When searching for something, Google is usually top of mind as the first place to look. Many businesses have all their information up-to-date in their Google Business Profile (GBP) making it easy to see reviews, phone numbers, addresses, and more. While this is important, another platform has become available for businesses to reach potential customers: Apple Maps. Last year, Apple introduced a new self-service platform allowing businesses of all sizes to take control of their appearance across Apple’s apps.
Apple Business Connect
According to Apple, Apple Business Connect is “a free tool that allows businesses of all sizes to claim their location place cards and customize the way key information appears to more than a billion Apple users across Apple Maps, Messages, Wallet, Siri, and other apps”. Before this offering, there wasn’t a way to edit the information on Apple Maps, which can differ from what is on Google.
Anyone who uses Apple Maps might not see the same information they would see on Google if they searched for your business. Reviews, pictures, addresses, phone numbers – all of these and more may be outdated and incorrect, which can negatively affect your business by deterring potential customers. Yelp has an integration with Apple and will still allow for their content to be shown, but with Apple Business Connect you can go further and tailor your profile to potential clients.
Source: Apple.com
How to Set Up Your Business
To start using Apple Business Connect, business owners can use an existing Apple ID, or create a new one, to register for Business Connect at the self-service website. Once you have logged in and Apple has verified your business, you can claim locations and begin updating your place card.
Apple Business Connect allows you to add information about specific features that your business offers, like wifi availability or accessibility options. Including information like this can set you apart from other businesses and draw in customers who may value the specific features you have listed.
Source: Apple.com
You can also include buttons that allow customers to take action, like call, book an appointment, or visit the website. The self-service nature of the platform allows you to update logos and photos in real-time, keeping your brand consistent.
Another unique feature that Apple Business Connect offers is a section called Showcases. Showcases highlight seasonal offerings, special promotions, discounts, and more, that your business may offer.
Learning From Your Customers
Now that you’ve customized your business profile, you can use the insights collected when people interact with your place card to understand your audience better and what they are looking for when your business comes up. For so long, Google Business Profile was the only self-service product like this, but Apple Business Connect allows businesses to customize their content on a previously unexplored platform in a new way. Learning what drives your customers or clients to choose you on one platform can inform future decisions and optimizations on other platforms.
Apple Business Connect is a great way to make sure you maintain brand consistency across a variety of platforms that potential customers may interact with before making a decision. Because the platform is self-service, you get to control how your business is presented and received by others.