Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / How a Local Bakery Uses Google Maps for Online Orders
Transcript
- Lucas: So we've talked a lot about getting found on Google Maps, but today I want to dig into something a bit more specific: turning that visibility into actual online orders. And I've got a really concrete example from a bakery in Portland that figured out a simple trick during the July Fourth rush. Luna: Oh, I love a good bakery story. What did they do? Lucas: So the owner, she runs a small neighborhood bakery, maybe a dozen employees at peak. She'd been relying on foot traffic and a website that was a bit clunky for online orders. But around mid-June, she started noticing that people were searching for 'bakery near me' and then calling to ask if they could order ahead for pickup. Luna: That's a classic sign that people want to order online but can't from the listing. So what did she change? Lucas: First, she updated her Google Business Profile to include a direct link to her online ordering page. It sounds obvious, but she'd had the link in her website footer for years, and nobody ever clicked it. Once it was right there on the Maps listing, it became the primary way people placed orders. Luna: Makes sense. You're meeting the customer where they already are. Lucas: Exactly. And then she added a Google Maps post every Friday morning, showing a photo of the weekend special — like a lavender honey croissant or a sourdough loaf. Each post had a 'Order Now' button that went straight to the ordering page. Luna: Did she see a bump? Because I know sometimes these posts feel like shouting into the void. Lucas: She actually tracked it pretty carefully. During the last week of June, she ran a post for her July Fourth berry pie special. Online orders for that week were up 30 percent compared to the previous week, and she attributed most of it to that single post. Luna: Thirty percent from one post? That's not nothing. But I'm curious, did she just set it and forget it, or was there more to it? Lucas: She did a few other things. She made sure her hours were accurate for the holiday, added a note that orders should be placed 24 hours in advance, and she responded to every review — even the one-star one about the burnt cookies — with a polite, specific reply. Luna: Responding to reviews is something we've talked about before, but it's easy to forget when you're busy. What did that do for her? Lucas: Well, she told me that after she replied to a couple of reviews, she saw a noticeable bump in her Maps profile views and in the number of people clicking for directions. It's not a direct line to orders, but it builds trust. And trust is what gets someone to click that order button instead of just browsing. Luna: So the post was the trigger, but the reviews and accurate info were the foundation. I like that. Lucas: Exactly. And here's the thing — she wasn't doing anything fancy. No paid ads, no complicated website redesign. She just used the free tools in Google Business Profile to make it easier for someone to order from her. Luna: It's almost too simple. But I bet a lot of businesses still don't have that direct order link set up. Lucas: That's the gap we're talking about. Most local businesses have a website, but they don't connect it to their Maps listing in a way that drives action. It's like having a storefront with a door that's locked, and the key is hanging on a hook next to it. Luna: Okay, so what about a business that doesn't have an online ordering system at all? Like a plumber or a landscaper? Lucas: Great question. For service businesses, the equivalent is making it dead simple to call or book a consultation. You can add a phone number button, or even a link to a booking calendar if you use something like Calendly. The principle is the same: remove friction. Luna: So it's about thinking about what action you want the customer to take, and then making that action one click away from the Maps listing. Lucas: Right. And that's what she did. She thought about her ideal customer — someone who's craving a pastry, looks up a nearby bakery, and wants to order without a phone call. She made that possible. Luna: I know we've mentioned the 30 percent bump, but did she see any lasting change? Like, did the online orders stay elevated after the holiday? Lucas: They did. The July Fourth week was a spike, but in the weeks after, her weekly online orders were still about 15 percent higher than before she made the changes. She also noticed that more people were clicking for directions, which suggests that even those who didn't order online were still coming in. Luna: So it's not just about the immediate order; it's about building a habit. People now know they can order ahead, so they do. Lucas: Exactly. And she told me that the best part is that these are customers who live within a couple of miles of the shop. They're not tourists; they're neighbors. And she's building a repeat customer base through that simple Maps integration. Luna: That's the dream for a local business, right? A loyal local following. Lucas: It is. And it's replicable. Any business can look at their Google Business Profile and ask, 'What's the one action I want someone to take, and is it obvious how to do it?' Luna: Before we keep going, I just want to mention something that's been on my mind. You know how we're always giving away these tips on the show, and it's ad-free? That's because of listeners like you who support us. If these marketing conversations have sparked something you've actually used, a couple of dollars a month on buy me a coffee dot com slash fexingo genuinely keeps this going. Lucas: Yeah, it really does. It's a small gesture, but it makes a big difference for us. And it keeps the show free for everyone. Luna: Thanks for thinking about it. But back to the bakery — I'm curious about one more thing. Did she do anything with Google Maps insights to track what was working? Lucas: She did, actually. She checked the insights weekly to see how many people were viewing her profile, clicking for directions, and, after the change, clicking the order button. That data helped her refine her posts — she noticed that photos of the pastries got more clicks than text-only posts, so she made sure every post had a high-quality image. Luna: So it's not just about posting; it's about posting the right way. Lucas: Right. And she started posting about two to three times a week, always with an image and a clear call to action. She also made sure her profile was complete — business hours, categories, attributes like 'has online ordering' — all of it. Luna: It's a good reminder that these free tools are powerful if you use them consistently. Lucas: That's the takeaway from this episode, honestly. You don't need a big budget or a marketing agency to win on Google Maps. You just need to pay attention to the details and make it easy for customers to do what you want them to do. Luna: And if you're listening and want to try this at your own business, start with that direct link. It's the lowest-hanging fruit. Lucas: Yeah, that's a great first step. And if you've done it, or if you have questions, we'd love to hear from you. But for now, that's our take on turning Maps views into online orders. Luna: Thanks for listening, and we'll catch you next time.