Financial Advisors: How to Attract More Clients Using Google Business Profile
Free online visibility
without a website. It can be done.
La gestion de patrimoine est un métier où la confiance est un aspect clé de la relation, ce qui explique la popularité du bouche-à-oreille comme stratégie pour développer sa clientèle. C'est une stratégie puissante, mais qui a des limites, car il vous faut déjà des clients (pas idéal quand on débute), cela demande un travail de fond important qui prend du temps, et on ne contrôle pas le client qui est recommandé. Au final, le conseiller en gestion de patrimoine devient un acteur passif de sa réussite. Je vais vous parler d’une autre stratégie qui peut vous permettre de trouver des clients, de manière régulière et sans investissement continu de votre temps ; cette stratégie s’appelle le SEO local qui se travaille par le biais du portail Google Business Profile.
Did you know?
Les recherches locales ont souvent un niveau d’intention de recherche plus élevé. En effet, lorsqu'une personne effectue une recherche locale, elle ne se contente pas de naviguer sur un site ; le plus souvent, elle est prête à passer à l'action. On peut s’attendre qu’avec une stratégie de référencement local solide, elle peut déboucher sur des prospects qualitatifs.
In this article, we'll explore in detail why and how wealth management firms can take advantage of Google Business Profile to improve their visibility and position themselves closer to potential clients.
Here's what we'll be talking about:
What is Google Business Profile?
The advantages of having a profile for a wealth management firm
How to create and optimize your profile
Integration with the firm's website
Statistics and analysis
Responding to customer feedback
Promote your profile
Best practices
What is Google Business Profile?
Google Business Profile is a free tool provided by Google that enables local businesses to manage their presence on the search engine. In concrete terms, it enables them to display essential information about their business (address, telephone number, opening hours), as well as photos and customer reviews, directly in the search results.
With Google Business Profile, you can also interact with your potential customers without them having to leave the search results page. For example, you can answer their questions or publish important updates about your firm.
Les avantages d'avoir un profil pour un cabinet de CGP:
Here are the main advantages for a law firm to have a Google Business profile:
Better online visibility: your listing will be displayed directly in search results when web users type in your practice's name. This makes you more visible.
Increased credibility: professional photos and positive reviews from previous customers give a good first impression of your practice.
Source of potential customers: people who consult your profile can become customers.Interaction with your customers: you can answer their questions and receive their feedback directly on Google.
How to create and optimize your Google Business profile
Creating a Google Business profile is easy. All you need to do is :
Go to business.google.com and click on "Start".
Enter the name of your practice and confirm that you are the owner.
Fill in all the information requested, such as address, telephone number, opening hours, etc.
Add photos and an attractive description of your services.
To optimize your profile, remember to :
Keep your information up to date.
Add as many professional photos of your team and premises as possible.
Get feedback from your satisfied customers.
Respond quickly to questions and comments.
Update your profile regularly with news from your practice.
Intégration avec le site web de votre cabinet CGP
We recommend linking your website to your Google Business profile.
This will make it easy for visitors to your site to find out more about your services. To do this, simply :
Go to the dashboard of your Google Business profile.
Click on "Info" in the left-hand menu.
Find the "Website" section and enter your website URL.
Click on "Apply" to save.
Your website will now be displayed on your listing and clickable by web users.
Statistics and analysis
Google provides useful tools for tracking and analyzing the performance of your Google Business profile:
Number of views of your profile
Origin of visitors (Google search, Google Maps, etc.)
Click-through rate to your website
Number of telephone calls generated
Regularly analyze these statistics to identify your profile's strengths and areas for improvement. This will enable you to make your profile even more effective in attracting customers.
Responding to customer feedback
Customer reviews on your Google Business profile play a crucial role. Here are a few best practices:
Thank every customer who leaves a positive review.
Respond quickly to each negative review to understand the problem and propose a solution.
Always remain professional in your responses, even when faced with a very negative comment.
Managing reviews is part of the customer experience. Do it well and your customers will be more loyal!
Promote your Google Business profile
To make your profile more visible, you can :
Share it on your social networks.
Include it in the signature of your professional emails.
Promote it on partner sites, directories or your LinkedIn community.
Encourage your satisfied customers to leave positive reviews.
By promoting it widely, you'll increase traffic to your profile and the generation of new customers.
Best practices
Here is a summary of the essential best practices for an effective Google Business profile:
Up-to-date information
Quality photos
Quick answers to opinions and questions
Continuous optimization thanks to statistics
Regular promotion on the web and networks
La plateforme Google Business Profile va permettre aux cabinets de gestion de patrimoine de travailler leur notoriété locale. Des enquêtes récentes indiquent que 46 % des recherches sur Google ont une intention locale. Ce trafic est un trafic intentionnel qui présente un taux de conversion plus élevé que le SEO naturel d’un site. Je vous conseille d'actualiser régulièrement votre Google Business Profile en publiant des articles, en recueillant des avis et en veillant à ce que toutes vos informations et tous vos liens soient à jour. Pour les CGPs où la clientèle locale est souvent la plus importante, Google Business Profile est un outil indispensable pour les atteindre.
Nous avons développé une offre spécifique appelée SEO Essentiels pour vous permettre un positionnement stratégique et local et attirer plus de prospects qualifiés. Pour plus d’informations sur notre offre SEO complète et notre Pack SEO Essentiels n’hésitez pas à nous contacter en utilisant le formulaire de contact.
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