Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / How a Hardware Store Uses Google Maps for Workshop Sign-Ups
Transcript
- Lucas: There's a hardware store in a town just north of here called Maple Street Hardware. They do about two million in annual revenue, so not a big box, but they have a loyal customer base. And a few months ago, they started using Google Maps in a way that I think a lot of local business owners overlook. Luna: What's the tactic? I'm guessing it's not just posting a photo of a new shipment of nails. Lucas: Right, it's smarter than that. They use their Business Profile to promote free weekend workshops. Not just a basic event listing, but a real sign-up flow through the booking button. People can actually reserve a spot directly from Google Maps. Luna: Wait, so people can book a spot for a workshop from Maps? That seems like a small thing, but I can see how it would change the game for a store that wants to drive foot traffic. Lucas: Exactly. And the owner told me that in the first month, they had thirty-five sign-ups for a basic plumbing repair workshop. That's thirty-five people who probably wouldn't have walked in otherwise. And they're now regular customers. Luna: So how do they actually set it up? I imagine you need a scheduling tool integrated. Lucas: Yeah, they use the appointments feature in Google Business Profile. It connects to their calendar. They create a service called 'Weekend Workshop' with available time slots. Then they make a post on their Profile saying something like 'Learn how to fix a leaky faucet this Saturday. Limited spots, book now.' And the post has a 'Book' button. Luna: And people just tap that and pick a slot. That's really low friction. Lucas: Exactly. And they also use Google Q&A to answer common questions about the workshops. One customer asked if they provide materials. They answered within a few hours. That builds trust. Lucas: Now, here's the thing – a lot of local businesses don't realize that Google Maps is more than just a directory. It's a marketing channel. And it's ad-free, which is nice. Luna: And this is the kind of practical tactic that only works if you're paying attention to the details. Quick honest thing – a handful of listeners chip in monthly through buy me a coffee dot com slash fexingo, and that's what keeps this show ad-free. If these marketing conversations have sparked something you've actually used, you can join them. Lucas: But let's get back to Maple Street's approach. They measure success not just by workshop attendance, but by how many of those attendees become repeat buyers. They saw a twenty percent increase in foot traffic on the weekends after they started. Luna: That's a solid ROI. Did they face any challenges? Like, did they have to adjust the posting frequency? Lucas: They learned that posting about a workshop two weeks ahead is the sweet spot. Too early and people forget, too late and people have made other plans. They also use photos – pictures from previous workshops with people smiling, holding tools. That social proof is huge. Luna: Yeah, a picture of a happy customer holding a wrench is worth more than a generic stock photo. Lucas: Exactly. And they rotate workshop topics based on season. In spring, it's gardening and sprinkler repair. In fall, it's weatherproofing and gutter cleaning. That keeps the Google Maps profile fresh and relevant. Luna: So it's not just about the booking button – it's about creating a reason for people to keep coming back to the profile. Lucas: Right. And that consistency signals to Google that the business is active, which helps with local SEO. Maple Street now ranks in the top three for 'hardware store near me' in their town. Luna: I think a key takeaway is that you don't need a big budget for this. It's free to set up the Google Business Profile and the posts. Lucas: Absolutely. The only investment is time – planning the workshops, taking photos, and monitoring the Q&A. But the payoff is measurable. More foot traffic, more loyal customers, and a stronger local presence. Luna: For a small business, that's a game changer. Lucas: Yeah, it's about making it easy for customers to take the next step. From 'I should fix that' to 'I'm signed up for a workshop.' Google Maps is the bridge. Luna: And that's what local marketing should be – reducing friction and building community. Lucas: Exactly. So if you run a hardware store, or any local business with a workshop idea, try setting up the booking button and a few posts. See what happens.