Let’s start with a statistic: over 90% of financial advisors tend to leave the industry within three years. What can be the root cause of this dramatic rate? And you guessed it right, that is the lack of potential leads.
Successful lead generation enables financial advisors to build a pipeline of potential clients, but this prospecting can be challenging without proper strategies. The hidden trick is,
- Marketing and outreach efforts
- Engage clients with valuable content or offers
- Ultimately, convert them into leads
To do so, you move either in an Organic Way or an Inorganic Way to generate leads for financial advisors. Or you can walk along both paths to reach more customers than before.
But wait, you never come across these terms organic and inorganic lead generation, which is the cornerstone of success? All the methods of lead generation, creating a website, or running paid ads fall under these two categories.
Let’s be clear and move forward to the most precise ways of generating leads for financial advisors.
What Is Lead Generation For Financial Advisors?
Lead generation for financial advisors refers to the process of identifying, attracting, and qualifying leads or potential clients who are interested in financial planning, investment advice, or other financial services offered by the advisor.
Lead generation focuses on building and nurturing relationships with the clients so they become loyal leads.
With financial advisor lead generation services, you can create a foundation for long-term business sustainability. That, in return, helps in business growth with increased sales and revenue.
Two Major Ways To Gain Leads for Financial Advisors
While looking for leads for financial advisors, most people fail to differentiate two essential criteria: organic ways and paid ways. We can use synonyms slightly for organic methods, such as inbound marketing, and paid methods, as outbound marketing.
Now, you may have an idea of what we are talking about. Instead of going after thousands of unorganized solutions, categorizing the lead generation process can give you a measurable result and sure success.
Organic Ways to Generate Leads for Financial Advisors
Organic lead generation means attracting clients to the financial advisory business naturally, without directly paying for leads. The process is user-oriented and non-disruptive.
This is like organically building a solid online presence through deep diving into digital marketing. So, the consumer can trust you, gain values, establish your expertise, and magnify leads.
Paid Ways to Generate Leads for Financial Advisors
Paid lead generation means investing money in advertising and marketing campaigns to acquire potential leads for your financial advisory services directly.
Simply, this approach targets a specific audience unfamiliar with the service and then reaches out to them through different methods. This sounds very similar to prospecting, which is to close deals more quickly.
Organic Ways To Generate Leads for Financial Advisors
Let us start with the sustainable way where the leads are going to come to you instead of you interrupting them.
1. Interactive and Informative Website Creation
Organic leads heavily rely on digital marketing, where the website plays one of the decisive roles in building a solid online presence. You can consider it an easy route to convert visitors into leads.
A website allows you full ownership where you can show your success, testimonials, or credibility.
While searching for a financial advisor, people tend to search a bit, and most visit websites to learn more. This is a chance to grab their attention with your interactive and informative website.
- Add your business, contact, and personal information that is relevant.
- Describe in bio why people should choose over others.
- Display your company’s goals and services.
- It is best to publish blog posts and try to solve common pain points.
2. Optimize for Local Search
You do not want to miss leads that search for ‘financial advisors near me or in my area,’ right? You want to appear on the first page so people can easily reach you. All of this can happen with the blessing of local SEO.
46% of Google searches search for a specific item in their area. This widens the chance of getting the most prospects if you optimize your website for local search.
Simply start with GMB and local citations.
Google My Business (GMB)
Google provides this free GMB (Google My Business) tool for businesses to manage their online presence on Google Search and Google Maps. It lists your business when users search for local services.
Setting Up GMB:
- Go to the Google My Business website.
- Sign in or create a Google account.
- Enter your accurate business information, including name, address, phone number, website, and category.
- Verify your business listing.
- Use high-quality images of your business, logo, and services.
- Regularly update your GMB listing with business hours, special offers, and events.
Local citations are online mentions of your business’s name, address, and phone number (NAP) on various websites, directories, or industry-specific platforms. It helps establish trust with search engines and users, which is also crucial for ranking.
- Ensure NAP information is consistent across all citations.
- Create citations only on reputable and relevant websites.
- Include information like business hours, descriptions, and photos as needed.
- Continuously monitor your online presence and update citations.
3. UX Design and Mobile Optimization
If you want to grab the most leads for your financial advisor service on your next try, do not forget details like UX design and mobile optimization.
Create a website that is responsive and mobile-friendly. Optimizing a website for various devices means it can blend in different screen sizes and devices. Mobile optimization is most important here because 80% of searches are conducted through mobile.
This type of design makes it easier for users to navigate and access the information comfortably.
Page Load Speed
90% bounce rate can increase if the website loading is 5 seconds or more. So, a fast-loading website is necessary for user retention and search engine rankings.
For this, you can optimize the images and remove unnecessary scripts to improve the loading speed.
4. Interactive Landing Page
An interactive landing page is best for websites that are web pages. This page is designed to engage and captivate visitors by providing an immersive and user-friendly experience.
High-quality images, animations, or videos relevant to financial services are great options. Also, place a clear and compelling CTA, which should encourage visitors to take a specific action.
Incorporating interactive elements like quizzes, surveys, polls, sliders, or taking feedback can easily engage visitors.
Tip: Consider using exit-intent popups to offer special deals, discounts, or incentives when visitors are about to leave your site.
5. Email Collection Process
Implement a low-cost yet effective email collection and marketing to get financial adviser leads. Today, about 92% of people have email addresses and are given a golden chance to lead gen.
Simply offer something valuable to the audience, like e-books, financial guides, or some free session, set B2B appointments, and collect their email addresses in exchange. Also, you can gather emails by encouraging them to take action on the landing page.
But be careful about data privacy regulations like GDPR or CAN-SPAM.
6. Utilizing Newsletters
You can also develop a compelling newsletter for filling leads in your financial business funnel. Add valuable tips, market updates, anything about investment insights, and how financial advice helps in life in the newsletters. To promote it, use both websites and social media platforms. Be regular and informative so subscribers stay connected to you.
7. Create an Effective Strategy for Content Marketing
Content marketing is the center of effective digital marketing and organically reaches a broader audience. For the most successful businesses, there is no replacement for inbound content marketing.
The strategy is straightforward; all you need is patience. Since you are a financial advisor, your target audiences are those seeking financial service.
Next, make content relevant to your niche and mostly adaptable to your target audience. Like recently, short reels and videos are on peak trend.
Lastly, share the content among users and monitor the result.
So, the primary focus should be three key points,
- Define target audience
- Make relevant, engaging content
- Share and monitor the result
Tips: Podcasts and webinars are very trendy in recent times and can best work for you to get leads.
8. Utilize Social Media Platforms
With 4.95 billion social media users worldwide, utilizing these platforms can change the game of your financial advising business. Today, people are more into using social media. These platforms are dominating people’s minds.
So, you can create content on social media platforms like Facebook, Instagram, or TikTok and share it to see the magic. Also, linking your website URL to the post can drive traffic to your website.
But here, you need to be clever in posting content on different channels. LinkedIn is more professional and works more with B2B lead generation. While Facebook, Twitter, and others rely on B2C marketing.
Paid/Inorganic Ways To Generate Leads for Financial Advisors
Those who want immediate results can go for paid methods. Paid lead gen techniques are adaptable by most businesses since they allow them to reach and let more people know about the service.
This is more suitable for larger businesses as financial factors are related to this lead gen process.
1. Hiring Cold-Calling Agency
Believe it or not, cold calling does work as one of the best techniques for lead generation. If you want to reach out to more people, even those who do not know about your service, hire cold calling services for the best.
As a financial advisor, it is not your duty to play the cold caller role, as thousands of workers need your supervision. This is why we recommend contacting cold calling agencies: they know exactly how to hook most customers.
2. Pay-Per-Click (PPC) Advertising
PPC advertising can help you to compete effectively in crowded financial markets, even if the organic search rankings are not strong.
Pay-per-click advertising is a digital marketing strategy where you need to pay a fee each time your ad is clicked. It’s a way to buy visits to your website rather than attempting to earn those visits organically.
PPC ads are labeled as “sponsored” or “ad.” They typically appear at the top or bottom of search engine results pages (SERPs) or on websites and platforms within the Google Display Network or other ad networks.
You will require careful planning, keyword research, ad creation, and ongoing optimization to be successful.
3. Display Advertising
Display advertising is another method for promoting businesses, products, or services. These ads are made using text, images, or videos and are of several types.
- Banner ads, rectangular graphics, or photos.
- Native ads.
- GIF ads consist of an animated image.
- Interactive ads relevant to the product or service.
- Video ads.
- Expanding ads.
- Interstitial ads.
4. Social Media Advertising
What can be a better option than social media advertising regarding outbound marketing? Create and promote content on social media ads to see a quick result. More people can know about your financial service.
This facilitates those who need financial help but do not know about your company. Though ads are assumed to be disruptive, they still bear great value in getting more eyes.
Facebook, Instagram, or other freelancing platforms facilitate promotional ads for effective lead generation.
5. Influencer Marketing For Trust and Authority
Among all other lead generation methods for building trust and authority, influencer marketing overpowers. With the rapid changes in people’s behaviour, they tend to trust more influencers. Influencers are dominating people’s minds.
So, you can contact some trusted, reputable, authentic influencers in your industry and let them promote your brands. For this, the honorarium can vary.
Benefits of Financial Advisors Lead Generation
We know that you know how important lead generation is for a financial advisor. But there are more uncommon reasons for presents that you may have not encountered. Let us talk about some of those.
- A well-executed lead generation strategy allows you to withstand the crowd of competitors. You can stay a step ahead with a steady stream of potential customers.
- Client acquisition expands the advisor’s customer base and increases opportunities for conversions.
- Consistently fuels financial business growth.
- Advisors can target their ideal client profiles more effectively.
- Increase revenue streams through service fees, commissions, or other financial planning products.
- Consistent exposure can make the advisor’s brand more recognizable and trustworthy.
- Satisfied clients from lead generation can advocate for the advisor’s services, like referrals, and further expand the client base.
- Data insights and analysis can inform marketing strategies and service offerings.
- Long-Term Sustainability.
Filtering Between Verified and Unverified Leads
This is a bonus section for you, as you can know the importance of filtering verified and unverified leads.
Effective lead generation processes attract a bunch of leads, but not necessarily all of them are qualified. We mean to say some leads may become immediate customers, and others may take some time. Or the rest may never become customers but show interest in the service.
And you can not give time to all types of leads. You only need qualified leads for financial advisors. This is why filtering between verified and unverified leads is crucial.
As a financial advisor, use CRM systems or lead management software to categorize and track leads and differentiate verified leads for prioritization. Implement qualifying steps such as follow-up calls or meetings, asking qualification questions, or checking the referrals.
Check out the table to make a difference between verified and unverified leads.
Generating leads for financial advisors may seem tricky without the right direction. We have shown you two proven ways, Organic and Inorganic, for lead generation.
Organic lead generation can best help you.
- Magnify organic traffic
- Save a lot of bucks.
- It can give you positive results in the long run.
- Present you as an expert over time.
Whereas paid lead generation
- Get customer quickly
- Let you do marketing widely
- Reach people globally
Both ways have their benefits and drawbacks. As an owner, you must practice lead generation and determine which works for you. It is not mandatory that what works for others can work for you.
But there should be proper utilization of quality content or ad creation, staying consistent and patient, and being more focused on customers rather than revenue.