You want to make sure your MSP is showing up anywhere your prospects are searching for you. Most MSPs I have talked with have their Google My Business (GMB) profile set up (although less than half are using it effectively) which is what Google pulls from to list you on its maps app. Many MSPs also have Bing Places for Business set up (if you don't, it's super easy to do and you can sync it with your GMB profile). This is what Bing pulls from for its Maps data. Then there is the lonely stepchild of the Maps world - Apple Maps.
Most MSPs are Windows users. So it's easy to forget that Apple has its own browser and Maps application. It's also somehow easy to forget that over half of smartphone users in the US are using iPhones; Globally it's 20%. So you can see why it's important for your company to be visible to people looking for your services on Apple devices' native applications.
Generally when marketing managers for MSPs are building out the SEO and paid search strategy for the year, the top concerns are Google-related. I get it, I mean, my business is built on my Google Ads service for MSPs. And I still believe Google is the #1 lead generation source of MSPs. But we would be remiss to ignore the Apple business profile.
To begin, you need to access Apple Business Connect. This platform serves as a central hub for managing your business information across various Apple services, including Apple Maps. You can sign up for Apple Business Connect using your Apple ID or create a new one specifically for your business.
Once logged in, you'll be prompted to provide essential details about your business. This includes your business name, address, phone number, website URL, and category. Ensure the accuracy of this information as it directly impacts how customers find and interact with your business on Apple Maps.
If you business is already listed on Apple Maps, you will be able to claim it at this point as well as add additional locations.
To maintain the integrity of business listings on Apple Maps and prevent unauthorized edits, Apple requires businesses to verify their information. Depending on your location, verification methods may vary. Common verification methods include receiving a phone call or postcard with a verification code. We have also seen the option of uploading a utility bill or other document. You will need to verify each location separately.
After verification, take advantage of Apple Business Connect's features to enhance your business profile. Add high-quality photos that showcase your office, team, or wrapped vehicles. Craft a compelling business description that highlights what sets your MSP apart. Additionally, you can include operating hours, accepted payment methods, and other relevant details to provide a comprehensive overview for potential clients.
Customer reviews play a crucial role in shaping perceptions about your business. Apple Business Connect allows you to monitor and respond to reviews directly within the platform. Engage with both positive and negative feedback, demonstrating your commitment to customer satisfaction and building trust with potential customers.
To maximize your visibility on Apple Maps, optimize your business profile for search. Use relevant keywords in your business description and category selection to improve your chances of appearing in relevant search results. Consistency in business information across all online platforms is also crucial for search engine optimization (SEO).
Keep your business profile on Apple Business Connect up to date with any changes to your business information. Whether it's new operating hours, additional services, or a change of address, promptly update your profile to ensure accuracy and avoid frustrating potential customers with outdated information.
And that's it. Now go get it implemented.