When it comes to local marketing, business listings and social media are two powerful tools at your disposal. Both can connect you with potential customers, but they serve different purposes and excel in different areas. We will try to help you determine which channel deserves your focus — and how to utilize them for maximum impact.
Business listings are online profiles on platforms like Google Business Profile, Yelp, Nextdoor, and Bing Places. These directories showcase essential business details such as your address, phone number, hours of operation, and customer reviews. They cater to people actively searching for your product or service.
Social media platforms like Facebook, Instagram, and TikTok allow businesses to create and share content, build a following, and interact directly with customers. Unlike listings, social media focuses more on engagement and brand awareness.
Which Drives More Customers?
Unfortunately, not a simple answer. It depends on your business goals, target audience, and type of business. Some businesses are just better suited to show off on Instagram while others work best with a solid listing foundation. Here’s a comparison:
Immediate Conversions: Business Listings
Listings are ideal for capturing customers who are ready to buy. For example, a restaurant’s Google Business Profile can attract diners searching for “Italian food near me.” These platforms prioritize convenience, offering one-click directions, calls, or bookings.
Brand Building: Social Media
Social media shines when you want to build relationships and grow brand loyalty. A salon can post before-and-after transformations on Instagram to engage and inspire followers over time, leading to repeat business.
Best for Local SEO: Business Listings
If appearing in local search results is a priority, listings are essential. They establish your presence on Google Maps and improve your ranking for relevant searches.
Best for Promotions: Social Media
Social media excels at running promotions and campaigns. A bakery, for example, could use Instagram Stories to announce a flash sale, driving immediate traffic to their shop.
Actionable Advice: How to Prioritize
- Analyze Your Goals
Focus on business listings if your goal is to capture high-intent customers who are actively searching.
Choose social media for brand awareness, audience engagement, or promotions.
- Know Your Industry
Some industries thrive more on one platform. Restaurants, for instance, benefit immensely from business listings, while lifestyle brands often see better results from social media.
- Budget Your Time and Resources
- Listings require less maintenance but need regular updates and review management.
- Social media demands ongoing content creation and interaction.
- Use Both Strategically
- Keep your business listings up-to-date with accurate information and quality images.
- Use social media to highlight your brand personality, share updates, and run campaigns. Link your profiles to your business listings to create a seamless customer journey.
The most successful businesses combine the strengths of both. Here’s how:
- Drive Traffic Between Platforms: Share your Google Business Profile link on social media and vice versa.
- Cross-Promote Content: Use your listings to highlight popular social media posts or promotions.
- Monitor Analytics: Track which channel is driving more traffic and conversions, then adjust your strategy accordingly.
- Respond Everywhere: Engage with reviews on listings and comments on social media to build trust.;
Case Study: A Local Coffee Shop's Strategy
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Business Listings: The coffee shop’s Google Business Profile highlights their menu, hours, and customer reviews, attracting walk-in traffic.
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Social Media: Their Instagram showcases barista highlights, seasonal drinks, and user-generated content. Followers engage with their posts, leading to strong brand loyalty.
The bottom line: both business listings and social media have their unique strengths, and the key to success lies in leveraging them together. By understanding their roles and tailoring your strategy, you can maximize visibility, engage customers, and drive both immediate conversions and long-term loyalty.
