How can financial advisors use email marketing to produce more leads?

We are going to assume that most financial advisors have a drip list that has been built over a period of months or years. The names on the drip list are not current clients that are producing revenue for your firm. They are not even active prospects because there is no current sales activity. To a large extent, they are names on a list that you email once or twice a month.

This is part of a nurturing process that is designed to produce new clients for your services.

Your primary goal is to keep your name in front of the leads on your list so when they are ready to interview financial advisors you are one of the firms they contact to schedule interviews. Your challenge is to make sure you are one of those firms.

• What is a lead? You have their contact information.
• What is a qualified prospect? You have met the lead and there is “mutual” interest.
• What is a current client? You have a signed service agreement.

We recommend following this step-by-step process to generate more qualified prospects from your drip list.?

Step one is to produce enough value so that the names on your drip list do not unsubscribe from your email marketing list.

Step two is to provide relevant information in your email marketing that has some significance to their situations. In general, generic information in newsletters does not get the job done when the contact has no relevance to the names on your list.

Step three is to describe solutions for financial pain points. There is no better way to establish yourself as a financial expert. You build substantial credibility when you are a source of knowledge that solves financial problems.

Step four is to avoid being too promotional in your emails. Your strategy is to deliver value with no strings attached. That way the investors on your list learn to trust you. You do not want drip emails that look like sales promotions.

Step five is to add free offers to the emails. One example of a free offer is an eBook that addresses a financial pain point. Another example is an invitation to attend an on-demand webinar. This is part of a nurturing process that converts names on a drip list into active prospects for your services.

At Paladin Digital Marketing, our Relationship Managers can work with you to develop the most effective email outreach campaign for your niche. Connect with us today.