It is widely believed that Google Business Profile (formerly known as Google My Business) is primarily relevant for businesses whose customers visit physical locations or offices.
In the following, we will explore whether this is also true for B2B-oriented companies, which often target the international market.
Google has made a few changes this year, including changing the name of its business profile - Google My Business is now Google Business Profile.
Google My Business is now called Google Business Profile
With a free Google Business Profile, businesses can showcase their business for free with photos, offers, special announcements and more on Google Maps and in Google's search results list.
As mentioned, Google changed the name of the Business Profile to Google Business Profile earlier this year. The website where you can manage your content is now called Business Profile Manager.
Despite the changes, the basic idea of the service remains the same. Unlike a normal business directory, a profile can contain much more than just your contact details. It is possible and advisable to add a logo and other visual elements, present products, special offers or advertising promotions - in order to attract the user's attention to your company. At the same time, you also have the possibility to communicate directly with your customers via your Google Business Profile.
During a search in a web browser - when you type in the business name - your business is prominently highlighted on the right edge of the screen (next to paid and other search listings). An image and a map snippet from Google Maps visually draws attention and shows where the business is geographically located and what it looks like from the outside.
When searching on a mobile device, the company is displayed on the full screen of the smartphone, and the location of the company is shown on Google Maps, along with a short description.
Those who are not looking specifically for your business, but for products or services, for example, may also find your Google Business Profile - but alongside other competitors in the same business area. Of course, the display position depends on how much time you spend optimising your profile.
It's now easier for businesses to manage their accounts
But Google hasn't just changed the name, it's also made updates to make it easier for you to manage your account, including things like updating your company details and chatting with customers through your Google Business Profile. In future, both will be possible via search and Google Maps, without having to visit either the Business Profile Manager app or the Business Profile Manager website.
Why is Google Business Profile important for B2B companies?
B2B businesses usually earn little from local customers searching for products or services on Google or Google Maps. Similarly, visits by potential customers to the physical locations of companies are not that frequent, especially if they are internationally oriented.
So why is Google Business Profile for companies operating mainly in the B2B segment?
For the following reasons:
- Business buyers are exploring the sourcing of new materials, products or services through different channels - primarily online, of course. Your Google Business Profile helps you present relevant information at a glance, and offers potential customers the opportunity to contact you quickly and easily.
- A complete and neatly arranged profile allows for a long-term good placement in Google organic search results. After all, the more often users click through to your company's website, the better your chances of appearing at the top of the search results by entering your company.
- Your Google Business Profile gives your customers the ability to add reviews, rate your business, ask questions and communicate with other customers. Good reviews increase the reputation of a B2B company, and a high level of interaction has an impact on your SEO and increases your visibility in Google search.
- Your Google Profile may lead to increase customer loyalty and retention. This tool also allows direct interaction with customers, offers the possibility to publish company news, announce special events and launch new products.
- Due to the special circumstances caused by the Covida pandemic, Google has offered a series of extensions for Google Business Profile users. These include, for example, marking a business as "Temporarily Closed", adding links for vouchers or donations, and displaying "Online Only" offers. What's more, there are also service attributes such as "In-store shopping" or "In-store pickup".
Thanks to the analytics available to verified profiles, B2B companies gain insight into their customers' behaviour. Insights allow companies to understand how a company profile is searched and found. A detailed list shows clicks to the website, phone calls, whether the company was found by search or via maps, which device the visitor used.
Conclusion: a Google Business Profile is a must for B2B companies
With Google Business Profile, B2B companies can improve their online presence and engage in a direct dialogue with their customers. It's free to sign up and is a small but important step to increase your company's visibility online. As it acts as the first point of contact in many cases, the profile needs to be regularly updated and maintained. This includes activities such as posting offers frequently, answering questions quickly and getting new reviews from satisfied customers.
The value of this digital tool is also perfectly suited to B2B companies and to instantly capture the desired target audience searching for specific search queries.
A professional Google presence is crucial for all businesses, as it serves as a sign of trust and ensures better positions in Google search results.
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