Digital marketing does a lot for small businesses, but choosing the right media in terms of time and money is costly. With an endless list of social media channels, it is quite confusing to pick what works best for you. On the other hand, spending time and money on maintaining multiple platforms won't leave you happy while not seeing much return in the beginning. So do you need social media for your small business, or can your Google Business profile do well all alone? Let's find the answer.
The answer will not be easy, as it depends on the type of business, how customers reach you, and how strong your customer relationship is. If Google is your foundation, social media should follow.
So where does your attention belong?
Are you really showing up to your customers?
Assume that someone is looking for a hairdresser in Melbourne. Instead of scrolling Instagram or Facebook, they are likely to search Google. That is where the importance of a Google Business profile comes in.
With a verified profile, your business will appear across Google and Google Maps, mentioning opening hours, contact info, location, photos, website, and reviews. According to Google, a complete profile with accurate information helps with ranking in local search. In fact, a Google Business Profile is important for your authority and winning existing demand.
Social media plays differently!
Social media is where you can introduce yourself to viewers and build interest. Everyone scrolling may not be looking for your service or product, but a captivating post, recommendation, or video can make your business known among viewers.
The difference between these two comes into view here. While Google helps people find you when they are searching, social media supports you in remaining visible when they are not.
Google Business Profile vs Social Media: Find the Difference
Google Business Profile and social media are not meant to be picked one over the other, as they perform differently.
| Google Business Profile | Social Media |
|---|---|
| Manages how you appear on search and Maps | Generates awareness |
| Lets customers find business location | Builds brand identity |
| Provides business information and reviews | Boosts conversation |
| Helps find directions, gives access to calls, and links to the website | Increases user engagement and builds community |
| Useful for local services | Useful for graphic and lifestyle brands |
| Works around customer search | Works around discovery and content |
It is not about Google vs Social Media; it is about how both these are implemented. But which deserves to be number one is important.
Do I need social media?
If you are confused about the implementation of social media for your small business, you should start testing with customers rather than the latest social media platform trend.
Start answering the following:
- Are my customers active on social media?
- Is my product/ service visually attractive?
- Does repeat engagement benefit my business?
- Can I generate useful and entertaining content continuously?
- Do customers need to see my work?
- Would reviews, real videos, and customer stories impact buying decisions?
According to the number of "Yes", social media could be an important channel for your business growth.
If your business is rich in visual content like a beauty salon, photography, fashion boutique, restaurant, etc., you can gain significant benefit from creating content on social media.
But if you own a local trade business, you have a customer base search for you on Google when they are in need. So, maintaining your Google Business Profile accuracy is more essential than putting effort and time into social media content.
Don't use Social Media to be everywhere!
Most of the small business owners mistake of assuming that they need to be on every social media platform only because they exist. The important point is identifying where your customers and potential audience spend more hours. Australian Business Guidance also recommends to focus on audience prior to pick your social media channel rather than being a part of every network. And here, a social media planner Australia appears smart for businesses because you need a manageable system for more content.
Here is an example of a monthly plan you could simply implement,
- 4 posts focusing on product or service
- 4 posts in educational purpose
- 2 customer recommendations/ stories
- 2 posts showing behind-the-scenes
- 2 promotional posts
And can include regular short-form updates or stories where fitting. The most appropriate plan is essential, but less than relevance and consistency.
A business that posts useful content only twice a week builds stronger than a business that posts daily without a specific plan.
Your Google Profile deserves more attention, but why?
If you are running a local business, your Google Business profile needs more attention than trying to reach social media. Make sure you accurately update your business name, service or product, category, opening hours, contact information, website link, and location. Adding real photos, reviews, and professional responses is also essential.
As to Google local rankings are influenced by prominence, relevance, and distance. With a complete Google Business Profile, Google will find where you are relevant and will rank you up. The profile will also connect customers to the website, direct booking in supported areas, and will link with social media channels.
What if you only have time for just one?
If you have only limited resources and time, you have to pick the platform that takes your business closest to the customer intent. And below are some of the tips that work well for Australian local businesses, at the same time saving time and resources.
- Claim and verify your Google Business Profile
- Fill in complete and accurate information
- Add real photos
- Actively manage reviews and respond professionally
- Build a simple yet convenient website
- Add one social media channel customers are mostly engaged with
Implement the basics and simply expand over time.
The best Digital Strategy for your small business!
Small businesses do not necessarily need a huge digital marketing strategy. In fact, they need accurate digital foundations. It is always the Google Business Profile at first for local service providers, while social media is essential for categories like food, beauty, fashion, and lifestyle to show off what you have and build demand.
And for most of the businesses, the most powerful combination is working where Google is for finding, social media is for connecting, and the website is for conversion. Simply, you win!