Fáilte Ireland's Google My Business Industry Guide

Find You How to make sure your business is found when customers search

How to set up Google Business Profile in 30 minutes

Free tools to improve your business listing

How to get more visitor reviews

IN

Helping Visitors

D

USTRY

GUIDE

TABLE OF CONTENTS What Is Google Business Profile

04

Getting Started

06

Update Your Business

08

Customer Reviews

10

Final Thoughts

12

Keep Discovering Industry Assets - Our Terms and Conditions of Use By using our Keep Discovering suite of assets and the Discovering Begins Here logo, you are agreeing to our terms and conditions of use. You must be a tourism business to be permitted to use these assets and you must only use them in accordance with the guidelines we have outlined in this Keep Discovering Industry Toolkit. The assets may be used in print and digital marketing materials, provided they follow the guidelines outlined in this Toolkit. The assets may not be used in signage, vehicular branding or packaging or merchandising of any kind including clothing and uniforms. Fáilte Ireland (who are the owners of these assets) reserves the right to withdraw the use of the assets from any ineligible business or a business that is using the assets in an inappropriate manner.

2 KEEP DISCOVERING | MARKETING GUIDE

Introduction

Welcome to the Google Business Profile Guide What’s the first thing you do when you want to find a place to stay, eat or drink, or to discover a new experience? You take out your phone and type into the search box; you check opening hours, look at customer reviews or find directions using Google Maps.

Now more than ever, it’s really important that your visitors find your tourism business when they search online. Tens of thousands of Google searches happen each day in Ireland.

You can improve your digital footprint through ongoing search engine optimisation on your website (which may require technical skills). But, there’s something you should do before your turn your attention to SEO: optimise your business listing on Google.

In this marketing guide, we’ll walk you through the simple steps you can take to make the most of your free Google Business Profile listing.

To follow all the steps in this guide, you will need approximately 90 minutes. But you don’t have to do them all at once.

If you continue to optimise Google Business Profile, more visitors will find your business this year and beyond, you will get more reviews and increase your digital footprint.

If you have questions, contact your regional team members, their contact details are on page 13. Best of luck in working through this guide. We hope you find it helpful.

Niall Tracey, Director of Marketing Fáilte Ireland

How to use this guide SLIABH LIAG, CO. DONEGAL COVER IMAGE: SOULKITE - SUP (STAND UP PADDLING), KILLALOE, CO. CLARE

This is a digital toolkit. Throughout these pages where you see text underlined in green, or the finger pointing you can access assets and resources. We have broken the activities into Good, Better and Best and indicated approximate times to complete each section.

What Is Google Business Profile

How to make sure your business is found when customers search

GOOD TO KNOW

88% of people in Ireland use smartphones to search online when out and about.

(CSO)

What is Google Business Profile?

Google Business Profile is an important free tool to help more customers find you. It allows you to create a Google business listing page for your tourism business and claim your free listing on Google Maps.

4 KEEP DISCOVERING | MARKETING GUIDE

So how do you make sure your tourism business shows up when people search like this? One of the most important things you can do is to use Google Business Profile.

In this edition of the Marketing Guide, we’ll walk you through what you need to know about setting up and managing your GMB page, what information you should include on your profile, and how to get better reviews for your business.

Appealing photos of outside and inside

Making it easy to be found

Over 1,000 reviews and a positive score.

Top marks.

Showing it’s open

When set up correctly, Google Business Profile can deliver more traffic than other channels you’re currently using.

EXAMPLE: JOHNSTOWN CASTLE ESTATE MUSEUM & GARDENS

What are the benefits of Google Business Profile?

Puts your business on Google Maps and helps you rank ahead of competitors.

Highlights key information about your business at a glance, e.g. Opening Hours.

Showcases reviews of your business.

Allows you to share photos and videos of your business.

5

Getting Started

GOOD TASK

TIME REQUIRED

1 Claim your GMB listing and enter complete data for your listing

25 Mins

2

5 Mins

Include relevant keywords

I’VE DONE THIS

How to set up or claim your Google Business Profile listing

BEFORE YOU START

You need a free Gmail account.

Click here to set one up or go to gmail.com

LITTLE SKELLIG, CO. KERRY

6 KEEP DISCOVERING | MARKETING GUIDE

Search for your company on Google. If your business has existed for a few years, Google may have already aggregated information from third parties and listed your business. You will see this as an info panel with a map, photos and information like this example from Johnstown Castle Estate Museum & Gardens.

If you have not claimed your business, click on the ‘Own this business link’ on the listing and complete the process to claim your business and update the listing.

If your business is not already listed click here or go to: business.google.com/add

1. Build out your listing with information your customers are looking for Make sure your listing is up-to-date and that you clearly communicate what your business does and where it is located.

FREE TOOL

Start by adding information like: Name, Address, Phone, Website, Opening Hours, Business Category.

2. Include keywords to help more customers find you Adding relevant keywords and search phrases that people type into search engines to find you will help your GMB listing rank higher. Make sure to include

brand-related keywords with your business name: Johnstown castle Johnstown castle Ireland Johnstown castle estate

Use this free tool to find keywords to add to your listing. Just enter your website URL, choose location ‘Ireland’ and click Find My Keywords.

Also include generic keywords such as: Castle in Wexford Things to do Wexford Ireland’s Ancient East

If you don’t have time to use the free keyword tool, just put the name of your business in Google search and scroll down the bottom of the page to see Related searches. Use these keywords in your listing.

7

Update Your Business

BETTER TASK

TIME REQUIRED

1 Update business operating hours and any upcoming events & menus

10 Mins

2

15 Mins

Add photos and videos to your listing

I’VE DONE THIS

1. Check business operating hours and update events As you re-open your business, make sure your operating hours are up to date in your GMB listing.

Now is also a good time to add any additional information you can, including attributes (e.g. “cash-

only,” “free wi-fi”). Don’t forget to add any events you may be hosting and your menu if you serve food and drink. The more relevant information you post, the easier it will be for visitors to find you.

GOOD TO KNOW

60% of consumers give more consideration to local search results with great images.

(Source: BrightLocal)

CLAYCASTLE, CO. CORK

8 KEEP DISCOVERING | MARKETING GUIDE

MICHAEL COSGROVE & SON DELICATESSEN FOOD SHOP, SLIGO TOWN, CO. SLIGO

2. Add photos and video to your listing Google wants companies to upload business-specific images to their listings, so it’s worth sourcing really good, high-quality images of your business.

Do these six things to maximise the impact of your listing: 1. Ensure your logo and your cover photo highlight the best aspects of your business as they

show up as the first image for your listing.

2. Upload at least three exterior images of your business so your customers can recognise it easily.

3. Upload at least three interior images to show your customers what your business looks and feels like.

4. Include team and happy customer photos to capture

and convey the welcoming atmosphere.

5. Include photos of your products to showcase the most popular items for your business.

Ensure you have the correct usage permissions for the image/video.

9

Customer Reviews

BEST TASK

TIME REQUIRED

1 Let customers message you

10 Mins

2

15 Mins

Ask for reviews

I’VE DONE THIS

1. Let customers message you With Google Business Profile Messaging, customers can contact you directly through the GMB listing instead of searching for contact details on your website.

The first thing to do is to enable messaging by logging into your GMB account and turning on messaging.

DOG’S BAY, CONNEMARA, CO. DONEGAL

10 KEEP DISCOVERING | MARKETING GUIDE

You can even create custom welcome messages to keep potential customers engaged before you take the time to respond, it’s a good idea to include typical response times in the message. However, try to respond within 24 hours at the most.

GOOD TO KNOW

75% of people would prefer to message a business than contact them through traditional channels.

(ConverSocial)

2. Ask for reviews Google reviews are one of the most cost-effective strategies to boost your credibility and increase your online reputation.

User-generated content in the form of positive reviews has the power to build immediate trust with new customers. You can easily use Google reviews to convert more customers.

Here’s how to attract more reviews: Start off with your long-time customers, which may create a snowball effect.

Create a review shortcut link to simplify the process.

Embed a Google review page on your website with a compelling call to action.

In your interactions with clients, ask them for a review. Set a goal to reach a specific number of reviews over eight weeks, train your staff to ask for reviews and measure your success.

By responding to reviews (both positive and negative), you can boost your listing’s visibility and encourage others to share their opinion.

Nearly 93% of customers have been influenced by online reviews.

(Podium)

GLENARAN IRISH MARKET, KENMARE, CO. KERRY

WHAT VISITORS WANT CHECKLIST VALUE FOR MONEY

DESTINATION

THE HUMAN TOUCH

Include details of value for money offers in your GMB profile (but make sure to update these if prices change). Add services like 'Free Wi-fi'.

Don’t just focus on your own business in your GMB listing. Explain where it is in relation to other places visitors might be interested in. E.g. just 10 minutes walk from the beach.

In your GMB listing include photos of staff or customers enjoying their experience (with permission).

11

Final Thoughts

QUAY ARTS, BALLINA CO. TIPPERARY

Final Thoughts As a local tourism business owner, you know that it can be tough to compete. Don’t underestimate the power and efficiency of Google My Business to help your business be found. Regularly update your GMB account information and make sure you use all the available features

12 KEEP DISCOVERING | MARKETING GUIDE

Google has to offer. If you have questions, contact your regional team members, their contact details are the opposite page.

Good luck with getting your listing in good shape; we look forward to seeing your GMB online.

GOOD TO KNOW

Set a recurring reminder in your calendar now for 30 minutes each month to keep your Google Business Profile updated.

Need more support for your business?

Fáilte Ireland have created an extensive range of business supports with industry experts and sector bodies to guide you through operating your business. These have been developed in consultation with industry experts to meet urgent needs and help your business recover.

Visit Fáilte Ireland’s Business Support Hub or click a support suite below.

HR

Sales and marketing

Operational performance

Financial planning

Government supports

Operational guidelines

Learning hub

Inside Tourism Business podcast

Our regional experience brand teams are also here to help you. Get in touch with your relevant regional team if you have specific questions.

Miriam Kennedy

Liz Halpin

waw@failteireland.ie

dublin@failteireland.ie

Paddy Mathews

Brian O’Flynn

ihh@failteireland.ie

irelands.ancienteast@failteireland.ie

Head of Wild Atlantic Way

Head of Ireland’s Hidden Heartlands

Head of Dublin Region

Head of Ireland’s Ancient East

13

#keepdiscovering #tourismtogether​ © FÁILTE IRELAND 2021