SALES STRATEGIES
Taking the lead :
Lead-Gen best practices ‘ 23
Do you have growth goals for 2023 ? To grow , you need new leads . But after years of disruption to the financial services industry due to COVID , it ’ s time to reevaluate your marketing strategy to ensure it will help you succeed .
Your prospective clients use online research to influence both small and significant decisions , including who helps them with their finances . Advisors should use this opportunity to meet their prospects where they are and show them the value they are looking for . Here are seven best practices for taking the lead in business growth .
1
Doing the prep work : Ideal customer & journey map
You ’ d never have a client in your office for a meeting without preparing first . Instead of reviewing account information and running optimization reports , preparing for 2023 lead gen efforts requires putting yourself in your client ’ s shoes .
First , you should create an ideal client profile . Outline the type of client you want to attract so you can build a content strategy that will appeal to them . Base this profile on research and interviews with current and past clients , and prospects . Be specific about your ideal audience to get the most ROI from your marketing efforts .
Next , you need to outline your customer journey . Make a list of the interactions a prospective client will have with your firm before they decide to conduct business with you . You will need content that targets three phases :
Awareness : Potential clients have a pain point and seek out information but aren ’ t ready to make any changes . Consideration : Prospects understand their problem and consider taking action to improve their situation . Before they make a change , they gather information to understand their options . Decision : The prospective client is narrowing down their options and making a choice .
38 Perspectives Q4 2022