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Google Business Messaging – The Use Case For Marketers10 min read

July 9, 2021 7 min read
Google Business Messages for Marketers


Google Business Messaging – The Use Case For Marketers10 min read

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Almost every business looking to create a profitable online presence has one primary objective in its mind, which is customer engagement. A very common but effective method for businesses to achieve this on online platforms is through messages or other mediums of interaction. These interactions are crucial as they bring benefits for both the business and its customers. 

A recent survey by Google says that about 76% of consumers are interested in purchasing products using chat or messaging. 
As a customer, messaging a business will give them a better idea of what products or services are available. As for businesses, having a one-on-one, real-time interaction with a customer can create a better customer experience, leading to increased sales and brand affinity.

What is Google Business Messaging?

At present, consumers depend heavily on search engines to find what they may be looking for. The Google Search button receives close to 3.5 billion searches a day. Out of these searches, 35% are made regarding certain products, and another 34% involve individuals trying to find a business or service that will cater to their needs. 
Users come to Google to find solutions. Google Business messages enables brands to connect with their users directly, in the time and place their need arises.

Google Business Messages helps consumers go beyond just finding a list of relevant services and businesses. 

Present alongside the company’s name in organic search results, this tool acts as an inbuilt online channel for communication between the customer and a brand.

A multitude of global brands and businesses use Google Business Messages along with integrated automation, such as Marketing and Sales bots, to help customers connect with their brand faster and in a personalised manner.

Image by ORI showing Google Business Messages in action. An Example.
A snapshot of Google Business Messages in action.

 The following article outlines how Google Business messaging (GBM) provides tangible results for a business across functions of engagement, lead generation, and customer retention. We then discuss the entry points for GBM and then discuss how your brand can benefit by using Google Business Messages as part of it’s marketing and customer experience strategy.

Why Use Google Business Messaging? 

Google Business Messaging helps customers interact with a business directly from Google Organic Search Results in real-time. 

However, according to Google, the tool goes further than just a platform to converse. GBM can conveniently double up as a free marketing tool.

To demonstrate how GBM can be used as a marketing tool, consider the following use cases: 

Guide Customers with Product discovery

Consumers tend to use the google search engine as a way to find solutions to a specific need. About 92% of online user journeys start from a Google Search!  

If this is the case, then the GBM tool is capable of aiding in the search by allowing customers to have conversations regarding products and services directly with the business.

Through Google Business Messages, your brand can deliver helpful, timely and tailored engaged experiences in the moment your customers need solutions – wherever they are.

By doing so, a business can help pique a customer’s interest to make an actual purchase. For example, a customer can get in touch with a relevant business via a chat on the brand’s GBM channel by clicking on the chat below an Organic search result and understand more about product details, specifications, and other product nuances. 

The same Google survey quoted above – found that 72% of consumers would make a purchase online if they could get answers to questions in Real-time. 

Additionally, Organic search queries are typically from customers with higher intent. Google Business messaging integrated with an automated Marketing bot considerably aids customer product discovery leading to higher conversions. 

This real-time product discovery through conversations – not only aids purchases but has a positive rub-off on your brand too. 

Using Google Business Messaging gives your brand a higher chance to aid the customer from product discovery to consideration to an actual purchase. 

Hub for frequently asked questions.

For businesses offering high-value products or services, customers may have several questions regarding the price, location, available inventory, and list of services that are available.

Potential customers need not fish for this information on websites.

Rather, they can use the GBM channel to ask their questions and receive a quick response. This not only helps the customer to find out whatever they desire about your brand, but it may also increase the trust that the customer has in the abilities of the business.

When it comes to customers looking to buy products, they can find out information regarding shipping charges, terms, and conditions, or information about repairs. 

All this -directly from Google Search Results or Google Map listings of your brand. 

Personalised customer experience to create meaningful connections quickly.

Today’s digital customers – are expecting more information and more personalisation – quicker! 

Through customer conversations On Google Business messages – your brand can draw deeper insights into what a particular customer is seeking.
Through this, a personalised offering or experience can be created for the user, along with a personalised set of recommendations.

This improves customer engagement and retention as they browse and learn more about your brand, while at the same time helps your brand craft meaningful interactions with customers.

This helps the user to view your brand on a more personal note instead of as a corporate entity, driving higher affinity. 

Improved branding and improved Customer retention.

Customers want to feel special.

Having a presence on GBM improves your brand presence by delivering real-time, improved, and customised customer experiences. When these experiences are done right – they leave a memorable experience for the customer, making them feel special. 

Through GBM, these experiences are delivered directly to the user one to one, helping your user get what they want, when they want. This creates a sense of trust, loyalty, and referability. 

Entry Points To Google’s Business Messages.

Customers looking to interact with your brand through Google Business Messages can do so through various pathways.
These pathways are known as entry points. Businesses can enter into a conversation with a customer through an AI Marketing or sales Bot integrated with the GBM channel, bringing a potential customer into the sales funnel.

The three most common entry points for users to access your brands GBM channel are:

1) Google place sheets from Organic Search Results.

Image showing entry point of Google Business Messaging. Chat with customer directly from Google Search results.
From Google Organic Search Results.

This refers to the entry point that a customer can find at the bottom of a search result for a particular location. For example, let’s say an individual is searching for a restaurant near them. The search query is displayed, and the closest restaurant will be present on the list of search results with the option to message the business. This option usually involves a call to action like “Chat” OR “Chat with Agent,” displayed right after the “Call business “option.

Having this option significantly improves ROI from your brand’s search marketing & SEO efforts – giving customers an even easier and direct way of interacting with your brand. 

2) Google Maps.

Talk to your customers directly from Google Maps. Google Business Messages by ORI.
Google Maps to Chat with your brand – In one click.

The second entry point is via Google Maps. When a user searches for a location-specific brand query – Example: VI store in Ranchi – they will be able to start a chat with the GBM bot directly via the search by clicking on the “Chat” option from the featured snippets. 

This entry point has worked really well for location-specific businesses such as cafes, restaurants as well as large retail chains across categories such as electronics, jewellery, spectacles, etc.

3) Customer care search queries

Re-defined customer care with Google Business Messages.
Personalised and real time customer experiences.

This entry point involves search queries centred around customer care numbers that an individual may be looking to find.
For example, a customer may search specifically for the customer care number of your brand.   With Google Business messaging-enabled – The result of these search queries will showcase a “Chat” option, right beside the “Call” option.  

It is worth mentioning that the more entry points that a business possesses, the higher are the chances of individuals finding the business. The presence of these entry points makes the process of engaging customers hassle-free and very effective. Entry points to Google Business messaging can further be enhanced through the use of web widgets on partner websites or third-party websites. 

These widgets would create an additional conversation entry point to your brand’s Sales bot on Google Business Messages. You can even send a direct URL through email, SMS, and social channels.

Entry points to Google Business Messages by ORI.
The 3 Entry points for users to interact with your brand via Google Business Messages.

How Can your Brand Benefit From Google Business Messages?

The benefits of using Google Business Messages for your brand are manifold. Apart from delivering personalised, contextual and immediate two-way communication – here are the top 3 benefits.

1) Lead Conversion.

Connect with Customers where they are most likely to convert. Google Organic Searches and Google Map searches have higher customer intent and a higher propensity to convert. 

Google Business Messages helps your brand respond to these high intent, high propensity customers quickly, in their time of need – elevating the customer experience, improving credibility, and improving conversions.

It’s a win-win-win!

2) Offering hyper personalised and hyper relevant recommendations.

Gone are the days of a one-size-fits-all approach.
Customers are looking for customised offerings and customised solutions. Google Businesses Messaging helps your brand do just that. 

Personalising offers, product recommendations based on conversational insights, user intent, interests, previous shopping patterns, and questions asked in the conversation. 

3) Improve ROI .

Google’s Business Messages integrates with Google’s organic search to give customers more opportunities to find and engage with your brand. This increases your brand’s search engine equity and helps garner higher ROI on your brand’s SEO efforts. 

With integrating Google Business Messaging, the keywords you rank for organically can now lead to direct conversations that turn into sales.

It’s yet another win-win!

Google’s Business Messages is an effective channel through which businesses can represent their brand to customers in the best way possible. Customers are no longer left in the dark about a brand but can find out everything they desire through a simple direct message.

With GBM, businesses can always ensure positive customer experiences delivered in real-time, at their moment of need.


ORI is an end-to-end provider of conversational AI-powered chatbots, with the sole intention of helping enterprises make the customer experience count. Ori is focused on automating the customer journey which it does through its connected, multilingual, omnichannel, self-service platform, made by applying design thinking principles and AI.
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