Google My Business (GMB) is fast becoming an essential tool in online financial services marketing. SJP Partners need to be aware of GMB and to decide if it needs to be a new element in their marketing strategy.
Why is GMB in particular important?
- Google My Business is important for local online search marketing. If you are developing a profile and reputation in the town/area where you are located, GMB must be part of the mix.
- 45% of Google searches return a Google My Business search result (source: Leapfrog Internet Marketing, June 2021).
- The GMB search result for your business may appear above the search results for your own website.
Don’t take my word for it, try it yourself.
On your mobile phone, fire up your browser (ideally Chrome), and type financial adviser near me. In many cases you will get a local map with no more than three financial advisers listed. Yours may or may not be one of them. I live in Fleet, Hampshire and here is the result from my device.
The map pack as it’s known will display no more than three results. The results shown to the left are a direct consequence of each adviser nurturing their Google My Business profile. One of the three is client of mine, so it’s good to be able to know this actually works! The reason GMB is important is because as humans we are inherently lazy. Google My Business has done an initial sift for me, so why do I need to search any further? Consider the potential for your business if it appears as one of the three for a non-branded search i.e. someone was looking for your service but doesn’t know you yet. I have a growing amount of feedback from SJP practices that a Google My Business strategy, alongside a social media campaign, is helping them attract more of the existing enquiries in their area.
Convenience is key. Look at the screen shot and see just how easy it is for someone to progress from searching a term to making a call directly to you.
Google My Business is free to set up and use
GMB was created very much for SMEs who rely on a certain geographic area for a large part of their business. Whether your business is a shop, a trade or a professional, like a financial adviser, GMB can help raise your local profile and directly benefit your business.
How does Google My Business work?
You create a profile on GMB for your business. The profile has to be verified to ensure its efficacy. This is done usually by a code that is posted to you within four days which you enter into the GMB profile to activate it. You have the option to create delegates who can access and manage the profile on your behalf, alongside you. A GMB profile typically includes:
- Business information and contact details
- Link to website
- Images of the business (people, office, team, activities etc)
- Google Reviews (ideal if you are not presently using a review platform)
- Product descriptions (retirement planning, investment etc)
- Posts (blogs)
Measuring the success of GMB
Is Google My Business worth it? The analytics tool will help you decide. The tool reports on how many calls were received and how many visits to your website came from your GMB entry.
Managing an effective GMB profile does need a regular investment of time each week. A steady flow of content and images has to be added to either achieve a top three slot or to maintain it. That’s why rolling out a GMB strategy works so well alongside an existing social media campaign that you might have running.
A final thought. The volume of online searches for professional services rose considerably during lockdown when people couldn’t meet in the usual way. There are not many people who think just because life is returning to normal that online search volumes will fall. Online searches for professional services is absolutely the here and now reality.
Learn more about online, digital and social media marketing for SJP Partners.
How can Google My Business help my SJP Practice?
That depends on where you are located and what marketing you are doing at the moment. We’d be delighted to have that conversation with you to help you come to an informed decision. Call 01252 213131 email us or complete the form below.