As the world continues to pivot towards information sharing and social media, so does the financial services sector. Yet, digitisation of the industry means that offline lead generating techniques are outdated. Marketing strategies for financial services lead generation need to adapt to suit our data-saturated world.
Generating leads can be time-consuming, but they’re essential to the industry. We rely on them to drive business. Taking lead-generation online means reaching a wider pool of prospects and using your time more efficiently.
With the power of the internet, financial services lead generation can move past ineffective tactics such as cold calling, direct mail and print media adverts.
This method of financial services lead generation is not cost-effective or time-efficient. No one enjoys receiving a cold call. Consumers tend to respond negatively to telemarketers and brush them off, meaning cold calls have a low success rate. When successful, they only hook a single customer (and perhaps a few referrals). They can prompt rejection, frustration, and even potential burnout.
Using direct mail for financial services lead generation doesn’t work because most people see it as junk mail. Direct mail also does not target a specific audience. Like Merideth Hill says, “when you speak to everyone, you speak to no one.”
Magazines and newspapers aren’t as widely circulated as before, and in their print form, they’re not as popular as they used to be. Online publications are easier to access and make it easier to target high-net-worth clients. Instead of placing ads in niche publications, financial services lead generators can use online advertising to reach consumers on various platforms.
So now that digital marketers are tackling financial services lead generation, what are the main tactics that we can expect to see?
In a nutshell, marketers use digital tools and techniques to draw consumers into the sales funnel from various online platforms. The challenge is that consumers now have more choices. They are also more knowledgeable than they have ever been because they have access to more information than ever before.
Digital marketers use a combination of eye-grabbing images, video feed, and well-structured copy to appeal to online audiences. Usually, a post will include a link to a well-optimised conversion-focused landing page. The landing page will have a call-to-action, or CTA, asking the viewer to do something, i.e. filling in their information. You will then hopefully be able to convert them into qualified leads, and ultimately customers.
The process may sound simple, but if you don’t spend a lot of time online, the nuances involved in financial services lead generation can be overwhelming. Here are some tips for increasing your online lead generation.
Exhibiting your expertise goes a long way in financial services lead generation. People are reluctant to give others control of their money, and so, they want to make sure that you know what you’re doing.
Professionals within financial services, and even whole brands, can use social media to build trust with their target audience. They can do this through consistent networking and sharing relevant content.
Publishing good content can humanise your brand and show off your company culture. For your content to stand out, it must be:
Resonate with the consumer
When people view your brand’s social media, they should feel that your values align with theirs and that you have an inherent understanding of what they’re looking for. The consumer will want to connect with the brand if they feel this connection.
By increasing your professional presence on various social media platforms, you will diversify your potential leads.
LinkedIn, for example, is a financial service marketer’s dream. The networking platform’s actual focus is driving professional growth. LinkedIn profiles are essentially interactive CVs, and financial advisors (FAs) can show off their expertise, as well as target specific audiences.
Facebook and Instagram don’t target professionals in the same way that LinkedIn does. However, not all leads are professionals. Some high-net-worth individuals inherit or find success through unconventional avenues. Financial services leads should be generated through a variety of platforms.
For a brand to remain relevant on social media, their profiles need to remain active by:
Producing content regularly, and
Commenting on relevant activity of other profiles.
Increasing your online presence should lead to networking, and ultimately drive traffic to your financial service’s lead generating landing page.
Digital networking has become significantly easier with platforms like LinkedIn. FAs can send direct messages to potential leads and vice versa. LinkedIn, for example, has a network tab. Here you can filter contacts and identify who falls within your target market. You can create traction by sending out a simple message. At the end of your message, you can include money management tips and a CTA.
You can also contact prospects by commenting on their activity, their career achievements, or by liking their content. If you can appear on their radar, it will create an opportunity to drive the prospect to your lead generating landing page.
Sometimes we come across leads that are not relevant to the services we offer. Financial services lead generators often join leads groups, which are networking business groups that pass on leads to one another. Generally, only one company or individual from each sector is included. This ensures that there is no competition within the group.
Leads shared in this format should be highly qualified, as they are referrals from associated sectors. There is usually a membership fee involved. This covers administrative costs and networking events.
Many lead groups are pivoting to social media as the world becomes less localised. People are using online platforms, like Zoom, to conduct weekly meetings and share industry news from different locations. This is a great way to stay in touch, especially if you are working remotely.
Many interactive communities rely on networking to address local issues. Private companies have been known to work with ward counsellors and the like to uplift areas and provide opportunities for community members. Supporting these communities is an opportunity for financial services lead generation.
Finance companies can sponsor community events (even online events) and use creative marketing techniques to direct the community members to online profiles, dedicated websites or lead generating landing pages.
However, connecting to a community does not happen overnight. For effective financial services lead generation within a community setting, you need to establish relationships within the community and develop a trustworthy reputation. You can accomplish this by:
Sponsoring events and contributing to fundraising efforts.
Being consistent and following through on commitments.
Demonstrating altruism that will resonate in a community setting. e.g. Finance Companies can sponsor local events, and help build up smaller brands in the area.
If you persevere, your company can become an institution within a community. If you follow through with great service, your reputation will be compounded.
By 2016, the Content Marketing Institute reported that 17 new blog posts were published every second. This is because consumers perceive relevant content as trustworthy and tend to ignore about 85% of paid ads.
It would seem then, that paid ads are not as effective as sharing informative content is for brand exposure.
Whether you’re using social platforms or a personalised website, the content you publish is an extension of your brand’s image. If your content lacks substance, your online page will seem unfinished, shallow, and forgettable. If you allow your brand to develop this image, you won’t be able to digitally engage with consumers or convert them into leads. You need to subliminally market yourself as well as your services with the content and information that you share.
By expanding your presence beyond your basic services and contact information, you will ensure that you don’t limit your business’ personality.
Use your content to share your story, thus convincing potential leads that you’re knowledgeable and capable.
You can share information in a variety of ways on online platforms. By offering this free information, you’re demonstrating how your expertise can provide solutions before making direct contact with potential leads. Popular virtual event formats used for information sharing include:
In conjunction with your event, you can offer a complimentary consultation. Offering a time-limited virtual meeting, providing a brief overview of a chosen topic or service would appeal to many prospects. This is a cost-effective way to build trust. You can use your expertise to win over leads and convert them into customers.
Be sure to hold back though. You should not give leads so much free information that they no longer require your services.
Be sure to market your online event properly. Your marketing will depend on your platform and your target audience.
Some ways to market an online event include:
Social Media Stories
Optimising your efforts with digital tools, such as SEO techniques and easy-to-use landing pages, will lead to more fruitful financial services lead generation. You don’t want to create general traffic - you want to bring in traffic that is likely to convert to customers.
Companies use SEO to boost their website’s organic traffic. The goal of search engine optimisation is bringing a site to the top of a search engine’s results. Businesses use SEO to maximise organic site traffic and, thus, business.
SEO is all about understanding the words consumers use when doing an online search. These words, keywords, need to appear in your content so that the search engine can offer your website in the search results. The more optimised this process becomes, the higher up in the results your content will appear.
Most search engines are concerned with the user experience and are constantly optimising their algorithms to understand the relationship between user intent, and the keywords users choose.
After driving traffic to your website, you need to convert viewers into qualified leads. You need to get the potential lead’s information so that you can contact them and get their business. To get this info, you will need to direct your traffic to a lead-generating landing page.
Every lead-generating landing page should focus on the following elements:
Your headline and primary information need to present your unique selling proposition. Why should the consumer fill in the form? It should be clear, concise, and attention-grabbing. It should also be specific to your target audience, which will differentiate you from your competition.
e.g. student loans for international students.
Calculators and quizzes are effective tools for financial services lead generation. They are especially useful if you are offering loans, but can be used in other scenarios too. Calculators help people to understand what they can afford. Once a consumer sees that they’re able to afford your service, they are more likely to engage with you.
Filling in forms can be irksome, but completing the form is your CTA. You can optimise financial services lead generation by using simplified multi-step forms instead of long complicated forms. Long forms at an early stage can hinder financial services lead generation. Try to limit your forms to basic information, and deal with the more in-depth information later.
Chunk your content so that it is easy to digest. You can do this by using bullet points often, and ensuring that your sentences are not complex or convoluted.
Make sure your CTA stands out on the page. Summarise why people should sign up in a few simple points, and explain the benefit of using your product or service.
When financial advisors take an interest in their client, it gives the impression that they care about their needs. Staying in contact shows that you are not just a salesperson and helps you to develop trust and rapport with your clients.
You can enhance your financial services lead generation by using simple tactics, like reviewing a client’s social media profile and remembering the names of their family members. When you truly foster a connection with your clients, they are more likely to recommend you.
The concept of ‘word-of-mouth’ has also been digitised. People love to share their experiences online. When you offer someone fantastic service, you won’t have to pay them to talk about it, and they will want to share their experience.
Nowadays, even industries that have been reluctant to evolve are being digitised. Now, more than ever, it is important to embrace digital marketing techniques to stay relevant in the marketplace.
Developing your online presence, as well as your online network, is an integral part of financial services lead generation. Use that presence to share quality content that is informative to attract the attention of potential leads.
Convert interest into qualified leads by targeting a specific audience and channelling organic traffic to your website. Incorporate a lead generating landing page to your website to capture lead information.
If you are looking to increase your financial services lead generation and want to find out more about the benefits of incorporating multi-step landing pages to your online marketing, Apexure can help you. Specialising in accelerating business growth, Apexure creates effective websites & creative landing page designs for businesses of any size. You must have experts on your team to maximise your potential. Click here to take a look at a few of the landing page projects we have worked on for renowned financial service providers and corporates.
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