When you think of TikTok, you probably think of videos of teens singing along to popular music tracks. Yeah, you’re not entirely wrong. 

But the video-sharing app is more than a playground for the young. It is a relatively cheaper advertising platform for targeting both old and young. 

Statistics show that adults aged 40-49 make up 20.3% of US TikTok users, while those 50 and above account for 11%. 11% may not sound like a lot, but it’s actually over 14 million people. Among them, you have thousands of high-net-worth users with $1 million or more in investable assets

These are quality potential leads for financial advisors. 

Fortunately, TikTok can be a powerful marketing platform for reaching out to these leads and even converting them into clients. 

So, in this article, I will show you how you can use TikTok ads to generate leads, build trust, and attract your ideal clients as a financial advisor. 

Quick Summary

Short on time? Here is a quick summary of the entire process:

  • Look at other financial advisors for inspiration.
  • Call out your ideal clients in the ad.
  • Optimize for the lead generation objective.
  • Send TikTok traffic to a sales funnel.
  • Improve results with split testing.
  • Follow up with leads via email marketing.

Now, let’s examine each point closely and see how you can implement them to achieve success.

Watch this video to learn how to generate leads and clients automatically each month.

Best financial advisor TikTok ad marketing strategies

Here is how to maximize the advanced ad-targeting capabilities of TikTok Ads to get quality leads:

1. Look at Other Financial Advisors for Inspiration

Trusting your creativity might be tempting. But if there’s anything I have learned over years of handling lead generation for clients in the financial services industry, it’s that sticking with what works works. 

So, for starters, draw your inspiration from others. Take some time to study how other financial advisors are using the platform. @personalfinancetalk and @daveramsey are two examples of people who have built massive followings by providing engaging TikTok content around finance.

Dave Ramsey, for example, has over 2.1 million followers on TikTok, which shows that the platform has a large audience interested in financial topics. 

Such real-life examples can provide valuable creative direction for your strategy. If it works for them, it can work for you, too. 

I also recommend checking out these top finance influencers to see how they make finance relatable and accessible to everyone. 

While you do that, you may want to adopt these patterns because they work very well: 

  • Talk about the financial concerns that are common among your target audience.
  • Make your messages short and impactful so they stick with the viewer. 
  • Use humor and relatability to bring your ideas to life. 
  • Use the visual and audio features to create a more engaging video. 

Many of my financial advisor clients have also had great success generating financial advisor leads using TikTok ads.

Need help with creating TikTok ads that convert? Watch our free Masterclass training to see how we can help you do this.

2. Call Out Your Ideal Clients in the Ad

Call out your ideal client

A major strength of TikTok, which I admire and use frequently, is its excellent targeting capabilities. 

But even with this laser-focused approach, you need highly direct ads to grab the attention of your prospects.  

Here is how you can speak directly to your ideal clients in your TikTok ad: 

  • Know Your Ideal Client: What are the unique features of your target demographic? These could include interests, behaviors, and the type of financial advice they need. 
  • Use Intentional Language: Language is key for effective communication. Therefore, you must craft your video and ad copy using the language and visuals they are used to. 
  • Highlight Your Uniqueness: The competition for attention is fierce. Stay ahead by ensuring your ad clearly communicates why a lead should choose you over others. This could be your experience, track record, or personalized solutions. 
  • Add a Strong Call-to-Action (CTA): Encourage your viewers to take the next step by adding a clear CTA. This could be visiting your website, signing up for a webinar, or scheduling a consultation. Most of my advisor clients link to a video sales letter.

Using these strategies, some of my financial advisor & annuity clients have been able to get leads on TikTok for less than $5, as seen here:

TikTok Ad Example

Not sure how to identify your target clients on TikTok? Check out this video

3. Optimize for the Lead Generation Objective

Now that you’ve gotten a feel for the financial advisor landscape on TikTok and know how to speak to your ideal clients, it’s time to design your own lead-generating machine. 

This is where TikTok’s ad platform comes in.

The ads platform offers a specialized lead generation objective to help businesses like financial advisory services connect with potential clients. 

To optimize for your lead generation objective, you should do the following: 

  • Use TikTok’s Lead Generation Ads: These ads let you collect information from interested users directly from the app using customizable forms. You can use this to build a list of potential customers. 
  • Create Engaging Content: Once users are aware of your brand, provide content that showcases your expertise and the benefits of your services. This could include testimonials, case studies, or educational videos that address common financial concerns.
  • Target the Right Audience: Use TikTok’s targeting options to reach users who are most likely to be interested in your services. You can target by demographics, behaviors, and interests. 
  • Optimize Ad Delivery: It’s advisable to launch your lead generation campaign with multiple ad groups, each with different targeting settings and creative content. This helps you find the best audience for your campaign.

Watch our free masterclass video to see how you can create TikTok ad content that checks the right boxes. 

4. Send TikTok Traffic to a Sales Funnel

Video Sales Letters

Now, the traffic is here. What do you do? 

You need to direct them to your sales funnel. That is how you convert viewers into leads. 

As a financial advisor, your sales funnel should educate and nurture your prospects at every stage. Remember, the goal is to guide them from initial awareness to making a decision. 

To do that effectively, follow these steps:

  • Awareness: Create awareness around your business with content that introduces what you do uniquely. 
  • Engagement: Now that users are aware of your business, offer content that shows your expertise and the benefits of your service. Think about testimonials, case studies, or educational videos addressing common financial concerns. 
  • Conversion: This is the final stage of the funnel, where you encourage users to take action. Your CTA is key here. It could direct them to your landing page, where they can sign up for a consultation or a lead magnet, like a valuable resource. 

For best results, I recommend that financial advisors use an automated appointment funnel. This funnel is specifically designed to generate high-quality financial advisor leads and appointments with ideal clients.

If you use a landing page, ensure it is optimized for conversions. It should clearly communicate the value you are offering and include a simple form to collect contact details. 

Also, if you use a lead magnet, make it valuable enough to convince them to part with their contact information in exchange. Video lead magnets (such as webinars and video sales letters) work best for financial advisors.

Want to learn more about creating an optimized landing page? Watch this free masterclass video.  

5. Improve Results with Split-Testing

Split testing

As previously mentioned, launching your lead generation campaign with multiple ad groups is ideal. But how do you determine the better performer? By split-testing. 

Split-testing or A/B testing on TikTok allows you to compare two versions of an ad to see which one performs better. As a financial advisor using TikTok ads, you can use this tool to optimize campaigns and attract high-quality leads. 

To implement split-testing on TikTok Ads, you need to: 

  • Define Your Test Variables: What elements are you testing? These could be ad creatives, headlines, or calls to action. The goal here is to see which variations are more acceptable among your target audience. 
  • Set-Up Two Ad Groups: Create two ad groups within your campaign. Use a different version of the ad you are testing for each while keeping all other variables constant. 
  • Set Equal Budgets: Set the same budget for the two ad groups to ensure they both have a fair chance of performance. 
  • Analyze the Results: Now that the ads have run for a sufficient period, analyze the results to see which version performs better. To determine this, check for a better conversion rate, click-through rate, or other key performance indicators relevant to your goals.
  • Optimize: Use the results of your analysis to improve your campaigns. I recommend incorporating the elements of the winning ads into new ads to improve overall performance.

For further results, you can also split-test the pages on your sales funnel. For example, I had a financial advisor client who split-tested two landing pages for their TikTok ads, as seen here:

As you can see, page 2 generated 28% more leads!

This shows how powerful split-testing can be when improving your TikTok ad results.

6. Follow Up with Leads via Email Marketing

Now you have the leads. So, what next? 

You need to do some follow-up. And email marketing has proven to be an effective tool for this purpose. 

As a financial advisor, you can nurture and convert your leads into clients by following up via email. It provides you an opportunity to: 

  • establish a relationship with your leads
  • demonstrate your expertise to your leads
  • guide potential clients through the decision-making process

Below are some best practices to follow up with leads using email marketing: 

  • Offer Value in Each Email: Ensure each email includes informative and valuable content. These could be financial tips, market insights, or access to exclusive webinars that demonstrate your expertise and trust. 
  • Personalize Messages Work Better: In these emails, focus on your leads’ exact needs and interests. Use the information you have obtained from them to add a personal touch. 
  • Use the Right Subject Lines: The first impression comes from the subject matter, so make it strong and enticing. I have seen questions, numbers, and clear benefits work great here.  
  • Separate Your Email List: Not all leads are the same. Separate the list based on where the leads are in the sales funnel and what they’re interested in. Then, send the right emails to each group. 
  • Quick Follow-Ups: Prompt responses show you are attentive to your leads’ needs and committed to meeting them. This can put you ahead of your competitors. 

Besides these practices, it is important to maintain trust and professionalism by sending emails that meet the standard email marketing practices. 

TikTok Ads Work for Getting Finance Leads and Clients

Who would have thought that the same app where teens dance to viral audio clips could also help financial advisors connect with high-net-worth clients

The strategies covered here prove that when properly used, TikTok has all the capabilities to drive leads. 

It starts by knowing what works. This insight allows you to create the right content that connects directly with clients. That’s the first step to getting yourself into their feeds. 

Next, you can optimize that content for lead generation using the targeting capabilities of TikTok ads. But it does not stop there. You need to nurture these leads by taking them through a well-crafted sales journey. 

While at it, you can fine-tune your approach by testing your ads to see which best resonates with an audience ready to work with you. And let’s not forget that you can follow up with leads using personal and well-timed emails. 

On TikTok, there are millions of potential clients waiting for the right financial advisor to be their guide. You can connect with them more effectively by working with an expert. 

At Skyline Socials, we offer both done-for-you and consulting options for advisors looking to generate high-quality leads. Schedule a free call today to discuss how we can help. 

Frequently Asked Questions

To round up, here are a few frequently asked questions about using TikTok Ads to get leads and clients as a financial advisor. I have also provided a clear answer for each question.