How to win at digital lead conversion as a financial advisor 

How is lead conversion in the financial advisory industry changing? 

Traditionally, the financial advisory industry has been synonymous with the personal touch. Meetings were almost exclusively face-to-face, and big deals were typically closed on the golf course.  

However, in recent years, that has changed.  

Digital transformation has revolutionized the way financial advisors and RIAs do business, changing how they build relationships with leads and ultimately convert them to loyal clients.  

A few years ago, the thought of a high-value lead, for example, one worth $5 million, was unthinkable. Today, it’s normal. At Unbiased, we regularly see leads for $5 million and upwards use our platform.  

As the industry moves to embrace digital, financial advisors need to learn how to maintain the personal touch consumers know and love but do it digitally.  

How can financial advisors embrace digital and improve lead conversion? 

The RIA industry is rapidly evolving, and to ensure your firm keeps up, embracing the opportunities digital transformation is creating, especially around lead conversion, is the best way forward.  

Some of the main ways financial advisors can use the digital evolution to their advantage include: 

One of the biggest advantages of embracing digital platforms is that they provide valuable data and insights, enabling better decision-making and strategy optimization. 

Alongside providing in-depth data on your target audience, digital platforms can provide real-time analytics and performance metrics that show the effectiveness of your lead generation campaign. You can then use these insights to make changes and ensure your campaigns are optimized and working correctly.  

As mentioned, the personal touch has always been a key strength of the RIA industry. Instead of digital platforms taking this away, they can enhance it.  

AI, for example, can help RIAs segment their audiences more effectively, identifying key brackets they fall into.  

Using prompts and input from RIAs, AI tools can help identify high value leads and optimize marketing strategies to attract them, improving engagement and satisfaction and, ultimately, conversion rates.  

When navigating their digital marketing journey, RIAs should avoid putting all their eggs in one basket. There are numerous digital marketing channels RIA can use, including email marketing, search engine optimization (SEO), social media marketing, paid search, display ads and more.  

RIAs should embrace the multi-channel approach, as it allows them to reach a broader audience and engage with potential clients across various touchpoints. Additionally, using consistent messaging across multiple platforms reinforces your brand and encourages action.  

5 effective strategies financial advisors can use for digital lead conversion 

To win at digital lead conversion, advisors need to develop the right strategies and processes to ensure they can guide potential customers from a lead to a paying client.  

Here are just five effective tactics to get started:  

1. High-quality, SEO-optimized content 

To increase visibility and brand awareness and ensure you’re showing how you can help your target audience, you need to produce high-quality, SEO-optimized content.  

Create informative content, such as blogs, whitepapers, and videos, that include the keywords your audience is searching for. You should also ensure your content contains optimized images and internal links and is regularly monitored to identify areas for improvement.  

2. Optimized website and landing pages   

Once a potential client lands on your site, it’s vital where they land is optimized for conversion.  

High-traffic web pages, and specifically landing pages, should include your firm's unique selling points (USPs), images, and, most importantly, call-to-action (CTA) buttons, which allow consumers to provide their details. This will help make your pages more appealing and increase conversion.  

3. Email marketing  

According to Forbes, half of marketers state that email marketing is their most impactful channel.  

Email marketing allows you to send automated, personalized communications that closely aligns with your audience's needs and interests. It also allows you to connect with customers on a more personal level, helping to build strong relationships and ultimately drive conversion.  

4. Social media marketing  

According to the Social Media Examiner, social media helped 68% of marketers generate high-quality leads. 

Utilizing social media marketing can help you target your audience where they are. One tactic is to share user-generated content (UGC), which is created by customers about a brand, product, or service, and is shared publicly. User generated videos yield a higher conversion rate than traditional ads, as they are often perceived as more authentic and trustworthy. 

5. Lead generation tools  

When looking for a financial advisor, many people opt to go through online platforms to find one due to their ease of use, accessibility, and offer of a personalized match.  

For consumers, these platforms take all the hard work out of finding an advisor and pass their details onto the expert best suited to their needs.  

For financial advisors, it should provide you with exclusive and verified leads alongside the tools you need to convert them. By utilizing a lead gen platform, RIA firms can receive a steady stream of high-intent leads primed for conversion.  

Want to work with Unbiased?   

Unbiased is dedicated to bridging the advice gap and connecting more and more people with expert financial advice.   

Unbiased Pro can help you grow your business by sending leads directly to your inbox.   

Discover how it works with a free demo and see for yourself.