Without an effective onboarding process, converting leads into clients and growing your practice can be challenging. So, how can you turn leads into clients who then become raving fans? In this webinar, Director of Product & Enterprise Marketing, Elise Lambert shares her strategies for successfully boosting your firm's lead generation, referrals and conversions.

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Mastering Lead
Generation &
Referrals

3. Elise Lambert
Director of Product and
Enterprise Marketing, FMG
Elise Lambert
fmgsuite.com
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4. Recording will
be sent to you
after the
webinar.
Look out for
the follow up
email with
today’s
handout
Login and
follow along
Chat - feel
free to chime
in or minimize
the chat box
Housekeeping
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5. What We’ll Discuss
Social Media and Blogs
Events and Webinars
Email Automation and
Referral Campaign
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Demo

6. 77% of advisors lack mature
client onboarding processes.
A clear process helps
convert leads into clients.
- Deloitte's 2022 Wealth Management Survey
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7. 3 Strategies for turning leads
into loyal clients and raving
fans
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8. Which Tactics Give You The
Most💥 for Your 💵 ?
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Source: Kitces Research Report, 2022 https://www.kitces.com/blog/advisor-marketing-strategy-client-acquisition-cost-efficient-marketing-time-dollar-cost/

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Source: Schwab Advisor Services 2022 Benchmarking Study
Client referrals represent a
declining percentage of new
assets as you move from
smallest RIAs to largest
Marketing is the opposite –
it increases as a percentage
of new assets and is the
greatest for the top
performing RIAs
Firms with a documented ideal client persona, client value proposition, and
marketing plan attracted 42% more new clients and 45% more new client assets in
2021.

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Source: Kitces Research Report, 2022 https://www.kitces.com/wp-content/uploads/2022/08/The-Kitces-Report-Marketing-Survey-How-Financial-Planners-Actually-Market-Their-Services-
Vol-1-2022-1.pdf
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➡️

12. 1. Social Media and Blogs
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13. ● 93% of online experiences begin with a search
engine.
● Leads from search engines have a
14.6% close rate, while outbound leads (ex.
cold-calling, direct mail, etc.) have
a 1.7% close rate.
● Advisors who get 6-10 or 11+ clients per year
have a calendar link on their website.
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Your online presence matters more
than ever

14. 1. Strong title (Ask a question!)
2. Headers (w/keywords) to break up
sections
3. Include images/graphs
4. Go in-depth on ONE granular topic
1. Link to at least 2 other pages/posts
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Source: https://quarryhilladvisors.com/blog/can-capital-gains-push-me-into-a-higher-tax-bracket
Blog Posts for Specific
Questions ( GREAT FOR SEO TOO!)

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Partner with COIs
Retirement Planning: Retirement coaches or counselors, CPAs (Certified Public
Accountants), estate attorneys, and social security benefits consultants.
Economics: Economists, finance professors, or market analysts can provide a
broader economic and market perspective.
Tax Planning: Tax attorneys, CPAs, or Enrolled Agents (EAs) who specialize in tax
planning.
Estate Planning: Estate attorneys, trust officers at a local bank, or experts in elder
law could add valuable insights.
Risk Management and Insurance: Insurance agents or brokers, risk management
consultants, or financial risk analysts.
Education Savings: College admissions consultants or financial aid officers at a
local university can help parents understand the costs of education and the
financial aid landscape.
Behavioral Finance: Psychologists or therapists specializing in finance-related
stress or decision-making, or professors of behavioral economics.
Cybersecurity and Fraud Protection: Cybersecurity consultants or IT professionals
specialized in security, local law enforcement officers who deal with fraud and
identity theft.
Sustainable and Socially Responsible Investing: Environmental scientists,
sustainability consultants, or representatives from ESG-rating agencies or socially
responsible funds.

16. 2. Email Automations &
Campaigns
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FIRST:
● Collect prospect emails on your site
THEN:
● Email them over time valuable,
educational, TIMELY content that is
HELPFUL
● Gets even more effective if you have a
niche
Drip Email Marketing

18. What if I don’t have a big email list?
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Partner with COI
● Have as a guest and Ask them to promote to their audience
too
● Or just share with COIs whose audience could benefit
Social Media
● Posts that focus on the BENEFIT someone gets from joining
● Direct invites via Linkedin - target your audience
● Setup Linkedin Event page →
Encourage clients to share the email invite with others

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Do It For Me Marketing Program Timely Email Open
Rate: 70%
Financial Services Average Open Rate: 24%
Timely Content Wins

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Referral Campaign
We'll handle all the cringe-worthy communications (without the
cringe), so you can sit back and watch the referrals come in!
- Configure the Audience
- Campaign Notifications

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Referral Campaign
Quarterly Emails
At the start of each quarter, we'll email your
contacts requesting a referral. In that email, we'll
link to your landing page so your contacts can
easily submit referrals.
Campaign Audience
Like our other campaigns, choosing the audience
for these emails is up to you. Need a reminder on
building your campaign audience? Click here to
learn more!
Follow-Up
Once the form on your landing page is completed,
we'll send you an email to let you know you've got
a new referral. We'll let you know who referred
them and how you can contact them.

22. 2. Events and Webinars
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23. 99% of advisors say “If I
can just get in front of
people, I’ll close the deal”
WEBINARS are your secret to getting in front of MANY
more of them

24. The Highest-Converting Marketing Activities

25. 1. Create once, repurpose multiple times
● Allow people to watch after “on demand”
● Create clips for social media
● Put replay on Youtube (SEO)
2. Answer questions your clients + prospects
have
● Allows people to get to know you
● Video + slides or video only or slides only
● Tools like Zoom make it so easy
3. Bring on other “experts” - expand your reach
● Ask guests to invite their list as well
● Make it easy for guests to share with their
network after
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Source: https://www.kiwiwealth.co.nz/market-volatility-webinar/
Webinars / Virtual Workshops

26. Easily create a webinar using FMG’s Events Tool

27. Promote your events with the click of a button!

28. 1. Youtube is the 2nd largest
search engine.
2. Popularity of short-form
video is SOARING.
3. More people listen to
podcasts on Youtube then on
Spotify!
Video
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Source: https://blog.twentyoverten.com/a-financial-advisors-guide-to-youtub

29. Recommended Content
Planning for March to Boost
Lead Gen and Referrals
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This presentation covers:
● How stocks performed in 2023
● What drove market performance in 2023
● Where we are now
● What financial experts forecast for 2024
Downloadable presentations and invitation are
available in the Premium Content Library under
Downloadables.
Invitations and event management in the Event tool.
Content Planning
State of the Markets
Just
Released!

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Content Planning
Tax planning
● 2024 Tax Planning Whitepaper:
Helps clients stay prepared for this
upcoming tax season.
● Tax Season Social Sequence:
Prepare clients and prospects of
upcoming deadlines.
● 2024 Annual Tax Guide: A look at
changes and differences in tax
information for 2024.

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33. Today’s Giveaway
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34. Referrals
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35. Do you have a
process?
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- Consistency and scalability is KEY
- Add asking for a referral to you client
process
Overall, having a process for collecting referrals
ensures that your business can harness the power
of word-of-mouth marketing in a strategic and
organized way.

36. What we can
learn from our
dentist
- Ask for a 5 Star Google review when they
check in
- Set up the next meeting before they leave
- Have someone else in the office do it for you
if you are not comfortable with “the ask”
- Make it Easy
- Ask them to post about their excellent
experience on Social and tag you and your
biz!
- Create a great experience from start to
finish
- Make sure your entire team is on board!
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37. ● Deliver exceptional service
● Ask for referrals directly
● Incentivize referrals
● Implement a referral program
● Utilize social proof
● Provide referral tools
● Follow up with customers
● Create a seamless referral process
● Show appreciation
● Monitor and measure results
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Today’s Giveaway
● Look for this in the
follow up email!

39. Lead Studio
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40. Event Tool
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41. Do It For Me Marketing
● A monthly Content Marketing plan
including customization tips
● Exclusively Written by Sam and Susan
● Your own dedicated Marketing Specialist
● Increase Client engagement, Drip on
Prospects and COIs
● Take the heavy lifting off your plate
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Scan to
learn more
about Do It
For Me >>

42. Q&A
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43. If you are looking to upgrade, scan the QR below!
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marketing@fmgsuite.com