Connecting with prospective clients is an ever-present challenge for financial planners—both a top priority and a pain point. Lately advisors are throwing money at the marketing problem, with spending up 24 percent in 2021 compared with the year prior and the average budget hitting $16,090.¹

So, what advisor marketing ideas lead to success? We scoured Reddit, a popular online forum, to find six real-life lead generation strategies that financial planners recommend—everything from live streaming video to search engine optimization (SEO). Some of them may surprise you.

#1. LinkedIn for the Win

I’ve been doing LinkedIn campaigns. Gets me 2-3 consultations per week. The campaign is a series of messages essentially saying that I specialize in helping X people solve Y problem with Z solution, and if that’s interesting to you, I’d love [to] set up 15 minutes to chat. I send out 100 invites/day, roughly 20 accept, of those 100/ accepts every week I’m able to schedule a few consultations. Not everyone is qualified, but it does keep the pipeline full. — user CuriousernCurioser

If you’re looking for a new lead generation strategy, consider engaging with a few of LinkedIn’s 830 million members. Research shows that 57 percent of advisors with a formal marketing strategy acquired a new client through social media. Of those advisors, 71 percent gained a lead on LinkedIn.¹

The Reddit user above details the usefulness of LinkedIn message ads. These appear in a LinkedIn member’s inbox with their name and company details pulled in dynamically, so the messaging feels more personal. Another benefit is that you can use several filters when setting up these ads to create a well-defined audience.

LinkedIn Campaign Manager allows you to find your ideal clients by job title and function, industry, skills, seniority, group membership, education, job experience, and interests.

For example, if you’re a financial planner specializing in serving medical professionals, you can choose “medical” as the job function you want to target with your ad. LinkedIn’s targeting and personalization capabilities make this tactic worth exploring.

#2. Feats of Facebook

I know several advisors that have successfully leveraged Facebook live video or blogs to bring in clients. If you can make yourself a “brand” that can be a major asset when bringing in new clients. — user johncfp

Around 69 percent of U.S. adults use Facebook, far surpassing the usage of any other social media platform.² Another thing to consider is that its users are generally middle aged or older. It’s no surprise then that of advisors using social media for lead generation, 58 percent found a lead on Facebook.¹

Using live streaming video, whether on Facebook or another platform, has become a popular way to create an engaging experience for clients. The audience can ask questions and react to the video in real time. When you’re done broadcasting, you can repurpose the recording by sharing it on your website.

An example of a financial industry professional using live streaming video is Michael Kitces, who uses Twitter-backed Periscope for his Office Hours broadcasts. Advisors have used video streaming to show off their office space, provide a technology demo, or spotlight their team volunteering in the community.

#3. Digital Events Deliver

Look into doing virtual webinars, I just did my first few earlier this week and have already set 5 appointments. — user stoneman35

More than 39 percent of consumer-facing businesses have used webinars in the past year, according to the Content Marketing Institute.³ Compared with in-person seminars, they’re often less time-intensive and more cost-effective. They’re also more convenient for your prospective clients, who can attend the webinar from anywhere.

In our own research, we discovered that 37 percent of financial planners say webinars and events are among their most effective strategies for gaining new clients.⁴

#4. The Combo Package

I’ve done a ton of [financial planning] seminars and brought people there using FB ads. It works. — user No_Gap_6417

Combining offline seminars with hyper-targeted online advertising could give your business a boost. A 2021 advisor marketing study showed renewed commitment to in-person events, with these landing among the top five areas for future investment.¹

Using Facebook Ads Manager, you can target your seminar advertising to a specific audience. You can even test out which types of ads work best to draw people to your event. Combining more sophisticated digital ads with the novelty of an in-person, interactive experience may become your recipe for success.

#5. Content Is King

I went to a firm that has been working with the same niche over 30 years and pumps out tons and tons of content such as articles, podcasts, and webinars. I spend a lot of my free time reading about this niche, what issues they are facing, etc. — user Matty-boh

A full 89 percent of advisors cite sharing educational content as a marketing tactic.¹ An approach that includes audio and video elements alongside blog posts can help draw in more prospective clients than sticking with a single type of messaging.

Another key to an effective content marketing strategy is to define a niche audience and tailor your articles and videos to their needs. As the experts say, if your content marketing is for everybody, it’s for nobody. eMoney research on this topic revealed that 48 percent of financial professionals identify custom content as the most effective marketing method for client acquisition and retention.⁴

#6. Outsourcing and SEO

I get about 80 percent of my new business from lead generation services, 15 percent from referrals, and 5 percent organic/SEO. — user financialplanner9000

Outsourced lead generation services have been around for many years, and advisors have used them with varied results. When looking into this tactic, we suggest carefully considering the costs and payment structure, as well as how the company acquires leads.

However, asking for referrals from clients is a time-tested tactic for lead generation. This can work hand-in-hand with search engine optimization for your website. Your website and other digital properties serve as your first impression, whether that prospect landed there through a referral source or Google search. It’s wise to invest in a referral-ready website with clear calls to action, messaging that will resonate with ideal clients and a mobile-friendly design.

Want to explore more eMoney research on marketing strategies? Check out our eBook, Elevating Your Financial Planning Business.

Sources:

1. 2021 Broadridge Financial Advisor Marketing Survey, July 2021, n=402.

2. Social Media Use in 2021 Survey by Pew Research Center, February 2021, n=1,502.

3. Content Marketing Institute. 11th Annual B2C Content Marketing Benchmarks, Budgets and Trends, 2020. July 1. https://contentmarketinginstitute.com/wp-content/uploads/2021/01/b2c-research-report-2021.pdf.

4. 2021 eMoney ROI of Digital Marketing Survey, May 2021, n=188.

DISCLAIMER: The eMoney Advisor Blog is meant as an educational and informative resource for financial professionals and individuals alike. It is not meant to be, and should not be taken as financial, legal, tax or other professional advice. Those seeking professional advice may do so by consulting with a professional advisor. eMoney Advisor will not be liable for any actions you may take based on the content of this blog.

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