Today’s investor is more informed than ever about financial planning and services. That means the advisor market is more crowded than ever. To cut through the noise and identify prospects is to refine your pitch and have a smart plan that identifies your best targets and ranks them by likelihood to buy. Doing so will save you time and money while increasing your ROI on lead-generation activities. Here are 4 smart ways to identify and rank your best financial advisor leads.
Keep track of your the best financial advisor leads
The first step in ranking your best financial advisor leads is to get a clear picture of the status of your top prospects. Your CRM will be the central place to store data about your best financial advisor leads. Note that your CRM should be designed for sales and marketing. Keep in mind that financial advisors are not your only sales channel. You also need to track leads from marketing activities like search engine optimization, social media advertising, email marketing, and print advertising.
If you’re not already keeping a record of your best financial advisor leads, now is the time to start. First, set up fields to record the name, contact information, and source of each lead. Second, assign each lead a status. The status should be easy to understand, like “initial lead,” “hot lead,” or “ready to go.” Third, add a due date or expiration date. For best results, follow up with leads 60 to 90 days after they are generated.
Combine your data with third-party research
With the growing availability of online data, you can increase the accuracy of your targeting by combining your data with third-party research. One source is an industry-specific web lead generation report. There are various providers and services that specialize in data collection, sorting, and reporting. These providers will usually offer a free sample report URL like the one below: Some providers also offer free lead lists with the sample report, like the one below.
Using these free lead lists and sample reports as your starting point, you can then add your own data to enhance the research, increase the amount of data, and improve the accuracy of the targeting. Combining your data with third-party research has several advantages. First, it will help you identify the best prospects. Second, you can use the data to customize the way you contact your prospects. This will help you stand out among the competition. Third, using third-party research helps you avoid wasting time and money on low-quality prospects.
Use a lead nurturing platform
A lead nurturing platform is the best way to track your prospect’s progress from initial contact to sales-ready. A good lead nurturing platform will allow you to track your prospect’s engagement with your marketing campaign. Ideally, you want to track how many times your prospect clicked on your ad and how many times your prospect opened your email. You also want to know what content in your emails your prospect is clicking on. A lead nurturing platform will allow you to record all this information and more.
A lead nurturing platform also helps you segment your prospects based on their level of engagement. For example, you can create separate segments for prospects who clicked on your ad and prospects who opened your email. You can then use these segments to tailor the content and frequency of your follow-up communications. This will help you prioritize your best financial advisor leads and nurture the prospects who are most likely to buy.
Record the outcome of your existing marketing activities
One way to identify your best financial advisor leads is to record the outcome of your existing marketing activities. At the end of each month, record the number of leads generated from each marketing activity. Then, at the end of the year, calculate the total number of leads generated from each marketing activity. This will give you a rough idea of which marketing activities generate leads. It will also help you identify your best financial advisor leads. You can also research the conversion rate for each marketing activity.
For example, let’s say you notice that your print advertising generates a relatively low number of leads compared to the number of leads generated by your other marketing activities. Based on this information, you can conclude that print ads are not your best financial advisor leads.
Leverage data from your CRM and market research
Your CRM will contain valuable data about your best financial advisor leads. You can use this data to help you rank your best financial advisor leads. For example, you can use your CRM data to identify the market segments that generate the most leads for you. Then, you can research these segments using market research and decide which segments to prioritize. For example, let’s say you notice that prospects in the 35 to 55 age range generate the most leads.
You can then research this age group using industry reports and other sources. You can use this information to decide which segments to prioritize. In this example, you might decide to prioritize prospects in the 35 to 55 age range. By leveraging your CRM data and market research, you can identify your best financial advisor leads and rank them by likelihood to buy.
Bottom line
For best results, follow up with leads 60 to 90 days after they are generated. Once you’ve identified your best financial advisor leads, you can use this information to rank your prospects based on their likelihood to buy. This will help you prioritize your best financial advisor leads and nurture the prospects who are most likely to buy. Moreover, it will also help you identify which marketing activities generate the most leads. It will also help you identify which segments to prioritize based on their likelihood to buy.