I spent 4 years as a Financial Advisor so I know first hand that lead generation is the lifeline of your business. To say without them, it will be difficult to achieve your revenue objectives is an understatement.
When visitors stop by your website, you need a way to capture their information before they leave. Although knowing how to write a SEO friendly blog post is really important, you cannot entirely rely on traffic from search engines to thrive in your financial advisory business. You want to be able to nurture your prospects through the buying journey. Therefore, you need to capture their information when they stop by your website. How do you do this? Most advisors pay for lead generation services. But in the long run it’s easier and cheaper to setup your own landing pages.
How Lead Generation Services For Financial Service Advisors Work
The first thing you have to understand is that lead gen companies get leads from the same place you can get them from. Places like Google, Yahoo, Bing, Facebook, etc. They setup landing pages, just like the ones I’m going to show you how to do, generate a lead, and then sell it you you (and in most cases 2 to 3 other Advisors). So in essence the lead gen company is acting as a middle man between you and a search engine.
I Nearly Went Bankrupt Paying Lead Gen Companies
Like I said earlier, I spent 4 years as a Financial Advisors working for Wells Fargo, and MetLife. We were required to purchase leads from the approved lead generation company. Well to be frank the leads were expensive, and horrible. I don’t much of a problem with expensive leads, but horrible leads I take offense to.
Before going to work in the financial space I ran a small marketing company doing work for auto dealers. I had gotten involved with Google Adwords generating leads for my marketing company so I knew, well lets say I was 99% sure, I could do a better job, from a quality point of view generating, my own leads. I was 100% certain I could do it cheaper than what we were paying for the leads. So I convinced the higher ups to let me try.
The results were so good that I had to hire a full-time assistant to help me process everything. In a very short time frame I went from closing 1 loan a month to closing 7 each and every month. Essentially I tripled my leads, and increased closed deals seven fold.
Why You Should Generate Your Own Leads
Simple. Because you can do it cheaper and better than paying lead gen companies!!
How To Generate Your Own Sales Leads
I’m not suggesting you become a marketer. You don’t have to go get Google or Hubspot certified to do this. My suggestion is to outsource the marketing part out to a PPC agency to setup and manage landing pages for you.
If you do decide to try your hand at doing your own marketing you’ll need this free guide:
Lead Gen Company vs Your Own Landing Pages
You’re probably wondering how that’s different than just using a lead generation company.
- With lead gen companies you pay forever. When you produce your own landing pages you pay one time to produce a landing page. And you keep that landing page forever.
- Lead generators typically sell leads multiple times. Setting up your own landing page only you get the lead.
- Lead generators have to mark-up the lead to make a profit. You can go directly to the search engine avoid the middle man. Why pay a mark-up?
As a Financial Advisor, you can improve your marketing, and lead generation by producing landing pages. MarketingSherpa reports that 68% of B2B businesses use landing pages to garner a new sales leads for future conversion.
A landing page is specific webpage that you set up for the sole purpose of converting visitors into leads. The landing page has to be targeted to visitors interested in particular information. When leads get in your sales funnel, you can segment them into different categories based on their interests for future targeted communication.
How to Create a Killer Landing Page
Given that you want as many target people as possible to join your sales funnel, you need to make landing pages that convert. How do you improve lead generation through landing pages? Below are 5 marketing tips that will help you:
1. Keep It Simple
When it comes to aesthetics, leave it for the main website. Best practice for marketing your landing page is to go with a minimalist design. Do not clutter it with many images and lots of content. You want your readers to be focused on the information you have and take the desired action. Therefore, avoid having navigation links our outside links on the landing page.
The less clutter you have on your landing page, the better. A study by MarketingSherpa shows that 16% of landing pages are free of navigation bars. The same study also indicates that 42% of offer-related graphics on landing pages are not clickable. You want to keep your visitors on the landing page and make them take action. Outbound links and intrusive graphics will only hurt conversions.
White space is your friend here; use it. Do not disrupt visitors’ attention with animated graphics or fancy audio. Your goal with the landing page is to get the user to fill their contact information on the page; not to win a creative design award.
2. Have a Single Purpose
People love making choices. However, when it comes to a landing page, you do not want your visitors to have different choices. They can get confused, especially if you’re marketing to senior citizens, on which way to go and in the process fail to convert. Have a single purpose on your landing page. This will help to weed out visitors that may not be interested in what you are offering, leaving you with high quality leads.
A report by MarketingSherpa shows that 48% of landing pages have multiple offers on them. This is a rookie mistake, having multiple offers are sure to reduce conversions. You can create multiple landing pages, but each should be targeted for a singular purpose. The more landing pages you have, the better. Just make sure that each landing page communicates a single message.
Statistic: According to a study by MarketingSherpa 48% of marketers build a new landing page for each marketing campaign.
The following statistics from HubSpot also support the need for having multiple landing pages for different purposes:
- Businesses with 31 to 40 landing pages got 7 times more leads than those with only 1 to 5 landing pages.
- Companies with 30 or more landing pages generate 7x more leads than those with fewer than 10.
- Businesses with over 40 landing pages got 12 times more leads than those with only 1 to 5 landing pages.
The key to generating leads on your website is to have the right offer for your audience and make them see the benefits. If you have multiple offers, each should be presented on its own landing page. The more relevant your offer is, the more quality leads your will get.
3. Content is King
What will make readers to want to take the action you want them to on the landing page? Your content. In online marketing, content is king and clarity is queen. Financial Advisors need to make sure content is clear and addresses the benefits that the visitor will get by joining your list.
Online prospects are used to skimming through content. Space out your content well highlighting the benefits of whatever you are offering in bullet points. Appeal to the emotions of the readers and promise a benefit:
- Will your readers know how to save on taxes when they sign up?
- Will they receive a high quality book that will help them organize their finances?
- Will they get a free financial consultation?
Make sure your benefits are clear and obvious.
4. Keep Your Promise
Financial Advisors need to build trust to be successful. When prospects have trusted and given you their contact information, you should keep your promise of delivering the benefit you indicated on the landing page. If you promised a free eBook, make sure there is a link to download it. If you promised free consultation, make it obvious how the leads can take advantage of it. The last thing you want is having a large email list that is unresponsive or that feels cheated because you did not fulfill your promise.
Your offer can determine the conversions. Generally, offering high quality eBooks generates more leads than other methods. HubSpot reports that call to actions promoting eBooks get almost twice the click through rate as emails promoting webinars. Think about your offer carefully; it will determine your lead conversion rate.
5. Test, Test and Test
To have a high converting landing page, you need to test various elements and track the conversion rate. You can test the copy, graphics, offer and even times when the landing page is displayed. The best way is to carry out a split-test i.e. test two landing pages with different elements. You have to keep tweaking your landing page elements to optimize them for conversions.
Some of the elements you can test include:
a) Call-to-action (CTA) button. Test the button in different colors and sizes to see which combination leads to higher conversions.
b) The CTA copy. Test words like “instant access”, “download now”, “click here” and others to see which one works best.
c) Personal information. Limit the amount of information you request from your prospects. For example, in one page you can ask for both names and email address while in another you can just ask for one name and email address.
d) Audio/video/graphic elements. Test your landing page with video or audio and without them. Also, you can test different graphics on the pages to see how conversions will be.
e) Copy. Use different copy to point out the benefits that prospects will get by giving you their contact information. Have a professional copywriter create different copies for the landing pages.
Optimizing your landing page elements will help you know which combination will lead to the best results.
These tips that can help you get more conversions through your landing pages. Make sure you test and optimize your landing pages for optimum conversions.