1. Create a website and make it valuable

Your website is (1) where you generate leads; (2) where potential customers come to learn more about your services; (3) hopefully both of these. Create a clean site that is easy to navigate and informative.

2. Publish a blog

You don’t just want website visitors; you want subscribers. That is, you want prospects to visit often. Make this happen by making your website a source of content prospects and customers find valuable by publishing a regular blog.

Your blog must provide visitors with the information they seek and get pages of your website to rank on search. And you must also share the content of your blog via social media and email.

Need ideas for blog topics? Look at what the top financial advisor blogs are doing.

Kitces.com, where Michael Kitces offers “Nerd’s Eye View” for consumers and advisors.

3. Use your website to build an email list

Offer visitors to your website the opportunity to join your email list. Inspire people to volunteer their email addresses by offering content such as:

  • Newsletters
  • Helpful guides
  • Interactive tools such as calculators or assessments
  • Courses
  • Videos

All of the above are ‘lead magnets.’ Promote your lead magnets on your website with buttons, displays or pop-ups that invoke forms designed to capture email addresses, and potentially, additional content information.

Aces! A pop-up offers this lead magnet at MaudlineEconomics.com. Notice (1) getting the special report calls for entering only a name and email, and (2) the pop-up indicates those that opt-in receive a complimentary e-letter.

4. Follow up your leads

Following up offline involves calling. Do so if and when your lead provides a phone number and indicates interest. Otherwise, follow up via email. You can do this manually if time permits, however, you can scale your email follow up far more efficiently with marketing-automation software.

5. Run online ads

Mastering advertising is a perennial exercise in experimenting and optimizing to increase ROI. The digital arena, however, makes lead generation for financial advisors via advertising a far more efficient process. Most programs qualify as ‘pay-per-click.’ This means you only pay when you get a click and you get analytic insights to help you get more bang for your buck as you iterate your campaigns.

Consider these digital advertising programs:

6. Social media ads

Facebook, LinkedIn, Twitter and YouTube are all viable channels. Identify your target market, research the media preferences of your best prospects, and give it a go. Your budget can start as low as $5 per day and you can increase your investment as your confidence grows and you become more accustomed to how much financial advisor leads cost on average. 

This ad appeared in my LinkedIn feed today. Running ads to promote free content is a proven strategy for lead generation for financial advisors.

7. Search advertising

The search engine marketing programs offered via Google Ads and Microsoft instantly position your financial services company atop page one of a search engine results page.

Essentially, these systems are auctions where bids determine placements. Clicks can get expensive though, so it’s important to choose highly specific keywords and make smart-targeting decisions. Begin experimenting with search advertising for any amount of money, but if you plan to spend hundreds or thousands per month, consider enlisting the services of a PPC expert to improve conversion.

8. Discovery advertising

Discovery networks, such as Taboola, let you place native ads in the ‘recommended stories’ sections of large publishers and news sites. These can expose your financial services company to a massive audience, drive traffic to your website or landing page, and feed your sales funnel with new prospects. Costs are often lower than networks such as Google Ads.

If you’re looking for lead generation examples, check out how AIG leveraged some recent marketing videos to drive interest in their mortgage insurance product.