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As a financial advisor, you’re in business to make a profit. And profit is largely dependent on your business growth — and that, to a large extent, is tied to the quality of leads you’re generating. More quality leads translate to an increase in sales, revenue, and possibly outpacing your competition.
Before planning your lead generation strategy, you’ve got to have a good grasp of your competition and target audience. This way, you get to build a more robust strategy that will help you draw the right people to your business.
Lead generation for financial advisors is not rocket science. And in this guide, you’d get everything you need to build an evergreen lead generation system for your business.
Let’s dive right into it.
Every business person desires new leads. Why? Because more leads translate to more sales opportunities that can be converted into more revenue. But how can you capture more leads as a financial advisor? Well, there is no one-size fit all. It all boils down to a combination of various strategies. And the best part, the internet has made it easy to generate more leads as a financial advisor.
By adopting better marketing strategies, you can pretty much do away with cold calling and other mundane techniques. Nowadays, if you desire to generate the most results, you should consider inbound marketing strategies.
Some financial advisors buy leads. Well, that’s okay — but you can generate better results by combining your experience as a financial advisor with other lead-generation techniques.
But why is lead generation important for financial advisors? Well, here is what you need to know.
By now, you’d agree that lead generation for financial advisors is vital for business growth. It’s okay to rely on word of mouth. But you can achieve much more by driving more customers using lead generation strategies. This way, you’d get an evergreen flow of new leads, and more business opportunities.
To keep the inflow of new leads, you’d need a healthy mix of paid and organic strategies. Here are some strategies to consider:
Here are some benefits of PPC for financial advisors.
If a financial advisor is using paid ads while the competition is not, the financial advisor will outrank the competition regardless of how high the competitor’s organic ranking is.
Since you’d be bidding on some phrases and keywords, there is a high chance of generating quality leads. People who make such search queries will likely opt for your service offering when they visit your website. This way, you’ll experience growth at a fast pace — faster than when you’re using organic SEO alone.
PPC ads help your ad appear multiple times to the same user. In the long run, you’d experience better brand recognition. Another advantage of PPC ads is that it eliminates the need to pay for impressions. That is, you get to appear in front of your audience at no extra cost.
Using Google Ads to reach your target audience as a financial advisor is a sure way to rapidly promote your business online. By merely crafting compelling images and text ads, you get to reach the right people and convert them.
However, there are rules when it comes to how financial advisors get to advertise their business on the Google platform. And that includes providing documents that prove the validity of their certifications and other details that would help in verifying their business.
Here are some tactics to help you reach more people and boost your conversion rates.
The first step involves setting up conversion tracking. And that includes tracking inquiries and calls that come from your websites and ads. It’s a vital piece for business persons who desire to run exceptional and effective campaigns. There are options for you to set up conversion tracking in your Google Ads account.
You could direct your visitors to provide their details in the lead form extensions or set up call extensions to help you track the calls that come from your ads.
The cost per click in the industry is somewhat high. And if you’re not careful, you’d end up spending lots of resources on searches that are irrelevant to your brand. To avoid these, you’ve got to keep building your list of negative keywords. This strategy helps you keep away searches that are not relevant to your brand.
If you don’t know how to uncover these negative keywords, you’ve got to navigate to the search term report of your campaign dashboard. From the report, you get to see the terms that you appear for and add the terms that are not relevant to your brand to the negative keyword list.
The recommendation page is a reliable page that helps you improve your campaigns. The recommendations are from the machine learning system that’s designed to help you improve your campaign. It helps you save the time and energy that goes into manually managing your campaign — and such manual processes could be somewhat inefficient.
But keep in mind not all the time still all recommendations are good you need to keep your mind open to understand what type of recommendation is there and what impact it can create in your campaign.
There is nothing wrong with adding new keywords. But you should only consider this option if you believe the new keywords will improve your campaign performance. When you come across some keyword suggestions, you’ve got to determine if they’re relevant to your brand.
You could opt for the keyword planner tool during the process. The tool offers insights into more keyword opportunities and the average amount you’d likely spend when ranking for these keywords.
There is an option for updating the bid strategy on the Google Ads recommendation page. There are cases where you’d be prompted to change your Smart bidding strategy. In such an instance, you may be prompted to switch to the Maximize Conversions if you started with a different bid strategy type. But you’ve got to thoroughly review it to ascertain that it aligns with your business goals.
You should consider looking out for what your competitors are doing. And that includes looking out for the keywords they are bidding, and the average amount spent on those keywords.
Before considering match types, you should have been running your ads and generating some traffic for specific phrases and keywords. Broad match type is the right fit for marketers who desire to target keywords that may not have been discovered during regular keyword research. It helps to boost your click volumes and possibly generate more conversions for your business.
As a general rule of thumb, you should carefully monitor your campaign to eliminate the possibility of increasing searches that are not relevant to your brand. And that’s more likely to happen with broad match keywords. To curb the possibility of such an occurrence, there will be a need to include more negative keywords in your campaign.
Lead generation for financial advisors is not an easy task, especially when you’re managing multiple campaigns from a single account. And that’s why you’d need tools like the PPC Signal.
Let’s say you’re managing a campaign for your business, and you’re looking for ways to optimize your cost per conversion. All you need to do is navigate to the dashboard and select the cost per conversion metrics. Automated signals will be displayed on your screen. Using the signal, you get to monitor how your campaign is performing, and possibly look out for ways of optimizing it.
Insights gotten from the signal will help you get a good grasp of the anomalies, shifts, trends, and outliers found in your data. To explore your data, you’ve got to click on the Explore button.
A graphical representation of your campaign data will be displayed on your screen. The information will help you pinpoint how your campaign is performing with respect to time.
There is also the option of showcasing your data in a tabular form. This way, you get to compare the various campaign metrics.
Using the information gotten from your campaign, you get to make informed decisions that help you lower your conversion cost, and generate the most from your campaign. With the PPC Signal tool, you get to manage your campaign in less time.
Cost per click may cost you depending on the keyword length e.g. “financial advisor New York” may cost you around $9 to $30 in Google Ads but overall cost to acquire financial adviser may go high.
You can generate leads using Webinars/live events, coupons, online content, blog posts or PPC.
One of the fastest lead generation options is webinars.
To improve lead generation, you need to work on your landing pages, call to action, designs, ad targeting, and copy.
A constant inflow of new clients is one of the best ways of growing a profitable business — and that’s why lead generation for financial advisors is important. Yes, you need to keep a close eye on your existing clients and help them through any challenges they may have.
But there has to be a balance between attracting new clients and retaining the existing ones. When it comes to attracting new clients, the financial advisor needs a robust plan.
If you’re looking to get the most from your marketing strategy, you need to consider using the PPC Signal tool. This way, you get to properly optimize your Google Ads, attract new clients, and scale your business.
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