The Most Overlooked Free Marketing Tool for Small Business
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Author: Kasandra Murray
As the owner of Unlucky Umbrella Studio, Kasandra focuses on the importance of growing marketing and operations together. She has over a decade of experience in management, operations, and marketing. She aims to help businesses resolve critical issues and increase revenue, which leads to happier clients and a better work culture.
In the age of Instagram reels, TikTok trends, and SEO audits, it’s easy to overlook the quiet powerhouse sitting right under your nose: Google Business Profile. While many small business owners invest time and money in complex marketing strategies, they often overlook this free, cost-effective marketing tool that can significantly enhance visibility, credibility, and customer engagement.
If you’re a local business owner or solopreneur seeking a more effective way to get noticed—without depleting your budget—this article serves as your roadmap to unlocking the full potential of your Google Business Profile.
What Is Google Business Profile?
Formerly known as Google My Business, Google Business Profile (GBP) is a free listing that allows your business to appear in Google Search and Maps. It’s often the first impression potential customers get when they search for your services.
And yet, thousands of businesses have either not claimed their profile or not optimized it, leaving money and visibility on the table.
Why It’s a Cost-Effective Marketing Game-Changer
Here’s what makes it so powerful:
Free to use: No subscription, no ad spend—just results.
Boosts local SEO: Appear in the coveted “Local Pack” on Google search results.
Builds trust: Verified profiles with reviews and photos increase customer confidence.
Drives action: Customers can call, message, or get directions with one click.
Common Mistakes (and How to Fix Them)
Unclaimed Listings
Claim your profile at https://www.google.com/business and verify it.
Outdated Information
Keep hours, contact info, and services up to date.
No Photos
Add high-quality images and encourage happy customers to leave reviews.
Little to no Reviews or Dated Reviews
Having recent reviews on your profile lets Google know you are relevant. Aim for at least 50% of all your customers to leave you a review. So if you get 100 customers a month, at least 50 of them should review you.
Not Being Active on Your Account
Reply to ALL reviews as soon as they come in (Google sends you an email when someone reviews you)
Upload new images weekly or bi-weekly
Ignoring Insights
Utilize the built-in analytics to track how people discover and engage with your business.
How to Optimize Your Profile in 5 Steps
Add a compelling business description that incorporates relevant keywords.
Upload high-quality photos of your location, products, or team on a weekly basis.
Post updates regularly—offers, events, or news.
Respond to reviews (both good and bad) professionally.
Use attributes (like “Black-owned” or “Women-led”) to stand out.
Final Thoughts
Google Business Profile isn’t just a digital listing—it’s a cost-effective marketing tool that works 24/7 to bring customers to your door. Whether you’re just starting out or looking to sharpen your local strategy, this is one tool you can’t afford to ignore.
If you're not sure where to start—or want help making your Google Business Profile work harder for you—we’re here to help. Contact us today and let’s build a marketing strategy that actually delivers.
Most small business owners are chasing the next big marketing trend—while ignoring one of the most powerful tools already at their fingertips. Google Business Profile is a free, cost-effective marketing asset that can significantly enhance your visibility in local search, foster trust with potential customers, and drive tangible results. If you’re not using it—or not using it well—you’re missing out on one of the easiest wins in digital marketing.