Wouldn’t you like to get some free advertising for your business? And not just any advertising — but advertising that’s in front of people exactly when they’re looking for what you have to offer?
Then it’s time for you to check out Google’s Local Business Center. Just about every business will want to take advantage of this free advertising opportunity. Even if you don’t have a Web site. Even if you aren’t Web savvy.
Let me make this clear: I’m not referring to Google’s “AdWords.” Those are ads appearing next to listings when someone types in a keyword. You definitely pay for those. Google’s Local Business Center listings are the information that appears when someone searches Google Maps, mobile, or Google 411. And that information — which serves the same purpose of an ad — is absolutely free.
What’s in this for Google? When I asked this of John Hanke, Vice President of Google Earth and Google Maps, he replied, “It makes our search results more accurate.” Google’s goal, Hanke explained, is to be the source where people find information. To do that, Google needs reliable data.
Whatever Google’s reason, this is a good opportunity for you. Let’s say you own a plumbing company in Des Moines. Right now, you’re probably paying a pretty penny to advertise in the local Yellow Pages. You’ve taken out an ad to let people know your hours of operation, your particular services or specialties.
But if someone uses Google Maps or calls 800-GOOG411 for information instead of the Yellow Pages (and ask anyone under 35 when the last time was they used the Yellow Pages), they may find the name of your company and next to it, the words “more info.” Google gathers as much information as they can about businesses from many sources, but that info may be inaccurate or out-of-date.
Why not take control of that information — making sure prospects are getting accurate and extensive information — the same way they do in your Yellow Page ad? Especially since the majority of customers now look for local business information by doing searches online or on their phones.
To start, go to www.google.com/localbusinesscenter. ‘Claim’ your listing if your business is listed or add it if it’s not. To confirm that you are actually the business owner, Google will either call you or send you a postcard. You’ll be given a PIN number (write it down — you’ll need it) and then can edit your company information.
You can choose a number of categories to describe your listing and make it more likely for searchers to find you. If you’re a graphic designer, you might choose categories such as “graphic designer,” ‘’web designer,” ‘’marketing collateral.”
I’d advise every business owner to add at least this basic information. I did it for my company, adding a description of our products and a photo of one of our books. Before I went in and claimed my company, we were listed as ‘publishing consultants’ rather than publishers. Now there’s accurate information, and it took less than 15 minutes.
You can also add a coupon to encourage people who are looking for your offerings to choose you fast. You can change the coupon whenever you want, so you can experiment with different offerings.
Google’s Local Business Center also provides you with a “Dashboard” to see how people are finding your listing. It shows where people are coming from — figuratively and literally. In other words, you’ll see which terms (key words) people use to locate you and where they are searching from geographically. Let’s say you see people are searching from the next town over, perhaps you want to start advertising in a local newspaper over there or think about that as the next place for expansion.
Free advertising is an offer that’s too good to pass up, so go to Google’s Local Business Center to take this opportunity to put your information in front of prospects.
Rhonda Abrams is the president of The Planning Shop, publisher of books for entrepreneurs. Her newest is “Successful Marketing: Secrets & Strategies.” Register for her free business tips newsletter at www.PlanningShop.com.
Reader response:
“This author should check her facts before knocking another media. At a time where business people are looking for a good place to put their advertising $ misleading statements are a diservice to your readers.” — Jim Dennis, Yellowbook
“I associate Yellow Pages with the phone company wherease I perceive Yellowbook as a more nimble competitor that is successfully transitioning to an online/offline hybrid. The phone company has played games for years creating unnecessary categories to force local businesses to increase their count of listings in the same book and at the same time making it difficult for users to find what they are looking for. When the Yellow Pages arrive at my business and home I immediately dump them in the recycle bin whereas I keep the Yellowbook around.” — Doug Steinschneider, DCS Group
