Content Marketing

Lead Generation for Financial Advisors: How to Align Content to Your Leads

In order to start generating and nurturing leads, you must have content. But not just any content. Advisors need content that is of interest to their leads at different stages of your prospect’s journey.

Your content should help get your leads one step closer to making the decision to work with you as their financial advisor. So, it’s incredibly important to first understand your audience and what their goals are. Are they novices when it comes to financial planning and investing or are they well educated and professional? Are they encountering an emotional pivotal moment in their life such as divorce or death? Gaining clarity can help inform your content creation strategy to successfully address your lead’s wants and needs.

Did you know that 65% of marketers have a hard time figuring out which content is effective? It is so important that you create content that will best serve your clients and help them to make their financial journey better. Generally, when it comes to creating a strong strategy for your clients, it can be broken down into a three-stage funnel.

Three Stages of the Sales Funnel

1. Top of the Funnel (TOFU)

This part of the funnel is known as the “awareness” stage, and it’s where people are looking for answers, opinions, resources and anything that can help them along in their process.

So, what are some of the ways that you can provide useful resources to your clients?

Educational Webinars

Webinars are a great way to engage your clients and teach them more about your firm and the services and products that you can offer. When prospects register for your webinars, you are not only able to capture information from them, but then you are able to provide them with information.

The above video is a webinar that Twenty Over Ten, CMO, Samantha Russell hosted for tips on how you can host your own effective webinars. It’s a great way to connect with others and can be done all on your own, so it’s something to really consider when trying to show your audience something new and useful.

According to ReadyTalk, between 20% and 40% of those who attend a webinar become qualified leads. If someone’s going to give you an hour of their time; they are usually quite interested in what you have to say. Webinars are a way for you to spend so much more time with a potential lead or customer, and a way for them to get to know more about your business. When they attend a webinar, they are able to hear you talk, see what you have to say about a certain topic, find out how much you know and they don’t actually have to book a meeting yet.


Providing a whitepaper or Ebook is a great way to capture leads and also provide visitors with information about your firm and industry. Generally speaking, a white paper is on a topic that provides information and aligns with your firm while enticing someone to move forward with buying the products and services.

DRucker Wealth Management

Twenty Over Ten client, Drucker Wealth Management offers an eBook, “How To Avoid Bag Lady Syndrome: A Strong Woman’s Guide to Financial Peace of Mind.” All visitors have to do is enter their name and email.


Blogs are a great free resource to include on your website that will draw in readers and be able to provide them with content that will help them on their financial journey. It’s another great way to showcase your expertise in the industry, and just think. If you provide this type of pertinent information for visitors to your site who aren’t even clients, think about how much useful information you will provide to them once they are a client.

Providing blogs is a way to not only convey your personality to your audience but also show your expertise for a certain niche or industry. Another thing to remember when you are blogging is to make sure that you use strong keywords to communicate to top search engines what is on your website.

For example, when a phrase is entered into the search box, search engines want to pull the most relevant and useful websites to populate the search engine results page (SERP). To do so, they rely on the keywords you use in their algorithm to determine if your website fits the criteria. So, make sure that you are using keywords appropriately not only throughout your website but on your blogs.

Trisuli Financial Advising

Twenty Over Ten client, Trisuli Financial Advising provides financial planning to military members, and this can be seen in the blog posts. The owner, Scott Vance, is retired from the military, so he can provide great insight into the issues faced by soldiers and veterans, but will serve people from all walks of life.

2. Middle of the Funnel (MOFU)

This is the “evaluation” stage, and it’s where people are figuring if the goods and services are a fit for them.

How-to Written Content

Written content that teaches readers something will leave them wanting to find out more about the firm. This can come in the form of blogs and articles, anything that is offered on your website that can help answer any questions that prospects may have.

Step by step guide

In the above image, the blog post “How Financial Advisors Can Craft The Perfect Blog Post: A Step-By-Step Guide,” is an example of a blog post offering useful tips for advisors to make their website and content creation stronger.

How-to Videos/Demos

We are big fans of video as a way to introduce yourself, your product, your firm and or teach visitors to your website something. The great thing about video is that visitors can watch them whenever they want and get to know a bit more about you and your firm. If you provide a “How-to” video, you are exhibiting your expertise and showing the value that you can provide.

3. Bottom of the Funnel (BOFU)

The “purchase” stage is the final part, and prospects are trying to figure out how to become a customer and what it will take. They are ready to buy something, and you want to have provided enough and nurtured them enough that they want to buy from you.

Case Studies

Case studies are great for telling a story and taking it one step further by showing your client something. By taking a deeper dive into one specific case, you’re painting a clearer picture of your services and allowing clients and prospects a more in-depth look at what they can expect.

Try to provide case studies that your audience or niche can relate to. If you do this, then visitors will be able to picture themselves in that particular situation and you can show exactly how you can help them.

Dream Financial Planning

Twenty Over Ten client, Dream Financial Planning provides case studies on their website to tell their customer’s story and go a step further by showing their clients instead of just telling them.

Follow-up Emails

Once you have the new leads’ contact information, you can follow up on them by sending emails with further information you have targeted directly at them, such as a blog post, an eBook, a newsletter, etc. This is known as “dripping” on them.

Free Consultation/Planning Meeting

Offering up something like a complimentary in-person meeting, reviewing their current situation and talking with them about what problems they can easily identify at a cursory glance. From there, you can figure out how the advisor could help the client and then progress to the next steps from there.

Video Overviews About Your Services

Videos overviews are a great way to discuss the types of services and information that you can offer to clients.  What’s great is that there are plenty of tools out there, such as Loom or Zoom, where an advisor can record themselves and show their screen to the clients.

An example of some of the things that advisors could show the clients are maybe a financial planning software tool like eMoney or MoneyGuidePro,  that the firm uses to give the client 24/7 access to their robust financial picture. Something else that you could show them is a budgeting spreadsheet they use to align client goals with their spending or any other technology that the advisor uses to monitor the performance of the advisor’s accounts.


Providing leads with a free consultation is just another way to meet with your leads before they “take the plunge” to go over any questions that they may have, work out any kinks, and just get to know them before they become clients. When providing contact information and CTAs on your website, providing a CTA, such as, “Click here for your FREE consultation” is a way to take them even closer to becoming a client.

Twenty Over Ten client, Eastern Planning Inc, offers visitors the chance to “Sign Up For A Complimentary Consultation” as seen on the CTA in the corner of the webpage. This allows for advisors to be able to capture information about that for further contacts, but also is providing leads with a free initial meeting to get them started off on the right foot.

Are you Creating the Right Content?

It’s all about timing and creating the right content when it comes to helping prospects move down the sales funnel and become closer to becoming clients. We hope that the above gives you some insight into the types of content that you should be providing to prospects in order to nurture them and give them the information that will best serve them.

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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.