BBB and Google Partner to Get Businesses on the Map

Businesses encouraged to attend in-person BBB workshops for expert help

Being on the map matters. 4 in 5 consumers use search engines to find local information, like store addresses, business hours, product availability and directions.¹ Yet, only 37 percent of businesses have claimed their listing on a search engine.²  And complete business information can help generate economic value to individual communities. In small communities, this could be worth up to +$300k a year; in large cities it can be up to +$7m.³

That’s why Better Business Bureau Serving Eastern Massachusetts, Maine, Rhode Island and Vermont and Google have teamed up on Google’s latest program called Let’s Put Our Cities on the Map. Our mission: to help businesses in 30,000 cities get the help they need to succeed online, for free. Because stronger businesses mean stronger communities.

Ready to get started?

Businesses are invited to attend free workshops to get online and on the map. Attendees can look forward to giveaways, dedicated staff to help update business information on the spot, and free food and drinks.

Find a workshop in your area and get your business on the map.

Want to see how your business appears on Google Search and Maps now? Head to www.gybo.com/business and type in your business name to see how your information appears across Google Search and Maps.

The tool highlights suggestions for areas that could use attention, including:

• Address
• Phone number
• Hours of operation
• Photos

Want help updating the information? Attend a BBB workshop to learn how to manage your business info across Google.

We’re excited to be partnering with BBB. By working together, we can help our local businesses succeed on the web and make our communities even stronger.

Written by Whitney Lemon, Google Small Business Engagement. Whitney is a marketing manager on Google’s Let’s Put Our Cities on the Map team. She hosts Friday 15: Small Business Tips, Google’s series to help small businesses succeed online. Friday 15 is part of Google’s Get Your Business Online program, providing small businesses with a custom domain name and web hosting–at no charge for one year.

For more information you can trust, visit us at bbb.org/boston, like us on Facebook, or follow us on Twitter and LinkedIn. Become an Accredited Business and get the resources you need to give you confidence and help keep your business safe and secure. 

¹ Google/Ipsos MediaCT/Purchased, Understanding Consumers’ Local Search Behavior, May 2014

² Marketing Sherpa, Search Marketing Benchmark Report SEO Edition, 2012

³ Google/Oxera, The Benefits of Complete Business Listings, December 2014

Free Advertising Ideas for Your New Business

One of the most important goals for a new business is to reach clients and promote your mission.   You want to advertise, but you don’t want to spend all of your hard-earned profits in the meantime.  Fortunately, there are several ways to accomplish this goal without breaking the bank.  The following are a few ideas you can utilize to effectively promote your business at little or no cost.

1. Network - The most efficient and productive way to advertise is word of mouth or good old-fashioned networking.  Attend free events such as happy hours or dinners, anywhere you can discuss what you are passionate about and spread the word of your new endeavor.  Use the traditional method of cold-calling on the telephone to reach out and market your business. Technology is great but people still appreciate when you take the time to make a personal connection.  It also gives you a stronger platform to explain your goals.

2. Utilize Social Media – Blogging is a great (free!) way to self-promote.  Start your own blog and follow others in hopes they will return the favor. You can also periodically and methodically have guest bloggers support your site and write pieces once in a while. Establish a professional presence on Facebook, Twitter, Pinterest, Instagram, etc. and keep up with the current social trends.

3. Giveaways - Offer a referral system to current clients where they receive a discount or free services, if they refer new customers to you.  Alternatively (or additionally) offer a loyalty program to encourage return business.  You can also offer a first time discount through websites like Gilt, Groupon and Living Social.

4. Cross-promotion – Advertise and cross-promote with other local small businesses on your website, social media and promotional events. This can cut back on costs and reach a larger group of potential clients.

5. Self-promote - Always have your business cards handy. They are a simple takeaway to leave with potential prospects. Also, include your company website and links to your business’ social media at the bottom of your email signature which will reach everyone you communicate with daily.

Are you a rising new business less than a year old? Take advantage of the New Business Sponsor Program for guidance with topics like technology, marketing and customer service.

For more information you can trust, visit us at bbb.org/boston, like us on Facebook, or follow us on Twitter and LinkedIn.

Written by: Adam Koncius, Koncius Digital Marketing

When “Free” Doesn't Mean “Free”

Recently, a mailer was sent out that advertised a FREE service valued at over $800.  A consumer called and asked how it could be free. The answer… “It wasn't.” Sometimes, consumers get so caught up in the excitement of a valuable product or service being offered at a free or reduced rate that they forget to ask this very important question. Of course, the advertisement says “free” so how could it not be, right?

Technically, businesses should not use the word at random, unless you truly mean it. There are exceptions though. Frequently in advertisements, businesses will promote something as being “free,” but then in order to get the product or service, there are accompanying fees. This practice is not uncommon and is used in various industries.

It is not acceptable to mask or to try and hide costs with small print or confusing verbiage. The BBB Code of Advertising specifically says that if a “free” offer is contingent upon another purchase, this fact must be stated “clearly and conspicuously together with the offer.” The use of an asterisk next to the word “free” referencing a footnote is not an acceptable practice.

Do you offer anything for free? How do you advertise it?

How To Avoid Six Common Advertising Offenses

Small business owners often have to add the title of Advertising and Marketing Director to their long list of duties and may not be aware of the various laws regarding common advertising claims. Creating an effective advertising strategy isn't just about where and when ads are placed, but also what claims are being made. 

The following are six examples of commonly used phrases and tactics in advertising that are often misleading when not used properly:

“Free”

The word “free” may be used in advertising whenever the advertiser is offering an unconditional gift. If the shopper has to purchase an item in order to receive the free gift, the advertiser must clearly and conspicuously disclose the conditions. Also, an advertiser may not increase the price of the purchased item, nor decrease quantity or quality in conjunction with the free offer. Additionally, free offers should not be advertised when the item to be sold is customarily a negotiated-priced item such as an automobile or home.

“Save up to…”

Price reduction claims that cover a range of products or services should state both the minimum and maximum savings without a misleading emphasis on the maximum savings. Also, the number of items available at the maximum savings should comprise typically 10 percent of the items being sold unless local or state law requires otherwise.

“Lowest price in town…,” “Our prices can’t be beat…,” etc.

Prices for products and services fluctuate regularly and it can be extremely difficult for an advertiser to claim with certainty that their prices are lower than their competitors. Such claims should be avoided unless the advertiser can provide substantiation.

“Best,” “Most,” “Tops,” and other superlative claims.

Superlative claims can be objective, based on fact, or subjective, based on opinion. Objective claims relate to tangible qualities and performance which can be measured against accepted standards. When making objective claims, an advertiser must be able to substantiate all claims.

Obvious use of puffery, such as an advertiser stating they think they offer the best customer service in town, may not be subject to truth-in-advertising standards. However, advertising is all about trust from the consumer’s perspective and businesses should be vigilant against making subjective superlative claims that are misleading.

“Factory direct,” “Wholesale prices,” “Direct from the maker,” etc.

Claims such as these imply significant savings from the actual price being offered by retailers. These claims should not be made unless the implied savings can be substantiated. Furthermore, claims such as “factory to you” or “factory direct” should not be used unless the advertiser actually manufactures the merchandise or owns the factory where the advertised products are made. Similarly, an advertiser cannot falsely claim to be a wholesaler, nor can an advertiser claim to offer “wholesale prices” or items “at cost” unless the items are being sold at the same price as would be purchased by a retailer for resale.

*Use of Asterisks

Asterisks can be used in advertising if they offer additional information about a word or term that is not inherently deceptive. However, an asterisk or similar reference symbol cannot be used as a means to contradict or substantially change the meaning of the statement. The information referenced by the asterisk should also be clearly and prominently disclosed.

Guest Blog: A Cost Effective Way To Advertise Online

If you have a website for your local business and would like to attract more customers to your store front or if you sell a service to local people in surrounding towns and would like to get more leads, adding your business to Google Maps is a cost effective way to get these customers and leads. 

1. If you haven't already claimed your local Google Places/Map listing, do that now. Just do a search on Google for "Google Business Directory" or click this link: www.google.com/placesforbusiness/ and list your business. 
2. You want to find all the searches that result in Google showing their local business directory. Google's local listings don't appear for all searches, so you need to do some research to find out which keywords or phrase make them show up. Example: If your a plumber try a search for plumber, or plumbers. If there isn't a local result for that, try adding your town like: "Boston Plumbers" or Plumbers in Boston MA". Find all the keyword phrases that produce a Google Maps result for your industry, include other town names in your service area.
3. Create one page for each phrase or keyword that Google shows their local directory listings for on your website. The best way to do this is to incorporate a blog on your website. If you do not have a blog, this is an easy addition. Write one new blog post a week about the keywords and phrases you found trigger the local maps listings. You could write a post about a job you did in that town, include reviews and testimonials from people you serviced in the town, include pictures of the job, whether or not you pulled a permit, what traffic was like in the area, etc. Make sure each page is about the single phrase or keyword. It should be the first words in the title of the page, include it in the "alt" text of an image on the page, and you page content should be somehow relevant to the phrase. 

PRO TIP* Start by writing about towns that are recession proof, neighborhoods where the median income is above average, and where you aren't likely to have many DIY types. 

A Google places listing is free, advertising does not get any more cost effective than that. Free is Good! showing up for searches by locals in your home town will certainly get you some leads every year. But, showing up in 10-20 local towns will get you enough work to stay busy every week.

Michael Kern is the Founder of Inform Local, a BBB Accredited Business since 2012.