Effectively converting all your website visitors to leads can be a hard but integral task. Lead generation serves as one of the main components of online marketing and also serves as a great way to build trust with prospects before they turn into clients. If you are struggling to generate leads, don’t worry, you’re not alone.
According to a recent report by HubSpot, 61% of marketers say generating traffic and leads is their top challenge. With today’s widespread data, information, and competition, it makes it extremely difficult to get people to raise their hands.
Luckily when your armed with the right tools and knowledge overcoming this difficulty is possible! In fact, it is essential because without leads there are no sales! Below we’re sharing seven tips to help you go on your way to creating a killer lead generation campaign and make sure your pipeline is always full!
Tip #1: Use The Right Lead Generation Tools
With so many lead generation tools out there on the market, it can be hard to decide which one to use, we get it. Ultimately, the choice you make should be based on what key functionalities your advisor business needs to complete daily tasks easily and what will fit within your budget. Whatever lead generation tools you decide to use, whether it’s an all-in-one platform or a mixture of a variety of tools to get the job done, it should make it easy for you and your team to capture, share, and manage new leads.
Tool #1: Email Service Providers
One great (and essential) lead generation tool is email marketing. Some email marketing tools that we commonly see advisors use include MailChimp, Constant Contact, and Aweber. Email marketing is great to further nurture the leads on your list because people on your email list are prone to already have some familiarity with your business. Therefore, they are much more likely to engage with your content. Another tip is to make sure you include social sharing buttons in your emails to maximize your reach.
Tool #2: CRM Software
A second useful lead generation tool is CRM software. Some popular options for financial advisors include Salesforce, Kronos, Wealthbox, Redtail, etc. With CRM tools, you can create marketing campaigns to generate leads, and you can better track and manage your existing leads. The myriad of functions CRM tools provide make them pivitol to your lead generation campaign.
Tool #3: Meeting Scheduler
Lastly, we have meeting scheduler tools. Including a button on your website to schedule, a meeting can help alleviate the stress of double-bookings and scheduling conflicts while also encouraging lead generation. Some popular scheduler tools we see advisors use include Calendly, ScheduleOnce, and TimeTrade among many others.
Tip #2: Create Worthy Offers At Various Stages Of Your Prospect Cycles
You need to keep your prospects hooked, otherwise, how else will they turn into leads? A great way to make sure you keep your prospect’s interest is by offering incentives. We all know incentives work – otherwise, why would people spend hours standing in lines on Black Friday?
As a financial advisor since your not selling a product but rather a service, your incentives can be things such as free gifts, discounts on your products and services, exclusive infographics and whitepapers, etc. These types of offers make prospects more inclined to stay and see what you have to offer while showcasing your expertise and thought leadership in the space.
Tip #3: Keep Your Messaging Consistent
The last thing you want is for your prospects to not understand what your company is about, your values, or the services you provide, right? It is very important that your brand is not open to interpretations because this can cause people to not trust your brand. And we all know how huge trust is in the financial services industry. Without consistent messaging, your prospects will be confused, and they will just walk away. You don’t want that right? Trust us, no one does. To ensure that this does not happen, you need to keep your messaging consistent. This means that your website and everything attached to your company must reflect the same values.
Tip #4: Have CTAs Leading to Landing Pages
Another great way to generate leads is by adding CTA’s (calls-to-action) to your landing pages. Landing pages are hyper-specifically and typically offer free things such as whitepapers, ebooks, infographics, etc. Landing pages should also contain a form to collect information such name, email, and phone number that people must fill out in exchange for the offer. When this form is filled out, you have a new lead! This is very simple, so to capitalize on an opportunity like this, make sure that your CTA’s link to these landing pages.
Below is an advisor example from Lifeguard Wealth. Their CTA reads “Join our monthly ‘wave’ newsletter”
When you click on the CTA, it leads to the landing page below which asks for contact information.
Want more insight on how to optimize your landing pages? Take a look at Anatomy of High Converting Landing Pages, 4 Tips to Increase Lead Generation with Landing Pages and 7 Essential Elements of High Converting Landing Pages
Tip #5: Be Social!
You shouldn’t be surprised to learn that Social Media serves as a very useful tool to generate leads. We are in the digital era, and people spend more time on social media today than ever. When you post links to your blog posts, landing pages, videos, etc. on social media, you are directing large volumes of traffic to your website and landing pages. Additionally, by posting links to gated content, interested visitors will have to provide information before they can access the information. Without posting your content to social media, the amount of traffic you receive on your site would be much lower, and you would generate much fewer leads.
And don’t forget – the majority of social media platforms today also have specific lead ad capabilities, which are directly meant for lead generation. In the example below from Facebook lead ads you can customize your ads for quick follow-ups or higher-quality leads.
Tip #6: Get Your Team Involved
Like the saying goes, teamwork makes the dream work! Surely one person alone cannot possibly handle the entire process of capturing leads. It is important that your entire team is on board, and are fully dedicated to the lead generation process. Cultivate a team-based environment, and tap into the rest of your team’s connections. You should encourage them to become advocates for your brand and share your content across their social channels, etc. to cast a wider net and reach a newer, larger audience.
Tip #7: Iterate
In order to successfully carry out a lead generation campaign, it is also important to iterate. Figure out which CTA’s are performing the best, which social media platforms lead to the most traffic to your site, which landing pages convert better, etc. Simply put, you need to figure out which actions are useful, and which ones are not. Based on this information, you can adjust your strategies and refine your campaign! In order to iterate on your campaign, you’ll need to review the data. And there’s no better place to start analyzing your data than with Google Analytics.