As our online world becomes more and more pervasive, financial professionals need to rethink the strategies they’ve used in the past to build a sustainable client base. The mix of lead generation strategies that work best for your firm will depend on the needs of your customer base, but some tactics will always perform better than others.
Strategy 1: Active Blogging
One of the best lead generation strategies is actively putting yourself out there through blogging.
Creating blog posts that consistently answer your target audience’s burning questions is an easy way to increase engagement and generate leads via search engines.
Creating blog posts also builds trust with audiences already searching for a financial planner by offering them value upfront.
Always remember the model: Value, Value, Value Then Sell
This strategy also helps keep you top-of-mind for prospects that aren’t ready to convert but might be one day.
Strategy 2: Events
Never forget to have a personal touch of service, whether online or offline. This is why events can be fantastic to generate leads!
Consider the following events:
- A Free Educational Webinar
- A Talk About Retirement Planning in Your Local Bowling Club or Golf Club
Events allow you to meet with potential clients face-to-face, but webinars make it possible to reach a wider audience, as well as record the event from home. Additionally, if the webinar goes well, you can always share the recording as content after it’s done.
What’s more, that gathering can also build your network, so you have a list of potential clients to reach out to once the event is through. Remember to store these contacts in your email platform so you can use them for re-engagement campaigns in the future.
A great way to stimulate leads is to have prospective clients sign up for the event ahead of time. Then, you’ll have the information you need to reach out to them after the event is over.
The right topic for your event depends on your target audience and their needs. You’ll also want to consider your goals and other factors before choosing to host an in-person or online event.
Strategy 3: High-Value Gated Content
Gated content is when users provide specific information to access content selection, like their email address or mobile number. They receive this piece of content in exchange for giving out this information, though they will typically receive an email with the content itself after they give the relevant information.
Gated content needs to be of higher value than standard blog posts or snackable content since the lead gen user needs to give something to access it.
Popular gated content options include:
- eBooks
- Quizzes that the user fills out with their results included at the end so that the business can see how much information the user has retained from their materials
- Templates that the user fills out, like a checklist or worksheet
- Webinars
- Whitepapers such as infographics and posters
This is one of the more high-effort, high-impact lead generation strategies around, so be sure you plan carefully before publishing.
Strategy 4: Social Media
Lead generation strategies must always include a social media factor. While it seems counterintuitive, building an online presence can help financial planning businesses attract more prospects because of the sheer volume of people on social media and the ability to strategically advertise to people who fit your ideal audience.
Platforms like Facebook, Instagram, and YouTube are helpful because they:
- Increase your digital footprint
- Offer opportunities for direct outreach
- Offer advertising strategies
Get Started with Effortless Lead Generation
The lead generation strategies mentioned above can seem overwhelming at first, at least until you’ve developed proven methods to get the job done efficiently and effectively. Find out which ones work best and which ones don’t, then stay the course.
You may discover that your audience gravitates towards one avenue more than the other. Try not to overwhelm them with the distribution channels so that they know exactly where to find you.
Feeling like you need a little more support? MBS can give you more lead generation strategies for financial planning in Australia. We help financial services businesses grow and succeed through industry-leading, evidence-based digital marketing.
Book a meeting with us today to start your free trial!
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