5 Tips to Manage Local Listings for Financial Services
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Seventy-eight percent of people search for local businesses more than once a week. In fact, 46 percent of all Google searches are linked to something local. When a potential customer searches for your financial services organization, what will they find?
Local searches should lead to information such as hours of operation, address, products, services, etc. Local listings management can help you control the information potential customers find online about your locations. This blog will dive into how your financial services organization can optimize its local listings to boost your online presence.
Tips For Local Listings Management
A local listing is an online mention of business information such as a local business’s name, address, phone number, or website. These listings can occur in local directories, websites, blogs, or on social media.
Now that you understand what a local listing is and their importance, let’s look at what your financial services organization can do to strengthen them. These six tips are easy to implement into your own listings management strategy.
1. Choose Which Platforms to Focus On
Before creating local listings, your financial services org must first decide which listings platforms it should have a presence on. While there are thousands to choose from, Google Business Profile (GBP), Apple Maps, and Facebook are necessary. Undoubtedly, Google is the most popular search engine receiving more than 86 percent of the search market share.
Although often considered a social platform, Facebook receives more than 1.5 billion monthly searches.
In addition to the top listings platforms, there are also industry-specific platforms your financial services company should consider, such as the Financial Services Directory and the CPAdirectory, to name a few. Once you’ve decided which platforms you will have local listings on, you can begin claiming them.
2. Claim Local Listings Across Platforms
As a financial services organization with multiple locations, each location must have a local listing. The process for claiming a local listing can vary depending on the directory, but here you’ll find a guide for claiming your local listing on Google.
If you have already claimed all of your local listings, ensure that your business doesn’t have duplicate listings. If you find that someone else has already claimed one of your listings, you can report duplicate listings your company doesn’t own to Google and other directories.
3. Optimize Your Local Listings
Once you claim your local listings, it’s time to optimize them. The most important information each local listing should include is the location’s name, address, and phone number (NAP).
If potential customers see conflicting or inaccurate information, that can hurt your business’s reputation and local SEO. Similarly, if the information is consistent across all local listings, search engines will likely show your local listing in relevant searches, boosting online visibility.
Once you’ve updated your local listings with your NAP, it’s time to add more details. The more a potential customer can find out about your business without having to do additional research, the better!
Other details your business should include, if applicable, are:
- Links to local social media pages
- Payment forms accepted
- A business description
- Attributes (identifies as veteran-led, wheelchair accessible entrance, dogs welcome, etc.)
- Additional media (videos, photos of your location, and more)
4. Include a Call to Action
This might sound simple, but adding a call to action (CTA) on your local listings can go a long way. CTAs allow your company to collect information about a potential customer without them navigating off your local listing. As a financial services org, a CTA like “Schedule an Appointment” or “Book a Phone Call” can increase lead conversion.
As mentioned, convenience is essential, and adding a CTA to your local listings provides this. Think of all the potential customers you could miss if your financial services organization isn’t collecting leads through a CTA.
5. Manage Your Reviews
The previous steps will ensure your local listings are optimized, but you can’t forget about reviews. Customers can leave reviews on your local listings, and many listings directories showcase the reviews received. As a financial services org, it isn’t enough to simply receive reviews. You must respond to them as well.
The data speaks for itself. Among consumers that read reviews, 97 percent read the business’s response to the reviews. Regarding negative reviews, 87 percent of consumers express a willingness to change a negative review, depending on how the business responds.
Your financial services company should respond to as many reviews as possible in a timely and personalized manner. If your company is not responding to reviews, customers will take notice. For more tips on reputation management and responding to reviews, download our Multi-Location Marketer’s Guide to Online Reputation Management.
Strengthen Your Local Listings Today
While it’s clear that updated local listings can positively impact your business’s online visibility, we understand that managing local listings across 100s or 1,000s of business locations can be daunting. A listings solution can help your multi-location business manage your local listings across all your business locations while also helping you boost your ROI.
SOCi Listings will help your company increase your listings’ data accuracy and improve local search rankings, resulting in stronger brand awareness and visibility. Learn how to easily maintain accurate, consistent listings across all your locations with SOCi Listings.
For more information on how SOCi can help your financial services organization create a winning localized marketing strategy and optimize your local listings to their fullest potential, request a demo today!