If you've got a client in an offline industry, it's smart to start your keyword research offline, too. Take a look at this unconventional method to getting the long-tail keywords in places that the AdWords tool just won't help you out.
Our very own +Christopher Smith will be giving a away top-notch industrial SEO secrets for free at the IMRevo Industrial Marketing Seminar in Houston on January 31st. Did we mention that it was free ;)
Even if you don't sell a product or have events on your site, there's still structured data markup you can use (like the contact information tags). Make it easy for Google to display the data your customers need to see.