Generating leads can be challenging even for the seasoned financial services marketeers. This is because fintech, insurance and financial services audiences don’t respond to the same marketing strategies that work for most other brands. Old marketing strategies also don’t stand a chance in the competitive online world.
How do finance and insurance brands turn site visitors into potential leads? The trick to solving this complex puzzle is engagement, consistency, credibility and validity. You need to build enough trust to convert web visitors to leads and then customers.
Digital marketing tips to get qualified finance leads
Let’s look at some crucial ideas you can incorporate to get hot finance leads.
1. Use technology that supports your customers’ behaviour
Consumer needs and algorithms evolve with time, and as technology develops. As a service provider, you need to update your approach to generating leads as well. For financial advisors, coming up with effective lead generation tactics requires a deep understanding of your consumers. For insuretech providers, lead generation involves understanding the pain points of the end user – who may not always be the buyer. You also need to identify consumers’ preferred communication channels. Look at recent trends in the industry to stay updated. Have well-structured outreach programs relevant to your online audience. These programs should deliver consistent branding and messaging. Additionally, invest in a high-quality virtual relationship with your users.
2. Build a professional website that’s designed to convert
Your website is your professional representation online and acts as your business card. If potential clients hear about your services, they’ll go to your website first. This results in the need to have a website that’s user-friendly and regularly updated. Over 50% of all internet traffic today goes through mobile devices. Having a responsive and user-friendly design is of utmost importance. You don’t want your visitors to have the impression that your practice is irrelevant or outdated.
Since you’re handling people’s money, your website needs to inspire trust. For advisors and agents, trust signals may include details about your qualifications, and a physical address with a phone number. This applies to modern fintech providers too. Your contact information should be updated and available in various forms (emails, phone numbers and physical address). A top-notch professional website builds the trust required to build credibility and confidence in your brand. This makes customers want to do business with you.
Make sure the content on your website is relevant to your niche and is designed to convert. Your brand’s tone, and look & feel should be well represented by your website. Ensure that every part of the website markets your services using the right messaging. Investing in conversion rate optimisation could eliminate roadblocks to conversion, but ensuring you reach the right audience is also important to uphold the quality of leads generated.
3. Gate important content
Another great way to turn visitors into leads is by requiring them to share their details to access valuable / interesting content. This method of placing content behind a lead generation form is called “gating”. It can help you sort potential customers from info seekers. If there are important resources and content on your website, page gating the content will help lead generation. Gated content available online can only be accessed by users who provide their contact information.
Additionally, page gating allows you to collect contacts and important information from visitors who are more interested in your services. It’s also a wonderful way of turning a casual reader into a potential lead. You can also use the content gating strategy to increase your client mailing list. Remember your content needs to be engaging, consistently high quality, and relevant to your customers if you wish to convert those leads into sales.
4. Encourage online reviews
Many consumers use the internet to determine the credibility of a business. Online reviews and social media are the key tools used by consumers when checking the service delivery of any business. If a potential customer visits your website, then searches for your brand and finds positive online reviews, they’re more likely to convert into sales. Where relevant, online reviews can also be posted on your own website.
Encourage your clients to leave online reviews about your services. You can send an email to your clients with a link to the review site and ask them to leave a review themselves. Online feedback on recognised review sites also helps your local SEO efforts. Make sure the reviews are as detailed as possible and highlight your key strengths. Also, try to respond to all the online reviews posted by your clients with a short thank you note or welcome back note.
5. Ask for referrals from existing clients
Never underestimate the importance of your current clients. Even though many people are using online marketing strategies, word-of-mouth referrals are still a reliable marketing strategy. When sending your newsletters to your existing clients, remind them to refer friends and family. They can do this by forwarding the email you send them or just by word of mouth. Remember, most people are likely to commit to referrals in sensitive industries like finance and insurance.
Pick the tips that work best for your finance business and develop the best lead generation strategy. Always look for updates and the latest trends in the industry to make sure your plan is relevant and productive.
About the Author
Rick has over two decades of experience with brands like Glasses Direct and Wellesley Group, helping businesses grow with bespoke digital solutions in marketing, SEO, web development, and strategy.
