Financial professionals have to work hard to stand out from the competition. If you want to launch, sustain, or grow your financial business, your highest priority should be to build a pipeline of potential clients. The following tips can help you generate new leads and build your brand as a financial professional.
Find Your Niche
First, think about what defines you as a business. Financial services can cover a range of activities, including:
- Accounting
- Bookkeeping
- Financial advisory services
- Investing
- Retirement planning
- Wealth management
But even within these categories, carving out an additional niche may be possible. For instance, young adults are the least likely to have a robust retirement plan. Targeting these individuals can help you focus on a group your competitors aren’t reaching.
Get Local
Sometimes, the best way to increase your visibility is the old-fashioned way — by networking with others in your community.
Consider volunteering at an event or participating in a cause that you’re passionate about. You’re more likely to meet individuals who share your passions and values, which will allow you to connect with others who might need financial services.
Share Your Knowledge
Many of your potential clients simply lack knowledge about things like stocks or retirement planning. You can better connect with them by sharing your expertise through resources like:
- Blog posts
- Webinars
- In-person seminars
- Networking events
For example, you might host an event around the theme of “Tips for First-Time Investors,” which will help you connect with those needing help building and managing an investment portfolio.
You can also partner with other industry-adjacent professionals in your community. Mortgage brokers, for example, might team up with real estate agents to host an event geared toward first-time home buyers, which can generate leads for both of your respective companies.
Go Digital
Digital marketing is affordable and effective. Start by ensuring you have a clean, modern website that looks good and is easy to navigate on all devices, including mobile phones and tablets.
Then, work on building and maintaining your social media presence. You can post relevant, informative content, and your followers can “share” your posts, enabling you to reach a wider audience.
Investing in paid advertising on social media and popular search engines is also a good idea. Pay-per-click advertising can connect you to a specific audience, and you’ll only pay for the customers who click your ads. One marketing group discovered that businesses make $2 for every $1 spent on these ads, which shows a strong return on your investment.
Use a Lead Magnet
Is there an area in which you’re exceptionally knowledgeable? Consider writing a short (say, four-chapter) e-book offering financial advice to your core market. You can then offer this book for free to visitors who leave their contact details on your website.
Essentially, you’re offering something of value, and in exchange, you’re building your list of potential leads. You can contact them again to ask if they have any follow-up questions, which gives you another opportunity to convert your visitors into regular clients.
Solicit Referrals and Reviews
Some of your best advertising will come through simple word-of-mouth. Make it a point to follow up with your existing or past clients, whether it’s to celebrate the anniversary of their first investment or congratulate them for securing a mortgage.
At the very least, this will keep your name in their minds. Consequently, they may be more likely to recommend your company to others looking for the same services.
You can also solicit client reviews and testimonials, which you can post on your website or social media.
More than two-thirds of Americans (70%) trust client testimonials, even from strangers. These reviews can therefore be a significant plus in demonstrating your value to future clients and can help you market your company more organically than relying on your internal content.
Make a New Connection
Skip the cold calling. These strategies can help you avoid lead-generation methods that have outlived their effectiveness. Financial professionals can use these tips to enhance visibility and connect with new clients.
