Tried and Tested Strategies for Generating High-quality Leads
‘Hot lead’ is a phrase that sets sales team tails wagging. The practice of searching for, nurturing and converting them is a cornerstone of winning new business for any firm, raising AuM and making for happy quarterly board meetings.
But even if it’s considered standard procedure for any fund marketer to facilitate this process, it can be far from simple. Now that investors are readily online, perusing fund websites, social channels and all forms of investment content in their own time, they’re extremely numerous and can be from anywhere in the world.
In saying that, just because there may be more doesn’t mean they’re all reliable! Trying to create and spread content that adheres to as many people as possible is a quantity over quality game – one that usually ends with a whole lot of cold leads unlikely to last the sales cycle and not worth spending the man-hours marketing to (at least for now, but more on that later).
If anything, the digital buyer journey has made investors more discerning. They choose to trust brands that showcase their philosophies and strategies with confidence, authenticity and ease-of-understanding. And if you’re looking to gain high-net worth (HNW) investors, a certain level of digital white glove service is required.
Fund marketers have had to adapt to this shift by relying on the data. Knowing which users are ‘knocking on the door’ of a conversion by showing repeated interest in content is key to tailor their next steps. In the hopes of passing them onto a team member to tap up for a sales opportunity, analysing digital touchpoints through automation has become a real saviour.
Data helps to get your ideal investors through the door, and underlines how best to focus the efforts of these following methods to generate leads repeatedly:
Profile your investors: outline the characteristics that make up who you are trying to convert into loyal investors. Factors may be their investment experience, minimum spend, location, or savings goals. Segmenting them into distinct personas helps personalise their offerings in the likely spots where they choose to receive fund content.
Messaging: the way you position your brand to reliable leads is around solving their financial challenges. What are they saving for, what’s their risk tolerance, what markets are they interested in? The clues are in the content topics or webpages they’ll have viewed multiple times, or online events they may have attended. Addressing the ability to make their lives easier is key.
Website: as the ‘shopfront’ of any fund, investors will likely have their initial point of contact with a brand here, and first impressions are important! A seamless online experience can be make or break to see if investors continue to explore your services or not. User experience must be high, as is the need to be found simply through SEO.
Lead magnets: consider a free or special offer that can entice an investor’s interest, particularly one specifically aimed to their needs that has long-term potential.
Other online channels: social media is extremely powerful for sharing expert insights far and wide to ‘invisible investors’ you may not be aware of, especially through paid media that can target specific roles, industries or regions. Educational webinars showcase knowledge through a reassuring face or voice representing a fund, while emails and remails can nurture interests consistently over time.
Offline channels: if relevant to target audiences, popular print publications or financial media portals may be powerful places to advertise to boost credibility, as well as participating in or sponsoring events.
When considering finding HNW leads, these practices are still very relevant. The only difference is requiring a tad more refinement, as meeting the needs of those looking to invest large sums of money concerns privacy and trust more than most.
Starting a HNW inbound campaign may feel like jumping into the deep end as far as reputation is concerned, so it takes a little bit of psychology and planning to build this market’s confidence. It’s better to start with quality potential HNW leads first, that you know through your data: those that qualify as more reliable based on their industry, investment factors and income.
Presenting your niche and industry nous through your website’s messaging, SEO, and content are all helpful ways allowing HNW investors to see how your specialisations can serve their highly-customised financial goals. As with every investor, they want to feel thought about, knowing how their assets can increase, and that investment portfolios are managed diligently with compliance in mind – something that bespoke communications can get across to this audience well.
You haven’t forgotten about the mention of cold leads, have you? In a similar fashion, previously unengaged contacts should not be left to the side. If they weren’t interested before, their changing circumstances or market shifts could make them reliable targets later down the line. They may have just wanted to have seen a 30 second video rather than been sent a 30-page PDF.
Trialling new ways to rewarm any lead is valuable, particularly if they still fit into your ideal persona profile. After all, if this is successful, it may cause a domino effect in rewarming all the leads you’ve already tried hard to find in previous campaigns – you never know!
ProFundCom can assist fund marketers consistently generate reliable leads with tools catered to the financial industry:
Targeted Email Campaigns: Reach specific segments of your audience by sending personalised and relevant content to generate leads more effectively.
Lead Scoring and Qualification: Prioritise leads based on engagement levels and interactions through scoring and focus efforts on high-potential prospects.
Automated Lead Nurturing: Set up automated lead nurturing workflows to engage with leads at different stages of the customer journey, delivering targeted content, follow-up emails, and personalised messages to drive conversions.
Personalised Content Recommendations: Using data analytics and user behaviour tracking, ProFundCom can recommend tailored content to website visitors and leads based on their interests and engagement history.
Cross-Selling Opportunities: ProFundCom’s reporting capabilities highlight cross-selling opportunities by identifying when a prospect shows interest in additional products or services.
Data Analytics and Reporting: Track the performance of lead generation campaigns, measure conversion rates, and analyse the effectiveness of their marketing strategies to monitor key metrics and optimise lead generation efforts for reliable results.
If you’d like to find out more, get in contact with our team today!
