In the early days of financial planning, advisors often relied on rudimentary marketing strategies that relied on a phone book, telephone, and man-hours. As technology has developed, advisors have been able to reach wider audiences—which is compounded by the rise of social media and digital marketing. At the same time, advisors identified personalized money management as a more effective technique, rather than the use of the one-size-fits-all method.
These shifts in focus have provided advisors with liberating flexibility around the services they to the clients they serve. This flexibility creates a challenge in knowing which are the best leads to pursue when the time is right.
When it comes to lead generation by financial advisors, there is one thing that matters above all else: conversion rates. Conversion rates measure the percentage of people who have been contacted via marketing campaigns and sales calls and, later, converted into sales-ready appointments. To achieve high conversion rates and get a better return on the marketing/advertising spend, financial advisors and their firms must focus on the quality of generated leads rather than just their quantity.
To find the best leads, financial advisors can combine a mix of tried-and-true methods along with new, cutting-edge strategies to automate lead generation, optimize their efforts, and create new clients.
All Leads Are Not Equal
88% of financial advisors say that their top lead source is word of mouth. It makes sense that a certain amount of client validation along with the ability to “peek in the window” would drive new business. But to grow, financial advisors have to run other types of tactics to find the best leads possible.
Here’s a list of lead generation components that can help a financial advisor develop a vibrant stream of effective leads:
Lead Generation as a Priority: A lead generation system must be operating in conjunction with the actual financial advisor work you’re doing. That said, just having a paid lead generation funnel in place won’t be good enough; it also involves a solid plan and demands investment in the right inbound, outbound, and lead automation tools.
Channel Diversity: Determine your marketing budget and then apply a varied mix of paid social media ads, paid search ads, and other efforts. User acquisition will come from a variety of sources, but to spend wisely, you need to track which sources generate the best leads. A good rule of thumb is to start by distributing across social networks like Twitter, LinkedIn, Facebook, and Instagram. Include ad placement on sites that cater to your target audience (e.g. nerdwallet). Learn, refine, and double down when you have identified the most effective channels.
Effective CTAs: Start by demonstrating that you’re a customer-first financial advisor. Rather than just offering downloads of PDFs, consider calls to action that give you time with a prospect. Perhaps offer a 30-minute consulting session. Doing this requires a high-touch, automated model that enables you to collect a lead, schedule a meeting, and then perform an immediate follow-up.
Concise Copy: A majority of lead gen activity a financial advisor does will have a written component to it: paid ads, blogs, social media. Keep in mind that the end goal is not only to educate a prospect; the goal is to get them to engage, whether by filling out a form, making a phone call, or checking out more content. People rarely read every word in front of them. Use skimmable copy that is broken up into small paragraphs, make use of bullet points, and put your creative muscle to work to make it pithy and interesting. This will get people to engage with your ads and content, in turn, getting them to act.
Now all that is left to do is convert those leads!
Automate Lead Qualification with Verse
To most effectively reap the benefits of the lead generation strategy, you also need to layer in automation and attention to following up on all those leads. Verse.io provides a comprehensive solution that offloads much of the heavy lifting of lead management, so financial advisors can focus on what they do best. The average firm converts 37% of its qualified leads to clients. Using Verse, that number can increase exponentially, which in turn makes you more money!
With our next-generation lead conversion platform, Verse.io engages, qualifies, nurtures, and converts inbound leads into new clients for our financial advisor customers. Our AI technology and human concierges help financial advisors with processing new leads and re-engaging old leads generated by booking appointments and make you appear much bigger and more professional to your customers.