Google’s Business Messages: Using It To Connect With Customers
Updated on: 4 May 2022
Customers have always used the internet to search for information. The only difference between then and now is that people want answers instantaneously.
When users search for information online, they scroll through the search results and find the site that’s likely to provide them with the best answer or solution. They will then click through the link to that website and scan it for more information. The moment they realize that the site doesn’t have any more details about the information they are looking for, they will not think twice about exiting and moving on to the next site on the search results.
This can be avoided by ensuring that your site provides visitors with all the information they need about your products or services. While digital marketing is undoubtedly one of the best ways to improve your brand’s awareness, another way to keep visitors interacting with your site is through a conversational channel that will let you answer every user query any time, anywhere.
Google’s Business Messages
The pandemic has indeed caused a drastic shift in consumer behavior. There has been a significant increase in the use of AI-powered messaging to connect people and businesses over the last two years. Because of the lockdowns, 45% of users spend more time messaging brands directly to check hours of operation, place an order, verify information, or schedule a pickup.
To provide businesses with a seamless channel that allows for meaningful and engaging conversations with customers whenever and wherever they need help, Google has introduced Business Messages.
With this AI-powered messaging tool, businesses can connect with their customers at the right time and the right place – Google Search, Google Maps, or their own channels. For example, some of the businesses in the United States are now able to receive information on products straight from SERPs. This allows customers to search and chat with those businesses and get information on specific products or services instantly.
Since 68% of all online experiences start with a search, Google has found a way for businesses and buyers to interact in a simpler, more personalized, and helpful manner. Using Business Messages, customers will be able to chat with virtual agents that respond and understand in a natural way. On top of that, customers will also be able to chat with live agents when the need arises. This helps customers save precious time and businesses save money. Because Business Messages will automatically handle customer queries in the background, companies will be able to properly allocate human resources and cash flows to address other vital needs.
By engaging with your customers more, you’re also improving your search engine optimization (SEO) efforts and boosting your search rankings.
How do you use Business Messages?
Google has made Business Messages available in two ways – Google Business Profile and third-party apps. While the chat features of the Google Business Profile Business Messages are limited, they have enough functionalities that allow companies to meet their audience’s demands.
For businesses that do not qualify for a Google Business Profile, you can still take advantage of the Business Messages by paying for a third-party tool for you to be able to take your chat capabilities up a notch.
On Google Business Profile
By turning on the chat feature, you’re telling your customers that you’re willing and able to answer their questions via Google Business Profile, Google Search, and Google Maps. The features that you can add to your Google Business Profile include welcome messages, texts, photo attachments, receipts, typing indicators, and intelligent replies. It is said that Google will add more useful features in the future.
On third-party partners
For national companies that do not qualify for Google Business Profile, you can still take advantage of Business Messages through third-party tools. Google has partnered with some of the most popular tools to ensure that they are able to roll out the chat features to a broader audience. Some of the most popular third-party tools that Business Messages can be used with include Podium, SproutSocial, HighLevel, Edmunds CarCode, and LivePerson.
As previously mentioned, you will need to pay a fee to use such third-party tools with varying prices, features, and functionalities. This is why it’s imperative that you consider your options carefully to choose the best fit for your company.
Some of the things you can do with Business Messages on a partner app include the following:
- Use auto-reminders to book appointments
When you book an appointment using Business Messages with a third-party app, it will automatically send your contact calendar invites and remind them 24 hours and 1 hour ahead of the scheduled appointment to prevent a no-show.
- Request and collect payments from the dashboard
This means that you can send a payment request to a customer directly from your app’s dashboard. Aside from that, you and the customer will both be notified when payment is made.
- Call customers from the dashboard
Aside from being able to send messages to customers from your third-party app’s dashboard, you’ll also be able to call them to follow up, answer questions, or provide more details.
These are just some of the features that you can expect from a third-party tool that you can use with Business Messages. There are other features available, depending on the partner tool you’ll be using. Also, each app will have a different setup process and user interface. Regardless of what third-party app you’ll be using, though, the chat management interface will be generally easy to navigate.
Final thoughts
Google’s Business Messages is indeed a useful tool that will help you stay in touch with your customers and ensure that you’re always available to respond to their queries. It’s the latest way to connect with your audience and build lasting relationships with them.
Keep in mind to follow Business Profile messaging guidelines, regardless of whether you use Business Messages through your Google Business Profile or a third-party app.
Aside from that, take note that Google expects you to respond to each message within 24 hours. But since it’s “instant messaging”, your customers and prospects will expect you to reply much faster than that.
Also, make sure you don’t request any personal information through chat. This is part of the Business Profile messaging guidelines, which you and your team need to familiarize yourselves with.