What is the Most Underutilized Marketing Tactic in 2025?
Imagine a free tool that helps people find your business and trust you before they even call or visit. In 2025, the most underutilized marketing tactic for U.S. small businesses is taking care of your Google Business Profile and managing online reviews. This means taking charge of your business listing on Google (formerly Google My Business) and making the most of customer reviews.
Why is this tactic so special? Because almost everyone today checks online before choosing a local service. In fact, 97% of people look for local businesses on the internet. When someone needs a lawyer or a plumber, the first thing they do is search on Google. They often click on the Google listing that appears on the right side of search results or on Google Maps. This listing shows your address, phone number, hours, photos, and star ratings from customer reviews. It’s like your digital storefront. But here’s the surprise: many small businesses are missing out on this. Only 44% of local businesses have claimed their Google listing, even though 90% of users trust businesses on Google. In other words, over half of businesses haven’t claimed their profile, despite it being a highly trusted resource!
Surprising Facts About Google Listings and Reviews
To understand why this tactic is a hidden gem, let’s look at some eye-opening stats:
- Trusted but underused: 90% of people trust businesses with Google listings, yet just 44% of businesses have claimed theirs. This means lots of businesses have left their “online front door” unattended.
- Missing updates: 40% of businesses have never posted on their Google profile, missing a chance to engage customers with free updates.
- Free customer calls: Many customers reach out through Google listings. About 16% of businesses get over 100 calls a month from their Google profile alone – all without spending a penny on ads!
- Reviews make the difference: 83% of consumers read Google reviews before choosing a businessredlocalseo.com. Only 13% would consider a business with a 1- or 2-star rating. In short, good reviews attract customers, while bad ones chase them away.
Having a well-maintained Google Business Profile with good reviews is like having a friendly face and a good reputation in the community. It builds trust with new customers before you even speak to them.
Why This Underutilized Marketing Tactic Matters for Law Firms and Home Services
Law Firms: For attorneys, trust is everything. Potential clients often treat online reviews like personal recommendations. In fact, 91% of consumers read business reviews before contacting a business. A law firm with a bunch of positive Google reviews and a complete profile will look much more trustworthy than one with no information. A strong Google presence can be the deciding factor when someone is choosing between lawyers.
Home Services: For home service providers (plumbers, electricians, cleaners, etc.), being easily found online can literally be the difference between getting a job or not. If someone’s pipe bursts at 3 AM, they will search “emergency plumber near me” and likely call the first business that appears with a good rating and a complete profile. If your Google listing is optimized – clear name, correct hours (mark that you offer 24/7 service if you do), and plenty of good reviews – you’re far more likely to get that panicked 3 AM call. In these services, fast local visibility and strong reviews translate directly into new customers.
In both cases, law or home services, managing your Google profile and reputation means online word-of-mouth. It lets you shine in local searches and builds confidence in clients before they even dial your number.
How to Make the Most of Your Google Business Profile and Reviews
Getting started with this tactic is not hard, and it’s free. Here are simple steps any small business can take:
- Claim your Google Business Profile: Search for your business on Google. If you see a listing that says “Own this business?”, click it and follow the steps to claim it. This gives you control over the content.
- Fill in all the details: Make sure your address, phone number, website, and hours are correct. Add a clear description of what you do. Businesses with complete profiles get 7 times more clicks than those with incomplete information.
- Add photos (and maybe a video): Upload pictures of your office, team, or examples of your work. You can also add a short welcome video or a happy customer testimonial video. These visuals make your profile look inviting and real.
- Post updates regularly: You can post news, special offers, or tips on your Google profile (like a mini social media feed). For example, a law firm might post a “Tip of the Week,” or a plumber might post seasonal maintenance advice. Since 40% of businesses never post updates, doing this helps you stand out. It shows your business is active and on top of things.
- Ask happy customers for reviews: Reviews boost your rating and credibility. After completing a service, politely ask your customer to leave a Google review about their experience. Most people are willing – in fact, 96% of consumers are willing to write a review when asked.
- Respond to all reviews (good and bad): Thank people for good reviews. For a bad review, stay calm and try to make things right. This shows you care about your customers. Plus, 93% of people expect businesses to respond to reviews. A respectful reply to a negative review can impress potential customers by showing professionalism.
- Watch for and remove fake reviews: Keep an eye out for reviews that seem fake or unfair. If you spot one (for example, a review from someone you never served), you can report it to Google. Google may remove reviews that break the rules. This helps keep your rating fair. After all, 50% of consumers believe they’ve seen a fake review on Google, so cleaning those up protects your reputation.
Following these steps can dramatically improve your online presence. Your business will show up more often in local searches, and customers will feel confident choosing you.
How Business Solutions Marketing Group Can Help
All of this might sound like a lot of work, especially when you’re busy running your business. That’s where Business Solutions Marketing Group (BSMG) comes in. BSMG offers services to help small businesses (including law firms and home service providers) make the most of this underutilized tactic:
- Video Marketing: Want to add videos but not sure how? BSMG can create professional but affordable videos for you. Video content makes your Google listing and website more engaging. 78% of consumers want brands to use more video, so a short office tour or a client testimonial video can really boost trust. BSMG handles the filming and editing for you.
- Reputation Management: Keeping track of all your online reviews can be tough. BSMG will monitor your reviews on Google and other sites, alert you to new ones, and even help craft responses. This means your online reputation stays excellent without you having to constantly check it yourself.
- Review Removal: If you get an unfair or fake negative review, BSMG knows the proper steps to try to get it removed. Removing false negative reviews keeps your star rating accurate. Since people often skip businesses with bad ratings, this service can be a lifesaver for your brand’s image.
- Google Business Listing Optimization: BSMG will make sure your Google profile is fully optimized. They’ll fill out every detail, add great photos, use the best keywords, and keep your listing updated with posts. Essentially, they make your “online storefront” as welcoming and easy to find as possible. An optimized listing helps you appear in top local search results and attracts more customers.
By using these services, you save time and get expert help to maximize your online presence. Business Solutions Marketing Group basically helps you supercharge this underutilized marketing tactic so you can focus on doing what you do best.
Conclusion: Don’t Miss Out on This Hidden Gem
Marketing trends come and go, but some basics remain incredibly powerful. Making the most of your Google Business Profile and managing your reviews is one of those basics – a hidden gem that many small businesses fail to use. Don’t let that be you. This underutilized marketing tactic can bring you more customers without big advertising spends.
Whether you run a law firm, a plumbing business, or any local service, taking advantage of your Google listing and reviews can set you apart from the competition. It’s like having a 24/7 digital word-of-mouth working for you. With a bit of effort – or help from experts like Business Solutions Marketing Group – you can turn this overlooked tactic into a steady stream of new clients. Don’t miss out on this opportunity. Start today, and watch your business grow!
