Mastering Lead Generation and Referrals

February 22, 2024, 11:00 am

In this webinar, Director of Product & Enterprise Marketing, Elise Lambert shares her strategies for successfully boosting your firm's lead generation, referrals, and conversions.

Without an effective onboarding process, converting leads into clients and growing your practice can be challenging. So, how can you turn prospects into clients who then become raving fans?
The Tactics That Give You The Most “Bang For Your Buck” [5:48]

The Tactics That Give You The Most “Bang For Your Buck” [5:48]

  • 77% of advisors lack effective client onboarding processes. And without these, it's challenging to convert leads into clients and grow your practice.
  • 42% of advisors use social media, while blogging is used by 30% of advisors and educational events (webinars) are used by 29% of advisors.
  • These tactics are great ways to showcase your expertise and connect with your audience.
  • Client referrals represent a declining percentage of new assets as you move from the smallest RIAs to the largest, where marketing increases as a percentage of new assets and is the greatest for the top-performing RIAs.


Using Blogs and Social Media in Your Marketing [12:53]

Using Blogs and Social Media in Your Marketing [12:53]

  • Your online presence is incredibly important, with 93% of online experiences being with a search engine.
  • Leads from search engines have a 14.6% close rate, while outbound leads have a 1.7% close rate.
  • Advisors who get 6-10 or 11+ clients per year have a calendar link on their website.
  • Create blog posts that answer specific questions (include a strong title, use headers with keywords, include images & graphs, go in-depth on one granular topic, link to other pages/posts)
  • Partner with Subject Matter Experts (SMEs) and Centers of Influence (think outside the box!)


Email Automation and Marketing Campaigns [21:20]

Email Automation and Marketing Campaigns [21:20]

  • Drip email marketing: (Collect prospect emails on your website, and email them over time with valuable, educational, and timely content.)
  • If you have a niche, drip email marketing is even more effective.
  • Growing your email list: (Partner with a COI, share social posts that focus on the benefit of joining, and encourage clients to share the email invite with others.)
  • Timely content is incredibly popular, so make sure you’re sharing that.
  • Launch a referral campaign to boost leads.


Driving Leads with Events and Webinars [32:55]

Driving Leads with Events and Webinars [32:55]

  • Webinars are a great way to showcase your value and connect with hundreds of people.
  • When you showcase your value, you become more referable.
  • Repurpose your content in multiple ways (You can write blogs, create video snippets for social media, share replays on YouTube, create emails, and more!)
  • Answer questions that your clients and prospects have (This allows people to get to know, tools like Zoom make this easy.)
  • Bring on other “experts” to expand your reach.
  • YouTube is the second largest search engine, so share your webinar replay on YouTube!


Do You Have a Clear Process for Asking for Referrals? [44:10]

Do You Have a Clear Process for Asking for Referrals? [44:10]

  • Consistency is so important as this leads to scalability.
  • Add asking for a referral to your current client process.
  • Overall, having a process for collecting referrals ensures that your business can harness the power of word-of-mouth marketing in a strategic and organized way.


Simple Tips for Asking for a Review [44:10]

Simple Tips for Asking for a Review [44:10]

  • Ask for a 5-Star Google review when they check in.
  • Set up the next meeting before they leave.
  • Have someone else in the office do it for you if you are not comfortable with “the ask.”
  • Make it easy.
  • Ask them to post about their excellent experience on social and tag you and your business.
  • Create a great experience from start to finish.
  • Make sure your entire team is on board!
  • Use feedback surveys.


Supplemental Resources:

You may also be interested in...

Laptop Image

Get our best marketing ideas in your inbox with our monthly newsletter

Personal Information Form