There is a section in your GMB account to post articles about your business or your industry in general. These will expire after one week as Google expects you to be frequently adding new content to your listing. When they expire, your listing does not disappear, but Google will place less importance on your listing which, in turn, will negatively affect your search ranking.

The purpose of an email campaign is be in constant contact with your potential or existing customers to induce them to do business with you. The basic approach is to frequently send them emails so they will keep you in mind.

It all starts with setting up what is called a “lead capture page” on your website to collect the email addresses of people who visit your website so that you can market to them later. The most common approach is to offer them an incentive (discount coupon, free report, etc.) to entice them to leave their name and email address (and by extension, their permission for you to email them without the emails being considered spam).

Once you get an email address, you will use an “autoresponder” (Refer to a separate FAQ explaining what an autoresponder is.) to deliver immediately to them the incentive, send them a series of emails at predefined intervals promoting your business, as well as impromptu “broadcast” messages, such as announcements of a sale or official launch of a new branch.)

An autoresponder is a service you sign up for that allows you to send a large number of emails to your customers on a sequenced basis. For example, when somebody signs up for an incentive (discount coupon, free report, etc.) to become a subscriber to your email list, that incentive would be delivered right away. In addition to that, you would also have a series of marketing emails prepared in advance waiting on standby which would be sent out, i.e., the first one 3 days after sending the incentive, the second one 6 days after sending the incentive, the third on 9 days after sending the incentive, etc.

Also, the autoresponder allows you to send what is called a “broadcast message” to all your subscribers. This is not part of the sequenced series of marketing emails, but a one-time message sent right away, for example, an annoucement of a sale, official opening of a new branch, etc.

Since you would be sending these only to people who have asked to receive them, they would not be considered spam.

You can signup for a free autoresponder with basic features (enough for a simple email campaign) to paid ones with all the bells and whistles, which might be necessary for a small local business.

In basic terms, there are three levels of reputation management: One is monitoring your online presence for any complaints, bad reviews, or negative comments about your business. Two is effectively responding to those as soon as possible. And, three is taking follow-up actions on the website, account, or platform where they occurred to ensure they would not happen again.