Google can see them. Again, the business name and address must match what’s on your Google Business Profile.
Note: If you get the video verification option and are not ready to do the video at that moment, no worries! You can complete the verification step when you’re able to – like in a day or so after you’ve had time to plan out what you’ll show in the video.
Completing The Video Verification Process
When you’re taking the video, it’s okay to put these items in whichever order makes sense for your particular situation – just make sure you cover all of the necessary requirements.
Remember, the video must be one continuous video. It cannot be recorded somewhere else and then uploaded.
The video must be created using the Google Business Profile video verification process.
If you started creating your Google Business Profile on a desktop computer, when you get to the video verification step, you will see a QR code that you can scan with your mobile device.
This allows you to continue the video verification process on your mobile device. Just make sure you’re signed in with your Google Business Profile email address on your mobile device.
Screenshot from Google Business Profile, July 2022
When you’re ready to start recording your video, tap Start Recording.
Screenshot from Google Business Profile, July 2022
And then, follow the steps to record your video.
After you have recorded the video, tap Stop Recording. The merchant can then choose to finish onboarding on a desktop or your mobile device. (Finishing on your mobile device is probably the simplest choice.)
Click the “Upload Video” button.
Since the video is all created in the app, you don’t have to worry about how large the video file size is. (Whew!)
Then click Done.
After you submit your video, it can take up to five days for the Google Business Profile support team to review your video. Do not delete the video until it’s been reviewed and you’ve received the notification that your Business Profile has been verified.
If, for some reason, the video verification method didn’t work, you will see the “Get Verified” button in your Google Business Profile. You will then need to re-do your video. Try to provide more proof in your video.
Once you’re done with your video, you can delete the video if you want to.
At the top right, click More (the three dots) Advanced settings > Video uploads > Delete videos.
Then you’re done! You’re now able to continue optimizing your Google Business Profile and engage with your potential customers!
Help Videos
Google has created some help videos that walk you through the video verification process. These videos are meant to assist you in learning what’s needed in video verification.
It’s worth watching these videos before you start your video verification:
How To Get Video Verification Support
What do you do if you’re still having problems with video verification? If you need help with your video verification you need to go through the verification status tool. Here’s the process for getting Google Business Profile Support using the verification status tool.
You will be asked to verify that the email address you’re using is the correct one. Make sure you’re logged into the correct email address that is attached to the Google Business Profile you’re trying to verify.
Next, select the Business Profile that you’re having issues with.
Screenshot by author, June 2024
Depending on your status, you may be sent back to the Google Business Profile dashboard, but if you go back to the Verification Status tool you will see the option to contact support. Choose Yes and click Continue.
Screenshot by author, June 2024
Then click on the “Get in touch with our support team” link.
Screenshot by author, June 2024
In the “What is your issue?” section, choose “My business profile is not verified.”
Make sure you select “Yes” next to the radio button that asks if you have tried uploading a verification video. (Note: choosing “Yes” is very important!)
Screenshot by author, June 2024
Then, continue to fill out the rest of the form completely. You’ll be asked to upload proof that you have a legitimate business. Be sure to upload this information.
It’s very important that you provide Google with all the necessary information about your business when you complete this form.
Video Verification: A Better Way
Even though video verification may seem more cumbersome, it’s a much better way for Google to see whether or not a business is real – or not.
This will hopefully cut down on the spam profiles we see on Google.
What are your thoughts on Google Business Profile Video Verification?
Small businesses face the ongoing challenge of standing out in crowded marketplaces, both online and off.
One strategy that has gained significant traction in recent years is leveraging prominent, trusted local influencers to help boost online authority and visibility and grow the business.
This approach enables businesses to tap into established community voices, build trust, and reach specific local audiences through value-added partnerships.
Understanding Local Influencer Marketing
Local influencer marketing involves partnering with people who have significant followings and/or influence within a specific geographic area or community.
These influencers may not have millions of followers like national or global influencers, but their impact on local consumers’ searching and buying decisions can be substantial.
According to a 2023 study by Influencer Marketing Hub, 82% of marketers plan to dedicate a budget to influencer marketing. While this statistic covers influencer marketing in general, the trend is increasingly relevant for local businesses as well.
Why Local Influencers Matter For Your Local Businesses
Targeted Local Reach
Local influencers have an audience that is likely to be in the same area as your business.
This means your marketing efforts are focused on potential customers who can actually visit your physical location or use your local services.
It reduces wasted exposure to audiences outside your service area, making your marketing much more efficient and cost-effective.
Authenticity
Local influencers are often seen as more relatable and trustworthy by their followers. They’re part of the community and understand local challenges, needs, preferences, and culture.
This authenticity can lead to higher engagement rates and more genuine interest in your business.
Their recommendations often come across as personal endorsements rather than paid advertisements, though their support should be clearly indicated as paid/sponsored if this is the case.
Cost-Effectiveness
Partnering with local influencers is generally more affordable than working with larger, national-level influencers, who are used to charging a premium.
Most small businesses have limited marketing budgets, putting those larger influencers out of reach. You can often negotiate deals with locals involving product exchanges or experiences rather than large cash payments.
As noted, the ROI of these types of “paid” relationships can be higher due to the targeted nature of the audience and the influencer’s local credibility.
Increased Local Visibility
Local influencer partnerships can boost a business’s presence in local search results and social media.
When influencers provide backlinks to your content, tag your business on social media, or use location-based hashtags, it can improve your local SEO by transferring some of their established authority and “localness” to you.
This increased visibility can lead to more foot traffic, website or social media visits, and, ultimately, sales.
Timely Communications
Local influencers are often the first to know about and share local trends because part of their job includes being engaged and aware.
Partnering with them can help small businesses quickly adapt their offerings or marketing to new trends and customer needs.
Community Engagement
Local influencers can help businesses connect more deeply with the local community.
They can facilitate meaningful interactions, promote local events, and help your business become a more integral part of the community fabric.
This can lead to increased customer loyalty and word-of-mouth marketing, both online and off, beyond just the influencer’s followers.
Cross-Promotion Opportunities
A local influencer may already have existing relationships with like-minded businesses and be able to make valuable, trust-backed introductions for cross-promotion.
These types of relationships can be positioned as a win-win for all local parties and the community in general.
Further, local community engagement is another signal to Google of your business’s localness and can influence your online authority relative to your competitors, who may not be as engaged.
This trust factor is pronounced at the local level, where influencers are naturally viewed as neighbors and contributing members of the community.
Identifying The Right Local Influencers
Finding the right local influencers is crucial for the success of your campaign. Here are some best practices:
Define your target audience: Understand who your ideal customers are (demographics and psychographics), what types of local influencers they’re likely to follow, and in which channels. Many influencers appeal to specific niches, so be sure to determine whether or not they will reach your target.
Use social listening tools: Utilize social media listening tools or hire someone to identify local hashtags and active influencer voices in your community.
Check engagement rates: Look beyond follower counts and pay attention to how active an influencer’s accounts are. An influencer with 500-1000 engaged local followers is likely more valuable than one with 50,000 passive followers. A Rock Content study quoted by TechJury.net found micro-influencers account for 91% of engagement posts. Much higher than their larger counterparts.
Assess content quality: Ensure the influencer’s content style and values align with your business and brand. Be sure to research the influencer’s past activity and other local relationships they may have maintained.
Verify local presence: Confirm the influencer is genuinely active and influential in your specific locale. Review the influencer’s follower list, looking for friends you may have in common. Ask a few of your customers if they are familiar with the influencer.
Approaching Local Influencers
Once you’ve identified potential local influencers, the next step is to approach them to propose a partnership:
Engage authentically: You can start by following them on social media, liking/sharing their content, leaving thoughtful comments, and tagging them in your relevant posts. In other words, try to build a relationship before pitching a collaboration.
Personalize your outreach: When you do reach out, make it clear why you chose them specifically. Reference specific content you feel would resonate with your audience, and be sure to highlight the importance of local involvement.
Offer value: Clearly articulate what’s in the proposed relationship for them. This could be monetary compensation, free products/services, or exclusive experiences your business can offer.
Be clear about expectations: Outline what you’re looking for in the collaboration, but also be open to their ideas; this should be a mutually beneficial relationship, after all.
Start small: Consider starting with a small project to test the waters before committing to a larger campaign.
Ask for references and/or results: Professional influencers should be able to provide references to other local businesses they’ve worked with. You can also ask them to provide details on results they’ve delivered to other businesses in terms of new followers, website traffic, or actual sales.
Respect their audience: Remember, local influencers have likely taken significant time to build trust with their followers, which is why you should want to work with them. Be sure to respect this relationship and avoid pushing for them to endorse overly promotional content. They will likely let you know in any case, but it’s better not to start off a relationship on the wrong foot.
Case Studies: Local Influencer Success Stories
A Gardening Supply Company Partners With A Local Gardener
A local family-owned gardening store collaborates with a prominent local gardener with 5,000 followers across Instagram, Facebook, and YouTube for a series of DIY gardening tutorial videos featuring their products and services.
Results:
Increase in website traffic from social media and organic search to key product and service pages.
Growth in email newsletter sign-ups.
Boost in sales of products featured in tutorials.
Key Takeaway: Educational content from a trusted local source drives both engagement and sales.
A Butcher Partners With A Local Foodie On A Charity BBQ
A new local butcher with three well-established competitors partners with a local food influencer with 15,000+ highly engaged followers on Instagram, Facebook, and TikTok to promote and host a charity BBQ at his location.
The event is very well attended and the butcher receives positive feedback from several attendees, as well as charity organizers.
Results:
Increase in website traffic and online purchases originating from social media and organic search.
Significant growth of the butcher’s social media following.
Single-day in-store sales record.
A new partnership formed with the local charity, and a link to the butcher’s website from the charity’s site.
Key Takeaway: Community engagement via a known and trusted influencer boosts visibility, traffic, and sales.
Best Practices For Local Influencer Campaigns
Having identified influencers, here are some recommendations for running a successful campaign.
Set Clear Goals
Define what success looks like for your campaign. Is it increased foot traffic, online sales, or brand awareness? Setting specific, measurable goals is critical for evaluating the success of your campaign.
For example, a local bookstore might set a goal to increase website traffic by 20% and online sales by 5% during a three-month-long campaign with a local book reviewer. This can easily be tracked via Google Analytics.
Allow Creative Freedom
While it’s important to have guidelines, you should enable influencers to have some creative control. Their authentic, trusted voice and approach are what resonates with their audience. Overly scripted content can come across as contrived and may not perform as well.
Example: A local yoga studio partnering with a fitness influencer might provide key points about their classes and facilities but allow the influencer to create content in their own style, whether that’s a day-in-the-life TikTok video or a series of yoga and personal wellness stories on Instagram.
Tip: Consider providing a creative brief with your key messages and any mandatory elements, but encourage the influencer to present these in a way that feels natural to them.
Leverage Multiple Platforms
Don’t limit yourself or your influencer to just one social media platform. A multi-channel and content-type approach can maximize reach and cater to different audience preferences.
Tip: Consider each platform’s strengths and how they align with the goals you’ve defined. Instagram or TikTok might be great for entertaining/visual impact, while YouTube could be better for more detailed product demos and information.
Foster Long-Term Relationships
Instead of one-off posts, consider ongoing partnerships with influencers who truly align with your brand messaging. This can lead to more authentic content and stronger audience trust over time.
Example: A local pet store might partner with a popular dog trainer for a monthly “Ask the Trainer” Instagram series, creating an ongoing valuable resource for local pet owners.
Tip: Start with a smaller project and, if it’s successful, propose a longer-term and more involved campaign. This approach will enable both sides to ensure there’s a good fit before committing to a lengthy partnership.
Measure And Adjust
Use unique tracking links, promo codes, and analytics tools to measure the impact of your campaigns and adjust your strategy accordingly. Unique links and codes are particularly important if you start working with more than one influencer, as you’ll want to understand which is delivering the best results.
This data-driven approach will enable you to refine your campaigns over time. Set up regular check-ins to review campaign performance with your partner.
Be prepared to pivot your strategy if certain approaches aren’t yielding the desired results. Taking a data-driven approach will no doubt impress your partner and solidify your relationship.
Comply With Regulations
Ensure all sponsored content is clearly disclosed according to FTC or other regulatory guidelines. This maintains trust with the audience and avoids potential legal issues. Provide your influencer partners with clear guidelines on how to disclose partnerships within the context of campaigns.
The FTC recommends disclosures are clear, conspicuous, and not buried in a string of hashtags. Example: An influencer posting about a local fitness apparel store should include clear language like “#ad” or “Sponsored by [Store Name]” in a prominent place in their post.
Remember, the key is to balance authenticity while also achieving your desired marketing goals. Regular evaluation and adjustment of your strategy will help ensure long-term success in your local influencer marketing efforts.
Challenges And How To Overcome Them
All digital marketing campaigns come with some challenges and there are some which will be specific to local businesses.
These should not, however, deter business owners from testing this potentially powerful approach.
Limited pool of influencers: In smaller locales, you might find a limited number of available or suitable influencers. If this is the case, expand your definition of influence to include local community leaders, business owners, or even enthusiastic customers. This may mean results will take a little longer to achieve.
Measuring ROI: It can be challenging to directly attribute sales and revenue to influencer campaigns. As noted, use unique promo codes and tracked links, custom landing pages, or in-store surveys to track your partner’s impact. You may also ask them to share the stats they obtain from social media or their website.
Maintaining authenticity: There’s a risk of the partnership feeling forced or inauthentic. Always focus on building genuine relationships with influencers and enable them, wherever possible, to speak in their own voice.
Budget constraints: Small businesses often have limited marketing budgets. Many small influencers are well aware and will consider non-monetary compensation like product exchanges or exclusive experiences. For others, this is actually their preference and perhaps why they became an influencer in the first place; to get cool stuff for free.
The Future Of Local Influencer Marketing
Local influencer marketing is likely to grow as a potentially lucrative option for local business owners.
EMARKETER’s July 2023 forecast predicts influencer marketing spending will reach $5.89 billion in the US by 2024, with a significant portion of this growth happening at the local level.
As consumers increasingly seek authentic, trusted, community-based reviews and recommendations, local influencers are positioned to play an even more crucial role in small business marketing strategies.
Conclusion
Utilizing local influencers for digital marketing success offers small businesses a powerful way to connect with their community, build trust, and drive growth.
By carefully identifying the right influencers, approaching them thoughtfully, and creating authentic partnerships, businesses can tap into the power of local influence to achieve key marketing goals.
Remember, success lies in authenticity, mutually realized value, and a solid understanding of your local market/audience.
Start small, measure your results, and be prepared to adapt your strategy as you learn what works best for your unique business and community.
Screenshot from: labs.google.com/search/experiment/26, January 2025.
Screenshot from: labs.google.com/search/experiment/26, January 2025.
Screenshot from: labs.google.com/search/experiment/26, January 2025.
