Here are notes I took on “10 Marketing Hacks to Passively Generate 100+ Web Leads Per Year: – a seminar at FinCon 2019 Notes by Taylor Schulte (check out his podcast The Stay Wealthy Podcast by Taylor Schulte). Taylor specifically targets financial planners, but whether you’re a financial advisor or not, Taylor gives great advice on how to generate leads.
Disclaimer: While all attempts are made to present correct information, there is a chance I’ve written notes incorrectly!
The average advisor only spends 2% of revenue on ads, while small business owners on average spend 8-10% on ads. Quality leads matter more than quantity. Therefore Taylor thought it was important to provide marketing hacks that help generate 100+ web leads per year:
How to Generate Leads – 10 Marketing Hacks to Passively Generate 100+ Web Leads Per Year (FinCon 2019 Notes)
1. Start at the End
It’s very important to start at the end, meaning you understand your purpose of what you’re doing.
Here are two questions you should ask:
a. What’s the one thing you want someone to do if they land on your website?
b. If they do that one thing, what is the perfect end result?
Example: The speaker added a start here button at the top right on the website. A workflow launches after they click the start here button with different people on the team handling different parts.
Other examples include:
- Join email list
- Sign up for webinar
- Buy your book
2. Have an Avatar (or Two)
You should understand who your ideal client is and figure out your ideal demographics. If you want to go far with it, you can create ideal case study personas with a name and photo. hubspot.com/make-my-persona
3. Compelling CTA
Here are some important features you should care about with your CTA:
- Different color from other buttons
- Make visible on entire site
- Something more exciting than “Learn More” or “About Us”
4. Create a Landing Page…Please!
After you create your CTA, you want to lead them to a landing page with relevant information, then get them to one action.
His landing page
CTA (start here) — > Landing page with relevant information (start here landing page) —> one action (15 minute phone call)
He wants to verify that consumers have at least a million dollars or more in assets.
An example would be to schedule a call and then link directly to a calendar. Calendar scheduling tools: Acuity or Schedule Once (Perhaps Calendly could work too?)
Things to cover on your landing page:
- Why (Check out Simon Sinek’s “Start with Why”)
- What’s in it for them?
- Step-by-step what is your process?
- Who is your avatar? The landing page is a good place to put your avatar
- FAQ
- Make first step CTA convenient & easy
5. Strategize Your Pricing
Outline either fees or minimums. Minimums tell you if you’re in the right place. Sometimes you need to provide value first and proof before presenting the price.
6. Tech & Automation
Tools to use: Acuity Scheduling, ConvertKit, Sumo, Textexpander
7. SEO
Things to help your SEO:
- Have people who link back to you hyperlink your keyword (e.g. for him he wanted the backlink keyword to be “San Diego financial planner”). You can also put your hyperlink in the bio.
- Improve titles of old posts to be optimized for keywords
- Embed audio + videos
- Add table of contents
- Add free resources for people to download
8. Networking with Media
Media inquiry lists:
- FPA, NAPFA, XY Planning Network, helpareporterout.com
Tips:
- 1 out of every 20 you get to will get published
- make sure you respond quickly
- attach a headshot and PDF bio
- review published article, request link if not provided
- create press page on your website to help google
- add media contact to your CRM
9. Hyper Local Network
Network sites link to each advisor site and vice versa. Optimize network sites for basic SEO and target keyword, then write 12 high quality blog posts, 1 per month.
Here is a resource to learn more about how to build a hyper local network: taylorschulte.com/5
10. Content Marketing
Pick a method out of the following and stick with it: blog, podcast, video, public speaking, even handwritten letters.
Repurpose content:
- Video -> Podcast -> Blog post -> Alexa skill -> Instagram story
- Podcast -> Article -> LinkedIn -> video -> Social posts
Strategy:
- Start simple, choose one media type.
- Outsource work
- Resource: Gary V – Reverse Pyramid – This resource teaches you how to repurpose content.
- Apply same methodology to social media: Facebook, LinkedIn, Twitter
Conclusion
I thought the seminar was helpful not only for financial planners but for entrepreneurs in general. If you want regular inbound leads, you want to understand your branding and value proposition. Then you need to make it very clear what people should do when they get to your website.
Hope you enjoyed this post on how to generate leads, and let me know if you have any additional tips to add to this post!
