Google continuously adding to its list of products and software platforms. Google My Business (GMB) was released and lodged into our search results without many people unaware of it. Others took their chance and utilized it to its full potential and reaped its benefits from local customers. But B2B companies were a lot slower off the starting line with this feature but GMB can be hugely beneficial to B2B companies especially in a local market and constant technological changes.
What is Google My Business?
GMB is operated by Google and was released in 2014. This platform helps users find local business and answers search queries much easier than previously having to enter webpages. GMB has a long list of benefits for local businesses such as:
- Increase customer trust.
- Expanded search engine real estate.
- Increase website traffic for businesses.
- Free advertising if done correctly.
- One-click accurate business info for customers.
- Simple location-based search engine marketing.
With these benefits in mind, it is crucial for a local business sign up for a Google My Business, for each of its locations. The information included in GMB is continuously increasing and updating, but currently includes the important standard business information, such as: company name, address, hours of operation, website and company description.
The customer engagement features allow customers to post photos and videos in response to any posts, announcements and menus to showcase the business from the eyes of the customers and gives real assurance to potential new customers.
The GMB review system is a very important aspect of customer engagement and trust/authority features. The overall review marking is essentially one of the first impressions your company can leave with prospective customers searching online.
Why is Google My Business Important for Business-to-Business?
Google My Business (GMB) assists all companies including B2B ones, purely from the style in which people search through Google currently. The most common method of search is through a mobile device, that includes employees in the business.
If a customer journey begins on a mobile device, it is important to optimize that through the business listing provided on GMB. If you aren’t optimized fully for the style in which most people search you are missing out on potential leads.
Another trend increasing through search is the use of voice recognition, 50% of searches will be conducted through the use of voice recognition in 2020. Over time the phone screen will be used less and less for searches through the rise in popularity of voice recognition products as Google Home and Amazon’s Alexa.
People are using conservative phrases to search and will often enough be localized results. Again, if your B2B business isn’t optimized through GMB, it could miss out on high stake real estate ranking through the right knowledge panel and Google.
When considering voice searches that respond without the use of the screen, the simple fact that your business listing is on GMB may be a bit naïve to think, but Google gives a business that are listed advantages to those that are not. Simply put, the more work you put into your GMB and SEO optimization the better results you will yield from Google as a part of the overarching search algorithm. Making it easier for Google to answer users’ queries will result in a better relationship between your potential customers discovering your B2B business.
How to Optimize Your B2B Google My Business Listing
1. Reviews! Reviews! Reviews!
Customer feedback is a great assist to any sort of business, to understand how the customer perceives your business is hugely advantageous when producing strategies for your business and also the fact other potential customers can see these reviews will increase overall trust in your brand name. But it is extremely beneficial how Google perceives your business which is shown through these customer reviews. This is done through quality reviews and also a quantity of them. Google seeks good balance and rewards accordingly. The higher the average these review metrics are the better Google will place your B2B business on its online real estate. The increase of local SEO is proving to be more important and these reviews will assist in this.
Sit back, relax and watch those reviews roll in!
If only it was that simple, B2B companies should be mindful that to achieve more reviews and better online real estate will be through keeping customers happy and implement a strategy that encourages your customers to review your business on GMB. But no business should never buy review because it is completely against Googles terms of service and when discovered will harm your ranking severely.
2. Stake your claim and shorten your name.
It is quite simple, if your name is shorter and easier for customers to say it through voice technologies your results will be higher. It is a factor always to keep in mind when naming a B2B business. Companies that have long-winded names it presents a difficulty for Google to lead users to your listing, take it from Maven Collective Marketing (but there is also something to be said for including your domain expertise in your name as well). So by helping Google out and leading them to your business listing, you will benefit from it.
3. The positive attraction with frequent posts.
Constant activity on your GMB listing will again be rewarded with added attraction and higher results. This can be easily conducted by including GMB with your overall online content strategy,(possible link to content strategy blog on maven website) should be shared in importance with social media posting. This content like social media content should encourage engagement with customers. Having this positive and continuous attraction to your posts will lead to Google rewarding you with better rankings.
4. Get visual
Posting images and videos on your business listing on GMB will allow customers and the user’s to engage better with you listing but again allows Google to reward you accordingly. So don’t be afraid to get creative in the style of your media you post on your listing as we can tell from now, the more you give the more you get from customers and Google.
5. Fully complete your business listing
This is another simple step which will be rewarded, the more accurate information you give and the quantity of it will lead to better results. So try not to skip through any information details as it is a direct point to potential new leads for your B2B leads. If a business owner meets a potential lead outside their office them would give them all the important relevant information, this should be no different.
Here below we have an image of our current Google My Business listing which shows our methods in practice:
Let’s Get Optimizing Pour B2B Google My Business Listing
To improve your B2B business ranking on Google My business, may require some work and effort but as stated above the rewards are all achievable with some organization and a clear strategy laid out by other members of the business. This is a platform that other companies are making the most out of so why not make it another advantage for your company!
Want to discuss this further, don’t be afraid to get in contact with us here!
While their breadth and scope of B2B Marketing Services has broadened over the years, the Maven's focus and specialization in B2B software marketing has only sharpened.Maven Collective Marketing works with such companies as the Microsoft Corporation, Intranet Connections, PowerObjects and more. Learn moreabout Maven Collective Marketing here: http://mavencollectivemarketing.com/about/
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