It's important to ensure your firm captures as many leads as possible for people in your area looking for financial planning and wealth management services. Google Local Services Ads can help by making your firm more visible and accessible in your local market.
While many wealth advisors continue with traditional marketing methods, those adopting GLSA are gaining a noticeable advantage.
If you're looking to attract more attention to your wealth management business and really stand out in your area, this guide will show you how GLSA can help your firm become the go-to choice for local clients.
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Google Local Services Ads (GLSA) are a powerful tool for local advertising designed to connect businesses with customers in their area. This gives wealth advisors a significant advantage in terms of visibility.
GLSAs are particularly valuable for local businesses because they target users based on geographic location. For wealth advisors, this means reaching potential clients who are specifically looking for local financial services. This helps build trust and credibility with clients who prefer dealing with advisors in their community.
While both GLSA and traditional Google Ads aim to increase visibility and attract clients, they differ in several ways.
LSAs appear at the very top of Google search results, above traditional search ads and organic listings, for prime visibility. They come with a Google Guarantee badge, which adds a layer of trust and credibility that can significantly influence potential clients.
The pay-per-lead model ensures that advisors only pay for genuine inquiries, making LSAs a cost-effective option for driving high-quality leads.
In contrast, search ads operate on a pay-per-click model and appear below LSAs in search results. While they do not have the same built-in trust factor as LSAs, they offer greater flexibility in targeting specific keywords, demographics, and geographic areas. Broader reach can be valuable for increasing brand awareness and driving traffic to your website.
One of the main benefits of GLSA for wealth advisors is the increased visibility these ads provide. Appearing at the very top of search results makes your services more likely to be seen by potential clients.
Additionally, the Google Guarantee that comes with GLSA can help build trust with clients. It reassures clients that Google has vetted your business and assists in their decision-making process.
GLSA uses a pay-per-lead model, which means you only pay for actual leads, not clicks. This can be more cost-effective than traditional pay-per-click models, as you are only paying for potential clients who have shown a genuine interest in your services.
GLSA simplifies the process of acquiring new clients. Since your services are more visible and provide a Google Guarantee, GLSA can help attract high-quality leads to your business.
This allows you to focus on converting leads into clients while saving time and money on less effective advertising methods.
Setting up GLSA is a quick process that can boost your visibility and client acquisition. Here's a step-by-step guide to get you started:
Visit the Google Local Services Ads page and click on "Get Started."
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Enter your business information, including your business name, address, phone number, and website.
Google requires verification of your business license and insurance. Prepare digital copies of these documents for upload.
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To ensure clients receive reliable financial guidance, Google has set strict eligibility requirements for financial advisors on Local Services Ads:
Follow the prompts to submit your information and documents. Google may also conduct a background check on your business and its owners.
Once verified, create your GLSA account by providing additional details about your services.
This includes selecting the specific services you offer, setting your service area, and adding your business hours.
Securing a Google Guarantee for your wealth advisory firm builds trust with potential clients searching for financial services.
Below are detailed steps and tips to help you create an effective business profile that stands out.
Ensure that your business name, address, and contact information are the same across your Google My Business Profile, state registration, and GLSA. Consistency in your business information across all platforms helps improve your credibility and makes it easier for potential clients to reach you.
You can incorporate keywords naturally into your profile, such as "wealth advisor," "financial planning," and "investment advice." This helps improve your profile's search engine optimization (SEO) and make it appear in relevant searches.
Include high-quality, professional images of your team, office, and any awards or certifications. Images play a crucial role in making a strong first impression. They should convey professionalism and trust, which are especially important in the wealth management field.
Write a compelling narrative about your firm's history, mission, and values. You can discuss how you prioritize client relationships and tailor strategies to individual financial goals.
Make sure to emphasize your commitment to understanding and meeting the unique needs of each client to boost their confidence in choosing your firm.
It's crucial to choose categories that closely match your service offerings to ensure that the leads generated are as relevant as possible.
Make use of subcategories to further specify your services. Subcategories allow you to narrow down your services, which can improve the accuracy of the leads you receive.
For example, if 'Financial Planning’ is your primary category, adding services like 'Tax Planning' or 'Investment Advising' can provide clearer signals about your specific offerings.
Encourage satisfied clients to leave positive reviews. Client testimonials are incredibly influential and can significantly boost your firm's credibility.
Moreover, responding to reviews shows potential clients that you value feedback. This interaction is not only good for SEO but also demonstrates your firm's dedication to client satisfaction.
Regular monitoring of your GLSA profile is crucial to ensure no client questions go unanswered. When responding to questions, ensure that the information you provide is correct and up-to-date.
It's also important to be as helpful as possible, even if the question may seem vague or broad. If a question requires a more detailed response, invite the client to contact your firm directly for a more in-depth discussion.
Always maintain a professional and courteous tone, regardless of the nature of the questions.
Remember, your responses are public and can be viewed by anyone researching your firm.
A respectful and professional response reflects well on your firm and creates trust with prospective clients.
Updating your profile regularly with fresh images keeps your content relevant and engaging. High-quality images improve the visual appeal of your profile and make it stand out.
Set a monthly schedule to update your images. Using digital calendar reminders ensures consistency and helps you manage updates without having to keep track manually. Choose images that reflect recent successes or events, such as community involvement or client meetings.
Moreover, descriptive file names with keywords, such as "wealth-advisor-team-event-2023.jpg,"
help in SEO. You can add alt text to each image describing what it depicts, which can make your website more accessible.
Once you have your images ready, upload them to your GLSA profile, ensuring they are placed in relevant sections and aligned with the text content. Add brief captions or descriptions to explain the context or significance of the images.
Maximizing the effectiveness of your Google Guaranteed status is crucial to optimize your wealth management marketing strategies.
Prompt responses to client inquiries demonstrate professionalism and responsiveness, which are critical in the financial services sector.
Set up a system to ensure that calls are answered quickly during business hours, and consider an answering service or a professional voicemail system for after-hours calls.
Client reviews are a powerful tool for building trust and improving your firm's reputation. Aim to capture a new review after every client interaction or completed job. Provide them with direct links to your GLSA review page and politely ask for feedback soon after your service is
delivered.
Not all leads generated through GLSA will be qualified. It's important to monitor the quality of your leads and dispute any that do not meet your specified criteria. This helps to ensure that you're not paying for leads that aren't relevant to the services you offer.
Keep detailed records of lead interactions and reasons for disputes to streamline the process and improve the accuracy of your targeting over time.
Efficient lead management is crucial for maintaining a high conversion rate. Mark leads that you can provide a quote for "Approved" as soon as possible. This helps you organize your leads better and speeds up the follow-up process.
Ready to attract high-net-worth clients seeking expert wealth management services? Let AUM Growth Marketing help you achieve Google Guaranteed status.
We specialize in creating targeted ads, optimizing campaigns for maximum conversion, and designing engaging landing pages that draw in your ideal prospects.
Elevate your practice with our expert marketing strategies and secure your firm's reputation as a premier choice in wealth management.
Dominate Your Market with AUM Growth
A Husband, Father, and Business Owner. He is also a Digital Marketer and Finance Nerd with over a decade of lead generation experience managing a results-driven marketing agency for Wealth Management Companies. Aaron loves studying marketing, markets, video production, and strategy to better serve his clients.
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