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The adviser’s guide to digital marketing – using Google’s new ‘posts’ tool to increase your Google presence

This is the first in a series of articles from Sam Turner (pictured), Head of Digital at ClientsFirst, aimed at giving you helpful and practical tips you can use to improve your digital marketing. This week we start with a look at Google’s new “posts” tool.

What is it?

This new tool lives inside Google My Business (GMB). It enables you to post an update as your business which displays as part of your Google listing. Your Google listing is the box which appears on the right hand side of the search results – you can see ours included in this post as an example.

Why should my advisory firm be interested?

Any firm should be interested in GMB for the simple reason that it is your chance to pass information directly to Google, which can help both your search position and your clients’ ability to interact with you. GMB is where you tell Google what imagery to use when people search for your brand, what type of business you are, what time you are open and more. A completed GMB listing can account for up to 25% of your ranking assessment.

The new posts tool allows you to add a timely post to your Google listing. This post can be anything and it can include a call to action button which links to your website, and a small picture. Remember: this update will be placed in front of anyone who searches for your brand, so it’s your opportunity to communicate further with your clients and prospective clients. Do you have an event coming up? Why not encourage sign ups here or offer something to download on your website. Use this as another way to drive people towards it. Do you have access to some new research which you think everyone should see? Why not shout about it here.

How do I use it?

You’ll first need access to your GMB listing. To do this, head to business.google.com. If you have not already claimed your listing then you’ll have to search for your business and carry out an authentication process to prove you are who you say you are. This can usually be done instantly over the phone.

In the event that you are told your business has been claimed, you will need to work out who claimed your business. Normally you’ll find that it is someone involved with marketing at your firm but, in the unlikely event that it was someone else, or that the person who has access no longer works for you, you can get in touch with Google directly to get into your account. Google are typically very responsive with queries of this nature.

Once you’re into your account you should see ‘posts’ as an option in the left hand menu. Compose your post, add a picture and select an appropriate button pointing to a page on your website. You’re done! Search for your firm’s name to see your update live in the Google results.

Now what?

Now that you’ve got access to your GMB listing, why not make sure it’s fully up to date? The ‘home’ section will include suggestions. Why not upload some new photos? Remember: the information here helps your search rankings, so make completing it fully one of your top jobs this week.

Sam Turner is Head of Digital at ClientsFirst, a digital marketing agency specifically for professional services firms. Visit: www.clients-first.co.uk.