6 Tactics Every Financial Advisor Should Try to Improve Lead Generation

Trustmary teamTrustmary team
Last edited: March 28th, 2024

A fool-proof tactic that is the best lead generation for financial advisors: Does it even exist?

Judge yourself after you go over these 6 tactics each financial advisor should know!

Financial Advisor Lead Generation: What Is It?

Getting new leads that convert is one of the top priorities of every business. New leads translate directly more sales opportunities, which can be nurtured into more revenue and better ROI.

So, how can you capture more leads as a financial advisor? There’s no one magic bullet, but rather a combination of different strategies and tactics.

Fortunately, it’s now easier than ever to generate qualified leads as a financial advisor. By implementing modern lead generation strategies, the cold-calling days can be far behind you, as it’s all about inbound marketing these days.

Many financial advisors buy leads, which is also a way to go. However, you can combine your substance expertise as a financial advisor with doing lead generation and get stellar results.

With that in mind, let’s take a look at the most important tactics for lead generation for financial advisors that will supercharge your sales funnel.

1. It All Revolves Around Your Website

Your website is the digital representation of your business. It’s a window into your vision and brand values that showcases the benefits of the financial services you offer for a potential customer.

In laymen terms, it needs to make a good impression.

No matter where your leads are coming from, they’ll eventually end up on your website. You need to make it count. (Check out our tips for website design.)

Focus also on the following factors to improve your chances of constantly getting a steady stream of new customers.

Focus on the Design and Layout

Your own website needs to be:

  • professional-looking
  • visually appealing
  • clutter-free, and
  • easy to navigate

You want your leads to find their way through smoothly and learn more about you while scrolling.

What will they see first? Your tagline, logo, and any promotional message you may have on the home page.

Fast-Loading and Mobile-Friendly

Make sure your site is mobile-friendly and loading fast.

These factors will also increase your chances of getting higher on search engines, as they value having the structure of your site in good condition.

The “About Us” page

Your goal is to initiate contact.

Make new visitors trust you by telling them who you are, what kind of services you offer, and how you can make their lives better.

Design High-Converting Landing Pages

Landing pages are critical for lead generation. If designed properly, they remove all the friction and lead your website visitors straight into your sales funnel.

That’s why you should have dedicated financial advisor landing pages for all your services.

Driving traffic to them will get you more leads than driving traffic to your home page.

So, for example, having a financial aid appeal letter sample for download as a top-of-the-funnel landing page can help you attract new leads from a college student crowd.

Have Visible and Compelling CTAs

Having clear CTA (calls to action) on every page on your site is very important for lead generation.

Designing CTAs

  • What do you want your visitors to do once on your site?
  • Do you want them to reach out for a quote?
  • Perhaps schedule a consultation?
  • Would you prefer them to sign up for your email newsletter so that you can nurture and convert them later?

Think about the next steps you want them to take and create strong CTAs that will turn them into leads.

For better results, design clear CTA buttons saying, “Request a quote,” “Sign up now!” or “Schedule a free consultation today”.

improve CTAs to get better results in lead generation for financial advisors

2. Content Marketing

Content is an essential factor for effective lead generation.

If you provide high-quality content that resonates with your target audience, you’ll have no trouble capturing and converting leads.

A word of warning: Content marketing is time consuming. However, the benefits of doing it is that you can showcase your substance expertise in different fields.

You’re essentially showing your customer what you know on different topics.

An effective content marketing strategy will help you establish yourself as a thought leader in your industry and niche. It’ll paint a picture of a credible, authentic, reliable, and trustworthy professional – all the key traits of a successful financial advisor.

How to make sure your content marketing bears fruit? Here’s what you need to do.

(Pro tip: You can use your customer reviews and testimonials as content on your website to build more trust. Start collecting your customer testimonials with the free version of our software.)

Start an Informative Blog

It’s not enough to only share information about your services on various landing pages. You need to regularly provide relevant, informative, and useful content that will engage your target audience.

Craft content that will address their pain points and provide perfect solutions to their problems. Implement relevant keywords that they’re already using to search for the financial services you offer.

With the right keywords and high-quality content, you’ll improve user experience and boost online visibility. That means higher SEO ranking, more website traffic, and more qualified leads.

Don’t forget to enrich your content with relevant images, charts, graphics, videos, and any other visuals that will keep your readers engaged.

Maintain Consistency

Consistency is key for enticing your visitors and leads to keep coming back.

If they know you publish a new blog article every Monday, for instance, they’ll keep coming back to see what else you have to say.

Without that level of consistency, they’ll simply move on to your competition. No one wants to waste time constantly checking a blog that offers new content once in a blue moon.

Share Your Awesome Content on Social Media

It’s safe to say that most of your target clients are on social media. So, don’t miss your chance to establish a strong social media presence and engage all those potential leads.

Share your every blog post and interact with your followers daily. Be highly-responsive to their messages and comments, staying both professional and friendly.

But don’t merely share links to your posts. Add interesting descriptions and include enticing CTAs.

Spark meaningful conversations by asking questions, encouraging discussions, asking for feedback, and sharing polls and surveys. If you’re on social media, then be social. And remember to showcase your uniqueness and humanize your brand.

Communicating with your followers will help you to forge strong relationships, build trust, and inspire long-term loyalty.

3. Email Marketing

Email is one of the most effective communication channels for lead generation. As a matter of fact, 42% of businesses agree that email is the most effective lead generation channel, as the latest email marketing statistics show. (Read about email conversion benchmarks here.)

However, it can also be counterintuitive if not utilized properly. For instance, you could annoy your subscribers if you continuously send new emails. Make an optimal schedule and stick to it.

Here are some other things to keep in mind.

Create and Promote Lead Magnets

If you offer excellent lead magnets, people will gladly share their email addresses with you.

Some of the strongest lead magnets for email marketing include:

  • How-to guides
  • eBooks
  • Helpful videos
  • Industry reports
  • White papers
  • Case studies
  • Online courses
  • Interactive tools (e.g., online calculators or other financial assessment tools)

No matter what you choose to share in your email newsletter, make sure you promote it on your website. You can create banner displays, bars, or pop-ups that compel your visitors to sign up.

Always Provide Something of Great Value

It’s obvious that no one wants to fill their inbox with content that doesn’t hold any value. So, you need to share something beneficial and unique, different from the content that’s already available out there.

You can share your blog posts, essential brand announcements, or any of those lead magnets above, and more.

The key is to address your subscribers’ pain points and help them manage their finances better.

You can also create email drip campaigns with exclusive content that’s not on your website. That will compel more people to subscribe.

Remember to always include a strong CTA in every email you send. Whether it’s to visit your blog to learn more, download your eBook, or contact you for a free consultation, make sure the CTA is there.

Segment Your Email Subscribers into Different Lists

According to the latest lead generation statistics, businesses that segment their email subscribers into lists witness the following:

  • 39% higher open rates
  • 28% lower unsubscribe rates
  • 24% better deliverability

Why segment your subscribers? Because not all of them are interested in the same service. Some may need help with insurance planning, while others might be looking for efficient debt management.

So, segmenting them into different lists means providing each of them with the right information they need.

4. Facebook Lead Generation

We’ve already touched upon the topic of social media, but some platforms definitely deserve their own spot on this list.

Facebook is an excellent platform for capturing qualified leads. With over 2.7 billion monthly active users, using it for lead generation is a no-brainer.

You can share any type of content on the platform and seamlessly interact with your target audience. But how do you actually capture leads on Facebook? Here are some of the best ways.

(Recommended: 5 examples of lead generation ads on Facebook you can rely on)

Share Posts at the Right Time

The best time to post on social media varies from one channel to the next. It’s also different for various industries.

For financial advisors on Facebook, the best time is Wednesday at noon.

That doesn’t mean you should avoid posting on any other day. It just means you should always share something useful exactly when most of your target clients have their attention on Facebook.

Include CTAs

You may be noticing a pattern here – whatever you do, include a compelling CTA. They drive people to take action, so they’re really quite important.

So, if you’re sharing a blog post, invite your followers to check out your blog for more information. If you’re sharing a link to your eBook, offer people a chance to download it for free by signing up for your email newsletter.

If you’re sharing a third-party article on any financial service, encourage your followers to reach out for your expert financial advice. It could be to answer any questions they may have or to provide professional help with managing their finances.

Create Customized Tabs

Facebook offers an option to create customized tabs right there on your business page. For instance, you can create a “Contact Us” tab, a “Sign Up” tab or anything else that works for you.

That way, anyone interested in your services can engage with your brand directly from Facebook.

That gives a level of convenience that people expect nowadays. If they need to jump through hoops to get in touch with you, very few of them will do it. But with useful tabs, they’ll jump straight into your sales funnel.

5. LinkedIn Networking

LinkedIn is a professional social media network that offers fantastic business opportunities. It’s a place where you can connect with many potential clients interested in your expert financial advice.

Since there’s a more professional feel on the platform, it’s all about networking. Here’s how you can network on LinkedIn effectively.

Reach Out to People and Build Relationships

Contrary to other social media users, LinkedIn users expect you to reach out – and they also don’t refrain from directly contacting people.

So, find potential leads and send personalized messages when making connections. Start networking just like you would at any networking event, and you’ll start building relationships before you know it.

Join Relevant Groups

There are lots of LinkedIn groups related to different industries and niches. You can find the right groups to join by using relevant keywords.

Once you become a member of several groups, don’t just sit on the sidelines and wait for someone to contact you. Be active and interact with people.

But don’t be salesy. Groups on LinkedIn aren’t about trying to sell something. They’re about sharing something of value and helping the community.

So, get yourself noticed by simply showcasing your expertise and providing a helping hand when needed.

You can also create your own group and target your ideal clients!

6. Referral Building

Referrals are brilliant for generating qualified leads that convert.

If someone recommends you to a friend who needs some financial advice you offer, it’s highly likely that they’ll reach out to you.

While word-of-mouth is certain to get you leads, you can also build a referral business on your own.

Offer Valuable Incentives for Referrals

The best way to incentivize your existing clients to recommend you to their family and friends is to launch an enticing referral program.

For instance, you can offer a free financial assessment to every client who gets someone that becomes a prospect. Or you can offer a discount on your financial services.

You can also organize contests – whoever gets you the most referrals will receive an exciting prize.

It’s all about giving a valuable incentive to show your appreciation and get a little something in return.

Of course, you can always simply ask your clients to refer you to their friends and family. You can also ask your email subscribers to forward your email newsletters to anyone who might be interested in your brand.


Lead generation for financial advisors doesn’t have to be difficult, but it does require time and effort.

You know what they say – slow and steady wins the race.

So, apply these tactics, be patient, and consistent, and you’ll soon start capturing qualified leads that help your business thrive.

Trustmary team
Trustmary team


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