Whenever I search for a small business, I go to Google and type the name into the search bar. You probably do the same. Nine times out of ten, up pops a Google profile—clean, convenient, and loaded with the details I need. Address? Check. Phone number? Right there. Hours of operation? Clear as day.
Now, I was chatting to a small business owner the other day—he runs a local service business—and we got onto the topic of where leads actually come from. Not dreams, not hopes, not some fancy marketing theory. Real leads. You know what he said? His number one source—by far—is his Google Business Profile.
He’s not alone.
Across conversations with other entrepreneurs, I’ve started to notice a pattern. Social media—despite the hype—just doesn’t cut it for many small businesses. Instagram might be shiny and fun, but it rarely converts into phone calls or bookings. Facebook? Sure, some community group posts can help, but it’s hit or miss. And radio—well, it’s powerful in the right hands, but it’s pricey and not exactly beginner-friendly.
But Google? That’s where people go when they’re ready to buy.
Why Google Business Profiles Work So Well
Your Google Business Profile isn’t just a nice-to-have—it’s the digital front door of your business. When someone searches for a “plumber near me” or “best cupcake shop in Randburg,” Google’s local search results kick in. A well-optimized profile—with reviews, photos, a working phone number, and up-to-date info—puts you in the running. In fact, for many small businesses, it’s where most of their leads begin.
It’s like having a 24/7 receptionist who never sleeps, never takes a smoke break, and never forgets your opening hours.
But What About Referrals?
Ah yes—word of mouth. Still one of the most powerful forms of marketing. A happy client telling a friend about your business can be worth more than a dozen Instagram posts. So yes, referrals rank right at the top too—but even those often circle back to your Google profile. People like to check you out before they pick up the phone.
And Everything Else?
Here’s how the other methods stack up:
• SEO (Search Engine Optimization): If you’ve got a website, making it search-friendly can drive more traffic—but this takes time and skill.
• PPC Ads (like Google Ads): Great for quick visibility, but can eat up your budget fast if not managed well.
• Email marketing: Excellent for nurturing existing customers—but you need a list first.
• Social media: Works best in tight-knit local groups or niche markets. Broad content posts? Not so much.
• Community radio: Can be very effective—especially if your audience is local and loyal—but it’s best when paired with digital follow-through (like “Find us on Google!”).
• Networking and direct mail: Old-school, yes—but still useful in certain industries.
The Encouraging Bit
If you’re a small business owner wondering where to start—or feeling overwhelmed by the marketing buffet—let me reassure you: you don’t need to do everything. You just need to do one or two things well. And right now, that one thing could very well be your Google Business Profile.
It’s free. It’s effective. And it works while you sleep.
So if yours isn’t set up, or it hasn’t been updated in months—take 30 minutes today and give it some love. Upload photos. Ask a loyal client for a review. Make sure your hours are correct. These small tweaks? They can lead to big results.
Because when someone searches for you, they’re already halfway there.
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Want help figuring out what your Google profile is missing—or curious about community radio options in your area? Drop a comment or message me. Let’s get those leads flowing.
