These materials are intended for use by Financial Advisers only

OneFamily Adviser

How to generate more leads

It’s important that advisers and advice businesses can continually generate new leads and develop them into profitable business.

Here are seven ways to generate more leads.

1. Stay in touch

Staying in touch with existing customers can help you understand how you may be able to help them on an ongoing basis, helping them be aware of all their options.

Forming good, long-lasting relationships with customers also means your advice is more likely to extend to their family, friends, colleagues and broader network.

Sometimes an email or phone call is enough to stay in touch, but under normal circumstances many advisers benefit from organising events for existing customers. This doesn’t have to mean events about finance – it could be golf, fishing, wine tasting, you name it.

These are obviously trying times, but we have a couple of recommendations for customer events:

  1. Try to organise a digital event or hangout to stay in touch informally. Emails are nice but sometimes a face-to-face conversation is much more engaging and enjoyable. If you’re looking for a video conferencing platform consider Skype or Google Meet, both of which are free to use.
  2. Plan a future event now – get to know local businesses, support them and the local economy at this time and potentially get a better rate on venue hire than you normally would.

2. Get a website, or spruce up your existing website

Sometimes people want more information but they’re not ready to reach out. This is why having a good website is important. You should want people to find out a bit more about you and your business before getting in touch – it means you can spend less time on the phone explaining the basics of who you are to people and more time on the phone with people who have a better idea what they are looking for.

Make sure your website is easy to navigate, has plenty of information about you and your services, as well as plenty of opportunities to get in touch or leave an email for more information.

Making the website descriptive will not only help people arriving on your website, but it will help search engines like Google to understand what the website is about. If you specialise in equity release and later life lending – make sure it’s on your website.

For the same reason you should include your location and nearby locations to help the website get found when people search “Birmingham equity release advice” for example.

3. Get included in local searches

If you search Google for a service, like ‘plumber’, ‘electrician’ or ‘financial adviser’ somewhere on the first page of results, often near the top, you will see local search results – results that appear on a map typically with a business name, opening hours, address, phone number and review ratings.

E.g. when you search ‘financial adviser’ from Brighton you get local advice businesses:

Google search result for 'financial adviser' from Brighton 11/06/2020
Google search result for 'financial adviser' from Brighton 11/06/2020

Google shows the most prominent businesses registered to the area where the search was made.

It’s easy to be included in these results, and it’s free, but many businesses miss the opportunity because they don’t know where these results come from.

All you have to do is register your business with Google Business – adding key business information, contact information, opening hours etc. – and Google will send a postcard to the address provided with a unique code that you can enter. This confirms your address (or at least your ability to collect post from that location) and you can start being featured in these local results.

4. Create something to share

Even if existing or potential customers aren’t ready for advice, there are valuable things you can provide that can help build their trust and engagement with you.

This could be a newsletter, a guide in the form of a webpage or a printable PDF, a tool (like a calculator, for example), online courses, videos or live events. It could even be a list of other people’s content that you share with your audience. Think of any way you can offer value to this audience and consider delivering it in a range of different formats.

This content can gently help this audience better understand their options and your services.

As well as putting it in your customer emails and on your website you could consider sharing your content for others to publish – maybe that’s industry press, a partner’s website or a local newspaper for example.

5. Be social

Social media is another way to get your content, or other thoughts, announcements and information out there.

It’s also a way you can engage with your network and industry peers as well as existing and potential customers.

We have published a guide to LinkedIn for advisers which provides some general tips on how to use the platform as well as some adviser-specific considerations. Download it here.

But it doesn’t have to stop there. Everyone needs financial advice of some sort. Is there a YouTube video that you could create that could help people and potentially help you reach your target audience? Have you got something to say on Twitter?

Remember on social media it’s not just about talking; it’s about listening and engaging too.

6. Get reviewed and rated

When people are considering a product or service, customer reviews are becoming an increasingly important factor.

Google Business listings, as mentioned above, have review functionality. Once you have a Google Business listing people can start rating and reviewing your business. This will give you an overall rating that will appear in those local search results.

Reply to as many reviews as you can and be sure to try to address any negative ones to bring them to as good as a conclusion as possible. Remember this is all in public view.

You could also consider encouraging your customers to leave reviews for you. You could direct them towards your Google Business listing, your TrustPilot page or even Vouchedfor – where you can register, receive reviews and receive leads generated from the website.

7. Grow your network and increase your referrals

You might already receive referrals from other professionals, but it's worth trying to grow your network if you want more coming your way.

Accountants, solicitors, estate agents, will & trust writers and advisers on other areas of financial services (e.g. pensions, investments) all have customers who may need advice on later life lending at some stage.

It makes sense to keep it local initially so let local businesses, especially the types of businesses mentioned above, know about the services you offer. Take the time to find out about them and their business, they may be able to help you or your customers in the future too.

You could start by sending a letter, an email or a social media message. Alternatively, consider inviting them along to any real or virtual events you are organising or attending. Their customers may benefit from being referred to discuss their later life lending needs, so this is a great opportunity to meet them face to face for the first time.

There are groups you can join to help you connect with local businesses.

The British Chambers of Commerce is made up of over 50 local chambers with 75,000 businesses as members. You can find your local Chambers of Commerce and usually join for a small fee. They typically organise regular formal and informal events where local businesses share knowledge, support each other, or just connect.

Business Network International (BNI) is a worldwide business networking and referral organisation with over 270,000 members. You have to find a local chapter and get invited to join, but the process has been made relatively straightforward on their website here.

Let us know how you generate leads

Have you got other good ways that you generate leads? Let us know on social media on Twitter or LinkedIn and you could be featured in our next article.

Download our guide to LinkedIn for advisers or find out more about working with us.

 

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