2017 has seen a plethora of changes to the digital landscape that have given marketers hoping to interact with customers at the local level more ways to connect. The importance of getting the right message to the right person at the right time is truer today than ever before — and this includes the ability to answer questions from customers in real time.

Three changes at Google are making it easier and more effective to do both of these things.

1. Google Posts

   This new feature allows marketers to create content directly on Google, which appears in branded Google search results for seven days. Google says this gives businesses the ability to:
   • Share daily specials or current promotions
   • Promote upcoming events
   • Showcase top products and new arrivals
   • Choose one of the available options to connect with your customers directly from your Google listing: a one-click reservation, newsletter sign up, learn more about a specific offer or even buy from your website.

   This new Google feature represents a new channel for businesses to interact with their customers and drive more business.

2. Google Chat

   This feature allows marketers and business owners to message with customers directly. By enabling conversation and answering questions in real time, businesses have a stronger chance of converting prospective customers.

3. Google Question and Answers

   This feature, which rolled out on the Google Maps app for Android late this summer, allows people to ask questions about a business. The answers come from others online or the business itself, providing information and potentially building trust.

2017 has been a big year for Google in terms of granting marketers new ways to interact with local customers. It is becoming clear that to be a successful business now and in the future, you’ll need to connect with your customers in unique and personal ways. For marketers willing to take advantage of all of the channels available now, the difference between a new customer and a lost one could be simply answering questions.

Kyle Harris is the Product Director at DAC and is based out of New York. For more insights on working with an agency partner to maximize your local search presence on Google, please get in touch!