5 Great Lead Magnet Ideas for Financial Advisors

Five Great Lead Magnet Ideas for Financial Advisors

When it comes to selling financial services, your contact database is your most powerful tool. Clients sometimes walk into your office ready to invest, but your leads are usually not ready to buy your services when you first contact them. You need to nurture your leads, establish yourself as an expert, and keep them on the line until they are ready to choose you as their financial advisor.

But how do you get leads into your database in the first place? Use a simple and effective strategy: Offer lead magnets that entice clients into giving out their contact information.

Don't know what a lead magnet is? You see them all the time. They are regularly posted to social media sites with snazzy taglines like "Download Our Free Report." Creating lead magnets is both easy and effective.

What Is a Lead Magnet?

A lead magnet consists of a free piece of content that entices members of a target audience into giving out their contact information to see it. Typically, when offering a lead magnet, a marketer will ask for an email address and use it to cultivate clients with an email campaign, such as a newsletter. If the content looks juicy enough, lead magnets can be offered for more detailed information like names, addresses, and phone numbers.

Of course, a financial advisor will approach lead generation a bit differently than most marketers. Yet the key elements of successful lead magnets remain the same no matter what product you're selling. So what are the key elements of a successful lead magnet?

Elements of a Successful Lead Magnet

Some lead magnets work better than others. While many lead magnets meet with raging success, others flop. The most successful lead magnets take advantage of the following seven elements:

Targeting

A lead magnet should target a specific group of people. It should offer a specific solution for a specific problem. For example, a list of the top ten most popular investments isn't going to cut it. It's too vague. Instead, you want titles like:

  • "Keeping Your 401K Tax Free When You Change Jobs"
  • "Tax Breaks for New Homeowners"
  • "Getting the Maximum Social Security Benefit"
  • "Smart Investments for New Investors"
  • "How to Retire in Ten Years"

You should choose a lead magnet that attracts the clients you want by offering them results that they seek. The more focused, the better. More focused lead magnets = more leads.

A Silver Bullet

Everyone seeks the magic key that will give them a big boost in life. Understand what your target audience's needs and figure out that one thing they are looking for that will make a big impact. Popular silver bullets include methods for avoiding taxes, ways of getting more money in retirement, or how to score savings on big-ticket items like a home. State the one big solution in your lead magnet's title. A strong, clear focus will be more effective than a swiss army knife approach.

Future Projection

Figure out what your target market really wants. Articles and surveys can help, but conducting some in-person interviews remains one of the best ways to really get in touch with your client demographic. Look at the strengths, weaknesses, opportunities, and threats of their positions. In your lead magnet, help your audience understand the link between what they want and what you're offering.

An Immediate Reward

Signing up for your lead magnet should be completely painless. The signup should require as little time and mental energy as possible. The lead magnet should promise something that your target market wants, actually delivering it, immediately. The lead shouldn't have to spend much time to view the content. Long videos, books, and extensive reports do not make good lead magnets. Strive to deliver instant gratification. Leave your leads wanting more.

Authority

Your lead magnet should illustrate you as an expert in your field. It should position you as an authority. Focus on your client, but do mention your talents and accomplishments. Talk yourself up using simple, plain language. Mention specifically how you can help with problems that your new lead likely faces. Use a little subtlety but be overt about your expertise. For example, if you're using a short course as a lead magnet, mention that you are the instructor of the course and give your credentials.

Value

If your lead magnet looks great on the surface but the content fails to stack up to the lead's expectations, it won't be effective. While it may create many leads, a worthless lead magnet will not create many conversions. Your lead magnet should produce actual benefits for your client. This will be a great chance to make a good first impression, and the best way to do that is to follow through by delivering something truly useful to your new lead.

Attractiveness

No matter how ground-shaking your report is, if it doesn't look valuable, it's not going to convince many people to give you their contact information. The lead magnet's presentation should be honed by a professional. You'll give the content away for free, but it should look like something that people would want to pay for.

Lead Magnet Ideas

So what types of lead magnets actually work? Here are five types of lead magnets that can be especially valuable for financial advisors:

Financial Calculators

Help your customers calculate savings, return on investment, payment streams, or other benefits that you can provide. What better way is there to capture targeted leads than to present prospects with a financial calculator designed to help them calculate the benefits of your services?

Reports

As a financial advisor, you can easily come up with a diverse array of reports. You might try something like "Maximizing Retirement Benefits for Union Electricians" or "Small Business Owners: Analysts Like These Four REITs." You could even offer a report on the value of your services. Remember to keep the report short; while an ebook download might entice some prospects, you don't want to overwhelm leads with too much information. Leave them wanting more.

Handouts

Handouts are a different breed of lead magnet than reports. A handout can take many forms such as cheatsheet, an infographic, or a diagram. Handouts should be short, typically a single page. Checklists make great handouts. Resource lists are also good. You could even put together a detailed infographic on historical risk in different asset classes or a chart showing why investors shouldn't try to pick stocks.

Quizzes

Quizzes are very popular and can even go viral on social media. A quiz should be lighthearted and fun but should also tell people something that they want to know. For example, you could put together a short assessment on risk management aptitude, classifying people from butterfly to daredevil. Quizzes can also help you gain valuable insight into your clients' needs, both as groups and as individuals.

Videos

Videos have a key advantage over many other types of lead magnets: they don't take much mental energy to consume. Creating quality video content is a lot of work, but it should be easy enough for you to create a short video course. While you can offer long classes packed full of useful information, longer courses are better saved for the lead nurturing phase. A simple two-part course can draw in a lot of leads.

Conclusion

There is far more to be said about lead magnets. The very best lead magnets will not only bring in the leads targeted by your marketing campaign; excellent lead magnets will convince new prospects to show your lead magnet to other people.

Your client database is your most valuable tool for reaching potential clients. Along with a strong promotional campaign and effective lead nurturing, lead magnets are powerful devices for growing your database and expanding your business as a financial advisor.

 

Article by Phil Fisk
CEO, Coastline Marketing Group, Inc.
831-789-9320


5 Great Lead Magnet Ideas For Attorneys

5 Great Lead Magnet Ideas for Attorneys

In today’s digital marketing age, one of the best ways to acquire and communicate with clients is through online digital marketing outlets. More specifically, with email.  As an attorney, we can accomplish a lot through the use of email. Building an email list is a critical component for reaching a targeted audience and engaging with them on a long-term basis. Not only can you easily capture their attention through multiple online platforms, but you can also significantly expand your reach as well.

However, before you can participate in a marketing strategy that involves emails, you first must capture and build an email list. This often takes place over time and with strategic and careful thought based on your industry. How do we go about accomplishing this? Attorneys, or their marketing experts, must find a way to get them to share their email address with you. The most popular strategy: sharing something of value with the user that requires the input of their email address and other contact information.

Once you have captured their email address, it's a lot easier to stay connected with them.

By offering a lead magnet that subscribers find of value, attorneys can provide their target audience with valuable information that can point them in the right direction as it relates to a wide array of legal areas.

This approach opens up the door to a series of opportunities whereby you can now communicate with these potential clients at will. This is because your targeted audience not only sees you as the expert, but they also see your company as a law firm they can trust.

What Is A Lead Magnet

If you are not 100% certain as to what a lead magnet is, you may have seen them in the past without realizing it. It is basically a free offer that prompts members from a targeted audience to opt in to a particular site by way of an offer. It is usually presented in big bold headlines such as:

“Click here to subscribe to our monthly newsletter”

“Download our new how to guide”

“Learn about the six steps to protecting your assets”

A lead magnet is something of value that is offered for free and related to your area of expertise.

Normally, it would have a cost value associated with it if it was available for sale. It is also a way for you to display your expertise while building credibility.  Sending valuable, free information via email, is a great way to build and sustain relationships with your target audience.

Lead magnets are part of an overall marketing campaign developed specifically to generate leads.  They result in a higher conversion rate than you would have received without one. The more leads you generate, the more potential conversions you will have. Most campaigns are also designed to better engage your customers with your law firm. This further stimulates your conversion rate.

As it relates to generating leads for attorneys, most people are in a dire state. They are in need of legal counseling, guidance and direction, or some other form of expert legal services. Any information provided in this area can be great resource. It can provide your targeted audience assistance with their proposed legal issues. It’s a great way to offer some assistance and or a solution to their legal issues while nurturing the relationship.

Below are five of the most effective lead generation ideas that work well across multiple disciplines.

What Makes a Great Lead Magnet

You may be wondering what type of lead you should consider using to reach out to your targeted audience. Especially since not all lead magnets perform in the same manner. In fact, some of them yield very poor results. This is why it is important to have marketing specialists assist you with your efforts. It also helps you avoid making poor marketing launches.

The most successful lead magnets consists of the following areas:

I. A great offer that your audience considers valuable.

II. A clear message that's easy to understand almost instantly

III. Well developed content that delivers on its promise without fail

With that being said, the following are the five top lead magnet ideas.

1. Webinars

Webinars are a great way to allow your potential customers to spend some time with you before engaging with you for legal services. Based on your area of specialty, webinars are a great way to hone in on some of the pain points that your target audience may be experiencing.

For example, if your law practice offers estate planning services, you can offer the following:

  • A webinar about the advantages and disadvantages of estate planning and show your audience why estate planning is necessary.
  • Show them the consequences of what would happen without having an estate plan in place.

This sets the stage for your potential customers to either attempt to perform the service themselves, or request services from a qualified Legal Professional. Since most people would rather not prepare a will themselves, this is where your legal services would come in. You can then offer them an additional slate of the other legal services associated with estate planning.

2. Check Lists

A checklist is a great way to provide potential customers with bite-sized bits of information in a very organized and succinct manner. It's a quick and easy way to read through a series of activities that need to take place in a certain order. A sample could include how to best prepare to meet with an attorney about estate planning, or how to best protect your assets.

Whatever your area of speciality, you can create a checklist that that can streamline the legal process in a way that makes it easier for your client to prepare to meet with you and complete the steps involved with their legal situation.

3. Templates

Because the internet makes so many forms and templates available online, this will be a great opportunity for you to do the same. This is accomplished by creating a template that your specific target audience will likely use. A template of a contract is a good option. It would make a great, and easy to follow, fill in the blanks form. As an attorney, you can also create templates of types of documents as well.

4. Your Legal How to Guide

One of the advantages of putting together a legal how to guide is that it has your personal and professional experience, along with your knowledge base included in the guide. It's a great way for individuals to learn more about a specific area that has legal implications.

Because the guide will be written by a qualified attorney, it will carry a lot of weight and build trust and credibility.

5. Industry Reports

Creating industry reports are great for the user to become more knowledgeable about a particular issue or the industry as a whole.

For example, if you are representing clients who've suffered a job related illness, they would want to be updated regarding any changes. More specifically, if the victim has suffered an illness due to corporate negligence, an industry report would be of value to this targeted audience.

To conclude, it's important to develop digital marketing strategies to attract your targeted audience.  It's of equal importance to remain relevant in today’s competitive marketplace. Although the five lead magnet ideas have been proven in the past, these and others can be helpful to implement into their lead generation strategies. Performing the proper research for more lead magnet ideas that directly impact your specific niche will prove to drum up more ongoing leads as you continue to implement and maintain lead generation systems.

Additionally, a lead generation system combined with promotional efforts, a system to offer nurturing content, and a follow up system will also prove to continue to build your customer base for many years to come.


Advantages of Choosing a Local Internet Marketing Company

local internet marketingMany online companies offer Local Internet Marketing Services and promise big returns. However, none of them are familiar with the challenges presented by the unique location of your business. Hiring a local company to take care of marketing, SEO and advertising has many advantages over outsourcing halfway across the country or around the world.

Knowledge of Locale

The town or city where your business is located has its own history, culture and personality. An online Internet marketing company can't tap into this the same way a local one can. Doing business in the same area gives local companies the advantage of in-depth knowledge of what makes your location stand out, and they can use that knowledge to better serve your business.

Familiarity with Local Demographics

The people in your area are as unique as the area itself, and in order to successfully market to them, you need to work with a company that has its finger on the pulse of your target demographic. Knowing what people want and being able to give it to them is an essential piece of the marketing puzzle. The better your marketing company understands this, the better they're able to hone your marketing efforts to entice the people who will be most interested in your products and services.

Tailored Keywords

It's hard to read about SEO without encountering something about the importance of local optimization efforts. Keywords with a local focus are essential if you want to attract business from people in your area. Consumers who increasingly rely on their mobile devices often search using keywords targeted to the area they're in. An Internet marketing company that's located in the same city as your business has the knowledge necessary to choose and implement the right keywords to bring these mobile customers to your door.

Improved Local Reputation

Being the "go to" business in your area generates advertising through word of mouth, which is still one of the best ways to get customers. Working with a local marketing company can help you establish an online reputation that taps into the same powerful advertising potential and brings your business to a wider audience of local consumers.

Available and Accountable

When you entrust your website and marketing campaign to an online service, you can't be sure that you're always going to be able to talk to someone when you have a question. With a local company, you can call or stop in to speak with a real person about how your campaigns are going. They'll be able to address your questions right then and there so you can get on with running your business rather than having to check your email a hundred times a day as you wait for a response.

Comprehensive Documentation

Tracking every step of a marketing campaign is the only way to know how well the different components are performing. A local Internet marketing company can offer in-person meetings to discuss results on a regular basis, allowing you to keep a close eye on your marketing efforts. Even if you find an online company with comprehensive reporting, you won't get the same level of support when it comes to interpreting the results.

Consistent Experience

When you work with an online company for your Internet marketing, there's no guarantee that you'll always be put in touch with the same person when you have questions or concerns. Local companies are more streamlined and give you the consistency you need to run a successful campaign.

Relying on a locally based Internet marketing company to handle optimization efforts for your business brings better results by improving visibility within your unique community. When you choose a company that knows the area and the people in it, you get specialized expertise that online services can't offer. If you want to see real results in your local marketing efforts, working with a company in your area is the way to go.