Today’s post is written by Angel Gonzalez, cofounder and CMO of Snappy Kraken. Snappy Kraken is a SaaS (software as a service) marketing solution that helps financial advisors personalize, automate, and track referral marketing campaigns and business processes. The forthcoming software is so good, it is already winning awards, including their recent win of the inaugural Fintech award at the second annual XYPN conference! Request an invite at snappykraken.com.
Would you be inclined to let go of a salesperson or employee who wasn’t contributing to the growth of your practice? Sure, you can talk to them. You can try incentivizing them or even give them an ultimatum. But what if there’s no change?
Sounds like a no-brainer, right?
It only makes sense to let them go in favor of someone who could perform much better.
You have to judge your marketing like you would an employee.
Every element of your marketing needs to earn its rightful place within your business, or it gets cut out and replaced. So, I’d like to expose a suspicious character within your marketing, specifically on your website.
Your website has a big job to do.
A website should accomplish quite a few objectives.
Your website should:
- Help create awareness.
- Differentiate you from the competition.
- Inform prospects about your practice.
- Establish credibility and trust.
- Position you as an expert.
- Generate leads for you.
This list isn’t comprehensive, but already you’ll notice that your website has a handful of jobs to do. You can hit the first five I’ve covered right out of the park, but if you don’t have a strategic way to generate leads with your website, then you’re really missing out. When it comes to your website, a weak lead-generation strategy weakens everything else.
This is part of the problem I see with web contact forms.
A web contact form is not a lead-gen strategy.
When it comes to lead generation, I’ve seen too many advisers slap a web contact form on their website and call it a day. If this is your only approach to collecting lead information, it’s time to fix it now.
Engage your prospects with an incentive.
Remember: prospects need an incentive if they’re going to give you their contact info. They will want to know what’s in it for them.
I’m sorry, but there is no clear, inherent value in filling out a generic web contact form! You can’t expect prospects to respond to a contact form that says something like “Have a question? Fill out the form below.” This makes people hesitant because they don’t want to give a random adviser carte blanche to call, email or pester them.
This is why it’s so important to fill your site with engaging content that caters to the concerns, needs, and desires of your market. Then, once you’ve established yourself as a trusted resource, you can offer additional, high-value content in exchange for an email address or additional contact info.
Make different kinds of offers.
Prospects aren’t homogenous. Some will likely be receptive to information about estate planning, while others might be hungry for investment strategies. They all have different reasons for ending up on your site. Here’s a way to make an offer while tying it into engaging content on your site. You could publish a blog post about the importance of estate planning. In the sidebar—or at the bottom of the post—you could showcase an offer for a nicely formatted Estate Planning Checklist.
The offer could be promoted as follows:
“Download and use our comprehensive Estate Planning Checklist. Enter your email here and we’ll send it right away.”
This is specific. It’s instant. It has high perceived value, and is promoted in a low pressure way. By thinking strategically, by calculating the different ways you would like to appeal to prospects, you make it much more likely to gain their attention. And when they turn into leads, it’s important that you follow this next point.
Follow up like a professional.
This is the beauty of creating different offers: when people respond to them, you end up knowing a lot more about what got their attention. This gives you an opportunity to bring so much more value to your ensuing communications. The way you follow up with someone who requests a white paper on retirement planning will be different from someone who requests an assessment of their investing style.
Plus! Just because someone sent you their contact info doesn’t mean they’re ready to become a client right away. Why do I say this? Because it’s typical for advisers to zoom right on to the next lead if the current one doesn’t close quickly. This is short-term thinking. And I know it’s tempting.
Don’t throw away these opportunities. Continue to nurture these interested leads, regardless of how ready they are to close. You also don’t want to waste a lot of time on dead ends. Which is why it’s helpful to automate part of your follow-up. This can be made much easier by creating a series of emails that are tied thematically to the offer the lead acted on.
You can continue educating the lead over the course of weeks, maybe even months. If you had a system in place like this, do you think people would think about you when it was time to choose an adviser? After all, they’re on the hook!
It’s easy to agree on this point. The hard part is the execution. It takes some work.
You might wonder where you’d find the time to come up with offers and coordinate campaigns. This is part of the solution that my company, Snappy Kraken has put together. You can find out more about us here.
Rethink your web contact form.
Don’t expect your web contact form to drive leads for your practice. It’s better to think of multiple, specific, high-value offers that will entice prospects to exchange their contact info with you.
Make sure you follow up and continue to nurture your leads with information that’s relevant to what they originally expressed interest in. Your marketing needs to prove itself to you. This means you’re in charge, and it’s up to you to be mindful about how you’re going to engage, convert, and nurture your leads.
There’s too much at stake to simply post a web contact form on your website and expect it to provide a return.