As a B2B company, you might think local SEO isn’t that important or useful for you. But you’d be wrong! Even if you work with clients nationwide or globally, optimising your local online presence can be great for your business. And given that 90% of online searches are carried out via Google, one of the best tools for this is Google My Business (GMB).
Let’s take a look at how you can use GMB to improve your B2B local SEO efforts.
Why Google My Business Matters for B2B
You might wonder, “Why should I care about GMB if my business is not a local shop or restaurant?” Here’s the thing – many B2B decision-makers still search for services in their area. They want to know there’s a local presence they can rely on. By optimising your GMB listing, you’re more likely to show up in these local searches.
How to Optimise Your B2B Google My Business Listing
First things first – claim and verify your GMB listing. Make sure your profile is complete with accurate information. This includes:
- Your business name
- Address
- Phone number
- Website
- Business hours
- Services offered
For B2B companies, it’s crucial to list the specific services you offer. Don’t just say ” IT consulting firm ” – break it down into the exact services you offer ” Managed IT services,” ” IT help desk support,” ” On-call IT support,” etc.
Now, let’s talk about a game-changer for your GMB profile: Reviews.
Reviews are gold for any business, but they’re especially valuable for B2B companies. They provide valuable insights into how clients perceive your company, which is essential for gaining new business. Positive reviews not only build trust with potential customers but also help Google understand your business better, which in turn enhances your visibility in the search rankings. Favourable feedback can improve your local SEO, making it easier for clients nearby to find you.
But here’s the thing – reviews don’t just appear out of thin air. You need a strategy on how to get them…
How to Get More GMB Reviews
- First of all: Focus on providing a great service and keeping your current clients satisfied.
- Make it easy: Send clients a direct link to your GMB page with a friendly request for them to leave a review.
- Ask at the right time: After a successful project or contract has ended, that’s your best moment to request a review.
- Follow up: A polite reminder can make all the difference.
- Respond to all reviews: Show that you value feedback, whether good or bad, by leaving friendly responses.
Remember, never buy reviews. It’s against Google’s terms of service and can seriously hurt your ranking if you’re caught. By building genuine relationships with clients and encouraging honest feedback, you’ll improve your visibility in search results and build trust with potential clients.
Using GMB Posts as Part of Your Content Marketing Strategy
GMB isn’t just a static listing – it’s a dynamic platform that can be used for sharing content. Use GMB posts to:
– Announce new services or products
Use GMB posts to introduce your latest B2B offerings. Highlight key features and benefits that address your clients’ problems. For example, if you’ve launched a new cybersecurity solution, explain how it protects businesses from emerging threats.
– Share blog posts or articles
Promote your thought leadership content through GMB posts. Summarise key insights from your latest blog post and include a compelling call-to-action (CTA) to read more.
– Promote webinars or events
Boost attendance at your events by creating GMB posts about them. Include details like date, time, and a brief description of what attendees will learn. Add a clear CTA for registration to make it easy for people to sign up.
– Highlight case studies
Showcase your success stories through GMB posts. Summarise a recent case study, focusing on the challenge you solved, and the results achieved for your client.
– Share industry news
Position your company as a go-to source for industry updates by sharing relevant news and your expert commentary through GMB posts.
– Introduce team members
Show the people behind the brand by featuring key team members in GMB posts. Share their expertise, roles, and how they contribute to client success. This personal touch can help build trust with potential B2B clients.
Remember, these posts show up directly in search results, giving you a great opportunity to catch potential clients’ eyes.
GMB for Multi-Location B2B Companies
GMB can still be a really great tool even if your company has multiple locations or offices. Here are some tips:
1. Create separate GMB listings for each location
2. Keep NAP (Name, Address, Phone) consistent across all listings
3. Use location-specific content in your GMB posts
4. Encourage reviews for each location separately
Integrating GMB into Your Broader Marketing Strategy
At Kamreno, we believe in a holistic approach to marketing. GMB should be just one piece of your overall strategy. Here’s how to incorporate it well alongside your other marketing activities:
– Use GMB insights to inform your SEO strategy. GMB provides valuable data about how customers find and interact with your business online. Use these insights to refine your SEO strategy:
- Analyse which search queries lead people to your GMB listing
- Identify peak times when customers search for your business
- Use this data to optimise your website content and meta descriptions
For example, if you’re an IT firm and notice many searches for “cloud migration services” leading to your GMB listing, create more content around this topic on your website and adjust your meta descriptions to include this keyword.
– Align your GMB content with your overall content calendar. Treat GMB as another channel for your content marketing:
- Schedule GMB posts to coincide with your blog posts, social media updates, and email campaigns
- Use GMB to tease upcoming content or events
- Repurpose existing content into GMB-friendly formats
– Use GMB to support your local networking efforts
- Highlight local events or partnerships in your GMB posts
- Use GMB to showcase your involvement in local business associations or chambers of commerce
- Encourage local partners to leave reviews on your GMB profile
– Use GMB reviews as social proof
- Feature positive GMB reviews on your website and in marketing materials
- Create case studies based on glowing reviews
- Use review insights to identify your strongest selling points
– Use GMB to support your email marketing
- Encourage email subscribers to leave GMB reviews
- Use insights from GMB to segment your email list based on local interests
- Promote email sign-ups through GMB posts
For example, if you’re a cybersecurity firm and GMB insights show increased interest in phishing protection, create a targeted email campaign on this topic for local subscribers.
– Coordinate GMB with your paid advertising campaigns:
- Use GMB insights to inform your Google Ads keyword strategy
- Make sure information in your GMB listing and ad copy matches up
- Use GMB posts to complement and reinforce your ad messages
For example, if a property management company is running Google Ads for commercial property management, ensure your GMB listing highlights this service and create posts showcasing your expertise in this area.
Measuring Your GMB Success
Don’t just set it and forget it. Keep an eye on your GMB insights to see how you’re performing. Look at:
– How often you show up in searches
– How many people visit your website from GMB
– How many people call you directly from GMB
– Which GMB posts get the most engagement
Use these insights to continually refine your GMB strategy.
Ready to level up your B2B local SEO with Google My Business? We’re here to help. At Kamreno, we specialise in creating comprehensive marketing strategies that make the most of every tool at your disposal – including GMB. Get in touch today to see how we can boost your local presence and drive more B2B leads your way.
