Alright, let’s cut to the chase. You didn’t get into this business to spend your days harassing strangers on the phone, right? You want to help people achieve their financial goals, but that’s tough to do when you’re constantly chasing down leads that go nowhere.
According to HubSpot, only 18% of marketers say outbound practices (like cold calling) provide the highest quality leads for sales. So, what’s the solution? Warm leads. These are people who are already interested in what you have to offer, and they’re much more likely to convert into paying clients.
Here are five strategies that actually work:
- Content Marketing That Doesn’t Suck: Instead of pushing your services, focus on providing value. Create blog posts that address specific pain points your ideal clients face, like “How to Save for Retirement with a Fluctuating Income” or “Investing Strategies for Young Professionals.” According to Demand Metric, content marketing generates three times as many leads as outbound marketing and costs 62% less.
- Actionable Tip: Identify the top 3 questions your clients ask you most often and turn those into blog posts. Promote them on your website and social media channels.
- Target Your Ads Like a Sniper: Facebook Ads can be used to target specific demographics, like “Adults aged 35-55 with interests in financial planning.” LinkedIn Ads can be used to reach professionals in specific industries. Google Ads can capture people actively searching for financial advice with keywords like “financial advisor near me.” According to WordStream, the average conversion rate for Facebook Ads in the financial services industry is 9.21%.
- Actionable Tip: Start with a small budget (R500 or $25) and experiment with different targeting options to see what works best for you.
- Network Like Your Business Depends on It (Because It Does): Attend industry-specific events like financial planning conferences or workshops. Join local business organizations and chambers of commerce. Referrals still account for 65% of new business for many financial advisors, so build genuine relationships with potential referral partners.
- Actionable Tip: Make a list of 5 potential referral partners and reach out to them this week to schedule a coffee or lunch meeting.
- Optimize Your Website for Lead Generation: Make sure your website has a clear call-to-action (CTA) on every page, such as “Book a Free Consultation” or “Get Your Free Financial Roadmap.” Use pop-ups or slide-ins to capture leads, and consider offering a free financial assessment tool to attract potential clients. Research by Unbounce shows that landing pages with personalized CTAs convert 202% better than those with generic CTAs.
- Actionable Tip: Add a lead capture form to your website’s homepage and promote it through your other marketing channels.
- Offer a Lead Magnet That’s Actually Irresistible: Create a downloadable guide titled “The Ultimate Guide to Retirement Planning” or a checklist like “7 Steps to Financial Freedom.” Use a tool like OptinMonster to create visually appealing opt-in forms and track your lead magnet’s conversion rate. According to a study by HubSpot, 50% of marketers say inbound marketing (which includes lead magnets) has the highest ROI.
- Actionable Tip: Create a lead magnet that addresses a specific pain point your ideal clients have and promote it through your website and social media channels.