Transport and travel providers (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 into a food delivery service, for keeping food trucks or a garage could provide special pricing. Business trips could be managed by A travel agency.
Out of this 2,395 Google My Business Categories there are at least 1,270 categories applicable to businesses. These include companies that are by nature B2B (wholesalers, suppliers) and businesses that are B2C but could have a B2B offering (restaurants, event sites). More than half of Google’s categories signal that local marketing is a chance.
- Does the business I am marketing have a physical location that’s accessible to the public? This can not be a PO Box or office. It has to be a real-world address.
- Does the business I am marketing socialize face-to-face with its clients?
Major attractions (museums, amusements, cultural centers, sports centers, etc.) can create corporate packages for local employers seeking fun group activities. Brands looking to reduce bias that is implicit might be interested in interacting with cultural groups and events.
Let’s find an edge for you in today’s article, discover your B2B opportunities, identify tips specific to your business model, examine an outreach email, explore your content and determine your eligibility.
This can work well for restaurants located in business districts that are large, but a corporate offering that incentivizes loyalty could be created by almost any food-related business.
Seeing your B2B opportunity
Entertainers (comedians, musicians, DJs, performance troupes, etc.) can move beyond personal events to corporate ones with special package offerings. Many brands have days where children, family members, and pets are welcomed to the office, and activities are planned.
Professional solutions (realty, financial, printing, consulting, tech, etc.) can be geared towards corporate needs as well as individuals. A realtor can sell commercial properties. A printer may create business signage. A computer repair shop can service offices.
Then determine if there is a part of your company that serves or could be made to serve other companies.
First to Ascertain if Google would see your brand for a neighborhood company, answer these two questions:
If I say B2B” and you believe technology,” then you’re having the exact same problem I had been 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 companies which vend to companies, their transactions are digital. These may be the types of companies that make best-of B2B lists, but now let’s explore another realm where a physical business you promote is eligible to be marketed both locally and as a B2B.
If you replied yes” to both questions, continue, because you’ve just met Google’s local company guidelines.
Not sure? Let’s look at the categories of Google.
Retailers (clothing, gifts, gear, furniture, etc.) can discover numerous ways to supply companies with gear, swag, electronic equipment, furnishings, gift baskets, uniforms, and other requirements. For instance, breakfast china could be vended by a kitchen store into a B&B, or special pricing could be offered by an electronics shop for a purchase of computers for an office.
Personal services (counseling, wellness, fitness, skill training, etc.) can become corporate services when companies bring in outside experts to increase company morale, education, or well-being.
Let’s see how they are fine-tuned to serve needs instead of consumer needs and look at some major groups of categories:
Is a business you are marketing missing out on a host of opportunities that are B2B? Do B2B brands qualify for local SEO?
Office buildings need design, remodeling, and construction and many have kitchens, lounges, restrooms, and grounds which need maintenance and janitorial services. These services are needed by retailers , too. See local B2B categories
Are substantial, and this is all apart from companies that are B2B models, like producers, suppliers, and wholesalers who also have premises and fulfill face-to-face with their customers.
The business I’m marketing qualifies.
If you’re marketing a B2B company that has not been performing local SEO:
- Know that the goal of local SEO is to make you as visible as you can online to any neighbor looking for what you provide so that you can win as many transactions as possible. Google is the dominant player in local search.
- Make sure your complete, accurate name, address, and telephone number is included in the footer of your site and on the Contact Us page. Create a unique page on your site for every location, complete with its entire contact information and useful text for website visitors if you have multiple locations. Make all those pages as unique and persuasive as possible.
- Be certain the content on your website thoroughly describes your goods and services, and makes compelling offers about the value of picking you.
- Make certain your website is friendly to mobile users. Test it with Google’s free mobile-friendly test if you’re not sure.
- Create a Google My Business profile to your company if you don’t already have one so that you can work towards ranking well in Google’s local results. If you do have a profile, make sure it is claimed and fully filled out. This cheat sheet manual explains each when people search by name for your business the common components that may show up in your Google Business Profile.
- Do a free check of the health of your other important local company listings on Moz Check List. Correct errors and duplicate listings manually, or to save time and enable ongoing monitoring, purchase Moz Local so that it may do the work for you. Accurate business listings encourage good regional rankings and prevent clients from being misdirected and hassle.
- Request, track, and respond to all your Google reviews to enhance customer satisfaction and build a powerful, lucrative reputation. Read the guidelines of any other platform (like Yelp or TripAdvisor) to know what is allowed concerning review management.
- Build real-world connections within the community you serve and research them for opportunities to earn relevant links to your site. Powerful, sensible links can help you increase both your organic and search engine rankings.
- Be as accessible as possible through social media, sharing with your community online in the places they typically socialize. Emphasize communication as opposed to selling in this environment.
If you’re marketing a local business that hasn’t created a B2B offering yet:
- Research your neighborhood and your community to ascertain what sorts of businesses are found around you. They could share with you if you’re not certain, reach out to a small business association like AMIBA or your local Chamber of Commerce to see if they have data. Doing searches such as Human Resources Event Seattle” or People Ops Event Seattle” can bring up results like this one naming some key businesses and staffers. Create a spreadsheet with a column for why you feel a specific business might be a great fit for your support, and another column for their contact information.See if you can turn up direct contact information for the HR or Individuals Ops team. Telephone the business, if needed, to get this information.
- Now, based on what you’ve heard, emphasise an offering which may be appealing to this audience. Bear in mind, you’re trying to entice their employees and small business owners . .
See which you belong to: either a B2B company that hasn’t been performing local SEO. Stick to the set of hints unique to your own scenario. Moz’s People Ops team is named Team Joyful, and everything is handled by these folks to gift giving, to making sure people’s parking needs are met, from event and travel planning. Team Joyful is responsible for creating an exceptional, fun, generous environment that functions smoothly for visitors and all Mozzers.
As indicated, these are foundational measures for the two teams — the beginnings of your strategy rather than the ultimate lengths you might have to go to for your efforts to completely pay off. The amount of work you need to do depends on the level of your competition.
B2B tips from Moz’s own Team Happy
However, as stated earlier, a refusal one year does not mean there couldn’t be opportunity at a later date if the needs or your offer of the company change to be a better fit. You might need to go through some refinements over the years, based on the feedback you get and analyze, until you’ve got an offer that irresistible.
I asked Team Happy Manager of Operations, Ashlie Daulton, to discuss some tips when approaching a company like 26, for crafting B2B outreach. Ashlie explains:
Practice makes perfect. Let us do a workout in which we imagine ourselves
- We get lots of inquiry emails. Do a little research help us see what we can benefit from, and how we could fit it in. We try to stay open to exploring whether it’s a good fit for the office, although we do not accept every offer. We are busy in our day-to-day and we can find a lot of spam sometimes, so it can be tough to take outreach that is vague and not chalk it up to more spam. Be real, be direct in your outreach. Maintaining it more person-to-person and not as”sales pitchy” is usually crucial.
- If we could get most of the information we need first, find out more about the website/offers, and convey our queries through mails until we feel a call is a good next step, that usually makes a good impression.
As few words at potential, including all outstanding points (that you are, what you offer, why it solves a problem the business is likely to have, available evidence of problem-solving, price range, a wonderful request to talk further, and your complete contact info). Keep it short to respect how busy recipients are.
- Depending on your resources, plan outreach in manageable batches and keep track of results. Be sure you’ve created a page on the website to your offer. Be sure that your business listings are accurate and comprehensive — ideally with plenty of reviews to which you responded, and your site is optimized, navigable and persuasive, with clear contact information.
- Now, begin outreach. Oftentimes this will be via email, using the text you’ve created, but if you’ve determined that an in-person visit is a better approach, invest a little in having your offer printed nicely so that you can give it to the staff in the place of business. Make the best impression possible as a salesperson for your merchandise.
- Give a reasonable period of time for the business to review and decide on your own offer. If you do not hear back, follow up after. You’re hoping to get a reply with a request for more info. If you hear nothing in response to your followup, proceed, as silence from the company is a signal of disinterest. Make note of the dates you outreached and try again after some time goes by, as things may have changed at the company by then. Do avoid aggressive outreach as instead of helping them your company will seem to be spamming customers.
A sample B2B outreach email
La práctica hace al maestro.”
Ashlie let me know as will the People Ops folks at any reputable company that her staff comes to decisions thoughtfully. If your B2B outreach does not meet with acceptance from a particular company, it would be a waste of your time and theirs to keep contacting them. Running an great Oaxacan restaurant in Seattle that wants to grow the side of our business. Let us hypothesize that we’ve decided Moz would be an ideal client, and we’ve spent some time on the web learning about them. We’ve looked at their website and have read some third party news about the firm.
– Locally sourced and prepared with love in our zero-waste kitchen – 100% natural (better for Mozzers’ brains and pleasure!) With options, vegan, and traditional – $6-$9 per plate
When a client wants to research you before communicating one-on-one your site content speaks for you. Why invest heart and budget in what you publish? Before purchasing a business solution, because 94% of B2B buyers conduct online investigation. Unfortunately, the same study indicates that only 37 percent of these buyers are satisfied with the amount of information supplied by providers’ websites. Do you see a disconnect here?
I bring over a taco basket to get some of your teammates to try? Check out our menu and let me know if there could be a fantastic day for you to sample the best of Taco Morales. Thank you for your kind consideration and I hope I get the opportunity to personally make Team Happy happier!
Good morning, Team Joyful!
My content tells potential customers…
When was the last time Moz’s hardworking team was treated to tacos made from grandma’s own recipe that is authentic? I am co-owner with my abuela of Tacos Morales, your neighbor Jose Morales , just down the road from you. Our Mexican food is:
☑ What my USP is
We know you have to feed tons of techies and we could effortlessly cater meals of up to 500 Mozzers. The folks at a different company, Zillow, say this about our amazing food:
This email works:
- We are an inclusive office, hence the various dietary choices catch our attention. Knowing price helps us determine if it is a good match for our budget.
- The reference tech feels personalized — they know our staff and who we work with.
- It’s great to know they can handle some larger events!
- It instills trust to see a quote from a nearby, comfortable business.
- Samples are a wonderful way to get to know the product/service and how it feels to work with the B2B company.
- The menu link, website link, and contact information ensure that we are able to do our own exploring to help us make a decision.
We found an email address and we have crafted our outreach email. What follows is that email + Ashlie’s honest, outlined feedback to me (detailed below) about how our fictitious outreach would hit her team:
“The best handmade tortillas we’ve ever had. The right portions to feel complete, but not bogged down for the afternoon’s workload. Fantastic for corporate lunches and scrumptious!”
☑ What my services and products are and why they meet clients’ needs
Let us look at the key landing pages of your website and see just how many of these boxes you can check off:
☑ What my business name, addresses, telephone numbers, fax number, email addresses, driving directions, mapped places, social and review profiles are
☑ What my pricing is similar to, so that I’m getting leads from qualified clients without wasting anybody’s time
Your business is unique, and the tone of your email will suit your company culture and your potential clients’ sensibilities. Regardless of industry, studying the above communication will provide you some cues for creating your own from the viewpoint of speaking personally to some other business with their needs in mind. Why not practice writing an email of your own now, then run it past an impartial acquaintance to ask if it would convince them to answer?
As the above outreach illustrates, Team Joyful was most impressed with the elements of our sample email that provided key information regarding variety, price and capability, useful links and contact data, trust signals in the form of a review by a well-known customer, along with a one-on-one personalized message.
— what makes my selling proposition unique and Also a better Alternative than my local competitors
☑ What my clients’ rights and guarantees are
Earlier, we spoke of this research you will do in order to analyze the company community you could be working with your B2B offerings, and we covered how to be sure you’ve got the local digital advertising basics in place to showcase what you do online. Based upon your market, you could discover that investment in either direction could represent.
- Commercial cleaning company in town that specializes in servicing the pet-friendly hospitality marketplace
- Restaurant offering a particular type of cuisine at scale
- Major attraction with attractive discounts for large groups
- Commercial printer available late at night for rush jobs
- Yoga instructor specializing in reducing work-related stress/injuries
Budget to construct them, if you found your content lacking one or more one of these components. Your company is not large enough to get an in-house content team and if writing isn’t your strong suit, hire help. While also accurately portraying its distinctive voice, A copywriter will partner up to tell the story of your business. Expect that a narrative that is rich can emerge to be profoundly interviewed.
How can I help?”
For an even greater benefit, however, let’s look directly in your competitors. You can research them :
☑ What value I place on my clients, via the quality, usefulness, and usability of my website and its content
- Visiting their websites to understand their services, products, pricing, hours, capacity, USP, etc..
- Seeing their physical assumptions, making inquiries by phone, or (if possible) making a purchase of their products/services to see how you like them and if there is anything that could be done better
- Reading their negative testimonials to see what their customers complain about
- Looking them up on social media, again to see what clients say and how the brand handles complaints
- Reading both positive and negative media coverage of the brand
☑ What others say about my company, including reviews and testimonials
In sum, you need your site to be doing the talking for you 24 hours a day so that every question a B2B client has can be answered, prompting the step of personal outreach.
Looking into your brand’s untapped capacities to serve your community, coupled to help, is the best preparation you can lay at the end line at the point for gratification.
Do you see any gaps? Perhaps you’ll be the only:
But you fill in that blank, you are in the company of service. Whether you are marketing a B2B that’s awakening to the need to invest in neighborhood SEO or a B2C on the verge of debuting your new business-to-business offering, your job boils down to the question,
Find your differentiator, in writing put it, put it. And engineer it into consumer-centric language, so that hard candy buttons with chocolate within these become the USP that melts in your mouth, not in your hands,” solving a discovered pain stage or need.