Lead Generation

4 Ways Financial Advisors Can Improve Lead Quality From Inbound Marketing

Do you have a lot of leads but very few sales? If this is the case, your leads are weak. As the saying goes, it’s all about quality, not quantity. This holds true more than ever in lead gen because many advisory firms want to get as many leads as they can, without focusing on the quality of the leads. But, ask yourself, do you want 1000 uninterested leads or 100 interested leads? Below we will outline 4 ways that you can strengthen your lead quality from your inbound marketing efforts.

1) Collect Accurate Data

An easy way to improve lead quality from your inbound marketing is by using validation software on your lead forms. It’s important that you make sure your lead’s contact information is correct and that they aren’t providing fake names and fake emails. This clearly shows they are not very interested in learning more about you and your services. Accurate lead data allows for easy and quick lead follow up- if your database is filled with hundreds of fake lead data, you will waste a lot of time and money. In fact, according to research conducted by Verve, 60% of consumers intentionally provide incorrect information when submitting their personal details online. So, as you can see, the first step in improving lead quality from your inbound marketing is making sure your leads are real.

people put fake information

2) Utilize Lead Scoring

There are good leads and then there are bad leads. The key is to differentiate and pick out the good leads from the crowd. Lead scoring is a way to quantify your leads based on their activities and engagement with your content. The lead score can show you who is more likely to become a customer vs. those who are not really interested. Obviously you only want to spend your time, energy and resources into the people that show the most interest in you. So, once you’ve got a database with real leads, a lead score will take things one step further. In fact, according to a study conducted by the Lenskold Group, 68% of highly effective and efficient marketers pointed to lead scoring as a top revenue contributor.

Luckily for you, you can sit back, relax and let Lead Pilot do the work for you. Lead Pilot has a built-in lead scoring tool that generates a score between 1-100 in real-time. It’s as simple as it gets– the higher the score, the more qualified the lead. The algorithms take into account the contact’s engagement with your content, other actions, time, and other factors to create this score.

Now, you may be wondering if you have any say in this lead score. Don’t worry, we got you. The LEAD score isn’t just a score generated by AI. It is tailored specifically to you based on your input. In Lead Pilot, you can manually assign star ratings to your leads, and Lead Pilot takes that feedback along with the algorithm to create the ratings.

3) Nurture Your Leads

Lead nurturing is all about building relationships with your leads. You don’t want to convince them to use your service, rather you want to inform them so that they can buy from you when they want to. A great way to nurture your leads is through triggered emails. This refers to sending emails targeted emails to your leads based on their recent actions. For example, if you see that your lead downloaded a retirement checklist, you can immediately send them an email containing more retirement tips and the financial advisory services you offer for retirement. Using automation software is essential to making this work. It’s nearly impossible to track and measure all your leads and respond manually. Timing matters too- you want to send the triggered email as soon as possible. Hook the lead when they are most interested, waiting a day or two may not be beneficial.

Companies that excel at lead nurturing generate 50% more sales-ready leads – and do so at 33% less cost.

4) It’s All About The Customer

When creating your inbound marketing content, focus on the lead you’re trying to attract. Ask questions like who are you trying to attract? How can you help them? What do they need? Once you know the answers, create content that is specific, clear, and targeted to your lead. You want the viewer to read your blog, email, video, etc and know exactly who you are, and what you can help them with. By being customer-centered, you will attract leads who truly are interested in your service. If you are vague, you might capture leads who aren’t the right fit. For example, if you only work with pre-retirees and your content doesn’t reflect that very well, your database could be filled with people who are already in the retirement stage rather than pre-retirement.


Struggling With What Content to Share on Social Media or via Email?

We are offering access to our content for advisors to use via Lead Pilot for 7-days completely free (even on our month to month plans).

Get All The Details Here

About The Author

Namisha Goel

Namisha is a Content Creator at Twenty Over Ten, passionate about fostering community growth. A Bollywood enthusiast, she loves to travel and hopes to experience all seven wonders of the world.