By Stef Dolan on January 30, 2025January 30, 2025 In September 2024, GVA’s Marketing Team launched ALPINE Advisors with the help of Kate Quinn, GVA Business Strategy & Advisor Development. ALPINE is a monthly call presenting ideas and actions we recommend our advisors consider taking to improve brand awareness and recognition. The ALPINE acronym reflects attributes that are key to foster the growth of our advisors and their practices – Advancement, Leadership, Professionalism, Innovation (or initiative), Networking, Education. The first three calls focused on Value Propositions, and Advisor Marketing where Lisa Graham of Graham Media Partners shared current trends in the financial advisor space. The fourth call presented January 23, 2025 reviewed Google Business Profiles and Google Ads. GVA Marketing’s Stef Dolan and Mike Burke presented on the topics. Please see a brief summary of the information shared, and as always, we encourage our advisors to reach out to Kate Quinn <kquinn@greatvalleyadvisors.com> with any questions. ___________________________________ In today’s digital-driven marketplace, financial advisors face the challenge of distinguishing themselves amidst fierce competition. With more clients turning to online resources for financial guidance, leveraging tools like Google Business Profile (GBP) and Google Ads has become essential for growth. Google Business Profile (GBP) is a tool that allows users to manage how their business and information appears on Google Search and Google Maps. Two things we love about GBP is that Google puts the power in the hands of the business account owner to provide essential details, and it’s FREE! GVA encourages our advisors to set up their GBP if not already done; or, if the firm does have a GBP already in place, to take a moment to review the information presented and update as needed. A few additional takeaways and recommendations. It is up to you to provide accurate and up-to-date information; it is imperative that the information you provide is accurate as any discrepancies or outdated information Google finds will affect your standings. Complete all sections of your GBP including, Contact Information (website, phone number, address, business hours, email address, etc), Description (750-character max, include disclosures), Photos (exterior/interior office location, team, products/services, parking lot, etc.), Social Media Links, drive Client Reviews, and consider linking scheduling programs. Google has confirmed that providing complete and accurate information, regular updates, and engaging with searchers via posts and responding to reviews boosts algorithm ratings and thus visibility. Note that incorrect information or stock images/videos will hurt you. Google provides metrics and insights allowing you to see how people are finding and interacting with your business. So, in summary, GVA Marketing strongly recommends that our advisors make sure their Google Business Profile is activated, complete, and accurate. Advisors, if you have not had a chance to create a GBP yet we encourage you to do so right now! If you already have a GBP, then please take a moment to review and update as necessary. Google Ads is an online advertising platform that allows businesses to display ads to users based on their search queries or, utilizing Google Performance Max, using advanced customer segments to target potential clients across the Google landscape. Financial advisors can target individuals actively searching for financial planning, investment advice, retirement strategies, and more. By strategically utilizing Google Ads, and Google Performance Max, advisors can connect with potential clients at the right moment — when they seek the services you offer or seek them out wherever they are browsing. Google Ad Campaign Guidelines: Clearly define goals & objectives Research keywords & aim for more specific vs. broader phrases Reach your ideal client by precisely targeting demographics (income, geographical), interests, and behaviors Craft compelling ad copy, highlight your value prop and use strong call-to-action (CTA) Consider Google Ad extensions to enhance visibility and provide additional information Continually monitor performance and optimize your campaign(s) for success Understand your Google Ads campaign return-on-investment (ROI) by tracking conversions within Google Analytics Incorporating Google Ads into your financial advisory firm’s marketing strategy can be a game changer. Your firm can attract and retain a robust client base by effectively targeting potential clients, crafting compelling ad content, and continuously optimizing your campaigns. In an industry built on trust and expertise this is a powerful way to enhance your firm’s reputation and grow your business. _____________________________________________________________ GVA Advisors, we invite you to access this post in its entirety on the Intranet. There you will find additional information & tips, can view the full ALPINE Episode, and can view & download the shared slide deck. Additional questions? Contact Kate Quinn, kquinn@greatvalleyadvisors.com _____________________________________________________________ Securities offered through LPL Financial, member FINRA/SIPC. Investment Advice offered through Great Valley Advisor Group, a Registered Investment Advisor and separate entity from LPL Financial. Compliance Tracking # – 690329