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Creating Lead Generation Campaigns for Financial Service Companies

March 16, 2015

So does this sound familiar? You set up an advertising campaign to promote your business and its financial services. Maybe you set up a comprehensive ad schedule utilizing radio, TV and online advertising. After the campaign is completed you realize you didn’t receive enough leads to justify your overall ad expenditure.

How to use Inbound Marketing to build relationships and reputation.

The problem is pretty common. When you are advertising your services, your company often looks like all other financial service companies promoting the same services. So the question is, how do you separate yourself from your competitors? The answer is pretty simple, you need to establish trust with your prospect. That trust can only be established through multiple touches to your prospect.

"Marketers need to build digital relationships and reputation before closing a sale."
~ Chris Brogan

So how do you reach your prospect multiple times without incurring additional advertising costs?

Solution: Inbound Marketing

Ok, so what is inbound marketing? Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.

So how do you create a successful Inbound Marketing program? There are many different ways to accomplish this goal but the most common technique is as follows:

Step 1: White Paper / eBook Development

In this first step we develop a white paper or ebook that provides VALUABLE information for our prospect. For example:

“25 Mistakes People Make When Planning For Retirement”

Step 2: Email Acquisition

In step 2 we develop a landing page for the promotional offer. This landing page will provide details about the white paper or ebook and provide an online form. The form is where a visitor “pays” for the valuable content they’re going to receive by telling you a bit about themselves (e.g. name, email, website URL). By collecting this information, it makes it easier for you to nurture those who are interested in your content. Here's an excellent example of a well designed landing page from HubSpot:

Landing Page

Step 3: Promotion

In step 3 we develop a campaign to promote our white paper or ebook. The easiest and cheapest way to accomplish this is to add information about our free giveaway at the bottom of our blog posts or website pages. We can also promote the free giveaway through traditional online advertising channels such as Google AdWords.

Step 4: Email Marketing

Congratulations, you are now the proud owner of an email list with qualified prospects. After we have obtained these email addresses we have a few options. First, we can send a weekly or monthly email that talks about our services or we can send a series of emails that eventually end with a Call-To-Action (CTA). CTA's can include invitation to promotional events, seminars or additional marketing offers.

The way inbound marketing can actually work is that you aren't selling your services, you are solving problems. Your are providing valuable information to your prospect which helps illustrate that you are the authority in your field. Plus, the true value of an inbound marketing campaign is the development of your email list. This list can be used over and over again to reach your prospects without any additional advertising cost.

I hope you found this information helpful. If you enjoyed this article, please share it using the social media links below and good luck in developing your own inbound marketing program for your business.

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John Murphy

John Murphy
Principal
Blue Bell Marketing

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