Did you know that 90% of people never respond to cold calls? One of your most important jobs as a financial advisor is to attract more clients, but cold calling is never the answer. Marketing campaigns are a great way to reach potential clients in a more natural, genuine way. Lead generation campaigns make potential clients feel like they’ve found your firm completely on their own which makes for a much easier and natural transition into working together. With these six tips, your marketing campaigns can become a lead generating machine that consistently brings in new business for your firm.
1. Have an Offer
This is the hook. An “offer” is exactly what it sounds like. It’s something of value that you’re offering to potential clients. What can your firm give to potential clients to get them interested? Whether it’s an eBook, a free consultation, or a newsletter, you need to sell the value of what you’re offering to potential clients. Reel them in by showing them your service is worth taking action for. This is at the heart of your campaign, so make sure to pick something that shows your firm’s worth!
In the example below, Labrum Wealth Management highlights their offer for a free consultation on the homepage of their advisor website. This encourages potential clients to take the first step in starting the conversation which makes it feel more natural and genuine.
2. Use Landing Pages
Landing pages are a great way to attract attention to your campaign and draw in a specific audience. A high-converting landing page encourages potential clients to take action to get your offering. This might be signing up for your newsletter, downloading an eBook, or joining one of your webinars. Regardless of the sell, the visitor shouldn’t be confused about what you’re offering them. Make sure your landing page highlights one specific action with a CTA, or call to action. Both your headline on the landing page and CTA button should be clearly defined and easy to understand.
Your landing page should also have a list of fields that potential clients will fill out in exchange for your offer. Try to keep the amount of fields to a minimum – the less, the better. We recommend simply asking for their name and email for future contact. The more the visitor has to fill out, the less likely they are to stay.
Below, WealthKeel includes a landing page on their website to encourage clients to sign up for their newsletter. WealthKeel started with a clear headline, “Join Our WealthKeel Newsletter” and a clear and enticing CTA button, “Subscribe to our list.”
3. Use Social Media
76 percent of buyers are willing and ready to have a conversation on social media. Having a landing page is a good start, but you need to make sure potential clients can find it. Once you’ve perfected your landing page, be sure to share it across all of your social media channels with an intriguing caption and an eye-catching image. If they’re convinced enough to click on the link, they’ll be encouraged to share some information with you in return for your offer. So, make sure it’s catchy!
You could also consider creating a poll or contest to generate even more leads through your social media channels. Keep in mind that the prize for the content needs to be valuable enough that people will actually be interested in entering it. Make the contest and prize specific to your niche and their needs.
4. Keep Your Brand and Messaging Consistent
As there are more and more platforms that advisors need to be on, it’s important to keep all of your messaging consistent and on-point with your overall brand. From your website, to your blog, your social and email campaigns, everything should feel cohesive, be in the same tone, and reflect the same value. You should offer a seamless transition across all of your touch points and everything should feel interconnected.
Always start with your website. When you can, use your pictures and wording from your website on all of your social media accounts. It’s also a good idea to keep your cover photos, profile pictures, usernames, and descriptions the same across your social media accounts. Together, this will create a consistent brand image that potential clients associate with your firm. If all of your accounts and your website have a different look, it can seem unprofessional and untrustworthy.
Trends and behaviors change and so should your lead generation strategies. Something that works for you initially might stop working, or something that seems to be working perfectly could be replaced by something even better! Use A/B testing to compare your landing pages, CTAs, and offering. You can try experimenting with different copy and design to convert more prospects.
A/B testing is the process used to test multiple pages in order to understand which is most successful at increasing conversion rates. If you don’t know the first thing about A/B testing, don’t fret! You’re in good company. We put together a guide on how to conduct your own A/B testing in just 6 steps.
6. Use Tools
You’re busy, we get it. Although marketing campaigns might be hard to handle on your own, there are plenty of tools and resources out there to help make your life easier. To keep up with your social media efforts, try using a scheduling tool such as Hootsuite or CoSchedule. These platforms will help you schedule posts ahead of time to consistently push your offering on social media with little effort. Another great tool is Google Analytics, which can help you determine which landing pages are getting the most attention and converting the most leads.
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