Google Posts: 90-day content calendar (seasonal & HCMC events)

1) Why does Google Posts directly affect CTR & conversions?

1. Shows high “touch points” on Maps/Knowledge Panel

• Google Posts photo/headline/CTA appears right in the Google Business Profile (GBP), where users often see directions, call, or visit the website.

• For queries with the intention of going to the store (near me, district ceremony…) → increase relevance.

• Real content (cases, reviews, process videos) + regular interaction → increase prominence (prominence).

3. Re-exploit traffic & reduce advertising dependence

• Post plays the role of a long-term “mini landing page” Limit: users viewing profile 2/3/4 times still see new content, new deals.

• Do not pay per impression like Ads; budget is allocated to image, process and experience.

If your GBP infrastructure is not up to scratch (NAP, catalog, photos, reviews…), run the platform playbook first and then return to this 90-day schedule for maximum efficiency: see Playbook 14 Days on Map Pack (HCM).

2) Google Posts content creation principles (correct - enough - measurable)

1. 3 sentence structure (short, easy read):

• Question 1: Benefits/USP extract (≤ 12 words).

• Question 2: Core information (price from..., duration, district/area).

• Question 3: CTA + UTM.

2. Photos/Videos that meet the "see it, you want it" standard click”:

• Real photo, clear brand, 4:3 or square frame, priority is given to close-ups of results/space.

• 15–30s video quickly captures the process/behind the scenes.

• Tips to optimize photos/videos according to conversion standards: see Google Business Photos & Videos — formula to increase conversions.

3. Smart localization:

• Remind “Ho Chi Minh City/district/area” naturally (not crammed).

• Use mobility insights (traffic jams, parking spaces, rush hours), weather (rainy/sunny), events (festivals, fairs…).

4. UTM standards for measurement:

• Suggested UTM templates (attached to the Learn more/Website/Book button):
  ?utm_source=google&utm_medium=organic&utm_campaign=gbp_post&utm_content=[chu_de|nganh|chi_nhanh]

• Guidelines for building UTM & read standard KPIs: see Tracking UTM/KPI for Google Business.

5. Stable posting rhythm (2–3 posts/week):

• Posting a lot and then abandoning it makes the system "forget" you.

• Best: Monday - Wednesday - Friday (flexible according to customer pick-up hours) industry).

3) 12 rotating "theme pillars" (not afraid of running out of ideas)

1. Seasonal/weekly deals (summer, rainy, Tet, valentine, March 8, October 20, flash sale)

2. Instructions/Checklist (before - during - after service; care/self do)

3. Before–After/Actual case (local case, completion time, results)

4. Key services/products (price from…, USP, duration, suitable for target audience)

5. Customer review (1–2 sentence quote + approved photos)

6. Behind the scenes (sterilization, inspection, training, process program)

7. Map/directions (parking, entrance, tips to avoid getting stuck)

8. Mini event (workshop, happy hour, check-in incentives)

9. Policy (return, warranty, installment payment)

10. Light recruitment (increase trust, limit spam)

11. Community/CSR (sponsorship, activities local movement)

12. Quick FAQ (3 "hot" questions of the week + text/schedule CTA)

Get more photo/video ideas by industry to make posts more attractive: see instructions Google Business Photos & Videos — formula to increase conversions.

4) 90-day calendar (use list, no table) — 3 posts/week

You can change the date and time according to the industry's "golden hour" analysis and customer behavior in GBP Performance.

Week 1

• Monday - Seasonal deals: "This week's deals in District “There is parking opposite, enter gate A. Click Directions to avoid rush hour.”

• Friday – Actual case: “Before–After actual shift District 3, completed 60 minutes. Call now to reserve slot.”

Week 2

• Monday – Main service force: "Package A from 590K, 45 minutes, suitable for lunch time. Schedule."

• Wednesday - FAQ week: "3 common questions: do I need to make an appointment? Off hours? Can I pay in installments?"

• Friday - Guest review: "Friend H. 5★: 'Fast & light'. Frame 17–19:00, still available.”

Week 3

• Monday – Behind the scenes: “Sterilization – Inspection – Equipment log. Watch 30s video.”

• Wednesday – Mini event: “Happy hour 16–18:00 – more check-in gifts.”

• Friday – Local map: “12 minutes from Thao Dien; available valet on weekends.”

Week 4

• Monday – Policy: “0% installment card 1 – fast recovery.”

• Friday – End of month deal: “Closing the month – gift for the first 20 bookings.”

Week 5

• Monday – Instructions: “Checklist 5 steps before using the service.”

• Wednesday – Family review: “Ms. T. 5★'s family – child-friendly. Directions.”

• Friday – Combo: “Combo A+B save 20%. Schedule during the week.”

Week 6

• Monday – Behind team: “Team 5+ years, regular training information consultation."

• Wednesday - FAQ: "Do you need a deposit? Is there English support? Call for quick confirmation."

• Friday - Event: "Workshop free Saturday, 10am (20 seats). Register."

Weekly 7

• Monday – Rainy season deal: “Rainy day – free parking. Directions to avoid flooding.”

• Wednesday – Case District 7: “Clear results after 1 session. Book 14–16h.”

• Friday – Public: “Near Binh Thai Station — bus 89 100m away.”

Week 8

• Monday – Schedule policy: “Reschedule free with 3 hours notice.”

• Wednesday – Micro KOL review: “Mr. P. 5★ at Binh Thanh Book schedule.”

• Friday – Best-seller: “Top of the week: Package C, from 790K. Call for consultation.”

Week 9

• Monday – Post-service instructions: “3 notes for quick recovery.”

• Wednesday – End of term golden hour: “-10% 11–13h / 17–19h.”

• Friday – 90-day summary: “Top cases – Top reviews – Top deals. Message to receive new deals.”

Localization tips: add district/area/street name, update events Ho Chi Minh City (fairs, marathons, food festivals), use photos/videos at the store (front, parking lot, route) to increase relevance.

5) Caption template “fill in and go” (with UTM)

3 sentence structure

• Sentence 1: Benefits/differences (≤ 12 from)

• Question 2: Price from…, duration, district/area

• Question 3: CTA + UTM

Example (clinic/service):
“Intensive cleaning 45 minutes – light & effective. Price from 590K, serving Districts 1–3–Binh Thanh. Book now ?utm_source=google&utm_medium=organic&utm_campaign=gbp_post&utm_content=clinic_core.”

Example (F&B):
“Economic lunch combo – full for 15 minutes. From 69K at Thao Dien. Directions ?utm_source=google&utm_medium=organic&utm_campaign=gbp_post&utm_content=fnb_lunch.”

Example (spa/beauty):
“ Detox skin 45 minutes – relax & have a healthy glow. From 490K, District 3 – Phu Nhuan. Book time frame 17–19h ?utm_source=google&utm_medium=organic&utm_campaign=gbp_post&utm_content=spa_evening.”

6) Posting operation process (small team also runs smoothly)

1. 90-day scheduling + media checklist

• Browse topics/messages by week (rotating topic pillar round).

• Prepare photos/videos: file name, caption, UTM notes.

2. Person in charge & assign authority

• 01 person writes caption & posts; 01 moderator.

• Regulate posting time (according to search habits/industry peak hours).

3. Editing & QA

• Check for spelling errors, price/hour, CTA/UTM, brand guideline.

• Ensure photos/videos are in the right context, do not reveal sensitive information Thank you.

4. Post & follow

• Post on schedule; 24–48 hours later check GBP Performance & GA4.

• Record post effectiveness (CTR, Calls, Directions, Website) for duplication.

7) Measure effectiveness (GBP Performance + GA4)

1. In GBP (Performance/Insights)

• Indicators to watch: Views, Clicks, Calls, Directions, Website visits.

  UTM)

→ Action (call/form/book) now, try a short video.

Need a UTM framework, multi-branch/HR KPI reporting? See Tracking UTM/KPI for Google Business.

8) Common mistakes & quick fixes

1. Using stock/blurred photos → Low CTR

• Only use real photos, clear brand, store context.

• Quickly learn photo/video standards to increase conversions change: Photos & Videos Google Business — formula to increase conversions.

2. Long caption – lacks CTA – no UTM → Doesn't measure/hard to convert

• Keep 3 sentences; always have a CTA; attach UTM according to standards.

3. Content that is "insensitive" to the locality

• Reminds HCM/district/zone, rush hour/parking, travel tips, weather.

4. Posted and abandoned

• Minimum 2–3 posts/week, consistently for 90 days.

5. Don't read Performance/GA4

• Every week 15 minutes to look at KPIs, quickly write down insights: which topic/time frame is "win".

9) Advanced expansion: synchronize with the entire Local strategy

• After 7–14 days, synchronize Set of Posts with:

  • Photos & Videos: add new shooting angles (front, case, service group).

  • Review: pull reviews according to the topic being pushed (please ask customers to naturally mention service/area names).

  • Q&A: seed weekly questions according to Post topic to increase conversion direction. change.

  • Local Landing: blog content/FAQ support post (in depth - details - video demonstration).

• If you are just starting Local SEO in Ho Chi Minh City, build a "foundation" first with Playbook 14 Days to Map Pack (HCM) for posts to maximize their power.

10) Checklist “post 1 standard Post in 60 seconds”

• Real photos true owner Title, clear brand (4:3 or square)

• Title ≤ 8 words, “go straight to the benefits”

• Caption 3 sentences (benefits – information – CTA)

• Appropriate CTA (Call/Directions/Book/Sign up)

• UTM Correct structure (source/medium/campaign/content)

• Remind HCM/district/natural area

• 2–3 Posts/week regularly

• Check spelling/price/hour before posting

11) FAQ

Q1: Is long or short more effective?

• Short, clear, with CTA. Google Posts are “quick buttons”, not long PR articles.

Q2: What type of content has the highest CTR?

• Close-up real photo + Before/After + CTA “Call/Directions”. 15–30s videos are also very powerful.

Q3: Should prices be mentioned?

• Yes. “Price from…” helps filter expectations & drive decisions.

Q4: How long does it take to see results?

• Usually 2–4 weeks if posted consistently; faster when the GBP platform has been standardized.

Q5: Do I need to run Ads?

• Not required. Ads support when needed; The core is still the standard Local platform + consistent content.

Google Posts is a "cheap but good lever" to push CTR - Calls - Directions right in Maps/Knowledge Panel. If you want stable results, you need:

• A 90-day calendar on hand, always measurable by UTM & GA4

• localized content, tracking insights on HCM movements & events

• Real – sharp – clear photos/videos brand

week.

• Start the platform: Playbook 14 Days to Map Pack (HCM)

• Increase CTR with media: Photos & Videos Google Business — the formula to increase conversions

• Accurate measurement: Tracking UTM/KPI for Google Business