The traditional argument was market share, and on its own that argument is weak for most local businesses. The stronger reason now is that the Microsoft index feeds systems beyond its own search results, including some AI assistants and products embedded in software your customers already use at work. A listing that is complete and accurate in that index is an input to answers generated in places you cannot see, which is the same argument as maintaining consistent information anywhere.
The setup is unusually easy because you can import directly from your Google listing rather than retyping everything, which also guarantees the two match. That consistency is itself a ranking signal, since agreement across independent sources is what these systems use to decide they are confident about your details.
Set expectations honestly. Direct traffic from it will be a small fraction of what your Google listing produces, and if you measure it that way you will conclude it was not worth the time. The correct framing is that it is a one time task that removes a source of inconsistent information and adds an entry to an index that feeds several downstream systems.
Do it once, verify it, then leave it. Check it again if you move, change your number, or alter your hours, at the same time you update everything else.
Add it to whatever list you keep of places your business information lives, because the reason this becomes a problem is that nobody remembers it exists. When you change your hours, your number, or your address, a listing you set up once and forgot is exactly the one that will still show the old details two years later, quietly contradicting everything else and weakening the consistency you were trying to build.
Verify the listing once it is submitted rather than assuming publication, since unverified entries carry less weight and are more easily overwritten by whatever the aggregators supply. Verification is usually a phone call or a posted code, it takes a few minutes of attention, and an unverified listing is closer to a suggestion than a record. Check it a fortnight after submitting rather than immediately, because processing is not instant.
Import from your existing profile rather than entering everything again, since that both saves the retyping and guarantees the two match. Consistency across sources is itself the ranking signal you are trying to build, and details entered twice by hand will eventually differ.