Lead Generation for Financial Services
The expansion of your business as a financial consultant, financial planner, Registered Investment Advisor, or any other type of financial based service is dependent on generating leads.
During the past few years, social media has altered the nature of 90 percent of financial advisors’ client relationships. Since 2020, more than half of those who brought in new business increased their use of social media.
However, using social media in a regulated industry can present a number of challenges. Here’s how to create and take advantage of social media strategies in order to generate leads for financial services.
Top Platforms
Google Ads
Google Ads, previously Google AdWords, is a difficult technology to master. When used in conjunction with effective Search Engine Optimization (SEO), Google Ads can help you attract more visitors to your website and generate more leads, resulting in more services being sold.
When we create a marketing strategy for a financial advisor, Google Ads (PPC) are frequently included. Google Ads can be a powerful tool, but if not used correctly, they can be a money pit for your practice.
A good Google Ad has three key components: the keywords you’re targeting, your ad copy, and your landing page experience. If any of these are incorrect, it may have a negative impact on your Google Ads performance.
Google My Business
Google My Business (GMB) is a free tool that is part of the Google suite of products. Your Google My Business profile is the profile or listing that appears on the right side of Google when someone searches for your company or keywords related to your company. Your listing includes information that searchers will find useful, such as contact information, hours of operation, events, and more. As a result, once your Google My Business listing has been claimed and verified, it is critical that you optimize it.
Creating your GMB listing is extremely beneficial to financial experts, and we consider it a requirement. Because you need prospective clients to be able to easily find your financial services online, Google My Business can assist you in making this connection.
Facebook is one of the most cost-effective and successfully distributed platforms available. You can not only create a free page for your business, but you can also advertise only to specific demographics in your area.
Facebook has nearly 3 billion users, and Facebook ads for financial advisors can help you get a piece of the pie. When you publish your first Facebook ad, Facebook knows who will see it. This is due to the audience being predetermined based on their interests, age, geographical location, and even purchasing habits.
Facebook advertising is about more than just capturing the attention of the largest possible audience. It’s about zeroing in on the right audience at the exact right time when their financial planning needs have reached a boiling point – all so you can step in and help them solve their problems and achieve their goals while also building a mutually beneficial partnership with them.
Instagram makes it simple for businesses to find new customers through targeted marketing, gain insights into their audience, and start building new relationships. Instagram is all about visual content, meaning you can use more images and video to convey your message rather than traditional written content. Because Instagram ads are managed by Facebook, the formats used may be familiar to you, and if not, they are simple to understand and use. So, if you want to join successful financial advisors on Instagram and interact with target audiences, there’s no reason to wait.
Instagram may have started as a platform for people to share images with their friends and followers, but using Instagram for marketing is now less of a choice and more of a necessity. If you are not using social media to market your business, you are most likely missing out on increasing brand awareness, generating leads, and possibly even closing sales!
Instagram Business makes it possible for business accounts to do just that. Businesses can keep track of everything in their account, including their stories, posts, and followers. Business accounts can also create, launch, and monitor advertisements.
LinkedIn prospecting for financial services is straightforward if you know how to use all of the existing tools. LinkedIn is the ideal platform for expanding your online presence and reach, from creating and sharing content that establishes your authority to developing strong relationships with your target audience.
Ideally, you’re communicating with people on LinkedIn on a regular basis, from new acquaintances to past clients and colleagues. The more people you connect with, the more likely it is that you will connect with a prospect or receive more referrals. LinkedIn has an excellent advanced search function that allows you to target specific companies, industries, locations, schools, groups, job titles, and other criteria.
Groups is one of the most effective LinkedIn marketing tools for financial advisors. Advisors should join a few of the many groups that include financial professionals and participate in a meaningful way while making new contacts, generating new business, and getting ideas for new content. LinkedIn Groups can be an excellent lead-generation tool because it is simple to find groups that discuss financial issues.
YouTube
YouTube is the world’s largest and most popular video-sharing platform, allowing content creators to access a global audience with only a few clicks. YouTube is a terrific tool for investor businesses to engage new prospects and turn viewers into customers.
YouTube is an important marketing channel for promoting your business by providing useful content for viewers to consume. It is neither difficult nor costly. All it takes is a topic, some research, planning and preparation, and a friendly demeanor.
The organic approach is to create and distribute high-quality videos that are both entertaining and educational. It will be difficult to stand out in a sea of content being published every second, but as long as you know your audience and optimize your content with the right keywords, your videos will generate views.
A paid ad campaign can supplement your organic strategy. You can use YouTube ads to turn your videos into advertisements in order to increase their visibility and engagement. YouTube ads are well-known for producing enormous results.
TikTok
Introducing your business on TikTok will provide you with extensive exposure to massive audiences all over the world. With TikTok’s 500 million global users, there’s always the possibility of growing your business and getting more exposure through other social media platforms.
TikTok is another remarkable platform for generating leads for financial experts, you read that correctly. If you think TikTok is only full of silly videos, memes, choreography challenges, comedy bits, and trends, you’re missing out on the platform’s true potential. Most marketers are beginning to capitalize on this opportunity by promoting themselves on this massively popular platform—and you should, too.
TikTok does have all of the humorous content that is popular with younger viewers. But did you know TikTok has a plethora of educational videos covering a wide range of topics?
The presentation is unique, and you’ll want to spend some time learning how TikTok videos work, but it’s an excellent platform for educating the public about the importance of your financial services.
Lead Generation Methodologies and Tactics for Construction
Offering financial services to businesses entails actively working to generate and convert leads, which is typically accomplished through digital marketing. At the same time, digital marketing entails operating on a large scale and in a competitive marketplace, including national and international financial services firms.
Whether you work for a bank, credit union, financial advisor, RIA firm, CFP, wealth manager, or any other financial service, mastering your online presence and generating leads by building relationships and focusing your efforts on the people and businesses who truly matter will help you generate and convert more leads for your financial organization.
Call to Action
A call to action (CTA) is text or a visual strategically placed on a website to attract visitors to take a proactive step in interacting with your company. It should be a short phrase of 3-5 words that creates a sense of urgency. For example, you could include a “schedule a meeting” button, direct visitors to your newsletter, or provide a link to a white paper.
When done correctly, a CTA can give visitors an extra push to learn more about your advisor business and, if done correctly, can convert that traffic into promising leads and clients.
Direct Lead Generation through Search Engine Optimization (SEO)
Google is one of the most reliable brands in the world, where SEO is highly effective at lead generation. The invisibility of its business model, in which searchers’ data feeds a familiar online ad program, contributes to the perception that Google is a free resource.
The concept of using SEO for lead generation is straightforward: publish original, insightful content that specifically targets transactional keywords at least twice a week and you will receive a steady flow of leads. It is much more difficult to put into action. To choose those keywords, analyze their search intent, and create high-quality content for each one, you’ll need a team of experts—writers, editors, web developers, an SEO strategist, and a graphic designer.
Run PPC Ads for Financial Services
Ads are generally disliked by consumers. On the other hand, advertisements are still an efficient technique to create leads. Because complicated algorithms and data sets are used to target the proper people, digital pay-per-click (PPC) ads are effective. Simply select a budget, manage your advertising campaigns, and assess your return on investment.
Google AdWords is the most widely used PPC ad service. However, you can also use Facebook and other famous social media sites to advertise, as mentioned above.
To reach the top of the search rankings, construction companies employ PPC ad solutions like Google AdWords. In general, they’ll concentrate on keywords that their potential clients type into search engines.
Provide Helpful Content Regularly
A blog is an excellent tool for capturing organic search traffic and demonstrating your expertise to interested prospects. Blog posts can also be used to promote new webinar registrations and other premium gated content. The SEC is currently finalizing changes to advisor marketing rules, and your website provides an excellent opportunity to capitalize on those changes.
More traffic equates to more leads. You will get more traffic if you publish more content. Create how-to guides, ebooks, and other freebies that provide useful information to people looking to repair or renovate their home.
New website content can also be distributed via email, social media, and other marketing channels to broaden its reach and generate more leads for your financial firm. By remaining active and demonstrating your in-house expert knowledge, your company can participate in, and even drive, important and timely conversations about the financial advising process.
Take Advantage of Social Media
As mentioned above, social media is now one of the most important digital advertising platforms. Using these platforms allows you to expose your company to thousands of potential customers. Each platform offers business services that can assist you in tailoring your platform experience to your specific requirements.
To be successful in lead generation for financial advisors, social media must be used.
Create a Lead Management Strategy
As you produce new leads, you must keep in touch with them on a regular basis. This would be simple if every lead was the same. But they aren’t—some are eager to begin a project right away, while others have never heard of your company. The only way to keep all leads interested is to communicate and interact with each one.
Most leads will receive an introduction to your company, a needs analysis, a personalized solution, and an opportunity. However, the time it takes to sell will be determined by other factors. Those who are familiar with your company and its offerings will convert faster than those who are unfamiliar with it. When you understand how to approach each individual lead, you will convert more of them into paying customers.
Budgeting Lead Generation for Construction
Before embarking on a campaign, it is critical to plan a lead acquisition budget. For starters, it allows you to concentrate on your most profitable channels and monitor your spending.
If you go over your budget, you can easily cut back. Most importantly, a lead acquisition budget is essential for a more effective post-campaign analysis. You can enhance your upcoming campaign as well as future campaigns by strategizing a lead acquisition budget.
When word-of-mouth marketing and referrals slow, it may be difficult to find new clients. We want you to consider whether you are charging enough for your projects to cover even a small marketing budget. For example, if you can only budget around 1% of your revenue for marketing, you may not be charging enough for your services to have a satisfactory marketing budget. You may need to charge more in order to have a more healthy marketing budget.
How LGG Can Help
Even industries that have been slow to evolve are now being digitized. It is now more important than ever to embrace digital marketing techniques in order to remain competitive in the marketplace.
Creating an online presence as well as an online network is an essential part of generating financial services leads. To attract the attention of potential leads, use that presence to share quality, informative content.
Every day at LGG, we go out hunting for new consumers for you. We handle all of the legwork required to get your sales team in front of qualified decision-makers at the dealerships you represent. Using our own prospecting database and cutting-edge marketing strategies, we generate high-quality sales-ready leads for your marketing team. We also specialize in finding high-quality sales leads for your financial business that will result in great results.