COVID-19 and Marketing: Marketing Lessons Learned From the Global Pandemic

Brandon Klayman • June 30, 2020

In the wake of COVID-19, the overnight disappearance of face-to-face business posed an unprecedented challenge. Businesses had to adapt—or risk going out of business. It was unlike anything we’ve ever seen before. 


Across the board, companies became more reliant than ever on digital strategy. But is your business looking at the right solutions? Many businesses make the mistake of building a website and leaving it unchanged, writing a few social media posts, or creating a blog post and expecting customers to come flooding in.


Today, digital marketing is more sophisticated than ever—and it requires an approach that focuses on the overall customer experience.


With the world under lockdown, the only way for your customers to find you is through the Internet. But where exactly on the Internet are they looking? In recent years, we’ve seen a 500% growth in “near me” Google searches that include a variant of “can I buy” or “to buy.” In fact, nearly half of all Google searches are for local information. 


Getting your customers to notice you means achieving high-ranking visibility on Google My Business (GMB). What can you do to optimize your listings? 

Improve your GMB performance. 

Book a Google My Business Marketing Analytics Review

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Why Is Google My Business Important for Local Businesses?

GMB is the platform that powers Google’s business listings. Why should business owners pay attention to their GMB profile? Google prioritizes these listings as the dominant source of information for local businesses. 

Using a free Business Profile, Google lets you connect with customers across search results, the coveted “three-pack,” and Google Maps. 


GMB is a game-changer for businesses everywhere, especially today. Why should every local business owner take advantage of their GMB profile? 

1. Keep Your Customers Updated Through Uncertain Times 

Updating your GMB profile provides your customers with immediate value, especially during events like COVID-19. You can relate to the experience—when you search for any type of business that’s “open now near me,” what you’re looking for are things like: 


  • Hours of operation 
  • Location 
  • Phone number 
  • Photos 
  • Reviews 


During disruptive events like COVID-19, your GMB listing lets you keep customers in the loop by altering customers of: 


  • Temporary closures 
  • Adjusted hours of operation 
  • Service delays 


Capture your customers’ consideration by giving them the answers they’re looking for as quickly as possible. 

2. Show Customers How You've Adapted

Your business has adapted to stay alive despite lockdown procedures—make sure your customers are aware of your efforts. In the wake of COVID-19, Google has allowed businesses to update their GMB profile names to add information like “takeout only” and “curbside pickup available.” 


Another way to keep customers updated is through GMB posts. Posts announce upcoming events, limited-time offers, seasonal messages, and more. Because they’re listed with your profile, posts are a prime opportunity to make your business stand out from the get-go. 


Google has added a COVID-19 post option. These posts are automatically pinned at the top of your GMB profile. Retain your customer base by announcing any changes to your business operations and the ways in which your location is being managed to ensure safety.  

3. Gain Actionable Insights About Your Business

Google Insights focuses on how customers use Search and Maps to find your listing, and what actions they take after they find it. These insights include: 


  • Views on your profile, photos, and posts 
  • Search queries customers are using 
  • Search types (direct, discovery, and branded) 
  • Demographics of your audience 
  • Customer actions (direction requests, calls, and more) 


Working with a GMB optimization service can help you craft the ideal digital marketing strategy—and boost your SERP rankings—based on key insights. 


You can also leverage secondary tools like Local Viking to track local rankings and schedule new posts. 

Strategizing With Google My Business

How can business owners get the most value out of their GMB listing? Here are a few tips on how to take your visibility to the next level.

1. Choose a Relevant Category.

When setting up your GMB listing, choose the category that’s the most relevant to your business. Doing so will give you a boost in SERPs. For instance, “Indian Grocery Store” is less competitive than “Grocery Store.” 

2. Make Sure Your Information Is Consistent and Updated. 

Keep essential details up-to-date across all platforms to avoid confusion. Standardize your address, phone number, and other contact information to legitimize your business in the eyes of Google’s algorithm. Also, make sure your website is listed in as many relevant directories as possible. 

3. Familiarize Yourself With Google’s Guidelines.

Avoid mistakes that can get your listing suspended by learning what the rules are for writing your GMB description. Don’t try to play the system by leaving fake reviews or getting extra listings. Other penalty-incurring offenses include keyword stuffing your business name field. 

4. Prove That Your Business Is Worth it With Reviews.

Enhance your GMB presence by encouraging customers to leave reviews. The recipe for conversions includes a GMB listing with positive reviews that occurs in the map three-pack. Luckily, reviews trigger a positive feedback loop—the more reviews your business garners, the higher your map placement, and the easier it will be for customers to trust you. 

5. Provide Updates With Posts and Photos.

Your GMB listing is an opportunity to show customers what makes your business unique. Showcase value-driven content that makes your business stand out in your customers’ eyes. Businesses that have attached images to their listings receive 42% more requests for driving directions on Google Maps. Always remember to use high-resolution images and optimize your posts for search. 

6. Monitor Your Insights. 

Where are your customers finding you on Google? What types of searches are performed, and using which words? Where are customers usually located when they request directions to your business? Understand how customers are interacting with your business listings—and use this information to make strategic decisions.

Book Your Next Google My Business Marketing Analytics Performance Review

The first step to a successful, conversion-driven GMB listing is to identify what questions your customers and solve them quickly. After that, businesses must shift their focus toward SEO best practices, leveraging positive reviews, and keeping customers informed. 


An optimized Google My Business listing does wonders for your visibility. Stay one step ahead of your competitors by doing more than filling out the basics. 


Let us show you how you can do more with GMB. Book a GMB Marketing Analytics Performance Review with one of our PALs today.


This article was written by Conscious Commerce Corporation Founder & CEO Brandon Klayman with the help of lead copywriter Eric Carriere.

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Google Business Profile Guides - Manage Your Settings

By Conscious Commerce • July 29, 2025
Table of Contents Notifications | Data Sharing | Advanced Settings

Google Business Profile Guides - Verification

By Conscious Commerce • July 29, 2025
Once you have created your Google Business Profile, you will need to complete the verification process before it can be shown publicly. Verification methods are automatically determined by Google, are based on your business type, public information, region, or business hours, and can’t be changed. In some cases, you may need to verify your business with more than one method. Methods include: Video Recording Record a 30+ second, unedited video proving you are the owner of the business and it is located at the address indicated in the profile. Phone or Text When you select this method, you will get a call or text with a code Email This method will have you receive an email with verification steps Live Video Call Similar to the video recording, you will join a live video call and show the support representative key details proving your business ownership and locations Mail A postcard will be sent to the address associated with your profile within approximately 14 days. On the postcard will be a secure verification code. What's Next After you complete the verification steps, Google reviews the info you provided. To help maintain the integrity of your Business Profile, verification review can take up to 5 business days. Once the review process is complete, you will receive a notification email. If your verification was approved, your profile will be visible to the public. If your verification was not approved, you will have one of these three options to proceed: Re-Verification When the “Get verified” button appears on your Business Profile again, it means Google couldn’t completely verify your business. To fix this issue, try to re-verify your business. Review Issues When you verify through a video recording and get a “Review issues” notification, it means your video wasn’t accepted. To fix this issue: Select Review issues . Follow the on-screen instructions. Give Additional Information If you’re asked to provide additional info to re-verify your profile, it’s likely because some of your business details were recently updated.
A man is taking a video with a camera.

Google Business Profile Guides - Video Verification Requirements

By Conscious Commerce • July 29, 2025
The most commonly used verification method for Google Business Profiles as of 2025 is video verification. This process involves uploading a video that captures key details about your business and helps Google confirm that you represent the business. Before you start Take the time to plan your video. You can’t record a video offline and then upload the file for verification later. Your video will need to be at least 30 seconds long and unedited. Your video recording should not include: Any sensitive information like bank account, tax, or identification numbers. Any other private information about yourself or others. Other people’s faces. Video Requirements For Storefronts Important: If your business doesn’t have permanent on-site signage, it's not eligible as a storefront and should be listed as a service-area business. Videos must show: The location of your business: Capture the official street and number signs, nearby businesses, recognizable landmarks, or the area around your business that shows your business is at the correct Google Maps location. Evidence that your business exists: Capture the storefront, showroom, or business signage. Show your business name printed on permanent fixtures, such as a signboard, wall, or window. The business name shown in the video must match the name of your Business Profile. Demonstrate proof of management: You can show that you’re authorized to represent your business by recording employee-only items or areas. Record yourself opening a cash register, accessing a point-of-sale system, unlocking the store, staff room, kitchen, or storage room. Video Requirements For Service-Area Businesses Videos must show: The location where you offer your services: Good examples include signs in your service area that advertise your business or street signs and landmarks next to your business. A bad example is land that can be present anywhere or unmarked land. Show evidence that your business exists: Capture branded work equipment, marketing materials, services or products for sale, or tools you use to serve your customers. Good examples include recording yourself unlocking a van with your business name on it or branded t-shirts for employees or customers. Demonstrate proof of management: You can record yourself providing the service or showing business documents. For example, business registration, invoices, or utility bills that match the name on your Business Profile. 

Google Business Profile Guides - Request Ownership

By Conscious Commerce • July 29, 2025
If you’re a business owner but a verified Business Profile for your business on Google Search or Maps is owned by someone else, you can request ownership from the current profile owner.

Google Business Profile Guides - Manage Users

By Conscious Commerce • July 29, 2025
As an owner of your business's Google Business Profile (GBP), you can add users to the profile. Each user will get their own access and you won't need to share login information.

Google Business Profile Guides - Add or claim your Business Profile

By Conscious Commerce • July 29, 2025
When you add and verify your Business Profile, customers can find your business on Search and Maps. To make sure your business is eligible to show up on Google, verify your Business Profile . After you successfully add or claim your profile, you can control how your business information shows up on Google.  You can add or claim your business at no charge. If you have questions about profile verification, check the Business Profile community .

Google Business Profile Guides - Appealing Suspended or Disabled Profiles

By Conscious Commerce • July 29, 2025
Your Google Business Profile may be suspended or disabled for "not following Google's guidelines ". If you believe that it should be reinstated or that you have updated it to conform to the guidelines, you may submit an appeal. Submitting an Appeal Step 1: Prepare Your Evidence Once you begin your appeal process and open the evidence form, you will have 60 minutes to submit the form, or it will not be attached to your appeal. Evidence that you may be requested to attach includes things like your official business registration, a business license, and tax certificates. These documents must match the business name and address that you have listed on the Google Business Profile. Step 2: Submit Your Appeal Open the Google Business Profile appeals tool . If you’re signed in to the Google account related to the profile you want to appeal, select Confirm. To select a different account, select Switch account. Select the Business Profile that you want to appeal > Continue. The Google Business Profile appeals tool shows: The restricted profile The reason for the moderation action A link to the violated policy At the bottom right, select Submit Appeal. Optional: A prompt to submit evidence may appear. To strengthen your appeal, we highly recommend submitting evidence. To open the evidence form, after you submit your appeal, select Add evidence. Select Submit. Google will review your appeal and send you an email with a decision. Step 3: Check the Status of Your Appeal After you submit your appeal, you can stay aware of the status by doing the following: Open the Google Business Profile appeals tool . Make sure you’re signed in to the Google Account related to your Business Profile. Select the Business Profile for the appeal that you submitted. On the right, you’ll find the status of the appeal: Submitted Approved Not Approved Can't be appealed Eligible for appeal Optional Step 4: Request an Additional Review If your reinstatement request is denied, you may be able to request an additional review to prove your eligibility. In this review, you can submit more evidence that was not added to your original appeal. 

Google Business Profile Guides - Removing Duplicate Profiles

By Conscious Commerce • July 29, 2025
You can have only one Business Profile for each business. Multiple profiles for the same business may mislead your customers and are against Google's policies. If a profile is considered a duplicate, it won’t show on Google Search or Maps. Understand Why Profiles are Marked as Duplicates There are several reasons why a profile may be considered a duplicate: Existing verified profile: A verified profile already exists for the same business on Google. Same address: Multiple profiles have the same address. Different services: Multiple profiles exist for the same business that offer different services. You can refer to the following guidance to resolve situations with duplicate profiles.