qualified leads for financial advisors

Strategies For Increasing Qualified Leads For Financial Advisors

By: Frank DePino | January 7, 2021

If there was ever an industry that relied on lead generation, it is the financial services industry. 

Word of mouth brings in a great deal of business, but those potential customers are not enough to sustain an office or practice. 

A financial advisor needs more to ensure the longevity of their business. To gain more customers, you are going to have to generate qualified leads to find new customers. You don’t want to waste your time and money on interactions that won’t benefit your business. 

Here are some proven methods that will increase qualified leads for financial advisors.

  1. Ensure Your Website Is Updated And Optimized For Conversions
  2. Emphasize Content Marketing
  3. Incorporate Paid Advertising
  4. Create And Build Client Lists
  5. Make A Plan And Use Social Media To Your Advantage
  6. Don’t Forget To Use Local SEO Techniques

Ensure Your Website Is Updated And Optimized For Conversion

Your website is one of the most important assets you can use in lead generation. When you are not able to answer an email or a phone call, your website can speak for you. It could almost be termed “the silent salesperson”. 

Everything a potential customer should know about you must be included on your website. This includes how to contact you, where to find your office, or any thought pieces you have created, etc.

financial advisor lead gen

Your website can serve as an extensive lead generation tool if you include all of the required information.

Another way to optimize your website to help you convert leads it to update your brand messaging and tone. If your website contains outdated content that no longer aligns with your existing goals and business plans, then it is time for a refresh. 

Make sure you have update messaging that speaks to your mission statement. Including up-to-date team members, company news, photos, and more can also help create a more personalized message that will resonate with prospective clients.

As the saying goes “you never get a second chance to make a first impression”. Make sure your website makes the right first impression.  

Emphasize Content Marketing

Not everyone recognizes the value and benefits of creating a comprehensive content marketing plan. Content marketing does not just include written blogs, but also includes photos, videos, blogs, social media posts, and anything else you can think of. 

To increase conversions and qualified leads, you must put the focus on the creation and marketing of this content. By doing so, you should easily meet your goal of increasing qualified leads for financial advisors. 

Some things to keep in mind if you want to skimp on content marketing:

  • 77% of the US population goes online daily
  • 66% of people have found a business because of Twitter and 69% have bought something because of a tweet
  • 74 million emails will be sent in a year
qualified leads finance

You must focus on creating great content that speaks to your customer base.

Marketing your content is just one way to drive traffic to your website and other channels. Here are additional ways to market your content that will boost your lead generation opportunities.

1. Establish yourself as an authority in your field.

There are countless people on the internet giving out advice on every topic imaginable. This is quite true in any of the financial services sectors.

You have to make sure you stand out and that you generate name recognition. By doing that, you give your content more value that it may have had before. Take the time to produce white papers, give chats at conferences, meet with industry groups, and anything else that gives you name recognition.

This will give you exposure, and in turn, establish you as a leader in your field. People will seek out your content since you are regarded so highly in your industry.

2. Make sure your content delivers value to your customers and those who are consuming it.

The whole purpose of content is to get customers to engage with it.

But a person won’t do that if your content doesn’t connect with them. You want to create content that will resonate with your customers and core guests. The only way you can do this is to know who you are marketing to. Look at your buyer personas and any other demographic information you have.

This data will give you the best understanding of who your content should speak to. Once you have that information, you are better equipped to create content that they will value, and that will resonate with them.

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3. Make your content stands out so it is viewed as an authoritative source within your industry.

While not every piece of content needs to look for ways to “reinvent the wheel”, that isn’t a bad idea on occasion. Try to see what you can do to make what you do stand out from your competitors and the large swaths of content on the internet.

Incorporate Paid Advertising

There are lots of ways to get free advertising on the internet. Ranking high in online searches helps drive organic traffic to your site. So does being active on social media. But you can’t rely on organic traffic alone. To really work on increasing your qualified leads, you will need to invest in paid advertising strategies. 

Here are some of the most effective paid strategies you can use.

Paid social media ads

There are countless social media platforms to advertise on. The largest are Facebook, Instagram, Snapchat, Pinterest, YouTube, and LinkedIn. Millions of people use Facebook and Instagram alone each day. Ads on these platforms offer exposure of your firm to thousands who may not learn about you otherwise. Ads on these platforms are quite budget-friendly and allow you to target your ads towards your target guest. 

financial advisor qualified leads

Pay per click ads on Google (search engine marketing)

Google offers advertisers the chance to be featured on their platform. Some ads developed via Google Ads are also featured on YouTube. When you advertise with Google, you are charged when your ad receives a click. Your ads will be seen and generate clicks on this platform. 

All of these options are affordable and will help your brand get a considerable amount of exposure for a fraction of the price. You will be able to reach potential customers you would not have had access to otherwise. 

Create And Build Client Lists With Email Marketing

Once you have a rolling list of customers and leads coming in, the next step is to keep these people engaged. 

You will need an email marketing strategy to keep in touch with these guests. A financial advisor will not have time to send these emails. There will simply be too many to keep up. To make sure you can keep up with the work this requires, you will need to use an email marketing service.

There is no shortage of email marketing services to choose from. Companies like Hubspot and Mailchimp are well known and have intuitive user interfaces. Plans are budget-friendly and have multiple levels for you to choose from. All will provide you with analytics on how your emails perform, who opens your emails, if they respond to your CTAs, and almost anything else you can think of to measure. 

finance lead generation

You can also break your list up into segments and send targeted emails based on buyer personas, demographics, and other characteristics. 

Email marketing is by far the most effective form of digital marketing. This is a very cost-effective way to drive big results for your bottom line.    

Make A Plan And Use Social Media To Your Advantage

Social media has a very large reach for any business trying to generate leads. 74% of consumers state they have made a purchasing decision based on posts or ads they have seen on social media. You will get a great deal of traffic from those who interact with your posts and your content. Make sure you use this to your advantage. 

LinkedIn is often overlooked as a source of lead generation because it isn’t as well known or as large as Facebook. However, it is a mistake to overlook that network. This network is professional in its very nature. It is actually an ideal place to find new business. 

Ad campaigns can include lead generation forms that bring potential leads directly to you.  

Don’t Forget To Use Local SEO Techniques

Searches that include the term and words “near me” have skyrocketed by 200% in recent years. But if you aren’t optimized for local SEO search results your firm won’t be showing up in those. 46% of Google’s searches now revolve around a person looking for local results

You must employ techniques that get you recognized locally for SEO. Companies that rank high in local results will show in Google’s “snack pack” of results. This “snack pack” is what appears when you search for something local. For example, if you search for “coffee shops near me” the geographic results that Google shares are the “snack pack”. Without a local SEO plan, your business doesn’t have a chance of showing in this graphic.

Combine this with the fact that over 70% of people don’t go past the first page of search results and it is more important than ever to rank high in local SEO results.

lead generation for financial advisors

Here are some of the steps you need to take to make sure you rank in local searches in your area:

  • Make sure you have claimed your Google Business listing and that you have optimized it
  • Ensure all your business information listed with Google is correct, including your phone number and website address
  • Make sure your website is mobile-friendly as the bulk of searches occur on mobile devices
  • Optimize your website for voice searches as this search method is growing in popularity
  • Adhere to strong SEO practices like backlinking and keyword optimization for your website

Other Lead Generation Tips

While the web is an excellent way for increasing qualified leads for financial advisors, don’t forget other tried and true methods for leads. In addition to a sound SEO and digital strategy for lead generation, add in a few of these methods as well.

  • Sponsor a Little League Team or something else in your local community
  • Reach out to local newspapers or magazines to pitch the idea for a story on financial advisors
  • Host presentations with local groups
  • Use community meetup groups
  • Hire companies that can prescreen and generate qualified leads

Final Thoughts

To keep a practice healthy and growing, a financial advisor needs to keep generating qualified leads. The methods listed in this article will help get you there.

By using a combination of organic and paid lead generation, a practice can generate new customers and stay on solid footing for many years to come. 

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.


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