Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / How a Local Coffee Roastery Wins Wholesale with Google Maps
Transcript
- Lucas: So, Luna, you know that little coffee roastery on Burnside, the one with the yellow sign that you always said smells like heaven from half a block away? Luna: Oh, yeah, Stumptown? No, wait, they have a different name — it's like 'Ritual' or something? No, that's in California. The one with the goat on the logo? Lucas: That's the one — 'Goat Feather Roasters.' Anyway, I was chatting with the owner, Maya, last week, and she told me something that blew my mind: a third of their revenue now comes from wholesale accounts — cafes, restaurants, even a couple of food carts — and she credits a lot of that to how they show up on Google Maps. Luna: Wait, wholesale buyers are searching Google Maps? I thought that was just for finding a place to grab a latte. Lucas: That's the thing — it's not just consumers. When a cafe owner is looking for a new bean supplier, they're often doing it on their phone, checking out what's nearby. And if your Google Maps listing doesn't say 'wholesale available,' you're invisible to them. Luna: Hmm, so how does a roastery actually use Google Maps to court B2B clients? Because I bet it's not just having a pin on the map. Lucas: Right. And before we get into the weeds, quick thing — you know how we keep this show ad-free? That's because of listeners like you. If these marketing conversations have sparked something you've actually used in your own business, and you want more of that, you can support us at buy me a coffee dot com slash fexingo. It's a small way to keep the coffee in our mugs and the episodes coming. Luna: Yeah, and it genuinely helps us keep doing what we do. No pressure, but if you've ever learned something here that paid off, that's a great way to say thanks. Lucas: So, back to Maya and her wholesale playbook. The first thing she did was completely overhaul their Google Business Profile. They added the 'coffee roaster' category, plus secondary categories like 'coffee wholesaler' and 'coffee machine supplier.' Luna: Wait, 'coffee machine supplier'? They don't sell machines. Lucas: Exactly — but she realized that a lot of cafes that buy wholesale beans also need machine service, and she has a partnership with a local repair tech. So by adding that category, she started showing up for a whole new set of searches, and she gets referral calls from that partnership. It's a clever hack. Luna: That's smart. So they're essentially casting a wider net with those secondary categories. Lucas: Exactly. And then she optimized their description with phrases like 'wholesale coffee beans Portland' and 'roastery supplying local cafes.' She made sure those exact terms appeared in the products and services section, too. Google Maps pulls from all that text. Luna: So if a cafe owner types 'wholesale coffee Portland' into Google Maps, are they actually going to see this listing? Lucas: That's what she found. Before the overhaul, they were basically invisible. Now they show up in the top three for those kinds of searches. But the keywords are only half the story — she also changed up their photo strategy. Luna: I'm guessing it's not just pictures of latte art. Lucas: No, it's photos of the roasting machine mid-cycle, bags of beans being packed for wholesale orders, even a shot of their delivery van. The idea is to signal to a cafe owner that this is a real production business, not just a hipster hangout. Luna: That makes sense. They're telling the story of 'we can supply you' through visuals. Lucas: And then there's the Q&A section on their listing. Maya actively seeded questions like 'Do you supply local cafes?' and 'What are your wholesale minimums?' and answered them in the listing. That way, when a buyer is scrolling through, they see those answers without even having to ask. Luna: Oh, I love that. It's like a FAQ that shows up right in the maps app. Lucas: Exactly. She also uses Google Maps' 'updates' feature — you know, those posts that appear on the listing. Every week she posts their roast schedule or a seasonal blend, so the listing is always fresh. That keeps her in the algorithm's good graces, and it also gives cafe owners a reason to check back. Luna: So it's like a mini social feed for your Google Maps listing. But what about reviews? I feel like those are make or break for local SEO. Lucas: You're right, and Maya treats them differently depending on who's writing. When a consumer leaves a review, she replies as if she's talking to a customer. But when a cafe owner leaves a review, she responds with a note that mentions 'wholesale partnership' and 'thanks for being a wholesale client.' That way, the listing starts to accumulate language that signals to Google, and to other potential wholesale buyers, that this is a business that works with other businesses. Luna: So the reviews become proof of their B2B chops. Clever. Lucas: Yeah, and she also makes sure to respond fast — like within a day — because Google rewards engagement. But the real game-changer, and this is the kind of detail I love, is that she added a 'service area' on their profile. Even though they have a physical storefront, she set a pretty wide service radius for their wholesale delivery. Luna: Oh, that's interesting. So they show up for searches in areas where they might not have a physical presence, but they deliver to? Lucas: Exactly. That's how they started appearing for searches like 'coffee roaster Portland' from people who are farther out, like in Beaverton or Gresham. It opened up a whole new market for them. Luna: That's a game-changer. And I assume they also have a website link on their profile? Lucas: Yeah, they direct people to a page specifically for wholesale inquiries, not just their homepage. That page has a simple form and mentions their minimum order and delivery schedule. So once a buyer clicks from Maps, they're already in a wholesale funnel. Luna: That's so smart. It's like a full conversion path from Maps to a wholesale order. Lucas: And it works. Maya says she gets at least two or three wholesale inquiries a week just from the Maps listing. That's a massive return on what is essentially free time and a bit of strategy. Luna: So what's the one big takeaway for any small business that wants to do this? Not just coffee roasters. Lucas: The big takeaway is to think of your Google Maps listing not as a static address, but as a dynamic search engine optimization tool. Every category, every photo, every review reply is a piece of content that tells Google who you serve and how. If you have a wholesale arm, make sure that's crystal clear in every element of your listing. Luna: So it's about signaling to the algorithm, and to the buyer, that you're open for business — not just retail, but B2B. Lucas: Exactly. And the best part is, it's not that hard. It's just about being intentional. Start with your categories, then your description, then your photos, and then your reviews. It's a process, but it can pay off big. Luna: I love that. And I have to ask — is there a downside? Any pitfalls to watch out for? Lucas: One thing that can trip people up is being too aggressive with the service area. Google can penalize you if you set a service radius that's unrealistically huge, or if you hide your address entirely when you're a storefront business. So be honest about where you actually deliver. Luna: So keep it real or Google will call you out. Lucas: Yeah, and that's a good reminder that the algorithm is getting smarter. It's not just about stuffing keywords; it's about giving accurate, useful information to the people searching. Luna: So, if you're a plumber, a florist, a landscaper — anyone with a wholesale component — this is a playbook that works. Lucas: Absolutely. The principles are the same: identify the categories that match your B2B services, optimize your description, use photos that show your business in action, engage with reviews strategically, and set a service area that matches your delivery or service range. Luna: I think this episode is going to be a bookmark for a lot of people. Lucas: I hope so. And if you do try it, let us know. Maybe we'll have Maya back on to see how it's going in a few months. Luna: That would be great. I could use another coffee break.