How to Get Qualified Leads from Facebook

How to Get Qualified Leads from Facebook

jordan-collins-digital-marketing

By Jordan Collins
Tucker Advisors Senior Digital Marketing Specialist

Table of Contents 

Click the links below to jump to a client appreciation event page section specific to your needs.

As a financial advisor, you are likely always hearing about how you need a presence on social media. But what is necessary and what is fluff? Is it better to have a Facebook page or should you setup all of your socia media sites at the same time? The answer to both of these questions is unique to the advisor and what is working to elevate their business online. At the core of these questions is a conversation about making quantifiable, long-last gains in the race for business attention online.

To start, we will take a look at the largest social media platform, Facebook. Facebook has roughly 2.89 billion monthly active users as of the 2nd quarter of 2021.

statista-facebook-users

The next biggest social media site is YouTube, but if you take a look at the top nine social media platforms, it is clear that Facebook has a large investment in the social media landscape with multiple properties in the top 10 (AP Style is numerals for 10 and above). It’s also worth noting that some of these other platforms are included in where you can place your Facebook ads. For example, you can have your Facebook ads delivered on Instagram.

Wiki-social-media-users-by-site

Now that we’ve chosen a platform with enough users to advertise and segment, it’s time to talk about data. When a user fills out their Facebook profile, they are voluntarily giving information that will shape the ads they are served. We will talk more about how ad set targeting later in this post, but it is important to note that Facebook’s ads are effective because they’ve taken out a lot of the guesswork. Individuals volunteer their age, what they do for work, and other information when they make their profile.

Instead of going to a third party for information that will decay with time, you are going straight to the source—the individual. While your interactions with previous ads on the site may shape what you are shown in the future, your age, location, and profile information set the stage for them to show you things you’re more likely to interact with.

For your financial advisory practice to advertise, you will need to fill out a profile referred to as a business page. Let’s dive into why you should create a profile, step by step instructions, and how you can create some ads.

Setup Your Facebook Business Page

By creating a Facebook page, you can invite customers to follow your posts, run ads, and provide customer service through an easy to find webpage. Additionally, you can promote events, share an offer, or post an open job. There are a lot of reasons to get a Facebook page but its relative value will remain just that, specific to you and your marketing needs.

Your Facebook page can also show up in Google search results, giving users another place to find you online. Creating a page is not a silver bullet for generating more traffic to your business, but it will give you useful tools that will take more time and effort to incorporate into your website.

Now that we’ve decided to create a Facebook page, it’s time to look at step-by-step instructions to complete this task.

To create a Page:

  1. Go to facebook.com/pages/create.
  2. Click to choose a Category.
  3. Fill out the required information.
  4. Click Create Page.
  5. Add an optional profile or cover photo, then click Save.

We could write an entire blog entry about filling out and optimizing your page. With that in mind, we suggest following this checklist from Hootsuite. As a general rule of thumb, we would also suggest having the following information on hand when completing your Facebook page’s information:

  1. Physical Address
  2. Email Address for contacts
  3. Business Hours
  4. Website URL
  5. Company or Advisor Bio
  6. Media or Content (Professional Headshot and/or Professional Logo)

Once your page is completed, you’ll be encouraged to make a post. Making a post is a great way to get the word out about your business, but who sees those posts? Your followers. What if you don’t have any followers yet? Next to nobody will see the post. For your posts to reach a person’s Facebook feed, they’ll need to like or follow your page.

In a lot of ways, this is how social media can become such a time-consuming project. While Facebook does offer ways of getting people on your page, most of them require either your time or your money. One should also note that when you make a Facebook post, not everyone who follows you will see it. This metric is called organic reach.

facebook-page-organic-reach-neil-patel

This is why we aren’t talking about social media strategy and content. We want to spend our time and money on tools that will give us the maximum return on investment in a more short-term timeline.

If you are looking to build followers and organic reach, it would fall into the category of social media management. Right now, we are just getting our page set up because it is required for us to run ads.

Facebook Ads Manager

From your Facebook page, you can “Boost” a post. This means that you can take one of your Facebook posts and create an ad from it. This is the simplest way to advertise on Facebook, but it lacks a lot of the tools that are provided through Facebook Ads Manager.

In Ads Manager, you can A/B test different ad copy, create custom audiences, and really nail down your process, whereas boosting a post cannot. Being able to choose different ad placements, choosing cost-per-click or cost-per-impression, or using advanced targeting capabilities are vital steps in creating a campaign that works. Giving $10 to Facebook to show your ad to more people in a geographic area just won’t cut it. Facebook Ads Manager doesn’t have a cost to set up but it will take time to get your campaigns the way you want them.

In order to advertise with Ads Manager, you’ll need to have a Facebook page or have a role on someone’s page. Any page you create will have an associated ad account and ad account id created by default. Go to https://www.facebook.com/business and click create an ad to get started.

 Create a Facebook Ad Campaign

We’ve created a Facebook page, started our Facebook Business account, and now it’s time to get acquainted with Ads Manager. We want to create a new campaign. The next dialogue you will see includes different campaign objectives. See below:

facebook-campaign-objectives

You will be tempted to skip awareness for consideration and conversions but there are very valuable insights to be gained from the awareness stage. Facebook’s tools include being able to show ads to people who have interacted with your ads in the past. When we talk about qualifying interest, what better way than to tap into people you’ve reached in the past?

As consumers, we consistently interact with the same brands because we see value in the outcomes we receive from choosing them. If we haven’t heard of a brand or service, it will take greater upside potential for us to take the risk of trying something new. How can you make that decision without knowing about the product or service? We need to make people familiar with your brand in order for them to trust they are making the right decision.

All this to say, don’t skip to lead generation or conversions prior to creating audiences that are ready for this step. You will see that finding a financial advisor is a personal process. It’s not the same as seeing a $10 product ad and taking a chance. You wouldn’t choose a financial advisor based on a Facebook ad, but you would read an article on retirement readiness on their website.

Ads manager is a great place to customize who sees what, the order in which they see it, and when is the right time to make them an offer they can’t refuse with an expert (hint: you’re the expert). Here’s an example of this process in action from the user’s point of view.

I’m a 59-year old male in the geographic location of the advisor serving ads. This is information that Facebook has on me because I filled out my profile. Scrolling through my feed, I see an article on the “5 Things to Do Before Retiring” on your website. It is a well-written, compliant article and I’m now aware of this advisor’s practice because the information is valuable, his office is locally listed in the post, and I want to know more about how I can retire.

A week or so later, I see another ad saying that this advisor is hosting a live event but spaces are limited. I think back to the article I read and realize I have more specific questions about my own financial situation, so I click the ad and fill out a form giving my name and email address.

This scene shows a simplified version of the customer journey that is more realistic and personal than putting up a form on Facebook that people can fill out. The process appealed to our user’s age, location, and interests. It didn’t ask him for his information right away and it allowed him to see that the advisor in question was an expert.

For the advisor, his brand awareness ad gained interest with his key, local demographics; it showed him to be an expert in his industry; and because his ad campaign is set up with a custom audience, he can now give a more personalized message to the user based on what he or she clicked.

One more thing to note on campaign types is how they are billed. For some campaigns, they are billed per impression (views). Some campaigns are billed by clicks, meaning you won’t be charged unless someone specifically clicks on it. The Facebook bidding process can get dense when you get down to how cost-per-click and cost-per-impression are billed, so we would suggest using cost-per-impression for brand awareness and top-of-the-funnel ads to qualify interest, and cost-per-click ads for consideration and conversion-based ads.

Choosing a campaign type is important, but we really need to key in on how we can target the right people for the campaign. With that in mind, it’s time to talk about ad sets.

Ad Sets, A/B Testing, Audiences

Ad Sets

Campaigns can hold multiple assets. This way, you can keep all of your different audiences within the same campaign. You may be asking yourself why you would have multiple ad sets in one campaign. If you were doing a campaign, you might have one ad set aimed at people that are in your key demographics and locations. You may also have an ad set of people who had previously clicked on your ad. So set one is for people to qualify their interest and set two is for people who have already interacted with your brand, are in your demographics, and in your location.

This puts in perspective how you can qualify your audience as you go. As more people interact with your first ad set, you have more people to advertise to in your second ad set. This is how you can qualify traffic using Facebook’s tools.

A/B Testing

An added bonus is that ad sets contain multiple ads, so you can test different messages at different stages to see which perform best for cost and click-through-rates.

Without structure, this can get very confusing, very quickly. As a starting point, we would suggest A/B testing your images, your ad copy (text), and your ad content. In reality, you can A/B test just about anything with enough time and organization.

As an example, you have three articles on three retirement topics that you are using to qualify interest. For each article, you should create three images (nine total) and three sets of copy for the ads you intend to send. In total, your ad set will have three articles but will have nine ads.

You might be asking yourself, why make all these duplicates? What purpose is this serving?

What this does is, it shows you each variable independent of the others. This way, you can look at the data and decide what works best based on cost, clicks, and click-through-rate. After a few weeks of running the ads, you’ll quickly see your winners and losers with more detail than just running one ad for each article and evaluating what’s wrong in broad strokes.

If you see that you have three ads with the same article but different photos, you can deduce that you shouldn’t use a type of photo and shift your spend to the ad version that is getting better results. This way, you will see better results in the proceeding weeks using the data Facebook was able to gather.

Audiences

Facebook is very good at gathering data; one could argue they’re too good at gathering data and that’s what gets them in trouble. The true power of Facebook ads is in their custom audiences. Targeting users based on their location and age is great but there are much more powerful tools at your disposal.

Custom Audience is an ad targeting option that lets you find your existing audiences among people who are on Facebook. You can use customer lists, website traffic, or engagement on Facebook to create audiences of people who already know your business.

For example, you could have a list of your current clients. If you wanted to upload to Facebook and advertise to them, you can. If you’d like to upload this list and create a “lookalike audience” of people with similar ages, interests, and locations, you could do this. Keep in mind that the number of people that Facebook can pull in is dependent on how extensive your list is.

Another example of a custom audience is a website visitors’ audience. If someone has visited your website in the past either through their own searching or through a Facebook ad, you can advertise to these people. Keep in mind that having the Facebook Pixel installed on your website to signal who has and hasn’t been to your site will be required.

Lastly, audiences come with projections of how big or small they are. Depending on all the segments you add to your audience, you’ll need to have enough people in that pool so that you are not serving the same people the same ads. Whatever audience you choose, be sure not to narrow that audience to a point where you cannot gather data. The audience features can do a great job in qualifying interest, but your content should help you determine interest from users.

Using Facebook Ads for Qualified Leads

Now that we’ve created a Facebook page, setup Ads Manager, and learned about what is capable without ad targeting, it’s time to think through how you can qualify leads.

All the bells and whistles in the world won’t help you if you’re not using them properly. To start, you need something of value that your target demographic will want to click. We suggest articles and downloads that will allow them to educate themselves on a topic specific to them and your business. This could be an article about how to maximize retirement readiness or a checklist of information on how to retire tax-free. These pieces should introduce you as an advisor who can help them, include a way to get a hold of you, and appeal to their curiosity about the process.

From a wider view, you are trying to take someone from a place where they see pictures of grandkids to where they’re thinking about their retirement. Skipping this step will not help the success of your campaign.

Creating an audience of people who have interacted with your ads or brand, then serving them a download that requires their email address or giving them an asset they can use will always work better than offering nothing. In the short term, it is more work on the front end, but in the long term they are showing you that they fit who you are looking for and signaling back to you what they are ready for.

The best part of this is that you can decide how fast or slow you’d like this to happen. Campaigns can be marked with start and end dates, limiting the amount you are spending and giving you complete control of your budget. If you’d like to spend $5 or $500 per day, you can make that decision and Facebook will follow your lead.

When this process is carried out properly, you can review your data and clearly see what ads work, what audiences are yielding good prospects, and find logical improvements to your process. From here, you’ll be able to position yourself as an expert building brand awareness around your practice and attract new clients through social media without needing followers.

If you have more questions on how to use social media for your business, be sure to visit www.tuckeradvisors.com/blog.

Sources:

Statista

Wikipedia

Facebook

Hootsuite

Hubspot

Neil Patel

Washington Post

If you are looking for more ways to market your financial advisory practice, see this presentation from Tucker Advisors CMO Justin Woodbury.

If you would like more information on digital marketing strategy, visit here.

For Financial Professional Use Only. NOT INTENDED FOR VIEWING OR DISTRIBUTION TO THE PUBLIC. Insurance-only agents are not licensed to offer investment advice.

5 Financial Advisor Branding Tips You Can Implement Today

5 Financial Advisor Branding Tips You Can Implement Today

jordan-collins-digital-marketing

By Jordan Collins
Tucker Advisors Senior Digital Marketing Specialist

Table of Contents 

Click the links below to jump to a client appreciation event page section specific to your needs.

Everyday there are new online tools created and marketed to businesses claiming to drive more leads and grow your prospects. With such a crowded marketplace it is hard to know what tools are necessary and what tools just aren’t the right fit.

For financial advisors, it is important to use mechanisms that allow you more time to meet with clients and write business. At Tucker Advisors, we believe in marginal gains. It’s not about finding a silver bullet that doesn’t exist. It’s about making daily improvements that will make an impact over time to provide consistent value to you and your clients. That’s why we’ve put together 5 ideas for you to implement today!

Create a Professional Email Signature

What is an email signature?

An email signature is a content section at the end of your emails that will be added to each email you send. Below is an example of an email signature:

Many people will use email signatures to include contact information, links, images, and text. With each email that you send, you are also sending your contact info and web properties. It’s up to you to decide what information you’d like people to access in your signature, including your social media sites, phone number, and website address.

email-signature-example

The Importance of the signature

Signatures can create extra traffic to your calendar invites, website, and touchpoints in a convenient environment for contacts to access you and your information. If your email is forwarded, those emails will also include your contact information if someone is providing a referral. This is another opportunity to show prospects that you are a polished advisor who is ready to help.

WriteThat.name looked at 700 million emails processed through their contact management solution and found that only 52% of users had email signatures. Here’s the infographic for the study:

What to include in your signature

As you can see, there is a lot you can do with your signature but not all of it will fit what you do for your audience. 

Take a minute to think through what pieces would be good for your emails and what wouldn’t. We would highly suggest not making your entire signature an image, as it may be turned to an attachment by some email providers. This will create display issues and not show the information you’d like. It is okay to have text links in your signature, as these will not be changed by email service providers. Convenience is the primary concern of your signature before optics and layout.

Good email signatures provide pertinent information that will always be easy to display. For starters, including your email address, website, your calendar invite, and a professional photo of yourself should do it.

Lastly, if you are going to include time-sensitive information in your signature, be sure to set a reminder to change your signature when the time is right. You don’t want all of your communications going out with an old date or event attached to an unrelated message. For the most part, you’ll want to stick to evergreen content.

How to Change Your Signature

There are countless email service providers and email clients that people use on a daily basis. To try and simplify this process, we will walk you through a high-level version of the process, then provide links to how you do this process using different services. 

  1. Go to your account settings and find where your signature can be edited
  2. Input any information, images, and/or links you’d like to share
  3. Save your signature
  4. Activate your signature from the options in your account settings

This simplified version of the steps isn’t explicit or platform-specific but it’s enough to get you started. For more information on how to change your signature, see the links below for specifics.

Gmail

Yahoo

Outlook

Hotmail 

Comcast Xfinity

AOL

iCloud

If written instructions aren’t your preference, see YouTube for extensive, step-by-step instructions.

Connect Your Offline Materials to Your Online Presence

Business cards date all the way back to the 17th century in Europe. Even our forefathers knew that leaving your information with someone would be a helpful communication tool.  The business card has gone through a great number of iterations since then but the conventional wisdom remains. If you want someone to get in contact with you, make it easy!

Whether you have a stack of business cards or a full print package, your materials should take your prospect to where you want them, your point of sale. For many advisors, getting someone from your business card to your appointment calendar is crucial. This is where your marketing spend can make your life easier. 

When you create your print materials, be sure to include your website, your email address, and any other important online information that will help your prospects. 

Pro Tip: Use evergreen content! Don’t use an email address or calendar link that won’t be the same in 6 months. If you don’t want it going directly to your inbox, create an inbox like “admin@yourretirementspecialist.com.”

When you create new materials or print something, you should always think about who your audience is and what contact information should be included. If it is a current client, linking to your website and including contact information is a must. If you’re talking with a prospect you’ll definitely want to include a way for them to make an appointment and your contact information.

Another way that you can take people directly to a webpage is to include a QR code. A QR code will take a user from their phones’ camera directly to the webpage the QR code is associated with. This is something you can easily print on a paper, guide, or other physical material that can take people to your online presence.

All in all, you want a prospect or client’s offline and online experience to be seamless and easy to use. This will encourage them to refer others and access information with ease.

Professionalize Your Email Address with Your Domain

Why you should customize your email address

At one point or another, you’ve probably sent professional email through a personal email account. There’s nothing wrong with this but there are drawbacks. Email scams and automation have made it difficult to find out what information is important and what isn’t. Email service providers have become more and more astute about filtering these messages, but they don’t always get it right. One way to stick out from the crowd is to professionalize your email address with your domain. Instead of your email address being @gmail.com or @yahoo.com, it would come from your website. 

Example: financialadvisors@TGIFinancial.com

Seeing a custom domain in an email address provides context for where the email is coming from and why they are reaching out. The email address lets you know that the person reaching out is from TGI Financial and they are a business before you open the message. When you receive an email from fred9382@gmail.com, there’s no telling whether it is spam, a scam, or an old buddy from high school. 

Skip the guessing game and inspire trust in your messages by using a professional email address. You are more likely to get professional responses and signal to users that you are open for business.

How to get a custom email address

If you don’t already own a domain name for your business, you’ll need to start here. Choosing the right domain name for your business is important for a number of reasons but this article should give you a brief overview on how to do it. Once you have your domain name, your domain host will have options for you to create mailing addresses. This process differs depending on who you choose as your domain host, so we will list the processes with links below:

GoDaddy

HostGator

BlueHost

There are more domain hosts out there but most of these processes will have the same steps with slightly different steps. If your personal email address has a lot of business inquiries coming in, we would suggest forwarding those messages to your new address and updating your online presence to reflect this email address for users. This way, your mail is still all in one place.

Once you have an administrator or staff members, be sure to add them to your custom domain email addresses. Be sure to create at least one email account that is not dedicated to a specific person’s name, as this will be a good email address for your website’s contact forms and general inquiries.

Once you have created custom email addresses with your host, test that each email address is working by sending test messages. If you run into issues, follow up with your domain host support for more information.

Create a Website Contact Form

It’s great to have prospects visit your website but it’s better for them to leave you a message. In the modern era, the answering machine has been replaced by the website contact form. The best way for you to capture leads and prospects using your website is by capturing contact information. If your website doesn’t have a place for visitors to give you this information, it’s not going to happen.

To start, add a contact form to your website’s contact or homepage. Your homepage will receive the most traffic of any pages, so this is an important place to include a contact form near the bottom of the page. You can also link buttons on the homepage to take people to the contact form. The contact form doesn’t need to be front and center on your homepage, but it should be available should your visitor choose to get in touch. 

Once you’ve edited the page to add a contact form, you’ll want to fill out all of the details of what is mandatory and optional for your form. 

Pro Tip: Don’t require a phone number on your form. Studies have found that this one field can impact conversions by up to 47% and many people will not give their real number if you do.

The next step is to test your form. Depending on the contact form or plugin you choose, you’ll need to configure and test that if someone fills out the form, it does show up in your inbox. For this reason, some will use a plugin while others will only need to fill out the contact box in your page builder. 

Contact forms are crucial to your online success because they are a window for prospects to turn into a lead. Your website could have the best presentation of your business possible, but without a simple way for them to reach out, it can only produce brand awareness. With a contact form, you have the opportunity to create new leads.

Create a Prospect List with Online Tools

Finding viable prospects is one of the hardest jobs for a financial advisor. Companies know this and have entire business models built around selling contact information.

Pro Tip: Most bought lists are not compliant with mass email providers’ terms of service agreements. Sending out messages to a bought list that hasn’t opted-in to receive messages from you can get your Mailchimp, Constant Contact, or other ESP account blacklisted.

With all of these hoops to jump through, you may be thinking “how can I contact new prospects?”

One strategy is to get your library card. Yes, we meant that last line, your library card.

Many libraries have free access to tools outside of just checking out books. Reference Solutions by Data Axle (formerly ReferenceUSA) is the leading source for business and residential data in the United States. Libraries across the United States provide access to information within Reference Solutions at no extra cost if you are a local card holder. 

See your local library’s website for information on what data they have access to. This way you are saving on your budget and still have the ability to get reliable data from a quality source.

There you have our 5 financial advisor branding tips you can implement today. We hope that these suggestions are helpful in your prospecting and will continue to build your financial advisory practice for the future. For more information on digital marketing, check out our article on how to track direct mail campaigns.

Sources: 

www.codetwo.com

www.writethat.name 

https://ahrefs.com/blog/

www.designerdaily.com

www.dreamhost.com

www.vtldesign.com

www.Blog.gimm.io

www.wisestamp.com

www.smallbusiness.chron.com

 

If you are looking for more ways to market your financial advisory practice, see this presentation from Tucker Advisors CMO Justin Woodbury.

If you would like more information on digital marketing strategy, visit here.

For Financial Professional Use Only. NOT INTENDED FOR VIEWING OR DISTRIBUTION TO THE PUBLIC. Insurance-only agents are not licensed to offer investment advice.

Join Tucker Advisors

Call 720-702-8811 or email COO Jason Lechuga at Jason.Lechuga@TuckerAdvisors.com

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Client Appreciation Events

Client Appreciation Events: A Guide For Every Financial Advisor

jordan-collins-digital-marketing

By Jordan Collins
Tucker Advisors Senior Digital Marketing Specialist

Table of Contents 

Click the links below to jump to a client appreciation event page section specific to your needs.

Why Throw a Client Appreciation Event?

As a financial advisor, you have a lot of business to take care of. Between meeting with prospects, building your business, and finding the right solutions for clients, the calendar is incredibly full.

Why throw a client appreciation event if there are so many more important things to be done?

If this is something that’s crossed your mind, we have some important information for you. Throwing a client appreciation event can create trust with current clients, lead to referrals, and give you common ground with your local community. These values can’t be understated when you are looking to build your business.

Not only will an event put you on the top of their mind, it will also show that you are offering value that is supplementary to your advice. In the digital age that we live in, it is crucial to humanize yourself and connect with clients. If you are looking for a guide to throw an event, you’re in the right place. We will arm you with tips for your event and a robust guide download.

 

What Makes a Good Client Event?

The first step to a great event is choosing dates that people are able to attend. Planning for a date where there aren’t major holidays, poor weather conditions, or a large local event is important to increase participation from clients. We don’t just want our clientele showing up, we want their family and friends to attend! When scheduling an event, you also need to take lead time into account. If you send out invitations with only 2 weeks notice, you’re unlikely to have a lot of attendees. If you send out invitations with 8 weeks notice, you are much more likely to find that people are free for the night. 

Inviting friends and family is a great way to put attendees at ease socializing and mingling with others. For many adults and kids, going to an event alone can be a large source of anxiety and will detract from your attendees’ interest in coming. Another reason you want additional guests is this is a great opportunity to introduce yourself to potential referrals. You never know who could be joining your event! Put your best foot forward as your event could be an olive branch to provide value for them.

If you have a staff, bring them in on your plans early. Planning, inviting, attending, and following up are all important steps to ensure a seamless experience. Many events involve eating, drinking, and activities and you’ll need all the help you can get to pull it off. With that in mind, be sure that you account for the number of people attending. This is where your staff’s invitations and follow up can help you anticipate how big or intimate your event will be.

If you are a smaller office, we’d suggest playing to your strengths and doing something small like a round of golf or hiring a chef for an intimate home-cooked meal. There are times where less is more and the right environment will be more effective.

Lastly, you can go as big or as small with your event as you’d like but one thing you don’t want to do is plan poorly. Your value to clients relies on the idea that you are able to strategize and plan for their future. If you can’t plan a party, it will not reflect positively on your ability to plan their finances. 

Defining Your Event Objectives

You may be asking yourself “why am I defining objectives if this is just a client event?” The answer is because your event represents you to your attendees. If you want to build trust, you’ll have to know what you’re trying to accomplish.

In our research, we’ve seen two sets of objectives. You have your soft-skill objectives and your hard-cost objectives. An example of a soft skill objective is to meet five people that you didn’t know at the beginning of the night. An example of a hard cost objective is to receive referrals from current clients.

As you can probably tell, finding a balance of the two is crucial. You aren’t throwing this event to go table by table and review balance sheets, but you are a financial advisor whose clients are getting together for a night of fun; at some point, a financial question will surface.

This is an opportunity for you to show your expertise and how you’re a grounded community member just like everyone else. You shouldn’t sell or pitch at this event, as it is not the right time or place. If you’d like to say a few words thanking everyone for coming or giving out business cards to have someone contact you, this is far more appropriate. You want to build excitement and get more people to attend your next event! Don’t make your valued guests feel like they’re being sold.

Measuring Success

Measuring the success of your event is rooted in how you defined your pre-event objectives. If you set the objective of having more than 10 attendees, you have a very clear idea of whether you reached your goal. The big idea is that without setting goals, you won’t know if you were successful.

You will want to sit down with your staff and define what success looks like so each member knows and understands their role. If the only goal you set is to delight your guests, you’re on the right track. Remember that this is not a one and done event in the same way that you are not a one and done advisor. Be a great host, show the value of your work, and your clients will talk positively of you. 

Client Event Examples

This is not an exhaustive list of every possible client event but we hope this will give you ideas for what your community will enjoy. Remember that you want to choose an event activity that will fit your goals. If you want people to be socializing and talking, don’t choose an event where they’re encouraged to be quiet or not speak.

You will also want to think about what your attendees have in common. If there’s a common thread between them, there may be a unique opportunity to personalize the event. As a host, you want to create an atmosphere that will lend itself to open conversation, making memories, and having your guests inviting friends to the next event. Choose wisely! There are more event ideas in the PDF download.

  • Cooking Class
  • Professional Magic Act
  • Family Bowling Night
  • Boat Cruise
  • Backyard Barbecue
  • Scavenger Hunt
  • Circus
  • Day at the Zoo
  • Dinner & Dancing
  • Golf Excursion
  • Hawaiian Luau
  • A Day at the Races

Client Event Follow Up

Before the end of your event, be sure to thank your attendees for coming. Once your event has concluded, handwrite a personal thank-you note to each couple who attended. If you are writing to a referral, be sure to mention the name of the friend who brought them and thank them for attending.

Do not procrastinate and wait until weeks have passed to send out your thank-you notes. You want the event to still be at the top of their mind. If that means writing some of them in advance, take the time to do it. If you are following up with a phone call, be authentic and personal. Track how your communications go and benchmark them against your other events.

Once you’ve completed a number of events, you will have an idea of how to test and tweak your event planning to reach more people and position yourself positively with your clients and prospects. For a more thorough guide to client appreciation events, be sure to download the Tucker Advisors Client Appreciation guide shown below. 

If you are looking for more ways to market your financial advisory practice, see this presentation from Tucker Advisors CMO Justin Woodbury.

If you would like more information on digital marketing strategy, visit here.

For Financial Professional Use Only. NOT INTENDED FOR VIEWING OR DISTRIBUTION TO THE PUBLIC. Insurance-only agents are not licensed to offer investment advice.

Join Tucker Advisors

Call 720-702-8811 or email COO Jason Lechuga at Jason.Lechuga@TuckerAdvisors.com

How Can Retirees Outpace Inflation?

How Retirees Can Outpace Inflation By Sam DeleoTucker Advisors Senior Content Specialist/EditorfacebooklinkedintwitterAs October drew to a close, our national rate of inflation rose to a whopping 5.4%. The Federal Reserve also announced they would not raise interest...

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How To Track Your Direct Mail Campaign Digitally

How to Track Your Direct Mail Campaign Digitally

jordan-collins-digital-marketing

By Jordan Collins
Tucker Advisors Senior Digital Marketing Specialist

Table of Contents 

Click the links below to jump to a page section specific to your needs.

“What Gets Measured Gets Improved”

Peter Drucker, an Austrian-American management consultant and author, once said “what gets measured gets improved.” He understood that for something to get better, first, you needed to know how it was doing. When you have a marketing effort that leads to an increase in sales, subscriptions, or transactions, it is obvious that something went right, but what about when you don’t see results? How do you know what is pushing your business forward? 

When it comes to traditional marketing efforts like radio, television, or mail, it is hard to know whether it is money well-spent or just brand awareness to a target audience. Many businesses have started using comment cards and surveys to try and crowdsource this information. You’ve probably seen them asking, “how did you find us.”

While it is a good practice to be surveying and understanding your clients, it is not a good practice to be unaware of where your business is coming from. 

Many marketing services will tell you about how many people in your geography they can reach, what they can put in their mail, and prospecting lists targeted at your industry, but how many really educate you on the data? When you spend a lot of money with a company and it doesn’t translate into business results, it’s time to go deeper and find growth opportunities. If you don’t have any reliable information to rely on, how will you ensure that your future marketing efforts succeed?

How to Track Direct Mail Digitally

To track direct mail, your call to action needs to capture some piece of information. One of the simplest ways to do this is to have a tracking link. A tracking link is a web address with unique values that signal where the call is coming from. By this, I don’t mean the current physical address of your caller, I mean what campaign, mailer, or outreach provided them the information to get in contact with you.

What if someone is calling you instead of using email or social media?

There are phone services available that can provide you with information on a lead’s name, phone number, location, and some of the offline marketing pieces they have interacted with. The key takeaway here is that there is more information to dive into than ever before. 

When it comes to tracking data online, there are a lot of options. In this section, I’ll give you two options, with the first being the simpler of the two.

If you’re looking to dip a toe into capturing information but don’t want analysis paralysis, use bit.ly to create branded links. You can create a free account and start seeing how many clicks a link is receiving (or visits seeing as you can’t click a print piece), where the clicks are coming from geographically, and what medium is driving people to your site. Is it through someone typing it directly, from email, or another channel where the link was shared? With Bitly you can also subscribe to get added functionality like creating custom links that don’t say “bitly” in them. I would suggest this for the financial advisor on a budget who wants to know how their campaign is performing.

The second method is using Google’s URL Builder. This powerful tool integrates with Google Analytics and Google Tag Manager to pull your data into one platform (Google Analytics) for comparison from campaign to campaign. There’s an ocean of information about all three of these products so we will try to briefly give context to Google’s URL Builder and then explain how that folds into Google Analytics.

The URL Builder allows you to take the page you want to send visitors to then add a source, medium, and more identifiers so you can differentiate visitors by where they see your link. This way when they visit, they are immediately signaling to your system where they came from. Doing this allows you to identify, compare, and contrast where your traffic is coming from and decide what drives the most traffic and what doesn’t. This takes the mystery out of where your leads are coming from. With that in mind, you need to be sure you are training your staff to interpret the tracking information. This way you can have a larger discussion on the data with those who are working with it hands-on.

With this new information in hand for your next campaign, you’ll make better decisions based on the efficacy of a marketing channel and waste less ad spend. In direct mail, they’ll sell you on how many houses there are to send to, but tracking the responses can get tricky. Creating trackable URLs will give you the transparency you’re looking for.  

QR Codes (With Trackable Links)

QR codes have been around for a long time but up until 2021, they’ve rarely been adapted. People don’t use them and haven’t wanted to learn. Created in Japan in 1994 they were produced to help the auto industry work more efficiently. In 2002, mobile phones were release with the ability to read these “quick response” codes. Now anyone with a mobile phone could visit a website, use a coupon, or gain admittance to a show with the scan of an image. In 2020, QR code adoption expanded immensely with the world adapting to Covid-19 and the need for touchless transactions. Because of this many have been forced to learn how to use QR codes through visiting restaurants and attending public events.

The great thing about QR codes is the amount of access they offer. Without having to type, you can instantly scan it with your mobile device’s camera and you’re on your way. Creating a QR code for your marketing campaign is incredibly flexible and simple. So easy that you can right click a page or image and instantly be given the option to create a quick response code.

right-click-qr-code

When using a QR code, create your tracking link first. This way it will register with your tracking when someone scans the QR code. If you are looking to get more specific with your QR code creation, Google a QR code generator and customize it. This way you can get all the bells and whistles, the ability to track it, and a high-res file to add to your print materials. Now that you have your materials ready, all someone needs to do is look at your mailer, scan the code, and you’ll see it on your end.

Call Tracking

While some will respond to your marketing campaigns with emails and other electronic messages, some will prefer to just give you a call. Call tracking software matches incoming phone calls and texts to your marketing channels and tactics. This measures whether you are spending your money wisely or if shifting your spend could result in more leads. Call tracking uses a unique phone number that forwards calls to your main phone number.

To use this effectively, you’ll need to use a third party like Callrail or Call Tracking Metrics.

You can add these tracking phone numbers to your print campaigns, website, or other materials to get more insight into who is calling, where they’re calling from, and how they’ve interacted with your materials in the past. If you decide to do call tracking, be sure that you set up your tracking phone number with your local area code. Many people will not answer a phone number calling them from out of town or outside their contact list. Another tip is that if you don’t have a lot of calls coming in, paying to track the information may not be necessary. If you’re receiving a high volume of calls, then you’d likely want to take advantage of something like this.

 

Landing Pages & Forms

If you use a third party for landing pages like Leadpages or Clickfunnels, you can collect data and make customized pages independent of your website. These services deliver analytics on page views and other key metrics. Receiving a page view is comparable to receiving a click on your trackable link. It means someone who has received your information from a marketing campaign is checking out your information. This is where it is crucial to differentiate your marketing campaigns and their channels to make sure when you look through the data, you can deduce what’s working and what isn’t. 

Forms that you can embed and integrate into your website will come with analytics about how many form fill-outs you’ve had. This is another good way to see how successful your campaign is. According to WPForms, the median conversion rate on a form is around one in five. The highest success-rate forms had only five fields. Adding more fields or requiring a phone number made many of these statistics go down in efficacy. If you’d like to see more statistics to inform your form creation visit here.

 

Why Track Direct Mail?

You’ve read on how to track direct mail digitally but you may have wondered, why track direct mail in this way? The answer is that when you are paying companies for advertising, they can’t guarantee results. What can they guarantee? The answer is detailed data. While it would be great to measure each campaign purely through sales, not all campaigns lead to sales. If you’ve done direct mail, bought a list, or done a social media campaigns that didn’t pan out, why do you think it didn’t work? The clues to why it didn’t work are in the data. You want to use services that allow you to see behind the curtain. We live in a time where you can get live, transparent information on how your content is performing. Traditional marketing like direct mail can be held to the same standards as a Facebook or Google campaign if you set it up with tracking, but many don’t know that it is an option. If you are able to use tracking links on each of your different offerings and campaigns, you will see a more complete picture of where you should be spending to make more money.

 

If your site is struggling for traffic, be sure to see our piece on organic and paid traffic strategies here.

If you would like more information on digital marketing strategy visit here.

For Financial Professional Use Only. NOT INTENDED FOR VIEWING OR DISTRIBUTION TO THE PUBLIC. Insurance-only agents are not licensed to offer investment advice.

Join Tucker Advisors

Call 720-702-8811 or email COO Jason Lechuga at Jason.Lechuga@TuckerAdvisors.com

How Can Retirees Outpace Inflation?

How Retirees Can Outpace Inflation By Sam DeleoTucker Advisors Senior Content Specialist/EditorfacebooklinkedintwitterAs October drew to a close, our national rate of inflation rose to a whopping 5.4%. The Federal Reserve also announced they would not raise interest...

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4 Reasons Why You Should Be Using Lead Magnets

4 Reasons Why You Should Be Using Lead Magnets

jordan-collins-digital-marketing

By Jordan Collins
Tucker Advisors Senior Digital Marketing Specialist

Table of Contents 

Click the links below to jump to a page section specific to your needs.

Why do we visit the sites we do?

Around 93 Percent of website visits start with a search. Many users have an idea of the direction they are going, but they need a helping hand getting the right information. Adding modifiers can give search engines the information needed to receive results that will help users get to their desired end goal. A good example of a modifier is adding “near me” to a search. In recent years, “near me” searches have grown exponentially with the advances made in cell phones and other mobile device networks. If you think back a few years, it was incredibly difficult to get videos to load while out of WiFi’s reach. Today it is commonplace to see people searching and loading content in real time as they go about their day.

According to Hubspot, “near me” searches have grown 900% between 2015-2017. This example of a search modifier shows clear intent for what the user is looking for. Whatever good or service they are searching for, they want to be able to access in person. They don’t want to wait! For numerous reasons, they are looking to check something off their to-do list and time is of the essence. This motivation is called “user intent.” User intent is the cornerstone of what Google and other major search engines use to anticipate what results they should show on the search engine results page. While there are over 200 ranking factors in Google’s search algorithm, at the core of its results is a conventional human instinct.

Give the people what they want

As time passes and machine-learning grows, search engines have become extremely efficient at giving users the results they are looking for. In kind, users have created new search conventions to find the information they are looking for faster and on their mobile devices.

For businesses and website owners, a user’s search is a touchpoint opportunity. Every business and industry has information that the general public is searching for. Using search engine optimization, you can index your website’s information to pull these users towards your site and it’s services. The catch is, their intentions need to match what you can help them with. If it doesn’t, there’s a very high likelihood that they will visit another site with more relevant information to their intent or change their search query to get better results. 

At the core of every search is the desire to get answers. For questions like “Will I run out of money in retirement?” or “How can I optimize my Social Security?”, you want to be found as an expert who can help them answer those questions.

Many financial advisor websites talk about their services but they don’t create content surrounding a topic. Your services page may give an overview of how you might be able to help, but a whitepaper or blog post explaining a topic does more.

You can really delve into the topic-specific challenges associated with retirement and show your expertise before a client steps foot in your office. If you establish yourself as a resource with answers to your prospects’ questions, you will not only improve your value to your clients, you will be seen as an authority on a topic.

Some advisors may be thinking, “Why am I giving away my knowledge for free?” The answer to that has two parts. First, you should not be giving away proprietary information in your content. We are looking to hook users with interesting ideas, not make yourself redundant. Secondly, it may not cost money, but lead magnets are an exchange of value that ultimately helps both your audience and you as a financial advisor. If you are worried about giving away too much information, do a specific google search for the information and see if it is out there. If you’re finding it, it’s likely that everyone else is too.

What is a lead magnet?

A lead magnet is an incentive added to your website for prospects to provide contact information in exchange for an asset. Assets can be videos, whitepapers, or other content that helps them solve a problem or educates them on a topic relevant to what they are looking for. At the same time, this identifies them as a person who is interested in this topic, information that can be profitable to your business when you know who your customers are and which problems you can help them solve. 

Taking frequently asked questions from prospects and making resources to answer their questions is a great way to create lead magnets. This works because other prospects will have similar questions, and having the answers on-hand in an easily consumable format not only helps your prospects, it positions you as an expert on the subject they’d like to learn about.

Why should advisors use lead magnets?

A lead magnet is an incentive on your website for prospects to provide contact information in exchange for an asset. Assets can be videos, whitepapers, or other content that helps them solve a problem or educates them on a topic relevant to what they are looking for. At the same time, this identifies them as a person who is interested in your topic. 

Taking frequently asked questions from prospects and making resources to answer their questions is a great way to create lead magnets. This works because other prospects will have similar questions and pain points. If you have the answers on-hand in an easily consumable format it will help your prospects, position you as an expert, and identify your key audience.

1. Lead magnets improve conversion rates

There is no easier way to receive something than by offering something in return. The basic psychology of exchanging value applies to lead magnets in a way that is simple to understand. If someone approaches you and immediately asks for your contact information, why would you give it to them? You wouldn’t. If you lead with something your prospects want, it doesn’t feel like a transaction, it feels like a partnership.

Some marketers have seen a 30-40% uptick in lead capture using lead magnets to generate contact information. This type of improvement is not surprising, considering forms and pop-ups often ask for something without first offering value. By offering an incentive, it fundamentally changes the exchange. It’s clear that people don’t want to be asked for their information without a reason. Giving them something they want isn’t just a tactic, it’s a necessity.

Most traditional marketing approaches have an offer to entice and incentivize action. Why shouldn’t your website? Give your offerings a fighting chance of making important results for your business by using a lead magnet.

2. They sell your expertise

When financial advisors meet a new client, they need to establish expertise and rapport quickly. Wouldn’t it be nice to have prospects who already know you’re an expert?

Lead magnets can take time to produce, but the pay off can be phenomenal. Prospects who have read a whitepaper from your website will already be warm leads. They’ve seen your website and the type of work you do. They won’t need the same type of selling that a person walking in off the street may require.

Another great aspect of lead magnets is that they can be made “evergreen.” When we say evergreen, we mean that they won’t require constant updates. They can continue to work for your business autonomously when you’re with other clients, doing a seminar, or sleeping. You can educate and show that you’re the right person for the job without ever being present. The cherry on top is that they provided their information to receive your content so you can follow up.

3. Connects you with contacts who aren’t ready to buy

As time goes on, we are learning more and more information about our buying habits. Everyone is online researching their next trip, purchase, or activity. With that in mind, most users visiting your site aren’t ready to buy. According to transaction.agency, 81% of shoppers research their product online before purchasing.

For financial advisors, that means you can’t just appeal to people who are ready to buy, you need to think about those who are still weighing their options. It’s important that your website has something for users regardless of the buying stage they are currently in. These habits will show themselves in your Google Analytics based on what pages they are viewing. For example, if someone is viewing your contact page, it’s likely they are looking to contact you. If someone is visiting your home page, they are probably just checking you out and seeking out more information. Lead magnets are a good bridge to taking someone from brand awareness to lead generation. The incentives you offer can push them to really consider you for their business.

4. Helps visitors with a problem

As mentioned earlier, turning to your “frequently asked questions” into content is a great start to creating lead magnets. This ensures that your prospects have a demand for the information you are providing. It also shows that the people downloading assets fit the correct demographic details to be a future client. Incentives like these aren’t wanted by people who they don’t apply to, but for those that do, it will be hard to ignore a solid offer helping them learn more about a pain point they’d really like to solve.

If you are looking for other problems to help clients with, it could be helpful to visit an industry competitor, view lead magnet examples, or look at Google’s suggestions at the bottom of a Google results page. The suggestions related to retirement or financial products usually come with adjacent queries. These topics will signal to advisors that they have knowledge on a topic that is not readily available on Google and could be turned into an asset that pulls users to their site.

 

Pro tip: Use Google Trends to see how much interest a topic has.

 

Google Trends and Google Keyword Planner can show you the number of searches on a topic, giving more weight to how you spend your time making lead magnets. Search interest data from these sources should always inform your content decisions. When your click-through or conversion rates aren’t what you expected, you need more than a hunch to find what needs to be fixed.

Lead magnet examples

tucker-advisors-client-appreciation-guide

If you search around the web, there are countless examples of what to offer. If you’re asking yourself what to do, the answer is a combination of what you can make easily and what works the best. Where those meet, you have gold. On the simplest level, this should be a connection point for your business to your website visitors. Create a good first impression and offer something of value but don’t put all your eggs in one basket. A data-backed strategy is one where there is A/B testing and multiple options, so you’re not overly reliant on one piece of content to carry your prospecting. Here are a few examples of prompts you could use:

  1. Create a short survey for prospects to assess how much risk they are willing to take on with their portfolio. This can be fun for them and also provide valuable information on how they see their financial portfolio. The questions included can reflect that you understand how to assess risk and that you provide unique plans—nothing is cookie cutter.  
  2. Create a whitepaper on the “10 Pitfalls to Avoid When Dealing with Social Security.” Social Security can be a confusing topic for many retirees. Show that you know how to help them with this problem in a PDF explaining what to look for and how the decisions they make can affect their future. 
  3. Create an online spreadsheet through Google Sheets or Excel for prospects to organize their finances. This download provides value and bakes in financial pieces that your prospect either doesn’t know about or isn’t planning for. It shows that you know more about the financial process than they bargained for and can be a resource to their financial future.

These are just three basic examples of what a lead magnet can be, not an all-encompassing guide. Do some searching around the internet to see what is out there. The beauty of this is you can see what your competition is offering, find data about the different formats, and explore techniques to get the best out of your web traffic.

When done right, lead magnets can be a great tool for generating leads, building email newsletter lists, and providing value that will entice prospects to call you for help when the time comes.

If your site is struggling for traffic, be sure to see our piece on organic and paid traffic strategies here.

If you would like more information on digital marketing strategy visit here.

For Financial Professional Use Only. NOT INTENDED FOR VIEWING OR DISTRIBUTION TO THE PUBLIC. Insurance-only agents are not licensed to offer investment advice.

Join Tucker Advisors

Call 720-702-8811 or email COO Jason Lechuga at Jason.Lechuga@TuckerAdvisors.com

How Can Retirees Outpace Inflation?

How Retirees Can Outpace Inflation By Sam DeleoTucker Advisors Senior Content Specialist/EditorfacebooklinkedintwitterAs October drew to a close, our national rate of inflation rose to a whopping 5.4%. The Federal Reserve also announced they would not raise interest...

How to Get Qualified Leads from Facebook

How to Get Qualified Leads from Facebook By Jordan CollinsTucker Advisors Senior Digital Marketing SpecialistfacebooklinkedintwitterTable of Contents  Click the links below to jump to a client appreciation event page section specific to your needs.Setting Up Your...

Are Insurance Companies Safe?

Are Insurance Companies Safe? By Sam DeleoTucker Advisors Senior Content Specialist/EditorfacebooklinkedintwitterThey have been called the debt managers of the world. But just how solvent and safe are insurance companies? Shortly after The Great Recession began...