Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / How a Local Florist Uses Google Maps for Same-Day Delivery
Transcript
- Lucas: If these marketing conversations have sparked something you've actually used in your own business — even just tweaking your Google Business description — you're exactly the kind of listener we make this show for. Luna: Alright, that sounds like a setup. What's today's story? Lucas: Today it's about a florist in Portland, Oregon, called Petal & Stem. Small shop, two employees, and they figured out how to use Google Maps to own same-day delivery in their zip code. Luna: Same-day delivery is tough for florists because inventory changes hourly. How did they pull it off? Lucas: They focused on three specific Google Maps features that most small businesses ignore. First, they enabled the 'same-day delivery' attribute in their Google Business Profile. That sounds obvious, but Google's data shows only 12 percent of florists actually turn that attribute on. Luna: Wait, so most florists just don't check that box? Lucas: Right. And without it, Google won't show the 'same-day delivery' label on your listing. Customers searching 'flowers delivered today' literally won't see you. Petal & Stem flipped it on, and within a week they saw a spike in calls asking about delivery. Luna: So the attribute is a gatekeeper. What was the second thing? Lucas: They started posting a daily Google Post at 10 a.m. showing that morning's fresh inventory. Not generic stock photos — real photos of the arrangements they just finished. One post might be 'Today's mixed bouquet — 12 stems, $45, available for delivery within 2 hours.' Luna: That's smart because it creates urgency. If someone sees a post from an hour ago, they know the flowers are still fresh. Lucas: Exactly. The owner told me that the posts get about 200 views each, and roughly 5 percent of those views turn into an order. That's 10 orders a day from a single post. At an average ticket of $50, that's $500 a day in revenue directly attributable to that post. Luna: That's $15,000 a month from one daily post. Not bad for five minutes of work. Lucas: And the third thing was probably the most important: they changed how they handle reviews. They now respond to every review within 30 minutes, and crucially, they attach a photo of a recent arrangement to the reply. Luna: Wait, you can attach photos to review responses? I didn't know that. Lucas: You can, and almost nobody does. Google's algorithm weights reviews with photo responses slightly higher in local search. But more importantly, when a potential customer reads a review reply and sees a beautiful bouquet, they're more likely to click through. Luna: That's a double win: better SEO and a visual sales pitch. Did they see a measurable bump? Lucas: Yes. Over three months, their average rating went from 4.2 to 4.7 stars. Their same-day delivery orders grew by 23 percent. And their Google Maps listing started showing in the top three for 'Portland florist' searches, even against much bigger competitors. Luna: I love that these are all free features. No ad spend, just better use of what's already there. Lucas: The only investment is time. And the owner said she spends about 15 minutes total per day on it: taking the photo, writing the post, responding to reviews. Luna: It's also worth noting that she's consistent. A lot of businesses try a post once and give up. She's done it every single weekday for six months. Lucas: Consistency is the secret sauce. Google rewards businesses that update their profile regularly. The algorithm treats a profile with daily posts as more relevant than one updated monthly. Luna: So, for a florist or any business with perishable inventory, the daily post makes perfect sense. Lucas: And it's not just florists. Bakeries, delis, any business that has fresh stock can do the same thing. The principle is: show what's available now, and make it easy to buy. Luna: Quick honest thing — a handful of listeners chip in monthly through buy me a coffee dot com slash fexingo, and that's literally what funds making this many of these episodes. Lucas: Yeah, no ads, no sponsors. Just listeners who find the show useful. And that's it — we're back to the story. Luna: So, Petal & Stem also started using the new 'Services' tab on Google Maps. Can you explain how that works? Lucas: Sure. Google rolled out a Services tab for some business categories last year. It lets you list specific services with prices. For a florist, you can list 'Same-Day Delivery — $10', 'Custom Arrangement — starting at $75', 'Wedding Package — call for quote'. Luna: That makes it easier for customers to compare without calling. I imagine it reduces friction. Lucas: Exactly. Petal & Stem saw a 15 percent increase in orders placed directly through Google Maps — people tapping the 'Order' button after seeing the service listed. They didn't even need to visit the website. Luna: What about delivery radius? Does Google Maps let you set that? Lucas: It does. You can set a radius up to 50 miles, but Petal & Stem keeps it to 10 miles. That way they can guarantee the two-hour delivery window. They also set a minimum order of $35 for delivery, which helps cover the cost. Luna: That's smart. Setting boundaries protects your service quality. If you promise too wide an area, you might fail on timing. Lucas: Exactly. And Google Maps shows the delivery radius on the listing, so customers know immediately if they're in range. No wasted calls asking 'Do you deliver to this address?' Luna: One thing I wonder: how do they handle inventory if a post item sells out? Lucas: They update the post within 15 minutes. The owner has a process: if an arrangement sells, she deletes the post and creates a new one with what's left. She keeps about 10 pre-made arrangements ready for photos each morning. Luna: So it's a lean system. She's not overproducing; she's just documenting what she already makes. Lucas: Right. And she says it's actually reduced waste because she's selling more of what she makes. Her spoilage rate dropped from 8 percent to 3 percent. Luna: That's a direct profit improvement. Let's talk about the review photo tactic a bit more. How does she get the photos? Lucas: She snaps a quick shot with her phone right after she finishes an arrangement. She keeps a folder on her phone of 'review reply photos'. When she responds to a review, she picks the latest one. It's always fresh, always relevant. Luna: And she's not asking customers for photos — she's providing her own. That's a lot simpler. Lucas: Exactly. No asking, no permission needed. It's her own work. And it makes the reply feel personal, not templated. Luna: So, for a listener who runs, say, a bakery, what's the one takeaway they should implement this week? Lucas: Turn on the same-day service attribute if you offer it. Then commit to one daily post showing what you baked this morning. That's it. Two actions, 10 minutes, and it's the foundation for everything else. Luna: And respond to your reviews with a photo. Even if you only do it for new reviews, it makes a difference. Lucas: Absolutely. Petal & Stem's story shows that you don't need a big marketing budget to compete. You just need to use the tools Google gives you, and use them consistently. Luna: I think the most important part is the mindset shift: treating your Google Business Profile as a living storefront, not a static listing. Lucas: That's exactly it. Every post, every photo, every review response is a chance to win a customer. And when you do it daily, you build momentum. Luna: Alright, next episode we're tackling a laundromat that uses Google Maps for recurring revenue. Should be interesting. Lucas: Looking forward to it. Until then, think about what you can post on your profile tomorrow morning.