You should update your Google My Business profile regularly to keep it accurate and up-to-date. You should update your profile whenever you make changes to your business, such as new products or services, new hours of operation, or changes to your address or phone number. You should also update your profile with new photos and videos, and create new posts to share news, promotions, and updates about your business. By keeping your profile fresh and engaging, you can attract more customers and improve your social media marketing strategy.