These days, having a great online reputation is vital to running a successful business, especially if you’re in the financial services business. After all, it’s very easy for anyone to do a quick internet search and read all the financial services reviews associated with your company. If they find a lot of great personal recommendations from your past clients, your client base will expand.
But you need to manage your financial services listings and reviews to drive new clients to your business. In this article, we’ll take a closer look at why listings and review sites are important in financial service marketing, what sites to claim a profile on, and how to keep them looking their best.
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Why are listings and review sites important in financial services marketing?
Did you know that 82% of consumers read online reviews for local businesses, with 52% of 18 to 54-year-olds saying they “always” read reviews? This emphasizes how important listings and review sites are for financial service companies. In fact, people looking for a financial advisor are even more likely to research several potential financial institutions online extensively before approaching any of them.
Financial service listings and review sites offer a way for potential clients to seek out your business and read what others are saying about it. And in today’s digital world, anyone can offer a critique about any business. If a client had a good or bad experience at your company, they can share it online and influence the actions of thousands of your potential future customers.
For this reason, it’s critical that you make claiming and managing your online listings an important part of your digital marketing strategy. While you can’t control everything that’s said about your business, you can make sure your business listings are up-to-date and accurate. You can also learn what’s being said about your financial service business online and respond to your reviews.
Financial service reviews and listings sites to claim a profile on
Claiming an online listing simply means letting a listings site know that you are the owner of your financial service business. You might need to create a profile or page on a listing or review site, or simply claim one that already exists. Either way, once your listing is claimed, it will make it easier for you to keep track of and respond to the reviews people are leaving for your business.
So, what listing and review sites should you claim and manage? Although there are thousands of such sites online, you should make sure to start with the most popular listing and review sites. Here are a few of the biggest ones.
Google My Business is a free tool you can use to promote your financial services business on Google Search and Maps. By creating a Google My Business profile, you can connect with customers, post updates, and keep track of any financial service reviews your clients leave on Google.
When filling out your profile, include your business name, address, phone number, and website. You should also indicate whether you offer your financial services through a storefront or in-person consultations. Be sure to choose a primary business category that fits the financial service you provide.
By taking the time to claim your business listing on Google, you enable your small business to be found by over 3.5 billion searches every day, which vastly increases your potential client base.
Facebook business pages allow you to engage with your clients and let them leave reviews of your financial services. Make your Facebook page detailed and easy to navigate, with up-to-date information on your business name, address, contact information, and website. Engage with the online community by regularly updating your page with photos and announcements advertising upcoming events, milestones, and special offers.
Although many people associate Yelp with restaurants and hotels, any business — including your financial services company — can and should be listed on Yelp. You may even find that your business is already listed on Yelp. If so, make sure to claim it and update your information with a link to your website.
Yelp also enables you to upload photos and videos of your business. Make sure to include any relevant images — the more information you offer, the more potential customers will respond positively.
Niche financial service listing sites
In addition to the top three listing and review sites, you should also create profiles on listing sites specific to the financial service industry. Depending on the type of financial services you provide, you may find you are already listed on certain websites, including:
- CPAdirectory: This website lists certified public accountants. If you’re already a CPA, you may be able to find your listing through the CPA search page or dashboard. Make sure to claim your listing and update your profile with up-to-date information.
- Financial Service Directory: This website helps potential clients find financial service providers near them, including local financial advisors, community banks, credit unions, insurance agencies, accounting firms, and mortgage brokers. You can join Financial Service Directory to create your profile or claim your listing if you’re already listed on their website.
- BankerAdvisor: BankerAdvisor helps buyers select banking services based on past client experiences. They can help promote investment banking firms, commercial banks, or investment management advisory firms.
- LendingTree: LendingTree is an online lending exchange that helps customers connect with different lenders, banks, and credit partners. Joining the LendingTree Affiliate Program enables you to create a profile with your company information, contact information, target audience, and lead interest.
How to manage your reviews
Now that you’ve claimed your business listings, you can better track the reviews clients leave of your company. Some of these reviews will be positive and others negative, but what really matters is how you manage them.
Always respond to your clients’ reviews by first thanking them by name for their feedback, regardless of whether the review is positive or negative. Next, acknowledge their concerns or comments. If they complimented your company’s great service, mention how important customer satisfaction is to you. If they had a poor experience, apologize and suggest a way to resolve the issue.
Above all, be positive in your responses and, if possible, let your client know you remember them. By doing this, your company will be perceived as more transparent, receptive to feedback, and easier to do business with.
While unsolicited reviews are great, you can also request reviews from your clients. After you complete each customer transaction, send your clients thank-you emails and ask that they leave a review on your listing sites. You can offer links to these sites to make the process easier. According to a BrightLocal consumer review survey, over 70% of customers will leave a review if asked.
Creating successful financial services listings
Now that you know how powerful listing and review sites are for marketing your business, invest some time finding the right websites to claim a listing on for your company. If you’d like some additional help understanding how online marketing can be used to promote your professional services, Constant Contact offers an excellent free resource for making sense of online marketing.
Having professional listings and knowing how to properly respond to your reviews are vital in financial services marketing. Used properly, financial services listings and review sites are excellent digital marketing tools that inform your future customers about your small business and help them realize why your services are right for them.