How to Get More Leads (and Clients) in Financial Services

How to Get More Leads (and Clients) in Financial Services

March 2, 2023 | Convoso

In the financial services industry, quality leads (let alone customers) can be hard to come by. Whether you specialize in debt settlement, retirement planning, wealth management, or beyond, it can be tough to know where to focus your efforts and uncover clients that can take your business forward.

But the truth is, there’s no silver bullet when it comes to business growth—especially in an industry as competitive as yours. It takes the right variety of complementary techniques and tactics to get the job done. That’s why we’ve compiled eight of the best financial services lead generation methods below.

Explore the details in our guide, assemble the right strategic mix for your business’s needs and budget, and then start building your business with these proven techniques.


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8 All-Important Financial Services Lead Generation Techniques


1. Build a Robust Inbound Marketing Practice

If you’re a financial adviser or loan officer searching for a sustainable source of leads, look no further than inbound marketing. 

Inbound marketing is all about getting potential leads and clients to come to you. How do you do that? By providing value. 

As experts in financial matters, your business has much more to offer than its final services. As authorities on a range of topics, backed by years of experience, you can provide a wide audience with valuable advice, build trust, and ultimately attract leads. Along the way, you might even be able to provide some entertainment.

Build a well-rounded inbound marketing practice that places these goals at the center. With an array of authoritative educational content—blogs, webinars, ebooks, YouTube videos, you name it—your business can get more financial services leads and do so with remarkable cost-efficiency. According to Mashable, inbound leads cost 62% less than traditional outbound leads.


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2. Develop an Email List to Stay in Touch

By collecting email addresses from interested (and likely qualified) prospects, you can send targeted messages directly to their inbox, providing them not only with valuable information but with offers and updates on products and services. The easiest way to collect email addresses of potential customers is to use the email finder tool.

By collecting email addresses from interested (and likely qualified) prospects, you can send targeted messages directly to their inbox, providing them not only with valuable information but with offers and updates on products and services. Email marketing campaigns can be designed to appeal to different segments of your business’s target audience, giving you the ability to nurture the lead relationship over time and move potential financial services clients down the funnel toward conversion.


3. Follow Local Marketing Best Practices

Beyond your dedicated email audience, it’s crucial to target potential customers in your nearby area who may be searching for services like yours. After all, 46% of all Google searches are seeking local information. To build awareness of your business and capture more of this local search interest, be sure to:

  • Claim your business listings: Claiming and verifying your business listings on popular platforms. Must-haves for the local market include a Google Business Profile, a Yelp page, and a Facebook profile. It helps your business appear in search results when people search for your type of business in your area.
  • Optimize your website for local search: Ensure that your website has location-specific keywords and content. Use location-based metadata, such as title tags and descriptions, to optimize your website for local search.
  • Leverage customer reviews: Encourage your existing customers to leave reviews on platforms such as Yelp or Google. Positive reviews can help your business appear higher in search results and build trust with potential customers.


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4. Grow Your Network Locally and Digitally

Word of mouth tends to be one of the most underestimated marketing tools, but the financial services lead generators can’t afford to overlook its power. If you’re an advisor looking to get more clients, building relationships and expanding your network can make a huge difference on your bottom line. Start by putting down stronger roots in your own community. Get to know other businesses around you and get involved with other groups through your local Chamber of Commerce. 

Networking within your community can really pay off, but there’s no escaping the fact that it’s more of a long-term strategy. Luckily, to supplement those efforts, our digital age offers its own unique networking opportunities. Particularly for financial advisors, LinkedIn can be a game-changer. Step up your LinkedIn strategy by engaging with others in your field and your area, staying engaged in industry conversations, building out your profile, and positioning yourself as an expert.


5. Attend (and Create) Local Events and Initiatives

Attending local events and supporting initiatives like fundraising can play an important part in your attempts to build a bigger network—and your wider efforts to generate financial services leads.

Look for opportunities to get your name out there as a sponsor of events that overlap with the financial services you provide. Of course, not everything you participate in has to be highly relevant to your business. Sometimes, simply showing your support for a good cause can go a long way to attracting potential customers in the future, as long as your support comes from a genuine place.


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6. Build Brand Awareness with Display Advertising

Display advertising offers businesses like yours an opportunity to get their name out there in the digital realm. When targeted effectively, digital ads on the Google Display Network can help you stand out among potential customers and build your business’s name recognition. Plus, as display advertising has become more sophisticated, rich media options like outstream video campaigns offer even more dynamic ways to engage with viewers and generate potential customers.


7. Target Relevant Searches with PPC Ads

Pay-per-click (PPC) ads get even more granular than display ads. By bidding on specific keywords and creating ads that target specific audiences, finance businesses can attract potential customers actively searching for services like theirs. Plus, they allow for precise tracking and analysis, giving decision-makers the ability to measure the effectiveness of their campaigns and make adjustments according to their needs.

To make the most of PPC ads for financial services lead gen, route searchers directly to optimized landing pages that prominently feature lead forms.


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8. Develop a Plan for Fast Lead Follow-Up

Whether potential customers are opting in to be contacted via PPC ads, blog articles, or otherwise, the most important financial services lead generation strategy of them all is an effective (and ideally automated) follow-up plan.

Although internet leads typically come a little cheaper than their offline counterparts, they have a famously short lifespan. So, if your business doesn’t have speed to lead at its disposal, you’re highly likely to lose out on potential clients, whether it’s because they’ve lost interest or, worse, taken their business to a competitor.

Perform an audit of your lead response plan and ask important questions of your lead gen and sales strategies. How quickly do you respond to potential customers? Do you have the technology you need to reach out as fast as possible? Not within days or even hours, but within minutes?

When it comes to generating more leads and growing your client roster, having a dialer built for financial services teams can make all the difference. Learn more today about how Convoso’s powerful call center software can help you connect with more leads, drive more conversions, and scale your business even in today’s cutthroat financial sector. 

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