Top 15 Proven Tips for Generating Financial Leads

Have you ever explored the specialized interests, requirements, and challenges of your financial business’s prospective clients? 

For starters, they strongly desire to maximize financial returns while minimizing risks. 

Plus, your targeted companies prioritize profitability, cash flow improvement, and gaining a competitive edge. 

Additionally, they are driven by factors like investment performance, regulatory compliance, asset protection, and achieving long-term financial goals.

So, to develop effective financial services lead generation strategies, you must understand and address these unique requirements. 

Doing so lets you differentiate your firm from competitors, build trust with potential clients, and establish long-term relationships. 

Tailoring your marketing messages, content, and solutions to your targeted audience will capture the attention of prospects. As such, it will position your firm as a valuable partner. 

So, let’s check out how to generate the best leads for your B2B finance company.

15 Powerful Tips to Generate Finance Leads

The finance industry itself faces various challenges – which directly impact its clients. These pain points include the following:

• Complex regulatory landscapes
• Economic uncertainty
• Market volatility
• Cyber- and data-security risks
• Evolving customer expectations
• Compliance burdens
• Limited visibility into financial operations
• A need to streamline processes to stay competitive

As such, your lead-gen strategies – across the sales funnel – ought to address these pain points. Let’s explore the specific strategies you should adopt in every stage of your sales funnel – to attract and convert high-quality leads.

A. TOFU (Top of the Funnel) – Awareness Stage

In the TOFU stage, the primary objective is to create awareness and attract potential leads. Here’s how: 

1. Aim for Local Leads

Focus your lead generation efforts on targeting prospects within your local area or specific geographic region.

As such, you can benefit from several advantages: 

• Firstly, it allows you to establish a strong presence in your local market and build a solid reputation within your community. 
• Local leads may also be likelier to convert into customers. Why? They are more inclined to work with nearby businesses.

To target local leads effectively, consider implementing the following strategies:

• Local SEO: Optimize your website and online presence for local search queries. Include location-specific keywords. Plus, ensure your business information is accurate and consistent across online directories.
• Content Marketing: Create content that is relevant to your local audience. It can include:
• Blog posts
• Articles
• Videos 

– that address finance-related topics or highlight success stories.

• Networking: Attend community business events, join industry associations, and participate in community activities. It helps establish connections with potential leads and referral sources in your area.
• Partnerships: Collaborate with complementary businesses, such as accounting firms or legal services. It enables you to cross-promote each other's services and reach a wider local audience.
• Advertising: Utilize local advertising channels such as newspapers, radio stations, or targeted online ads that focus on your specific geographic area.

Here’s an illustration of developing a localized lead-gen strategy for your financial services business:

2. Optimize Your Website

Several elements on your website can be optimized to capture and convert leads effectively. Here are some key aspects to focus on:

• Anchor Text: Use compelling and relevant anchor text for your internal and external links. It helps improve the user experience. Plus, it encourages visitors to explore further, potentially leading to conversions.
• Buttons: Incorporate clear and prominent call-to-action (CTA) buttons throughout your website. They should:

• Be visually appealing
• Use persuasive language
• Direct visitors to take the desired action, such as signing up for a newsletter or requesting more information

• Embedded Forms: Integrate forms directly into your website to collect lead information. Place them strategically on landing pages, blog posts, or contact pages. Keep the forms concise and ask for only essential information.
• Chatbots: Implement chatbots to engage website visitors and provide instant support. Chatbots can assist in the following aspects:

• Answering common queries
• Guiding visitors through the website
• Capturing contact details for follow-up

• Popups: Utilize targeted and well-timed popups to grab visitors' attention and encourage them to take action. Offer valuable content, exclusive promotions, or newsletter subscriptions through popups to capture leads effectively.
• Sticky Widgets: Incorporate sticky widgets, such as sticky headers or sidebars, that remain visible as visitors scroll through your website. They can display important CTAs, contact information, or offers to maintain visibility and drive conversions.

3. Try Out Print Ads & Direct Mail 

In an increasingly digital world, exploring traditional marketing channels like print ads and direct mail can provide a unique and practical approach to lead generation. Here's why you should try them out: 

• Targeted Reach: Print ads/Direct mail specifically target your desired audience based on demographics, location, or industry. It ensures your message reaches the right prospects – more likely to be interested in your financial services.
• Tangible and Memorable: Unlike digital ads that can be easily ignored or forgotten, print ads and direct mail offer a tangible experience. Physical materials have a longer lifespan and can make a lasting impression on recipients. 

Well-designed and eye-catching print materials have the potential to stand out and be remembered by your target audience.

• Less Competition: As digital marketing continues to dominate the advertising landscape, print ads and direct mail offer an opportunity to stand out from the crowd. With less competition in traditional channels, your message is more likely to grab attention and generate leads.
• Personalization: Print ads/direct mail allow for high personalization. You can customize your materials with recipients' names, offers, or custom messaging. Hence, it creates a more individualized and engaging experience for potential leads.
• Multi-Channel Integration: You can include website URLs, QR codes, or personalized landing pages in your print materials. As such, you can seamlessly connect the offline and online experience, driving traffic to your website and capturing leads.
• Trust and Credibility: Printed resources often carry a sense of authenticity. Many people perceive physical materials as more legitimate than online ads. Therefore, it can help establish a positive impression of your brand and services.

Check out this template for a print ad that you can use in your campaign:

4. Encourage Online Reviews

Actively seek feedback and testimonials from satisfied customers. Encourage them to share their positive experiences publicly. Online reviews play a significant role in building trust and credibility for your financial services. Here's how you can encourage online reviews:

• Request Reviews: Reach out to your satisfied customers. Then politely ask them to leave a review on relevant platforms – Google My Business, Yelp, or industry-specific review sites. 

Make it easy for them by providing direct links or instructions on where and how to leave a review.

• Provide Excellent Service: The best way to receive positive reviews is by consistently delivering exceptional service. Focus on the following:

• Providing a superior customer experience
• Meeting and exceeding expectations
• Going the extra mile to ensure customer satisfaction

• Follow-Up: After completing a transaction or providing a service, follow up with customers to gauge their satisfaction. It shows that you care about their experience. Plus, it allows you to request a review if they had a positive experience.
• Offer Incentives: Consider offering incentives, such as discounts, exclusive content, or referral rewards, to customers who leave a review. It can motivate them to take the extra step and leave feedback about their experience with your financial services.
• Respond to Reviews: Actively engage with both positive and negative reviews. Responding to reviews shows that you value customer feedback and are committed to continuous improvement. 

Note: You can thank customers for positive feedback or address concerns from negative reviews.

B. MOFU (Middle of the Funnel) – Consideration Stage

In the MOFU stage, potential leads move into the consideration stage. Here are the strategies to consider in this phase:

5. Match Offer With Intent

"Align your offers with their intent" means tailoring your products, services, or promotional offerings to match the specific needs, interests, and goals of potential leads. Here are some important areas to focus on:

• Homepage: Optimize your homepage to provide clear and relevant information about your offerings. Highlight key benefits and value propositions catering to your potential leads' needs and interests.
• Contact Us Page: Ensure your contact page is easily accessible and includes a clear CTA. Provide multiple contact options (phone, email, or forms) to accommodate different preferences. Plus, make it simple for potential leads to reach you.
• Products and Services Page: Create a dedicated page that showcases your products and services in detail. Include the following:

• Compelling descriptions
• Features
• Benefits
• Any pricing information or packages available

It helps potential leads understand how your offerings align with their needs and assist them in making informed decisions.

• Testimonials Page: Build trust and credibility by featuring testimonials or case studies from satisfied clients. Highlight positive experiences and outcomes to demonstrate the value and effectiveness of your financial services. 

NOTE: Potential consideration stage leads often seek social proof to validate their decision-making process.

• Blog Posts: Publish informative and educational blog posts that address common pain points of your potential leads. Providing valuable insights and solutions positions you as a trusted industry expert. Plus, it guides prospects to consider your services.

6. Boost Email Signups

Implement tactics to increase the number of people subscribing to your email list. Email signups are valuable because they build a direct line of communication with potential leads.

Hence, they enable you to nurture relationships, provide valuable content, and promote your financial services. Here are some effective ways to boost email signups:

• Compelling Incentives: Offer a valuable incentive, such as a free e-book, exclusive content, or a discount, to encourage visitors to subscribe to your email list. The incentive should be enticing enough for them to provide their email address willingly.
• Prominent Sign-Up Forms: Place sign-up forms prominently on your websites, such as on the homepage, blog sidebar, or landing pages. Make them visually appealing, easy to fill out, and clearly communicate the benefits of subscribing.
• Content Upgrades: Offer additional valuable resources, such as exclusive guides or templates, as a subscriber bonus. Content upgrades provide an extra incentive for visitors to join your email list.
• Cross-Promotion: Promote your email list on other marketing channels, such as social media platforms or webinars. Encourage your existing audience to subscribe to stay updated and receive exclusive content.
• Mobile Optimization: Ensure your email sign-up forms and website are mobile-friendly. With the increasing use of mobile devices, it is important to provide a seamless experience for potential subscribers accessing your website from their smartphones or tablets.

7. Build Out Your LinkedIn Network

Expand your connections and establish meaningful relationships on LinkedIn. The professional networking platform provides valuable opportunities to connect with:

• Potential leads
• Industry professionals
• Decision-makers

Here are some ways to build out your LinkedIn network effectively:

• Optimize Your Profile: Create a compelling and professional LinkedIn profile that showcases your expertise, achievements, and the financial services you offer. Use relevant keywords that define your services. It'll improve your visibility in LinkedIn search results.

• Connect with Relevant Individuals: Actively search for and connect with professionals who align with your target audience, including:

• Potential clients
• Industry leaders
• Influencers

Personalize connection requests to establish a genuine connection and explain why you'd like to connect.

• Join Relevant Groups: Participate in LinkedIn groups that are relevant to the finance industry or your target market. Engage in discussions, share valuable insights, and connect with other group members with similar interests or challenges

• Publish Thought Leadership Content: Share informative and insightful articles, posts, or industry updates on LinkedIn's publishing platform. Establish yourself as a thought leader by providing valuable content that resonates with your readers.
• Engage with Your Network: Actively engage with your network by liking, commenting, and sharing their posts. Show genuine interest in their content and initiatives and support their professional endeavors.
• Attend LinkedIn Events: Use LinkedIn's virtual events and webinars to connect with industry professionals, participate in discussions, and expand your network. Engage in meaningful conversations and follow up with attendees after the event.
• Utilize Advanced Search: Use LinkedIn's advanced search feature to find specific individuals or companies matching your target criteria. It allows you to connect with potential leads and decision-makers directly.

8. Offer Free Tools & Resources

Example of a Free Resource

Providing useful resources and valuable tools can help you:

• Establish your expertise
• Build trust
• Position your firm as a helpful resource within the industry

Here's how you can effectively implement this tactic:

Develop and offer free tools or resources that address specific pain points or challenges faced by your target audience. These tools could be in the form of: 

• Calculators
• Templates
• Guides
• Software 

– that provide valuable insights and help potential leads make informed decisions.

Promote these tools through your website, social media platforms, and other relevant channels to attract leads.

3. BOFU (Bottom of the Funnel) – Decision Stage

BOFU represents the decision stage of the buyer's journey, where potential leads evaluate their options and make a final decision. To effectively capture and convert leads at this stage, here are some tips:

9. Contact Intent-based Buyers Through Cold Calls/Emails

Your intent-based buyers list includes potential customers who have expressed specific interest/intent in your product or service. To start creating this list, focus on prospects with a clear intention to purchase. 

It might be worth taking a closer look at the leads and identifying those who are ready to make a purchase. Adding them to your list could make a big difference.

As such, they are more likely to convert into customers. Here's a step-by-step guide to building an intent-based buyers list:

• Define your Ideal Customer Profile (ICP): Clearly outline your target audience's characteristics, behaviors, and demographics. It will help you identify the most relevant prospects for your outreach efforts.
• Use Intent Data: Leverage various tools and resources to gather intent data. Intent data indicates the online activities of potential customers. It includes metrics like website visits, content downloads, or keyword searches.
• Analyze Engagement Metrics: Monitor website analytics, email open rates, and other engagement metrics. Then, identify leads that have shown genuine interest in your solution.
• Segment Your List: Divide your prospects into different segments based on their level of intent and engagement. It enables you to tailor your outreach strategies to each group effectively.
• Utilize Lead Scoring: Implement lead scoring to prioritize leads based on their engagement and intent signals. This will help you focus your efforts on the most promising prospects.

Once you have finalized your intent-based buyers' list, you can begin contacting them either through cold calls/emails. Here are our tried-and-tested formats for both approaches:

Outreach through Emails

Subject: Enhance Your Finances with Our Custom Management System

Dear [Prospect's Name],

I hope this message finds you well. As a financial expert, I'm excited to introduce our specialized B2B Financial Management System, tailored to boost your financial efficiency. 

Manage accounts, track transactions, and generate detailed reports seamlessly in one centralized platform.

I'd love to chat briefly about how our solution fits your company's unique needs. Are you available for a quick call?

Looking forward to connecting with you.

Best regards,
[Your Name]
[Your Title]
[Your Company]
[Contact Information]

Outreach through Calls

"Hi, is [Prospect's Name] available?"

[Prospect's Response]

"Hi [Prospect's Name], I'm [Your Name] from [Your Company]. I'm calling to let you know that our B2B Financial Management System streamlines finances, boosting efficiency. Can we chat briefly this week to explore how it suits your financial needs?"

[Prospect's Response]

"During our next call, I'll explain key features and pricing tailored to you. And thank you, [Prospect's Name]. I'll email available time slots. Looking forward to it!"

[Prospect's Response]

"Perfect. Talk to you soon. Have a great day!"

Remember, successful outreach requires a personalized approach and genuine interest in addressing the needs of your prospects. Respect their time and offer valuable insights to build trust and foster meaningful connections.

10. Run Conversion Campaigns

Implement targeted marketing strategies to encourage specific actions or conversions from your audience. These campaigns are designed to prompt potential leads to take a desired action, such as:

• Signing up for a newsletter
• Requesting a consultation
• Making a purchase

Here's how you can run effective conversion campaigns:

• Clear Goals: Define the specific conversion goals you want to achieve, such as the number of sign-ups or purchases. It helps you track the success of your campaign and optimize it for better results.
• Targeted Audience Segmentation: Segment your audience based on demographics, interests, or behavior. Then, tailor your messaging and offers to specific groups. It increases the chances of converting leads into customers.
• Landing Page Optimization: Create dedicated landing pages that align with your conversion goals. Optimize these pages for easy navigation, clear information, and a prominent CTA to encourage conversions. 
• A/B Testing: Experiment with different variations of your campaign elements, such as headlines, images, CTAs, and offers. Conduct A/B testing to identify the most effective combination that drives the highest conversion rates.
• Monitor and Optimize: Track your campaign’s performance using analytics tools. Analyze key metrics such as click-through rates, conversion rates, and cost per conversion. Make data-driven optimizations to improve campaign performance.

Illustration: B2B Tax Services Conversion Campaign Framework

11. Experiment With Lead Form Ads

Lead form ads are a type of advertising format that allows you to capture potential leads' information directly within the ad itself. It doesn’t require prospects to navigate to a separate landing page. Here's how you can experiment with lead form ads:

• Compelling Ad Creative: Design visually appealing and attention-grabbing ad creatives that effectively communicate your value proposition. Use persuasive copy and engaging visuals to capture the audience's interest and encourage them to complete the lead form.
• Select Relevant Fields: Keep your lead form concise and focused on capturing essential information. Select only the necessary fields for your follow-up process. It reduces friction and makes it easier for users to complete the form.
• Auto-fill Options: Incorporate auto-fill functionality for lead forms to streamline the process for users. This feature populates fields with information from the user's social media profile or browser data. Hence. it’s easier for them to submit the form.
• Follow-Up Process: Define a prompt and efficient follow-up process for the leads captured through lead form ads. Ensure you have a system in place to respond to inquiries or nurture leads effectively to drive conversions.
• Testing and Optimization: Experiment with different variations of your lead form ads, including:

• Different ad copies
• Visuals
• Form lengths
• Questions

Test and analyze the performance of each variation to identify the most effective approach.

12. Host Contests & Giveaways

Offer prizes or rewards to participants in exchange for their engagement or participation. This tactic can help generate excitement, increase brand awareness, and attract potential leads. Here's how you can effectively host contests and giveaways:

• Plan Engaging Prizes: Choose prizes that align with your target audience's interests and desires. Make sure the prizes are enticing and valuable to encourage participation. Also, create a buzz around your contest or giveaway.
• Define Clear Entry Rules: Establish clear, straightforward entry rules that participants can easily understand and follow. Clearly communicate how to enter, eligibility criteria, and any additional requirements for participation.
• Promote Across Channels: Promote your contest or giveaway across various marketing channels, including:

• Your website
• Social media platforms
• Email newsletters
• Other relevant online communities

Leverage visual content, compelling copy, and eye-catching graphics to attract attention.

• Encourage Social Sharing: Incorporate social sharing features into your contest or giveaway. It lets participants earn additional entries or increase their chances of winning by sharing the promotion on their social media accounts. 

As such, you expand the reach of your contest and boost brand visibility.

• Leverage User-Generated Content (UGC): Encourage participants to create and share UGC related to your contest or giveaway. It can include testimonials, photos, videos, or creative submissions that promote your brand and generate additional buzz.
• Set Clear Deadlines: Clearly communicate your contest or giveaway's start and end dates. Creating a sense of urgency encourages participants to take immediate action and increases engagement.

13. Check Out Media Outlets

Regularly check out relevant media outlets to stay ahead of the curve and leverage valuable insights to enhance your lead generation strategies. Here's how you can effectively utilize media outlets:

• Stay Informed: Follow reputable financial news websites, magazines, blogs, and social media accounts that cover the latest updates and trends in the finance industry. It helps you stay informed about market changes, regulatory developments, emerging technologies, and other relevant information.
• Identify Opportunities: Media outlets often feature stories, interviews, or opinion pieces highlighting challenges, pain points, or emerging needs within the finance industry. 

By watching these outlets, you can identify opportunities where your financial services can provide solutions and address specific client requirements.

• Leverage Content Ideas: Media outlets often produce informative content that resonates with your target audience. Use these content pieces as inspiration to generate your own engaging and relevant content. 

It can include blog posts, videos, infographics, or social media content that addresses similar topics or provides additional insights.

14. Differentiate from Other Financial Services

Always strive to highlight your unique value proposition, strengths, and specialized offerings. As such, you can attract the attention of potential leads and stand out in the crowded marketplace. 

Here's how to effectively differentiate your financial services:

• Identify Your Unique Value: Determine what sets your firm apart from other financial service providers. Assess your expertise, experience, technology, customer service, or specific niche markets you serve. 

Identify your unique selling points that resonate with your target audience.

• Define Your Brand Identity: Develop a strong brand identity that reflects your firm's values, mission, and unique attributes. Here’s how:

• Craft a compelling brand story that clearly communicates why clients should choose your services over others. 
• Consistently communicate your brand message through your marketing materials, website, social media, and customer interactions.

• Specialize or Focus: Consider specializing in a particular niche or industry segment within the finance industry. It lets you develop deep expertise, tailor your solutions to specific client needs, and position yourself as a go-to expert within that niche.
• Personalize Client Experiences: Deliver custom experiences to your clients by understanding their unique needs, preferences, and pain points. Offer tailored solutions, personalized communication, and attentive customer service that exceed their expectations.

15. Focus on Information Sharing

Sharing information is a key aspect of lead generation in the finance industry. You can position yourself as a credible leader by providing valuable insights to your target audience. Here's how to effectively focus on information sharing:

• Create Educational Content: Develop informative and educational content such as  whitepapers or research papers that address common pain points and emerging trends. Offer insights, tips, and advice that your target audience can benefit from.
• Share Industry News: Regularly share relevant industry news, regulatory updates, or market insights with your target audience. It demonstrates your awareness of current events and positions you as a reliable source of industry information.
• Leverage Webinars/Workshops: Host webinars or workshops to educate your target audience on specific finance topics or solutions. These interactive sessions allow you to provide in-depth information, answer questions, and engage directly with potential leads.

The Bottom Line

Generating qualified financial advisor leads are essential for business growth, and Revnew specializes in delivering targeted prospects to help you succeed. With their services, you can streamline prospecting, save time through personalized follow-ups, connect with ideal decision-makers, and achieve your sales targets. 

Trust Revnew to handle your lead generation needs, allowing you to focus on serving your clients. Take the next step towards growing your business, and contact Revnew today.

Check out how Revnew helped a full-service M&A advisory firm – AHC – seek relevant stakeholders in the healthcare domain to check their interest in selling their businesses.