Lead magnets work because they follow a simple exchange. You as a financial advisor offer something of value and the prospect gives you their email address to receive it. It’s a proven strategy for building an email list.
In a world where information is plentiful, you must offer something unique and timely if you want someone to part ways with their email. Consider one of these formats:
- Checklists: Simple and practical, they work well as numbered lists. For example, “7 Things Every Entrepreneur Must Do Before Year-End.”
- Guides: Longer and more detailed, perfect for those willing to dig deeper into a subject. For example, “The Everything Guide to Retiring from (ABC Company).”
- Webinars: Showing up on camera enables you to share your knowledge and your passion for financial advice. For example, “Retire with Confidence in a Volatile Market.”
- Quizzes: Tap into their curiosity and give some quick insights. People love learning about themselves. For example, “What Type of Investor Are You?”
- Templates: Done-for-you resources are popular because they are easy and practical. For example, “Personal Net Worth Tracker.”
It’s not just the topic that drives conversions; the titling, graphics, and descriptions matter as well. You want to be clear and a little provocative at the same time. Advertising an “Estate Planning eBook” will land fewer conversions than “3 Common Estate Planning Mistakes That Cost Families Millions.” The latter speaks directly to a pain point and highlights a significant risk for them.
You can certainly start with a single lead magnet, but as your financial advisor marketing matures you will want multiple options. Having a library allows you to target different niches, life stages, and client mindsets. The more specific the targeting, the more relevant the lead magnet feels.
Start by organically posting these lead magnets on your website and social channels, but you’ll ultimately want to combine it with an advertising campaign. Advertising is the only practical way to drive enough traffic to see real business benefit.
Remember that your lead magnet is just the beginning of a conversion. This isn’t the same kind of “lead” as someone retiring and being referred to you. Once someone opts into, your follow-up should have a realistic goal of simply continuing the conversation. Send content that builds on what they downloaded, share insights that show you understand their world, and guide them toward the next logical step in the relationship. Over time, your email list will become one of your biggest business assets as a financial advisor.
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