Why your Financial Planner website is a crucial investment
I’ve had some interesting conversations with Financial Planners in the past week.
They all shared similar marketing goals around prospect generation and client acquisition.
In one case, a small team of Financial Planners was reliant on their presence within a larger corporate website for their parent firm of Chartered Accountants.
The other was a self-employed Financial Planner within a larger network, who offered no website presence.
Discussing their goals to engage with more new clients, I explained my favourite strategy which combines a website, regularly updated content, use of social media, a lead magnet and clever use of the Facebook Pixel.
In broad terms, here’s how this can work.
You create a website that presents a compelling proposition to your target (preferably niche) audience.
On that website you commit to adding one new blog post each week. These can be inspired by conversations with clients, often answering questions they ask.
In addition to publishing that content on your website, you share it on core social media platforms too. Financial Planners typically get the best results from a combination of Facebook, Twitter and LinkedIn.
On the website, you make available a ‘lead magnet’. This is a PDF guide or checklist, available to download in return for an email address.
With the permission of the prospective client who downloads your lead magnet, you keep your proposition and brand at the front of their mind by sending them a weekly email newsletter.
After a few weeks or months or doing this, you aim to further enhance your engagement levels by inviting them to attend a free live webinar.
Running in the background of your website from day one is your Facebook Pixel code.
As you drive more traffic to your website – by publishing fresh and engaging content, and sharing this on social media – your Facebook Pixel is working hard behind the scenes to create a custom audience.
After three to six months, depending on the amount of website traffic you’ve been successful in generating, you start running Facebook Ad campaigns, using your existing and a new lead magnet to capture the email addresses of more prospective clients.
The great thing about this marketing strategy is the ability to turn up or down the amount of leads it generates for you; especially when you reach the Facebook Ad campaign stage, where a higher weekly ad spend will usually translate into more leads.
But of course this strategy is dependent on having a website in place that presents a compelling proposition to your target (niche) audience.
In our experience, 100% of clients referred to a Financial Planner will first check their online presence.
They will actively look for your website and they will often run a Google search for your name too.
Without a professionally designed website in place, which is regularly updated with fresh and engaging content, it’s very hard to achieve client acquisition goals as a Financial Planner.
With the website in place, you have a home on the Internet that serves as far more than simply your online shopfront.
It becomes an integral part of your client acquisition strategy, making you easy to find and boosting your credibility at the same time.
The marketing strategy described in this post is simple to activate and very effective in generating prospective client leads.
At a time when online adviser directories are becoming less reliable as a source of new clients, it makes real sense for Financial Planners to take control over their own lead generation.