Financial advisors, who’s giving you your digital advice?
If you’re investing in digital media for lead generation, chances are you know very little about how to decipher and measure results, or whether or not you have a legitimate plan to crack the code of digital marketing.
It’s possible that the person or people buying digital for you aren’t managing it correctly, either because…
They don’t understand your business well enough, or…
They’re not taking the appropriate amount of time to do it right, or…
They just don’t know how to do it…
OK, this part will scare you even more…the most popular answer is number 3!
The truth is, it’s hard to generate bona fide leads within your geographic, demographic, and psychographic target. It takes tremendous, almost ridiculous care.
The filters have to be spot on, every word has to make sense, the offer needs to be right, and the landing page should have the right info—not too much and not too little—and it must be mobile-friendly. Oh, and you need to really, REALLY understand how the algorithms work.
If you’re spending any amount of money on digital marketing for direct response, PLEASE take the time to ask questions.
Everyone will sound smart, but it doesn’t mean they are equipped to help you. Consider these things before choosing someone to manage your digital lead generation:
Do they have references who do what you do? And have they been with them for at least a year?
Accept the fact that most digital lead gen campaigns take 6-18 months to pay for themselves (but once they do you’ve cracked the code).
The person or team promising higher results than others may not be the best choice.
Ask to see raw client data if possible so you get unfiltered information.
Remember that the majority of digital leads will be MQLs (Marketing Qualified Leads), and far fewer will be SQLs (Sales Qualified Leads). In the financial industry, we count an SQL as a lead that will meet with an advisor. SQLs represent anywhere from 6%-18% of total leads… That’s how data works… and financial advisories who can turn those percentages make millions.
The GREAT news is that if you DO take the time to consider the above points, you’ll likely be one of the rare few who will be able to say they cracked the code of digital.
