Key Takeaways:
- Google Business Profile (formerly GMB) posts appear in search results and maps for 7 days
- Four post types available: What's New, Events, Offers, and Product Highlights
- Strategic CTAs like "Book Now" or "Call Today" drive client action
- Weekly posting maintains visibility and engagement with potential clients
- Visual content significantly increases post engagement
- Posts work as a free marketing channel directly within Google's ecosystem
- Customisable content helps showcase your practice's unique services
Are you missing opportunities to connect with pet owners searching for veterinary services in your area? Google Business Profile posts (formerly Google My Business) offer a powerful yet underutilised tool to promote your veterinary services directly within search results and Google Maps.
What Are Google Business Profile Posts?
Google Business Profile posts function as micro-advertisements that appear when potential clients view your practice's profile. These posts remain visible in search results and maps for seven days (except for event posts, which remain until the event concludes).
Types of Posts for Veterinary Practices
Your practice can leverage four distinct post types, each serving different promotional needs:
What's New
Perfect for practice announcements, staff introductions, or general updates. For example, "Meet Dr. Sarah Jones, our new feline specialist with 15 years of experience in treating complex cat conditions."
Events
Ideal for promoting vaccination clinics, puppy socialisation classes, or client education seminars. These posts remain visible until the event concludes and include date/time information.
Offers
Showcase special discounts for new clients, seasonal packages, or preventative care promotions. Each offer can include specific redemption details and expiry dates.
Product Highlights
Feature veterinary products available at your practice, such as premium pet foods, supplements, or flea and tick treatments.
Best Practices for Effective Posts
To maximise engagement with your Google Business Profile posts:
- Use high-quality images: Posts with relevant, professional images receive 42% more engagement than text-only posts.
- Keep text concise: Write short, scannable paragraphs that highlight key information.
- Include specific details: For events and offers, always include dates, times, and pricing information.
- Add compelling CTAs: Every post should include a call-to-action button like "Book Online", "Call Now", or "Learn More".
- Maintain consistency: Establish a weekly posting schedule to ensure continuous visibility.
Integration with Your Marketing Strategy
Successful veterinary practices integrate Google Business Profile posts with their broader digital marketing efforts. Each post should align with campaigns running on your website, social media, and email marketing.
Creating a content calendar that schedules Google posts alongside other marketing activities ensures consistent messaging across all client touchpoints.
Measuring Post Performance
While the article doesn't mention this specifically, tracking the performance of your posts is essential. The Google Business Profile Insights panel provides valuable metrics on views, clicks, and engagement rates for each post type, helping you refine your approach.
Final Thoughts
Google Business Profile posts represent a free, direct marketing channel that places your veterinary services in front of local pet owners actively searching for care. By creating engaging, informative posts with clear calls to action, your practice can stand out from competitors and convert searchers into clients.
In tomorrow's final instalment, we'll explore advanced Google Business Profile features including Q&A functionality, messaging capabilities, and how to leverage Insights to measure your success and refine your strategy.