If you’ve been following this series of articles, you know all about poor unfortunate Stan. A fictional financial advisor, Stan attempted to launch a digital marketing campaign. But when new prospects failed to call him or show up at his door, Stan mistakenly assumed digital marketing just doesn’t work. After spending a lot of time and energy trying to market himself online, Stan gave up.
Of course, now you know that Stan failed to identify his objectives, and that he didn’t create or distribute content in the right ways to meet those goals. You’ve learned that specific marketing goals, such as creating a brand or driving traffic to your website, require very specific efforts. You’ve also learned that the ways in which you measure the success of your strategies will differ, depending upon what you’re trying to accomplish.
We previously discussed brand awareness, in which you create an image for your company, and how to begin relationships with prospects by driving traffic to your website. Now, we should discuss what you will actually do with all of that traffic. How do you continue to deepen the relationship, so that prospects eventually convert into leads?
Online Lead Generation for Financial Advisors
Once you have driven traffic to your website, you want to offer your audience something of value in exchange for their personal information. Each piece of lead generation material will have a separate landing page, and visitors will be asked to fill out a short form in order to access the promised content.
Four tips for lead generation content:
- The content should be high-quality, reflecting your expertise and your company’s brand.
- The content should be informative and relevant to your target audience.
- The content should be intriguing or helpful enough that your visitors are willing to enter their personal information in order to access it.
- Good forms of content for lead generation include white papers, e-books, or even access to a free seminar or webinar.
Of course, creating the content and offering it to your target audience is only the first step. You also must continually evaluate your content and method of delivery, so that you know your lead generation strategy is working. Look for the following key performance indicators:
- Total number of leads generated by each offer
- Conversion rates from each offer’s landing page. Knowing how many leads you’re generating really isn’t enough. You need to know the percentage of people who opt into each offer.
You may discover a pattern, in which certain types of content appear to be more valued than others. Use this information to adjust your strategy accordingly, and you will hone your lead generation skills to perfection.
Now that you have gathered all of this personal information about your audience, how do you convert leads into paying clients? If you’re like Stan, and you’re eager to fill up your appointment book, you will be very interested in the marketing goals we discuss in the next article of this series. Stay tuned, because now you will learn how to nurture these new leads and retain current clients.