As financial advisors, we all want to generate more leads, right? But you have a lot on your plate already, so how can you do this as quickly and efficiently as possible?
Enter: Landing Pages and LinkedIn Groups
When used together these are highly effective ways to generate more leads to your advisory website. They are powerful separately but when used hand-in-hand, the leads that can come from this far exceed just using one tactic. So, to kick things off, let’s dive into each one separately then discuss how they can work together to turn your website into a lead generation machine.
Lead Generation in LinkedIn Groups
LinkedIn has 722 million members and with a specific business focus, it packs quite a punch in terms of marketing and making quality connections. When you join a LinkedIn Group, this provides a place for professionals in the same industry or with similar interests to:
- Share insights and experiences
- Ask for guidance
- Build valuable connections
Even though the content that you share in groups is limited, you can still leverage groups to get leads.
Step 1: Join Groups that Align with Your Niche
Find as many relevant groups that you can that align with your industry that you can. You can search for groups and filter them based on your industry, and LinkedIn can help filter them for you.
To find groups, simply click on “Work” in the top right-hand corner and from there you can drop down and click on “Groups,” where you will have the option to discover more groups to join.
Step 2: Create a Relevant Piece of Content for Your Niche
Once you have chosen the groups that best align with your goals and audience, then create content that best tailors to them. When trying to decide what type of content you should put out, some questions you can ask are:
- What type of people are in this group?
- What are the end goals for the group?
- What motivates the group?
- What topics are they interested in?
Once you have narrowed down what type of content that you should share, then it’s time to create it! While a blog post is always a great “go-to,” a video or infographic are also great options. You can switch it up so that you are sharing different things, catering to people who might like to read their content in different ways.
Twenty Over Ten client and Lead Pilot user, Schad TenBroeck of Sequoia Financial has included a video that would be beneficial to anyone planning for retirement in the near future.
Step 3: Share your Relevant Content
Once you have created the content, it’s time to share it with your group. With LinkedIn, it’s quite simple to share with others in your group. Make sure the content has a click-worthy headline so that you are enticing your readers to find out more. Create a strong message for simple sharing with something that should draw your audience in, such as, statistics, noteworthy findings, etc.
Twenty Over Ten client and Lead Pilot user, Andrew Tapparo of Tapparo Capital Management does a great job of sharing relevant content on LinkedIn. He asks a provoking question that makes users want to find out more about inflation, which will then take them to the landing page which provides information about the subject and ample opportunity to sign up to receive a free report about retirement or to receive more relevant content.
Step 4: Direct Message Group Members with Your Content
Another way to share your content and connect with others is to send it directly to group members. However, it’s important that you are doing this tastefully by thanking them for connecting with them and then sharing your content in a way that describes why they might like it.
To direct message someone in your group, simply go to the members’ list, hover over someone’s name and then a mail icon will pop up that you can send a message to.
Step 5: Counter With Relevant Content if They Reply
If one of your connections replies, then you can follow up with some additional content that they might enjoy or to further elaborate on the topic at hand. It’s a great way to form a relationship and get more content in front of them but by offering it in a way that isn’t pushy.
Step 6: Encourage Comments
Your content has a higher chance of being read when it does the following:
- Is relevant to that particular discussion
- It adds value to the existing conversation
- It supports the point that you’re trying to make in the discussion
The more relevant and valuable information to share with the group, The more likely they will be to check out any new discussions that you post in the future.
So, as you can see, LinkedIn Groups alone can help with lead generation. So, how can landing pages help?
Landing Pages for Lead Generation
Landing pages are a great tool to increase lead generation because they allow you to create individualized messages for different, targeted niches. The message is hyper-specific for a very specific niche, which can greatly increase the effectiveness of the landing page. These are designed specifically for the sole purpose to convert website visitors into leads. It’s where your prospects “land” after clicking other marketing links such as from an email campaign and calls-to-action (CTA). When it comes to creating a landing page, there are ways to optimize and customize your page so that you can get an optimal amount of leads.
Include the Benefits of the Offer
Highlight the aspects of the offer that your visitors really want, and make sure they understand that it’s free! People love free and this will make it hard to say no. Why do your prospects want to give their personal contact information to you? Make it worth their time and highlight what you can offer them to move them further down the sales funnel.
Use a Compelling Call-To-Action
You want viewers to take advantage of your offer so you need to make taking the next step as easy as possible for them to complete. Utilizing a compelling CTA is a great way to do this and help visitors get to the next step and become closer to becoming clients.
Make sure they are compelling yet simple and straightforward. Some examples include:
- “Watch the Sample Lesson”
- “Get Started”
- “Download Now”
- “Reserve My Seat”
- “Subscribe to Our Newsletter”
Twenty Over Ten client and Lead Pilot user, coreVISION Financial Group has included calls-to-action on their landing page allowing people to easily subscribe or simply provide their name and email to receive more information either at the bottom of the page or in a pop-up CTA in the bottom right-hand corner.
Limit Your Form Fields
People are protective of their information, so they don’t want to offer too much. Additionally, they are busy, so if you have to take too much time to fill out several form fields, that will turn away more people. Simply asking for a name and email are enough to get a new lead added to your email marketing. Keep it to the most important form fields in order to boost your conversion rate.
Twenty Over Ten client and Lead Pilot user, Lifewater Wealth Management has included a simple form field at the bottom of their landing page, simply asking for the visitor’s name and email with an optional phone number to receive insights to their inbox.
Create Content That is Segment-Specific
When you share highly relevant information with a website visitor, you are much more likely to convert leads. Take advantage of the opportunity to reach different customer segments is by creating multiple consumer-specific landing pages.
Using Landing Pages and LinkedIn Groups
Now that you know more about each and how they can separately generate leads, how can you use the two together? There are some steps that you can take to make the most out of these two options and start driving more qualified leads.
Nail Down your Target Audience
What type of people want your content? It’s important to figure this out and define your niche. Financial planning is incredibly broad, so if you can find a particular group to serve then this will really give your more for your marketing dollar. Make sure you are speaking their language and that you clearly establish who you do and don’t serve. Once you have nailed down your niche, you can search on LinkedIn to find the group that you serve.
What type of content do they want to see? What are their pain points? Figure out the answers to these questions and you can find your group and figure out what type of content you should be putting out.
Find the Largest LinkedIn Group for your Niche
When searching for groups in your industry, not only find the largest but find the most active. Where are people commenting and participating? This is where you want to go. A group could be large but if there is not a lot of activity, it could be a lot of bots. Once you find a group that seems like a good fit, test it out and put some of your material out there. See how they interact and if they would respond to more content of yours.
Write Awesome Content for the Group
Create content that is relevant for your group. The more comments and engagement that you get the better, so make sure it is highly engaging and will evoke comments, sharing, etc.
Create a PDF Whitepaper from Your Content
By doing this simple step, you should create a downloadable PDF out of your article. You can format it with your company bio or information all the way to the end of the page.
Create an Opt-in Landing Page for Your Whitepaper
The idea behind creating an opt-in landing page is that you create content that will entice them and put it on the landing page, then try to get them to provide you with their email address in order to receive this. When you are strategic about how you utilize gated content, then it can work incredibly well for lead generation.
Lead Pilot has a gated content tool built right into its interface. With just the click of a button, you gain access to immediate content gating.
It is completely customizable and Lead Pilot also allows users to easily generate branded landing pages, lets you entirely customize the message of your pop-up. This means you can gate any type of content on any landing page you want by adjusting the content block’s different components. Less time trying to work out how to gate content, and more time actually fine-tuning that content.
Strong lead generation starts with a strong marketing strategy, and utilizing the two things above is a great place to start. They both serve well separately so when paired together, it can really help to boost your lead generation. Find out what works best for your firm as many techniques are trial and error.
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About the author
Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.