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B2b Local Search Marketing
B2B Local Search Marketing
Is a local business you’re marketing missing out on a host of B2B opportunities? Do B2B brands even qualify for local SEO?
If I say “B2B” and you think “tech,” then you’re having the same problem I was finding reliable information about local search marketing for business-to-business models. While it’s true that SaaS companies like Moz, MailChimp, and Hootsuite are businesses which vend to other businesses, their transactions are primarily digital. These may be the types of companies that make best-of B2B lists, but today let’s explore another realm in which a physical business you promote is eligible to be marketed both locally and as a B2B.
Let’s determine your eligibility, find your B2B opportunities, identify tips specific to your business model, analyze an outreach email, explore your content with a checklist, and find an advantage for you in today’s article.
Seeing how Google sees you
First to determine whether Google would view your brand as a local business, answer these two questions:
Does the business I’m marketing have a physical ...
... location that’s accessible to the public? This can’t be a PO Box or virtual office. It must be a real-world address.
Does the business I’m marketing interact face-to-face with its customers?
If you answered “yes” to both questions, continue, because you’ve just met Google’s local business guidelines.
Seeing your B2B opportunity
Next, determine if there’s a component of your business that already serves or could be created to serve other businesses.
Not totally sure? Let’s look at Google’s categories.
Out of the 2,395 Google My Business Categories listed here, there are at least 1,270 categories applicable to B2B companies. These include companies that are by nature B2B (wholesalers, suppliers) and companies that are B2C but could have a B2B offering (restaurants, event sites). In other words, more than half of Google’s categories signal to B2B-friendly companies that local marketing is an opportunity.
Let’s look at some major groups of categories and see how they could be fine-tuned to serve executive needs instead of only consumer needs:
Food establishments (restaurants, cafes, food trucks, caterers, etc.) can create relationships with nearby employers by offering business lunch specials, delivery, corporate catering, banquet rooms, and related B2B services. This can work especially well for restaurants located in large business districts, but almost any food-related business could create a corporate offering that incentivizes loyalty.
Major attractions (museums, amusements, cultural centers, sports centers, etc.) can create corporate packages for local employers seeking fun group activities. Brands looking to reduce implicit bias may be especially interested in interacting with cultural groups and events.
Professional services (realty, financial, printing, consulting, tech, etc.) can be geared towards corporate needs as well as individuals. A realtor can sell commercial properties. A printer can create business signage. A computer repair shop can service offices.
Personal services (counseling, wellness, fitness, skill training, etc.) can become corporate services when employers bring in outside experts to improve company morale, education, or well-being.
Home services (carpet cleaning, landscaping, plumbing, contracting, security, etc.) can become commercial services when offered to other businesses. Office buildings need design, remodeling, and construction and many have lounges, kitchens, restrooms, and grounds that need janitorial and upkeep services. Many retailers need these services, too.
Entertainers (comedians, musicians, DJs, performance troupes, etc.) can move beyond private events to corporate ones with special package offerings. Many brands have days where children, family members, and even pets are welcomed to the workplace, and special activities are planned.
Retailers (clothing, gifts, equipment, furniture, etc.) can find numerous ways to supply businesses with gear, swag, electronics, furnishings, gift baskets, uniforms, and other necessities. For example, a kitchen store could vend breakfast china to a B & B, or an electronics store could offer special pricing for a purchase of new computers for an office.
Transportation and travel services (auto sales and maintenance, auto rentals, travel agencies, tour guides, charging stations, etc.) can create special packages for businesses. A car dealer could sell a fleet of vehicles to a food delivery service, or a garage could offer special pricing for maintaining food trucks. A travel agency could manage business trips.
As you can see, the possibilities are substantial, and this is all apart from businesses that are classic B2B models, like manufacturers, suppliers, and wholesalers who also have physical premises and meet face-to-face with their clients. See if you’ve been missing out on a lucrative opportunity by examining the following spreadsheet of every Google My Business Category I could find that is either straight-up B2B or could create a B2B offering:
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