Maximizing local reach: use Google Business Profile as a social platform

When most businesses think of “social media,” they think of platforms like Facebook, Instagram, LinkedIn and TikTok. But what if I told you that your Google Business Profile (GBP) – formerly Google My Business – can (and should) function as a kind of social channel in your marketing mix? 

GBP isn’t just a place to store your business name, address, and hours. It’s a real-time interface with prospects. It’s a place where you can post updates, promotions and even link to your social media profiles. Local businesses just like you are already leveraging GBP in this way. If you’re not too, you’re leaving opportunity on the table. 

In this post, we’ll talk through why GBP is a critical platform to be active on, how to treat it like a social channel, how to measure impact and how Flint Direct can help you get ahead in your local marketing efforts. 

Why GBP matters: the hard numbers 

We all love numbers, so here are a few of the most compelling stats when it comes to the impact of Google Business Profile:  

• Businesses with photos get 42% more requests for directions and 35% more website clicks.​ 

• Nearly half of all searches are “I want (food, tractor dealership, bank, etc.) nearby”, making your GBP a front door to your local visibility.  

• 64% of people use GBP to find contact information like your phone number, website or map link.  

• Verified, complete profiles are 7x more likely to receive clicks than incomplete or unverified listings.  

• Over 15 million edits are being made to GBP pages monthly. If you’re not one of these businesses, you’re missing an opportunity to work with the algorithm and get your business on the map.  

Why treat GBP as a social media channel 

Here’s the shift in mindset: instead of viewing GBP as merely a listing, treat it as another content-and-engagement channel. Here’s what that means in practice: 

• Posts/Updates: You can publish offers, events, news, product launches – just like on Facebook or Instagram. 

• Link to your social accounts: GBP now allows you to link your Facebook, Instagram, LinkedIn, TikTok, YouTube, X (formerly Twitter) and Pinterest, which makes it even easier for people to find your profiles.  

• Audience engagement/messaging: Features like Google Messages let prospective customers message you directly, allowing you to meet them where they’re at and keep the conversation in-platform.  

• Reviews & Q&A: These are user-generated “social” interactions – people post reviews, you respond, people ask questions, etc. These not only help people to understand your business and what you do, it also allows you to leverage keywords and local SEO to show up on Google.  

• Visual storytelling: Photos, videos, virtual tours – GBP supports these just like social feeds. 

TLDR: Google Business Profile is a hybrid between a directory listing and a social channel. 

How Flint Direct can help you leverage your GBP 

At Flint Direct, we specialize in turning tools like your Google Business Profile into growth engines. Here’s how we support clients: 

• GBP setup & verification (if you haven’t claimed it already) 

• Full optimization: categories, attributes, descriptions, images with local keywords specific to your business 

• Content planning & execution (ongoing posts, offers, visuals) 

• Integration of social media links and cross-posting strategies 

• Review management and reputation growth 

• Requesting reviews to amplify happy customers’ experiences  

• Local keyword alignment and continuous optimization 

If you’re ready to turn your Google Business Profile from a static listing into a dynamic social channel that drives leads and engagement, let’s talk.