Lead Generation

Lead Generation for Financial Advisors: 6 Strategies That Work

While referrals are still a great way to gain clients, these days, it’s incredibly important to have a website that will generate traffic by utilizing a strong inbound marketing strategy. According to studies, 90% of executives said that they will not take an unknown call! That’s a huge number and shows the importance of finding other ways to gain clients. If you are discouraged, then don’t worry. Today we’re sharing six of the best lead generation strategies that will get you the type of prospects you want for your firm.

6 Killer Lead Generation Strategies

1. Blog Regularly

It’s so important to create content to drive visitors to your website and help your SEO rankings to skyrocket. Keep in mind, however, that just because you are writing your blogs, doesn’t mean that just anything will do! You need to ensure that the work is strong so that you can establish you and your firm as a thought leader in the industry and an expert in the financial field. So, what are some things that you need to keep in mind when it comes to creating killer blog content?

Consistency is Key

If you are blogging at all, that’s great! It’s better to keep a schedule, however, Aim to blog at least once a week, so that visitors will know that you generally will be coming out with new content on a certain day of the week. If you can make time to blog more than once a week, that’s even better! Your prospects will come to understand that they can find information that can help them financially and may even spread the word.

Share it on Social Media

There’s no doubt that social media is everywhere 3.48 billion people are currently on some type of social media platform, so when you share your content with your followers, that’s just another outlet and way for your firm to be noticed.

Don’t Forget About Link Building

Links are a great way to optimize your blogs and generate more organic traffic to your website overall. Here’s a look at two of the most common links:

  • Internal Links: This is simply one that leads to another page on the same website. They are links that go from one page on a domain to a different page on the same domain. They are generally used in the main navigation on the website. When included in the blog section, they can link back to older blogs, so your content can be recycled and older posts are continuously utilized.
  • External Links: These types of links lead to a domain that is not already a part of your website. Be sure that you are using ones that are beneficial to your firm, so don’t link to anything that is spammy or not a legitimate source. Linking to a relevant, popular and informative source will help to increase your SEO rankings, as well as, establish relationships, as other firms or businesses can see when you link to them.

Blog Within Your Niche

If you specialize in a certain type of audience, then you should blog about what you know. When you are marketing to this certain niche, then write about your practice, business and services that will help out the audience who most frequently visits your page!

Scott Advisory Group blog

Twenty Over Ten client, Scott Advisory Group is a firm run by women and caters to women. Their blog caters to their clientele, which is so important since most of the visitors come in search of information that are pertinent to them.

2. Utilize Social Media

We briefly touched on this, but utilizing social media is so important when it comes to generating leads. As was said, before 3.48 BILLION people are on social media, so you are really missing out if your firm isn’t getting out there and generating leads through social. There are just a few things to keep in mind when using social media, however, to make sure that you are getting the most out of it.

Arista Wealth Management

Twenty Over Ten client Arista Wealth Management displays the Facebook, Twitter, YouTube, LinkedIn and Instagram icons very clearly at the top, so visitors can very easily be directed to their social pages. They are very active on social, which is great for engaging with clients and getting more leads.

Make Sure you are on the Best Platform for Your Firm

Before you put too much work into it, make sure that you are on a platform that your niche is on. We recommend first focusing on the three main platforms, and that is Facebook, Twitter and LinkedIn. You will be able to build a brand for your firm and connect with many different prospects, clients and other businesses.

Your niche might use a certain social media platform more than others, so you need to identify where your target audience is spending the most time. Sprout Social reports that the biggest Facebook users are women, 18-29-year-olds and those earning less than $30,000. On the other hand, LinkedIn’s biggest users are men, those earning $75,000 or more and users with the college experience. This is the type of information that you need to keep in mind when figuring out which content to put out there and how to word your posts.

Share Third-Party Content

This is a great way to build relationships, as someone will be more likely to share your content is you posted their word,  but it’s also just another one to provide information for your readers.

Twenty Over Ten twitter

At Twenty Over Ten, we regularly share third-party content on our social media platforms. In the above image, we share third-party information on Twitter by retweeting Iris.xyz for tips on what to do before buying a practice.

Create Valuable Content

Make sure that what you are putting out there is strong and holds a lot of value! Make use of calls to action, use an appropriate number of hashtags (1-2 for LinkedIn, Facebook and Twitter.) and make sure that you are using strong visuals to capture the attention of your audience.

Make Sure you are Engaging

When someone comments on your social media posts, don’t you generally like getting the interaction? The same goes for your business account. Engage regularly with your leads and clients, as this is a great way to form a relationship and start communication that will ultimately create long-term clients by building trust and loyalty.

3. Don’t Forget About Email Marketing 

The importance of email marketing for advisor firms and businesses continues to grow as the use of technology is becoming more and more popular. In 2018, more than 3.8 billion people were using email, and that number is expected to increase to 4.2 billion by 2022. This shows that you can reach so many people when you utilize email marketing. It’s a quick and efficient way to share announcements or fun information with your prospects, while also keeping your clients up to date on information about your business. There are some important things to keep in mind when utilizing this important marketing strategy.

  1. Make sure you are writing a strong subject line
  2. Find the best time to send out your campaigns
  3. Make sure you are choosing the best service providers. We suggest MailChimp, ConstantContact or Aweber
  4. Send content that is valuable to your subscribers!
  5. Make sure you are segmenting your subscribers into lists, as different people are at different stages, so the messages need to be tailored accordingly.

Why Does Email Marketing Work So Well?

  1. It captures leads easily
  2. It is efficient and cost-effective
  3. You can customize it and make it more personable
  4. It is an action-oriented strategy
  5. Based on which services you use, you can measure it and see what you need to change or keep the same

4. Landing Pages are Essential

These are a great way to get the information that you need from a new lead. So, what exactly is a landing page? It is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. Generally, they offer valuable content where leads are happy to trade some contact information or other types of feedback since they will be getting something in return. 

They 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).

Since they are not built into your main navigation, you can build as many customized messages as you would like about them.

5. A Strong Call to Action is Key

As you probably know by now, a call to action is text or a graphic strategically placed on a website to entice visitors to take a proactive step in engaging with your business. Ideally, it’s short…about 3-5 words and creates a sense of urgency so that your visitors will want to click on it.

CTAs help you find out how many people are actually interested in your products or services and allow you to get the information that you need in order to get in touch with them. If you aren’t asking leads to take the next step, then you are really missing out on the opportunity to gather the pertinent information that you need.

So, what are some best practices for a strong call to action?

They need to be:

  • Straightforward
  • Visually eye-catching that compels the visitor to take action
  • Located in an easy to find spot
  • Action-oriented using verbs like “download” or “register”
  • Large enough to see but not too distracting
  • Discuss the benefits to the user

It’s totally appropriate to have more than one CTA on your website, as well, located on several pages throughout your website. Depending on when someone wants to take the next step, placing the CTA in the right spot, maybe just what they need to click on it to find out more.

Armstrong Advisors at Summit Financial

In the above image, Twenty Over Ten client, Armstrong Advisors at Summit Financial, have a call to action right on the hero image, so it really stands out, especially with the contrasting color. Additionally, with the message, “Schedule a Free Consultation,” using the word free is sure to draw in visitors and take the next step.

6. Encourage Online Reviews

Online reviews are a great way to boost your SEO rankings. When leads turn to Google to search advisory firms, they will more than likely check out the reviews and those with more stars will bring more confidence to the reader, as this proves that many people have found the work with a business to be favorable.Financial Synergies Wealth Advisors In the above review from Financial Synergies Wealth Advisors, having the 5 stars with positive comments builds trust and accountability that you want to showcase as a financial advisor. It makes it easier to show that you are trustworthy and can really skyrocket your rankings.


Ultimately, as a financial advisor, you need to gain leads so that you can convert them into clients and grow your business! It takes a lot of work and trial and error, but when done correctly, your firm will grow by leaps and bounds, generating prospects and clients that are best suited for your firm.

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About the author

Blair Kelly

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.