Find You How to make sure your business is found when customers search
How to set up Google My Business 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 My Business
04
Getting Started
06
Update Your Business
08
Customer Reviews
10
Final Thoughts
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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.
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KEEP DISCOVERING | MARKETING GUIDE
Introduction
Welcome to the Google My Business 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 My Business 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 My Business, 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 My Business
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 My Business? Google My Business 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 My Business (GMB).
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 My Business can deliver more traffic than other channels you’re currently using. EXAMPLE: JOHNSTOWN CASTLE ESTATE MUSEUM & GARDENS
What are the benefits of Google My Business? 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 Include relevant keywords
5 Mins
I’VE DONE THIS
How to set up or claim your Google My Business 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
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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 Add photos and videos to your listing
15 Mins
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
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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. 6. Include the COVID-19 Safety Charter logo on your imagery/ marketing materials to offer reassurance to visitors. 9
Customer Reviews
BEST TASK
TIME REQUIRED
1 Let customers message you
10 Mins
2 Ask for reviews
15 Mins
I’VE DONE THIS
1. Let customers message you With Google My Business 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
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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
SAFETY
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'.
If you are signed up for the Covid Safety Charter, upload an image of it displayed in your premises on your GMB listing.
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).
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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
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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 My Business 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 during COVID-19. 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
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