The key points of lead generation for financial marketing
Lead generation is challenging in any B2B marketing strategy. However, it can be especially tricky in financial marketing lead generation. In this blog, I will cover the key points to understand when developing a financial lead generation program.
The types of lead generation for financial marketing
Awareness lead generation, or advertising, broadcasts your message to a large geographic area to a non-qualified group. Therefore, the goal of this form of lead generation is to strengthen brand recognition. In financial marketing, it works well to create local awareness with potential business-to-business clients and business-to-consumer tax customers. However, you must choose the channels wisely. Here are the awareness channels you could consider:
Outdoor channels – billboards or displays
Social media channels – LinkedIn, Facebook, Twitter, and Instagram
Signage channels – office signs
Publication channels – local newspaper and magazines
Broadcast channels – local radio and television
Comparatively, the difference between awareness and target advertising is the narrowing of focus. To explain, target lead generation sends your brand and message to potential customers that are known to be interested in your services. When strategizing on which markets to target, consider your team’s expertise. For example, you may have staff that has a great deal of experience in non-profit or farming. Hence, you would select those markets to focus your campaign. The following are target advertising channels:
Trade publications – print and online magazines with an audience that matches your target market
Search engine optimization – the strategy of your website construction and its keywords
Networking channels – local organizations, committees, and events
Social media channels – LinkedIn, Facebook, Twitter, and Instagram tools to target demographics
Simply put, direct lead generation is one-to-one. These channels reach out to potential customers on an individual basis. As a result, these channels are the easiest to track results and yield a higher response. Direct lead generation channels are:
Prospecting calls – to target markets
Direct mail – to qualified prospects
Trade shows and events – to speak to attendees
E-bulletins – to prospects
Financial marketing lead generation tactics
Even though I have identified the various advertising channels, they are not all equal in effectiveness regarding financial marketing lead generation. Consequently, I think it’s essential to review the channels I have found work best.
Financial marketing lead generation awareness tactics
In general, u
Local business publications, radio, and television can spread your brand and message to target markets. However, these channels are long term, top-of-the-mind strategies. Because of
Financial marketing lead generation target tactics
Networking is an excellent way to find clientele. Accordingly,
While social media can be an awareness
Financial marketing lead generation direct tactics
As archaic as you might think they are, targeting markets through phone calls still work. When you select your most profitable markets, prospecting campaigns uncover immediate opportunities while increasing awareness.
As a result of the
A trade show should focus on your target markets. When planning to attend, determine the best way to bring attendees to your booth. Rather than hoping people visit your
Combining the channels in financial marketing lead generation
Of course, the channels you choose depends on your budget. My recommendation is to start with direct, then target, and finally, awareness lead generation. This strategy will produce quicker sales and income.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.