Social media for local businesses: a practical checklist
For a local business, social media works best alongside an accurate Google Business Profile. Keep your hours, address and category current, post about what is happening in your shop and neighborhood, reply to reviews and messages, and point every post to one clear next step.
Start with your Google Business Profile
Google says local results are mainly based on relevance, distance and how well known a business is, and that businesses with complete and accurate information are more likely to show up in local search. Its tips include:
- Verify your business
- Keep hours, address, category and attributes up to date, including special hours
- Respond to reviews
- Add photos and videos
Google Search Central also recommends claiming your Business Profile and verifying your website in Search Console as first steps to establishing your business details with Google.
Keep details identical everywhere
Name, address, phone, hours and website should match on your profile, your site and every social account. Google's guidelines ask you to represent the business as it is known in the real world. When hours change, update everything the same day.
Local post ideas
- Holiday and seasonal hours, posted early
- New stock, menu items or services, with a real photo
- Local events you take part in
- Behind the scenes of your shop or workshop
- Answers to the questions people ask at the counter
Draw these from your own pages, as in planning a month of posts.
Reply to reviews and messages
Reply to reviews, thank people for good ones and answer problems calmly and specifically. Use your brand voice with a more serious tone when something went wrong.
Track what brings people in
Ask new customers how they heard about you, and tag your profile and post links so analytics can show which ones send visits. See measuring results.
Key takeaways
- An accurate, verified Google Business Profile underpins local social media.
- Keep name, address, phone, hours and website identical everywhere.
- Post real, local, timely things: hours, new items, events, answers.
- Reply to reviews and track which posts bring people in.
Frequently asked questions
Is a Google Business Profile part of social media marketing?
It is not a social network, but for a local business it often matters as much. Google says businesses with complete and accurate profile information are more likely to show up in local results, so keep it current alongside your social accounts.
What should a local business post on social media?
Seasonal and holiday hours, new products or services with real photos, local events, behind the scenes moments, and answers to common customer questions.
Should I reply to every review?
Replying shows you value feedback, and Google lists responding to reviews among its tips for local businesses. Thank people for good reviews and answer problems calmly and specifically.
Sources
- Tips to improve your local ranking on Google, Google Business Profile Help
- Guidelines for representing your business on Google, Google Business Profile Help
- Establish your business details with Google, Google Search Central
- URL builders: Collect campaign data with custom URLs, Google Analytics Help