How to Use Google Posts for Seasonal Promotions Without Looking Spammy

Want to boost your local business visibility during key Australian seasons?

Google Posts can help you share seasonal promotions directly on Google Search and Maps, connecting with customers when they’re actively searching. Here’s how to make it work without overwhelming your audience:

• Focus on Key Events: Use Australia-specific dates like Boxing Day, Anzac Day, and EOFY to plan your posts.
• Keep It Simple: Highlight one main message, use high-quality images, and avoid unnecessary details like hashtags.
• Post Regularly: Stick to a schedule – weekly updates work, but ramp up to 2–3 posts per week for major events.
• Track Success: Monitor metrics like views, clicks, and conversions to refine your strategy.

Seasonal promotions done right can drive more traffic, bookings, and sales. Start planning your content now to stay ahead of the game!

Creating Your Seasonal Posts Plan

Australian Holiday Marketing Calendar

The Australian retail calendar is packed with opportunities for seasonal Google Posts. Events like Click Frenzy and Boxing Day sales are major highlights, with Australians spending over $8.7 billion during Black Friday and Cyber Monday in 2023.

Here’s a breakdown of key periods to focus on:

Use these dates to map out a detailed posting plan that aligns with your marketing objectives.

Planning Post Schedule

Create a content calendar to keep your audience engaged throughout the year. This calendar should work in tandem with your broader promotional efforts. For occasions like Anzac Day, approach content with care – ensure your posts are respectful and tailored to the sentiment of the event.

Once your schedule is set, focus on defining specific goals for each campaign to track its impact.

Setting Clear Campaign Goals

Make sure your seasonal posts are tied to measurable business outcomes. Here’s how you can set objectives:

Consider bundling related products to increase order value – summer promotions, for example, have driven average increases of 20–25%.

Track key metrics like engagement, website traffic, conversion rates, and customer feedback to evaluate your campaign’s performance.

Writing Better Seasonal Posts

Writing Strong Headlines

Headlines should grab attention while staying professional. Aim for headlines that are direct, action-oriented, and highlight value – steering clear of clickbait tactics.

Here are some examples of seasonal headlines that work well:

Keep your headlines concise – ideally under 58 characters – to ensure they display properly across all devices. Once you’ve caught their attention, pair the headline with visuals that enhance your message.

Selecting Quality Images

Good visuals make your posts stand out. Stick to these basic image guidelines:

• Minimum resolution: 720px × 720px
• File format: JPG or PNG
• Aspect ratio: 1:1 square for best compatibility

Whenever possible, use real, engaging images instead of generic stock photos. For example, if you’re promoting a Boxing Day sale, showcase your store’s festive decorations or actual product displays to create a relatable vibe.

Using Seasonal Keywords

With your headlines and visuals sorted, focus on incorporating seasonal keywords. Plan your keyword strategy 3–6 months ahead.

Use Australian-specific seasonal terms to connect with local audiences. Tools like Google Trends can help identify when seasonal searches start gaining traction. For instance, searches for "Halloween home decor" in Australia typically begin rising by early September, giving you plenty of time to craft relevant content.

The Quick Start Guide to Google My Business Posts

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Post Timing and Frequency Guide

When it comes to seasonal posts, timing and frequency play a key role in grabbing attention and boosting engagement.

Best Times to Post

Australian user engagement trends reveal specific times when posts perform better. Here’s a quick breakdown:

For seasonal campaigns, aim to post on weekday mornings between 8–10 am AEST for the best results.

How Often to Post

Here’s a simple guide based on Australian data:

• Regular Updates: Posting once a week is enough to stay visible.
• Seasonal Promotions: Ramp it up to 2–3 posts per week during busy periods.
• Special Events: Add extra posts for major Australian holidays or local events.

Keep in mind that Google Posts expire after seven days. If you’re planning an Australia Day sale, for instance, start posting 5–7 days beforehand to keep your promotion active throughout the campaign.

Post Scheduling Tools

Staying organised is easier with the right tools. Consider these options:

• Native Google Business Profile Tools: These allow you to draft and schedule posts up to seven days in advance. Perfect for events like Boxing Day or EOFY sales.
• Third-Party Management Platforms: Tools like PromoRepublic offer advanced features and seamless integration with your Google Business Profile.

Don’t forget to monitor your metrics and adjust your timing for even better results.

Measuring Post Performance

Tracking how your seasonal posts perform can help fine-tune your strategy and drive better engagement.

Key Performance Stats

Google Business Profile offers important metrics to help you evaluate the effectiveness of your seasonal posts. Pay attention to these:

Check these stats weekly to identify trends. For context, the average Australian business sees about 59 actions from their Google Business Profile listing.

Testing Different Post Types

To figure out what type of seasonal content works best, try experimenting with different approaches:

• Image vs Text Posts: For instance, Mr. Rooter Plumbing tested winter plumbing tips by using both image-based and text-based posts. This helped them identify which format resonated more with their audience.
• Timing Variations: Post similar content at different times during peak shopping periods in Australia. For example, try posting on different days but keep the time consistent to see what works.

Use the results from these tests to make smarter, data-driven adjustments.

Using Data to Improve Posts

The insights you gather can guide improvements to your seasonal content. Pay attention to these trends:

• Look at search volumes over time to uncover seasonal patterns.
• Identify which services or products gain more traction during specific times of the year.
• Analyse customer demographics to better target your audience.
• Check whether users prefer mobile or desktop to optimise your posts accordingly.
• Compare your results with industry benchmarks – 76% of customers visit a business within 24 hours of a mobile search.

Keep in mind that posts older than six months are archived unless you set a specific date range. Focus on recent data for the most accurate insights.

Conclusion: Making Seasonal Posts Work

Seasonal Google Posts can give your business a big boost. Did you know that Google Business Profiles drive 400% more traffic than smaller websites?. That’s a huge opportunity to connect with potential customers.

To stand out, focus on creating posts that offer real value to your Australian audience. With 96% of shoppers using "Near Me" searches before visiting stores, having an active and professional presence is key to capturing their attention.

Timing plays a big role in seasonal marketing. Plan your content around major Australian events like Boxing Day, Australia Day, and the Melbourne Cup. These are perfect opportunities to engage your audience.

Plus, with 66% of users interacting with businesses based on their Google Business Profile, keeping your content relevant and up-to-date is non-negotiable.

Here’s how to make your seasonal posts work harder for you:

• Highlight Australian events in your content to show your local connection.
• Keep your branding consistent across all your posts and materials.
• Add clear calls-to-action so customers know what to do next.
• Track your results to fine-tune your strategy over time.

And here’s a powerful stat: 45% of local businesses book appointments directly through their Google Business Profile. That’s why having a strong, consistent approach to seasonal promotions can make a real difference.

Finally, fresh content matters. Over 90% of new customer calls come from Google Business Profiles. Thoughtfully crafted seasonal posts aren’t just about engagement – they can drive real business growth when done right.

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