Table of Contents
Overview
This guide provides a comprehensive workflow to master Retail: GBP Content Playbook using Postly’s advanced tools. Whether you’re scheduling posts, optimizing images, or analyzing performance, this playbook empowers local businesses to enhance visibility and drive foot traffic on Google Business Profile.
Showcase new arrivals, events, and service offerings with simple product shots and clear next steps.
Preflight Checklist
- Connect your GBP locations to Postly and verify Manager access.
- Prepare high-quality images (720x720px) and content pillars (e.g., offers, FAQs, events).
- Ensure compliance with Google’s posting policies and brand guidelines.
- Identify your target audience and local search intents (e.g., calls, bookings).
- Review past analytics to pinpoint peak engagement windows.
Step-by-Step Playbook
- Feature 1–2 hero items per post; avoid grids.
- Tie posts to in-store events or limited drops.
- Use ‘Call’ or ‘Learn more’ for store-level info.
Creative & Copy Tips
- Align post timing with store hours and traffic peaks.
- Keep backgrounds clean and on-brand.
- Use UTMs to separate ecommerce vs. in-store conversions.
Example Template
GBP Post Template for “Retail: GBP Content Playbook”
- Image: 720x720px photo showcasing a key benefit (e.g., "20% off lunch specials").
- Copy: Start with a hook (e.g., "Craving a deal?"), add details, and end with a CTA.
- CTA Button: Use "Order online" or "Call now" with UTM tracking for analytics.
- First Comment (Optional): Add relevant hashtags or additional links.
SEO & GEO Checklist
- Use local keywords naturally (e.g., "best coffee in [Neighborhood]").
- Align posts with local events or seasonal trends for relevance.
- Ensure NAP (Name, Address, Phone) consistency across locations.
- Use CTAs that match local intents (e.g., calls for services, bookings for events).
Postly Workflow
Postly streamlines your GBP strategy by connecting locations, saving templates, and scheduling posts with precision. Assign roles for drafting and approval, enable time-zone targeting, and track performance to optimize future content.
Metrics to Watch
- Impressions: Measure visibility on Maps and search results.
- Clicks: Track CTA button clicks (aim for 2–5% CTR).
- Calls: Monitor calls generated from your posts.
- Direction Requests: Gauge intent for foot traffic.
- Engagement Rate: Calculate interactions relative to impressions.
Troubleshooting Common Issues
- Post Rejection: Verify image specs and policy compliance; resubmit with adjustments.
- Low Impressions: Incorporate local keywords and maintain consistent posting.
- Permission Errors: Confirm Manager access and re-authenticate with Google.
- Poor CTR: Test new CTAs or images using A/B variants.
Frequently Asked Questions
- Can we tag prices?
- Yes, keep it simple; use the CTA for more details.
Next Steps
Begin by connecting your GBP locations to Postly. Craft your first batch of posts, schedule them for peak engagement times, and review analytics weekly. Refine your strategy based on impressions, clicks, and CTR to fuel sustained local growth.