Increasing numbers of financial firms and professionals are transitioning from Outbound Marketing strategies to more cost effective Inbound Marketing strategies.
Financial advisors have used Outbound Marketing tactics (cold calling, direct mail) for decades to initiate contact with investors. Caller ID and spam filters have made many of these tactics obsolete or so time consuming and expensive they should be obsolete.
Advisors tell us their Outbound Marketing rejection rates approach 100% for one simple reason – investors did not want to be contacted.
The Inbound Marketing Alternative
The Internet creates a major, new way to generate leads – Inbound Marketing.
Inbound Marketing is the opposite of Outbound Marketing. That’s because investors initiate contact with advisors.
Inbound Marketing is a superior use of financial advisors’ time and money. And, high rejection rates are no longer a factor when investors initiate contact.
How it Works
Investors use the Internet to find, research, and contact financial advisors. This means:
- Investors have to find you on the Internet
- Your website has to convince investors to give-up their anonymity and submit their contact information
Finding you can be a challenge because large numbers of advisors are competing for the same space – Google’s page one for relevant keywords.
Convincing investors to give-up their anonymity is a challenge when their predisposition is to withhold this information.
The Paladin Advantage
Paladin has used Inbound Marketing tactics to produce leads for financial advisors for the past 16 years.
Our Inbound Marketing service produces:
- Internet Visibility: Investors have to be able to find you
- Website Traffic: Investors have to visit your website
- Website Conversions: Your website converts visitors into qualified leads
Why it Works
Inbound Marketing works because it is based on the way people naturally search for service providers.
They use the Internet to learn more about financial advisors. The more they know the more comfortable they are selecting advisors to help them plan their financial future and invest their assets.
Next, they use the Internet to find advisors they want to interview. They can conduct keyword searches on the major search engines or use third party match services like Paladin Registry.
Next, they use the Internet to screen financial advisors to determine who they want to interview.
Last, they use the Internet to initiate contact with advisors or they use a third party service, like the Paladin Registry, to initiate contact for them.
Your Sales Results
The final step in the Inbound Marketing process is the interview, which is your opportunity to convince investors to select you versus a competitor. There are three possible outcomes:
- Prospects say “Yes” and become revenue producing clients
- Prospects say “No” and end-up in your CRM system
- Prospects say “I want to think about it” and end-up in your CRM system
The marketing process is not over until the investor says: Yes, No, or Unsubscribe.