Lead Generation and Lead Nurturing for Financial Advisors
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“You can’t just place a few ‘Buy’ buttons on your website and expect your visitors to buy” ~ Neil Pa
Where are the leads?
You invested in a nice website but still . . . nothing, no leads? Are you frustrated with marketing efforts that don’t work?
Unfortunately, a website is only the first step in developing leads on the internet. To be effective at lead generation, you also have to:
- Drive traffic to your website
- Capture leads from that traffic
- Nurture those leads into clients
1. Are you Driving Traffic to your Website?
How many visitors are landing on your website every month? The best source for this information is Google Analytics.
We find that advisor sites that are static usually attract below 200 visitors a month (often 100 or fewer). While this may seem like a lot of traffic, it is not enough to produce many leads even if you do everything else right.
Advisors that are are more established and more active will usually be in the 300 – 500 visitors per month range. While you may get some leads at this volume if you are optimized for conversion, it is still generally not enough traffic to count on consistent lead generation.
As always, sales and lead generation is a numbers game – the higher the number of contacts – the greater the chance for success.
How Do You Drive More Traffic to Your Website?
i. Search Engine Optimization (SEO): We believe that SEO is the best long-term solution for increasing traffic. Within the scope of SEO we include the regular and consistent publication of original content:
- Images and graphics
ii. Social Media: While we tend to look at social media as a way to distribute content, connect with influencers, and build and strengthen relationships, it will send readers to your website as well.
iii. Email Marketing: A great way to continue to engage with leads, email marketing can encourage existing clients and leads to revisit your website and content. Of course, they have to be on your “list” first.
iv. Paid Digital Advertising: Paid advertising – either on the search engines or on social media – can send a steady stream of visitors to your website. However, it can get expensive and only works as long as you continue to pay for it.
We believe that paid advertising is more effective in conjunction with SEO, or as part of a limited-time campaign.
v. Non-Digital Marketing: Seminars, mailers, traditional advertising, face-to-face networking, and other off-line marketing may send traffic looking for you online.
2. Do you have an Effective Lead Magnet to Capture Leads?
A lead magnet is an offer on your website that is of such interest to your visitors, that they are willing to provide you with their name and email address – to be added to your list in other words – in exchange for the offered information/service/product.
Join Our Newsletter or Contact Us Today are no longer sufficiently enticing for most visitors, to capture their interest (and information) it has to be more engaging or perceived as being of greater value than those traditional offerings are today.
A Better Lead Magnet for Advisors
We’ve partnered with Harbor Plan, a FinTech company that has created an interactive quiz for visitors to your site.
The customizable quiz (there are several variations – depending on your firm’s emphasis), developed by advisors for advisors, asks the user what their financial focus is, automatically adjusts the path the user will take based on that focus, collects user data points for advisors to use in later communication, produces a financial “score” for the user and some suggestions on how to improve their circumstances.
The quiz can be branded with your logo and colors. Additionally, the recommendations can be skewed to match more closely to your financial philosophy.
The quiz can be placed on your website, used as a pop-up, promoted through social media, or included as a link on your email signature.
Take the Quiz Now
Feel free to try the quiz yourself. Create your own user data, see what the quiz recommends. Like what you see?
Try it Free for 30 Days
3. Nurturing Leads Through Follow-up
While it would be great if your target client landed on your website, loved your content, and then picked up the phone to engage your services, it doesn’t usually happen that way.
Instead, most will want to take their time, learn more about you, and hopefully continue to consider whether you are a good fit to work together.
During that time, you want to make it easier for them to learn more, and to remember what it was that attracted them to you in the first place.
This means continuing to connect and nurture your leads after they sign up for your lead magnet. The most effective way to do this is through an email campaign that will be sent out to each lead on a pre-set schedule.
No More Leads Slipping Through the Cracks of Your Best Intensions and Busy Schedule
Fortunately, the Harbor Plan Quiz developers have created a robust system for sending out automated follow-up emails that will continue to engage with the lead.
Custom email campaigns have been pre-written and are scheduled to go out to your leads once a month for the next 6 months. However, if you would prefer to customize/personalize the campaign, or create your own campaign from scratch, you are able to do so.
Lead Generation Pricing
Quiz and Email Follow-up System
Quiz with email system: $165 per month (paid annually)
Quiz without email system: $125 per month (paid annually)
Custom Lead Generation Plan:
- Search Engine Optimization (SEO)
- Quiz and Email Follow-up System
- Custom Follow-up Email
- Facebook Advertising
- Conversion Optimization best practices applied to Website
- On-going monitoring, editing and reporting.
Contact us to request a custom proposal.