Most schools are not using Google posts as well as they could. Your Google Business Profile (GBP) is NOT a social media channel.
People scrolling social media are looking to be entertained, learn something new, and/or see what's going on with their friends.
In general, the audience on social media doesn't want to be sold to. This is where Google posts are completely different.
People who get to your GBP are looking for a school to join.
They're actively looking to be sold to.
Your posts should not be about educating the reader, and it should not be about your tournament wins, black belt degree or that your lineage goes back to Master Yu.
Your Google post should talk about your classes, your summer camp, your after-school program, your specials, offers, and should convince people why they should choose your school.
How to Craft a Good GBP Post
A good GBP SELLS or CONVINCES more than it informs. It’s not a “How To” article. It’s more of a “Why Us” post.
Write about your programs and how you help students.
As often as possible, tell the story of a student who benefited from your classes.
Write as though your were sitting down with a mom or dad and telling the story of another child who is similar to their own.
For instance,
Post Title: How We Help Our Students Overcome Shyness
A lot of parents bring their children in because they are shy. With kids on their phones and tablets all day, their social skills are simply not being developed.
We understand how they feel. We get a lot of shy kids in here. A lot of parents felt the same. What they found was that, because our curriculum is not traditional, it’s easier to learn so the kids feel progress even faster.
That progress builds confidence and that is the key to overcoming being shy. We also do social skill drills that help kids break out of their shell.
(Always include a call to action) If that sounds like your child, then give us a call or email us to set a time to come in and watch a class.
Repost Your Best Reviews
Take your best reviews and repost them again as Google Posts.
Third Party Recognition
Has your school won any awards? Have your instructors graduated the MATA Certification Course? These are great events to highlight on your Google Posts.
Case Studies
Showcase your students. You can even go as far as to interview them on video so you can post the video and the transcript.
Ask For Reviews
Your GBP account has an “Ask for Review” link that you can send to your students.
The best strategy is to send the link to students who just had a positive experience. For instance, they earned their new belt.
They expressed to you how much they or their children enjoy the classes. Offer to trade reviews with parents who own businesses.
Use Thumbnails
Include a nice, clear professional image. Post images are best when they follow the YouTube branding thumbnail example.
I hope you can see that Google posts are not social posts. You want your Google posts to either directly sell with specials and offers and deals, or you want your Google posts to convince with reviews and case studies and talking about your school and why you're really good at what you do.
