Note the editor: This is the second article in the three-part series that financial advisors about the best practices should consider the following to properly use customer advocacy statements as a marketing tool. Part one focuses on how to handle customer admirement and endorsementAnd part will expand the best practices for three videos or audio admirers and support.
When you have an additional minute, search Google in the name of your firm.
Chances are, you will see a list with a list, a map of your location, a link to your website and a brief description of your firm, its phone number and hours of operation.
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This is your firm’s Google Business Profile (GBP). Google makes it without your participation or permission. Not surprisingly, these listings often have wrong information.
Even if your GBP is factually correct, you should not leave it. Why? Because anyone – including your rivals – can take virtual ownership of any unclaimed GBP.
Claiming your firm’s GBP prevents anyone outside your company from changing it. Therefore, someone from your company needs to own it.
The person should have a Google account that is connected to the email domain of your business. They can then claim their GBP by signing up for an account on bussiness.google.com/us/business-Profile.
Once they secure your profile, they can make that much changes as to allow your advertising compliance department. If changes are made, compliance will possibly need to review the revised GBP.
Once your GBP is approved, you can leave it alone. Anyone who owns the profile will receive any activity information related to the profile – how many phone calls, website visits or requests for directions generated by it, as well as summary of search terms that produce it as a result.
However, the firms who want to bring their lead from online sources want to take advantage of one of the most powerful marketing features of GBP: the ability to quit reviews for customers.
They are there, you want them or not
Each GBP allows anyone to leave the review – either positive or negative.
You cannot control who leaves the review. You cannot control what you say. You cannot change the words of a review. You cannot remove a bad review. And, in most cases, industry rules do not allow you to respond to public reviews in public.
But what you can do is to encourage your customers to quit reviews. The review not only distinguishes its firm from the competition and its brand creates reliability, but they can also improve its ranking in search results.
According to President and founder Nick Hopwood, Google reviews have been particularly useful in making lead for the financial planning firm Peak Wealth Management in Michigan.
He says, ‘We are getting a ton lead with our website and Google’s discovery without any paid advertisement. “Depending on the year, 10% of all new incoming funds and 25% are coming from this source.”
How to encourage google reviews responsibly
Rules for Google reviews are not the same for clients and support. The biggest difference is that you can’t ask directly Person Customers to leave Google reviews.
Why? Because these reviews bypass the general compliance review process.
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Compliance cannot reject them or it is necessary that a disclosure is associated with them.
So, you cannot actively review one review from a customer. You cannot even ask them to quit positive reviews.
So what can you do?
You can normally invite clients to leave the Google review by providing links to your GBP in your email signature, on your website, in newspapers or other mass communications.
For a text link in your email signature, you can use a line:
Click here To leave a review on Google.
Or you can embed an image with a link that says something “Please leave us the review on Google.”
Hopwood uses a business card as an effective method to encourage reviews. “When we are in a meeting and the customer makes a statement about how happy the work they are, I hand over one of their business cards with an embedded QR code that takes them right on our Google review page. I think with the card, they say more likely to take time to write a review and take time,” they say.
It is important to understand the nuances between customers giving a way to leave reviews and actively ask them to leave reviews. If you are not sure which is, then get road rules from your compliance department.
What can you do after a customer
Along with the admissibility, you may be allowed to send a nominal gift (such as $ 20 gift card), thanks to a customer, who left the Google review on his own.
However, if a customer leaves a negative review, or you do not like their review words, there is nothing you can do. You are not allowed to ask or remove them. But wouldn’t it be very good if you can re -do the positive review of the client on your website or social media?
Technically, you can. But only when you reproduce that review as a customer aims.
To do this, you will need to contact the client and ask if they will be ready to review your marketing materials.
If they agree, you will have to follow the advertising compliance processes of your firm for collecting, review, approval and publication of standard customers, including any necessary disclosure language. (Again, read my previous article – in the link editor’s note – for a general observation of this process.)
Should you encourage Google reviews?
There are professionals and opposition.
A large collection of positive reviews on your GBP can dramatically improve your firm’s visibility in search results.
Even more importantly, they can go a long way towards persuasion the possibilities that are looking for financial advisors to close your firm and its website closely and contact you for more information.
However, because a single poor review can do many torpedo of goodwill generated by your firm’s online supporters, you can decide that the risk overtakes the potential awards.
This is why, if you are looking for opportunities to use your customers’ good words to enhance your brand to increase your brand, you may want to focus on gathering and publishing the admirers instead.
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This article presents the ideas of our contributing advisor, not by Kiplinger editorial staff. You can check advisory records with Second Or with Finara,
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