Messinger also suggest that advisors build their content library on their websites. “Unfortunately, you don’t ‘own’ leads you find on social media. Facebook or LinkedIn can change their algorithms at any time, and you could just as easily lose your following,” he explained.

It’s important that advisors find a way to capture the leads who are interested in the information they are putting out on social media, he said.

“A lead magnet with an ongoing email nurturing strategy is the final step in your marketing plan. When someone subscribes to a lead magnet through your website, you effectively own that contact. You can communicate with them in an ongoing way, outline your value proposition, and more,” Messinger said.

The magnet idea, he noted, could include: a free downloadable checklist or guide to college funding; an online course that prospects can sign up for; and a webinar about federal financial aid deadlines, he said.

“Once someone subscribes, you can set up an automated nurture sequence in your email marketing software that sends over the course [over] a few weeks,” he added. The nurture sequence should include introducing your practice to your subscriber; outlining your value proposition; and offering a way for the potential client to connect with the advisor, he said.

“As you start growing your email list, you’re also able to start sending out a regular newsletter, which acts as another way for you to share ... and promote the ongoing content you’re creating for your website.”

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