As the world embraces the era of information sharing and social media, the financial services sector must also adapt to the digital landscape. Traditional offline lead-generation techniques are becoming outdated, and marketing strategies for financial services need to evolve to suit our data-saturated world.
In today’s digital age, generating leads for financial services requires a shift toward online channels. Embracing this transformation enables us to reach a broader pool of prospects and utilize our time more efficiently. Online lead generation not only widens our reach but also allows us to engage with a highly targeted audience.
Traditionally, lead generation could be a time-consuming procedure. However, by leveraging the power of digital platforms, we can streamline and optimize our efforts. Online lead generation offers numerous advantages, including the ability to reach a larger audience, access valuable data and insights, and automate certain aspects of the process.
List of Major Tips for Financial Services Lead Generation
Aim for Local Leads
While digital marketing provides the opportunity to target a broad audience interested in your financial services, focusing on local consumers can offer distinct advantages. By narrowing your scope to the local market, you can reduce competition and leverage local resources to establish a more personal connection with potential leads.
Attend local business and networking events, host your own events, and create outreach programs tailored to the local community. These activities may require time and investment, but they have the potential to be more persuasive and effective than many digital marketing tactics.
By engaging in outreach programs such as offering free consultations at a local bank, providing mortgage calculations and assistance at events, or simply networking with people, you can connect with individuals who are genuinely interested in and in need of your services.
Offer Free Tools & Outreach
In addition to personal outreach, delivering free tools, knowledge, and consultations online can be an affordable method to establish trust, generate leads, and attract potential customers to your financial services. Depending on your area of expertise, you can create various types of content such as courses, videos, blog posts, and articles that simplify the complexities of the financial services lead generation. Following up with a complimentary consultation to assist consumers in understanding their individual financial situations can serve as an effective way to generate qualified leads.
To manage your time effectively, consider setting a limit on the score of free talks you can offer per week and implement it in a first-come, first-served manner. Additionally, you can host webinars, provide video tutorials, offer email training, or conduct Skype or phone calls to engage and generate leads. It’s important to note that while many users may seek free solutions rather than premium services, you can filter out unwanted users by requesting opt-ins from those who are genuinely interested in a follow-up discussion about your specific services and how you can assist them.
LinkedIn is a valuable marketing tool for financial services providers, as it serves as a platform where many business owners and individuals actively search for financial services. To make the most of LinkedIn, encourage your associates to actively participate and dedicate at least 30 minutes per day to engaging on the platform. Focus on building genuine and personal connections with relevant individuals. Investing additional time on LinkedIn will enable you to identify leads, categorize them effectively, and establish meaningful connections.
When you identify a potential lead through LinkedIn, take the initiative to offer a face-to-face meeting, such as a coffee meetup, to further explore how you can mutually benefit from the relationship. It is essential to have a compelling pitch on your profile, maintain an active presence on the platform and in relevant groups, and individually connect with new connections to gain a deeper understanding of their needs and motivations. By leveraging LinkedIn effectively, you can expand your network, build relationships, and convert leads into valued customers.
Differentiate from Other Financial Services
To capture the attention of prospective customers, it’s crucial to differentiate your financial services from your closest competitors. Identify unique aspects of your offerings that set you apart and incorporate them into your digital marketing strategies and in-person pitches. For instance, if you provide accounting and payroll services, you could differentiate yourself by offering free incorporation with popular software like QuickBooks as part of your starting layout services with a year-long agreement. Clearly communicating the value you bring and why you’re distinct should be evident on your website and in your presentations, increasing the likelihood of establishing connections with potential customers.
While offering specific or free services may not always be feasible or advisable, you can still differentiate yourself by fostering a genuine, trustworthy, and personalized approach. Going beyond being “just” a financial services provider, actively engaging with individuals, remembering their names, and showing a genuine interest in their needs can add significant value. Building a rapport and connection with your audience can make an endless appearance, putting you separated from rivals who may focus solely on transactions.
Personalization
When it comes to employing probable consumers through social media, email, SEO, and web content, personalization is key. Many financial services companies struggle in this area because they attempt to reach a broad audience without tailoring their content to specific individuals. By shifting your focus and identifying a particular target audience, you can develop a more personalized approach that resonates with potential customers.
This principle of personalization extends beyond content creation to your interactions with people. Whether it’s face-to-face conversations, follow-ups on social media, or initial contact through platforms like LinkedIn, taking the time to understand each individual and their unique needs is crucial. Before responding to a new connection, take a moment to review their LinkedIn page or website, ask them upfront about their requirements, and show genuine interest in their goals. Avoid generic, copy-paste messages, and strive to make your digital connections feel authentic and personal. For instance, you could arrange a coffee meeting with a new connection or send them a physical brochure or information to their office address, if provided.
Given that the financial services sector accounts for over 7.5% of the total commercial services economy, competition is fierce, and lead generation requires ongoing effort. While various tools such as email, websites, social media, live events, and even traditional mail can be utilized, it’s essential to differentiate yourself by offering added value or personalization. By standing out from the crowd, you can convince most consumers to connect with your financial services and build meaningful relationships that drive business growth.
Also Read: A Complete Guide To B2B SaaS Lead Generation