Are you a financial advisor struggling to get quality financial advisor appointments each month?
The secret to unlocking a steady flow of leads and conversions lies in leveraging the power of digital marketing.
Now, I know that saying “If you want leads, learn digital marketing” is an easy sentence to muster. But, after 15+ years of helping financial advisors and other business owners develop a reliable and steady flow of monthly appointments, I have learned a thing or two.
In the following article, we’ll dive into the exact strategies that have helped my clients generate and convert financial advisor leads into monthly appointments so that you can adopt them too.
Short on time? I get it. Instead, here is a quick bite of the main talking points:
- Optimize website for Google SEO to increase visibility and leads.
- Leverage Facebook & TikTok Ads, VSLs, social media communities and a done-for-you service for lead generation & appointment-setting success.
- Utilize LinkedIn’s advanced search features to find ideal clients.
If you are more of a visual learner, you can catch my free masterclass here. There you will learn how to capture the attention of your dream clients and turn them into familiar faces.
Why digital marketing matters for financial advisors
To be a successful financial advisor in this day and age is simultaneously the hardest and easiest it has ever been.
With the advancement of the internet, being a financial advisor is no longer a destination-dependent profession. And, it is a fruitful career (when successfully done). Thus, it has attracted a large crowd of people who want to be financial advisors too.
What does that mean for you? Competition. Lots of it.
However, it isn’t all grim news.
Because of the Internet, you no longer need to work with local clients (unless of course you want to).
You can instead find your own dream clients who appreciate what you do and are more than happy to pay you what you are worth!
Watch my Free Masterclass Training on generating 10, 15, 30 or more appointments each month with your ideal clients for a deep dive into how it all works in more detail.
How to generate financial advisor appointments
Lead generation is a vast subject with many working parts. So, for the sake of this article today (and your sanity..) we will take a look at the most critical aspects that you as a financial advisor need to focus on in order to get qualified appointments each month.
1. Create a sales appointment marketing funnel
The first way to get qualified financial advisor appointments each month is to have a sales funnel that educates, motivates and pre-qualifies leads before they speak with you.
You can do this with a sales appointment funnel.
Without a doubt, a sales appointment funnel is the best way to get leads and booked appointments with your ideal clients.
Here’s an overview of the components of a successful sales appointment funnel:
- An educational video that explains how you help clients and why working with you is better than working with other financial advisors (your unique selling point)
- An application form that pre-qualifies leads before they speak with you
- A lead generation system to get leads flowing into your financial advisor sales funnel in a profitable way and consistent way
To see an example of these steps in action, watch this video.
2. SEO: Allow your dream clients to find you
As a financial advisor, you are valuable. You are needed. Your services are sought after.
This means that there is an army of dream clients out there typing away searching for your services. Using Google search engine optimization (SEO) you allow them to find you.
What does Google SEO look like in practice for a financial advisor though?
A financial advisor engages in SEO by optimizing their website to maximize its ‘searchability’ in Google. Google has an algorithm that suggests certain content to certain people and there is a way to manipulate this algorithm so that you appear in front of your dream clients.
Optimizing your website for Google SEO involves:
- Creating a target audience (who are your dream clients?)
- Strategic use of keywords (what questions are they searching?)
- Including these keywords in your website’s content to help search engines understand and rank your website higher in SERPs (create content around answering their questions)
- Constructing backlinks from other websites to your website to further improve your ranking, making it easier for potential clients to find you (let them know you know what you are talking about)
By providing prospects with valuable information and showcasing your expertise, you can attract more appointments and convert them into clients.
3. Facebook and TikTok Ads: Really target your dream client
Facebook, Instagram and TikTok ads are incredibly powerful platforms for generating monthly appointments as a financial advisor.
But to get results with TikTok, Instagram or Facebook ads as a financial advisor, you need to run lead generation ads.
Don’t just advertise for brand awareness!
Advertise with the goal of getting leads, appointments and clients.
To learn how to do this in more detail, see ‘Step 4’ of my free masterclass training.
4. Motivate clients to WANT to speak with you
Don’t just slap a “Book a free consultation” link on your website and expect to get appointments. As a financial advisor, people are trusting you with their retirement and wealth.
They’re not just going to book a call unless they truly believe you can help them!
So, to get more financial advisor appointments, you need to build trust with leads and motivate them to WANT to speak with you.
You can do this in the following ways:
- Integrate a video presentation in your sales funnel that educates prospects
- Create content that builds trust
- Follow up with your leads regularly with content (not sales messages!) that builds trust
The more you do this over time, the more appointments you’ll get as a financial advisor.
In my experience with helping financial advisors get appointments, I’ve found a video sales letter to be one of the most effective ways to motivate your leads to book an appointment with you.
Using a VSL you can sell to your dream clients in a captivating way that allows them to absorb every bit of information pain-free. People much rather watch a quick video than read a novel on your services.
A successful VSL design entails:
- Length: VSLs typically range from 5 to 30 minutes; adjust based on your audience’s attention span. Most of my financial advisor client VSL’s are 5-10 minutes.
- Hook: Start with a compelling hook within 10-15 seconds to grab attention.
- Storytelling: Use relatable stories to connect emotionally and highlight how your product solves problems.
- Value Proposition: Clearly explain the benefits of your product/service.
- Social Proof: If possible include testimonials or reviews to build trust (I know not all financial advisors can do this due to compliance restrictions so don’t worry if you can’t. It can still work without this part.)
- Features and Benefits: Emphasize benefits over features.
- Overcoming Objections: Address common concerns with evidence.
- Call to Action (CTA): Instruct viewers on the next step with persuasive language.
- Scarcity/Urgency: Create a sense of urgency with limited-time offers.
- Visuals: Use engaging visuals, animations, or demonstrations.
- Transparency: Be clear about pricing and terms.
- Engagement: Keep a dynamic pace and maintain viewer interest.
- Repetition: Repeat key points for emphasis.
- Testing: A/B test to refine your approach.
As a reference, I recommend you watch my free masterclass here (my VSL) for a visual of what this looks like in action.
5. Use LinkedIn to get appointments
If you are a financial advisor you are likely to be on LinkedIn already. And, you likely understand its potential for finding clients. Nonetheless, it is worth highlighting LinkedIn’s advanced search feature for finding your dream clients.
LinkedIn’s advanced search feature is a powerful tool that allows you to find and connect with your ideal clients by targeting specific criteria.
What you can search using LinkedIn’s advanced search:
- Locations (where are your ideal clients likely to be?)
- Companies (where would they work?)
- Job titles (what to do they do?)
- Industries (are you targeting a specific industry?)
- Groups (what are their interests?)
Remember, LinkedIn has over 700 million professionals on their network. In case you have not done the math on that; just 1% of LinkedIn’s audience is 5 million individuals..
I do recommend considering Sales Navigator to reach your full target market and audience. With Sales Nav, you have more power in the right and wrong way of focusing on your ideal clients.
Although LinkedIn isn’t the best channel to get appointments as a financial advisor, it’s still a way better alternative to cold calling, cold emailing or many other financial advisor prospecting strategies.
For more on how you can use LinkedIn to your advantage, you can catch my free masterclass here.
6. Get help to see faster results
If you are thinking by this point; “I am a financial advisor, not a digital marketer, I would much rather just focus on delivering results for my clients.” we get it. We can help you.
Many of our clients are financial advisors who have recognized that they would much rather focus on delivering the best possible results for their clients. It is a clever approach.
After all, investing in digital marketing is an investment: allocating the budget toward a digital marketing expert who specializes in getting you monthly clients so that you can grow your bottom line.
If this is an avenue you wish to explore you can either watch my free masterclass to learn more about how we can potentially work together.
Generating quality financial advisor appointments each month requires a multi-faceted approach, leveraging digital marketing, SEO, social media communities, and a done-for-you service.
By employing these strategies, you can effectively reach your target audience, generate leads, and convert them into clients, ultimately growing your business.
With a thorough understanding of these tactics and their implementation, you can overcome the challenges faced by many financial advisors and achieve success in today’s competitive landscape.
Now is the time to take action and harness the power of digital marketing to boost your appointment setting and client conversion rates. To learn more you can catch my free masterclass here.
Ashley Davis (or ‘Ash’ for short) is the CEO & Founder of Skyline Social. For over 15 years, he has been helping business owners with lead generation. Ash specializes in helping businesses get high-quality leads, appointments and clients each month in an automated, scalable and profitable way. You can watch his free Masterclass training to learn more.