Outside-the-Box Lead Gen Strategies for FAs

Lead generation is a hot topic for any service-based sales professional, and financial advisors are no exception. For any FA who wants to consistently grow their assets under management, dialing in lead generation can be the fastest way to achieve and maintain that growth.

Marketing is often a make or break practice. If your methods of lead generation aren’t efficient, you can waste a lot of money. The following strategies have been proven to help advisors keep their pipelines full of qualified leads.

Lead Magnets

Think of a subject matter that is important to your clients. Maybe it concerns something like retirement, insurance, or estate planning. Create a useful resource that provides information on that subject. You can get eyeballs on the item by posting a link to it on social media.

If any prospects want to access this piece of information, all they have to give you in exchange is their contact information. Once they do … boom! You have a qualified lead.

Direct Mail

People who say print is dead are dead wrong. Direct mail is an incredible way to get in front of prospects and deliver value. The reason a lot of companies don’t have success is because they are not building the necessary processes to measure return on their direct mail. Consider using things like specific phone numbers or website landing pages that are tied to specific mailings. This will allow you to tell exactly where new business is coming from.

Consider using American Lifestyleor Start Healthymagazine. It is a non-financial magazine customized around you brand, and you can include any contact information you want.

Blog

There are two benefits to maintaining a blog. The obvious reason is that it allows you to provide valuable information to an audience while establishing yourself as an expert. If people look to your blog to learn about personal finance, they’ll be much more likely to let you manage their wealth.

The second benefit is that you can employ search engine optimization (SEO) to rank higher in Google search results. If you decide to do SEO, only focus on your local community. Try to be the top financial advisor in the tri-county. Because, if you aim at wider exposure, you’ll be battling against some financial titans who have much larger resources.

For your blog to successfully generate ROI, you need to post consistently. Make sure you post at least 3 times a month on relevant financial topics, with special focus on how they relate to your community.

Non-Profit Work

Find a local charity that is close to your heart and get involved. The more passionate you are about the cause, the better. The movers and shakers of your community are usually involved in these kinds of organizations, which results in some organic facetime while you create a positive impact.

Facebook Advertising

If you are going to put money into lead generation, then Facebook advertising will probably provide the most bang for your buck. This platform has some great tools for targeting the right prospects.

Download a PDF sample of American Lifestyle to stay in touch with past clients.

Build awareness by featuring content you have created. Advertise one of your lead magnets so you can collect contact information.

Remember: you are playing an awareness game. You want people to know about you, then interact with you. Only then will they do business with you.

Twitter

Twitter is the best platform for advisors to share their thoughts on finance in real time. It takes some commitment, but, if you are disciplined about making contributions consistently, then you can use the platform to build your reputation as an expert—and create awareness that leads to engagement.

LinkedIn

Get a premium account and use it to connect with high-net-worth prospects. Interact with other people’s posts, and start conversations.

This is also a great platform to publish your blog posts and lead magnets. When you start to build out a big network, you can easily transfer all of your connections into another CRM to continue outreach initiatives.

Financial advisors have to build a lot of trust if they want to win clients. You’re asking prospects to trust you with their life savings, which isn’t something that’s going to happen after a few communications.

The trick is to build awareness and try to interact with as many people you can. The more times you interact, the more likely you will be to win over prospects and turn them into clients.

Written by Sefton Eisenhart

A writer who deeply believes that everyone is in sales.