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How to Create a GMB short name for easy sharing

Stuart Baddiley

Creating a Google My Business (GMB) short name is an effective strategy for enhancing local SEO and making your business more accessible to potential customers online. As a marketing expert, you'll appreciate the strategic benefits that come with an optimised GMB profile, particularly in improving your local search visibility and driving footfall to physical locations. Below, I'll delve into the specifics of creating a GMB short name and how it can be leveraged within the broader scope of a marketing strategy, particularly in the context of Optimise Your Marketing's offerings.

Understanding the Importance of a GMB Short Name

A GMB short name acts as a customised URL that makes your business easier to find and share online. For instance, instead of a long and complex URL that might be automatically generated by Google, a short name provides a clean, memorable link. This is particularly beneficial for businesses like farm shops or franchises, as it aids in simplifying the customer journey online and enhances brand recall.

Steps to Create a GMB Short Name

  1. Access Your GMB Profile:

    • Log into your Google My Business account. If you manage multiple locations, select the location for which you wish to create a short name.

  2. Navigate to Info Section:

    • In the left-hand menu, click on "Info." This is the hub where you can edit your business information.

  3. Add a Short Name:

    • Look for the “Add profile short name” option. Click on it to add your desired short name.

  4. Choose a Relevant Short Name:

    • When choosing a short name, keep it simple, relevant, and reflective of your brand. For example, if you're managing the GMB for a business coaching service, a short name like “OptimiseCoachingUK” could work well.

  5. Ensure Uniqueness:

    • Google requires that each short name is unique. Therefore, you may need to experiment with variations if your first choice is unavailable.

  6. Save Changes:

    • Once you’ve entered your short name, ensure you click on “Apply” to save changes. Google will review your request, which typically takes a few days.

Integrating GMB Short Name into Marketing Strategies

  1. SEO Optimisation:

    • Embedding your short name in marketing materials can improve local SEO. Ensure it’s included across digital assets, such as social media profiles, email footers, and website contact pages.

  2. Enhancing Local Campaigns:

    • For local marketing, especially with franchises like ActionCOACH, include the short name in local ads or flyers to encourage reviews and increase visibility.

  3. Cross-Platform Promotion:

    • Utilise the GMB short name in cross-channel promotions. For instance, integrate it within Instagram or Facebook campaigns to drive traffic directly to your business listing.

  4. Customer Engagement:

    • Use the short name to promote customer reviews. Encourage satisfied customers to leave reviews directly via the short URL, enhancing credibility and trust.

  5. Data-Driven Insights:

    • Leverage the analytics from your GMB profile to track how the short name impacts traffic and engagement. This aligns with Optimise Your Marketing’s approach to continuously test and measure results.

Media Buying and Budget Management

When it comes to media buying and budget management, the integration of a GMB short name can play a critical role:

  • Targeted Ad Spend: Focus ad spending on localised campaigns where the GMB short name can drive measurable results. Use Google Ads to target specific demographics that are more likely to search for your business locally.

  • ROI Tracking: With the unique traffic insights available from GMB, align ad spend with high-performing periods or campaigns, ensuring that each pound spent contributes to tangible KPIs like footfall or online engagement.

  • Budget Allocation: Allocate a portion of the budget to social media ads that feature the short name, driving potential customers directly to your GMB profile, where they can easily find contact information and directions.

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In conclusion, a GMB short name is a potent tool within your digital marketing arsenal. By effectively integrating this into your strategy, you can enhance local SEO, streamline customer interactions, and achieve measurable results in line with Optimise Your Marketing’s BIG12 approach. By focusing on detailed implementation and ongoing optimisation, you ensure that your marketing efforts are not only strategic but also aligned with contemporary digital practices.