Local brick-and-mortar and service-area businesses (SABs) can ensure they're reaching as much of their target audience as possible by listing their businesses on Apple Maps via Apple Business Connect.
Apple Maps may only be available on iOS devices, but more than 60% of iOS users reportedly use Apple Maps on a regular basis.
In other words, if a business isn't listed on Apple Maps, it's potentially missing out on getting found in local searches by a large number of people who prefer using Apple Maps over Google Maps on their iOS devices.
But besides ensuring businesses get found on Apple Maps, claiming an Apple Maps Business Connect listing can also provide a number of other benefits, especially when it comes to improving customer engagement.
Apple Business Connect Features That Can Boost Customer Engagement
Apple Business Connect listings, known as Place Cards, have several key features that can boost customer engagement through Apple Maps, ultimately helping convert more iOS-using leads into paying customers.
Action Buttons
Apple Business Connect Place Cards allow businesses to include Action Buttons, custom button-style CTA links, that prompt users to engage and take specific actions directly from the Place Card.
These Action Buttons allow Apple Maps users to do things like call the business, get directions, place an order, make an appointment, or even buy a ticket to an event, all directly from the business's Place Card.
By offering users these convenient call-to-action buttons, businesses can make it easier for potential customers to interact and engage with them via Apple Maps, improving the customer experience and increasing the likelihood of conversion.
Showcases
Another unique feature of Place Cards is the ability to create Showcases. Apple Maps Showcases are similar to Google Business Profile Posts, in that they allow businesses to highlight specific offers, products, or services they want to promote.
For instance, a restaurant might promote a special 2-for-1 deal with a corresponding Action Button for ordering. Or, an auto mechanic might promote a 25% discount on drop-in oil changes, with a CTA to get directions to the shop.
The Showcases feature of Apple Maps business listings not only grabs the attention of potential customers, generating leads, but also directs them toward taking immediate action, boosting engagement and driving sales.
Customer Ratings
When available, Apple Maps user ratings boost a Place Card's appeal and credibility. Positive ratings influence potential customers' decisions, driving more foot traffic and engagement.
Additionally, since we know that Google Reviews are an important ranking factor for Google Search and Google Maps, it's likely that getting strong ratings on Place Cards can also improve businesses' rankings on Apple Maps, leading to even higher visibility and engagement.
Photos
User-uploaded photos can also play a crucial role in enhancing customer engagement, encouraging users who come across a business's Place Card on Apple Maps to click on it to see more and interact with it in other ways after viewing the photos.
Authentic customer photos make Place Cards more appealing and informative for potential customers. These photos help people decide whether or not they want to choose a business, providing a real-world glimpse into what they can expect.
Accurate and Up-to-Date Information
Claiming and managing a Place Card through Apple Maps Business Connect also allows businesses to ensure that their information is accurate and up-to-date on Apple Maps, avoiding potential issues like getting marked as permanently closed.
Accurate information, including essential details like contact information, business hours, and address, reduces customer frustration and makes it easier for people to connect with the business.
For instance, up-to-date business hours ensure customers know exactly when they can visit, call, or expect a response, thereby improving overall customer satisfaction and engagement.
Apple Maps vs Google Maps: Which Is Better for Engagement?
When it comes to improving customer engagement for local searches, both Apple Maps and Google Maps offer unique advantages.
While both platforms offer their own features to streamline customer interactions and drive conversions, Google Maps, with its much more widespread usage, generally offers broader reach and more comprehensive engagement opportunities.
That being said, optimizing for both platforms ensures the best engagement by allowing businesses to reach a wider audience.
Conclusion
In an increasingly competitive local market, optimizing Apple Maps Place Cards through Apple Business Connect is a valuable strategy for businesses aiming to maximize their reach and engage more effectively with nearby customers.
While Google Business Profile remains a crucial element of local SEO, incorporating Apple Business Connect into your overall strategy ensures you're not missing out on a substantial segment of potential customers who prefer Apple's ecosystem.
By taking advantage of the unique business listing features of the Apple Maps app, businesses can not only get found more easily by iOS users, but also engage with them in meaningful ways that drive conversions and build lasting customer relationships.