How to Generate Leads Using Content Marketing for Financial Services

A proven process for growing a financial services company using organic and paid lead generation.

If you want happy customers who enjoy your services and a low monthly churn rate, you’ll find this article useful. 

We transparently share an overview of our process, which we use to generate leads using content marketing for the financial services industry.

Failed content marketing efforts

Before our clients start working with us, they often talk about how they spent too much money, time, and effort on magic hacks on content marketing, which often lead nowhere.

What would you rather have?

Growth hacks that get outdated so fast you don’t even have time to find out how it works or have a predictable and practical process that is easy to understand and effective?

We have a content marketing plan specifically for financial businesses that grow by getting more free consultation calls. It documents the exact process of getting someone who doesn’t know about your services to find you and then get interested enough to want to talk to your sales team.

The process works like a magic bullet because it requires a combination of strategy, tools, and talent (both on your team and ours) to create lasting growth in your industry.

You’ll regularly see up to 200%-300% growth in consultation calls without diluting customer fit while reducing cost per acquisition (CPA).

How can I generate leads through content marketing?

The most effective method of developing a financial service company is to generate revenue and organically generated leads. Our process is transparent and we’ll help you increase sales through content marketing.

However, content only grows a business that pushes content every week for more than 2-3 articles on a weekly basis.

In summary, here’s how our process works.

Step 1: SEO Website Audit (So you know exactly what to optimize for growth)

Stop guessing whether your website is working for you or against you.

Many entrepreneurs believe that customers will flock to it if they develop a superior website and service.

That’s why they keep adding more CTAs and general content to make it “more complete” so that it appeals to a larger audience.

We feel that this technique slows down growth and raises the danger of a non-functioning website – it does not drive leads and conversions.

We believe that your content marketing will impact far more people than your service ever will. That’s why we have identified the following areas of fit;

• SEO/Online Visibility
• Performance & Security

Why SEO/Online visibility and Performance?

Because the tighter the fit, the faster you’ll address the issues, the faster you rank better and start converting more visitors into customers.

You can request a FREE SEO Audit Assessment to find out your website’s exact problems and opportunities.

The report can help you evaluate your website’s strengths and shortcomings in over 40 areas in a matter of minutes.

It’s a list of our top recommendations, simple to comprehend and use so that your company can get a competitive advantage.

Here’s why we think optimizing your website, improving visibility, Performance, and the content you already have is so important for increasing sales leads.

a) You’ll strategically figure out the weakest areas of your current marketing approach and why they aren’t working.

Most of our clients come to us with a specific idea of what they want us to work with them on first such as writing content for their website or optimizing it for SEO.

We frequently discover that the initial ask, while helpful, may not be the most essential thing to concentrate on initially. The opportunities are hidden in the existing content that was previously overlooked.

Get a detailed SEO audit report for your company in easy-to-use actionable items you need to help your business succeed online.

b) You have no idea why your current visitors aren’t turning into more strategy calls.

Many of our customers wonder why their content marketing strategy isn’t generating leads as they had hoped.

They might observe a competitor implementing a best practice they aren’t currently using in the market or attempting to use a certain marketing channel (such as Facebook, Adwords, or SEO) and failing.

The fact is that without data, these hunches aren’t good enough for you or your firm. What you require is proof of your chokepoints in the current customer journey.

c) As a founder, you don’t click your own advertisements, read your own articles, or book appointments from your own website.

As a founder or marketer, it’s all too easy to evaluate your marketing funnel analytically and get the wrong diagnosis.

It’s difficult to maintain the same perspective, pain areas, need for evidence, or purchasing process as your consumers do, and that’s precisely why it is so crucial to comprehend.

That’s why we audit your site for hundreds of data points in numerous categories, including technical difficulties, SEO, and website accessibility.

Our six years of experience identifying and implementing growth drivers have provided us with an intimate knowledge of the front-end process. We can identify growth insights and drive outcomes.

Step 2: Include Customers’ Intentions and Pain Points in Your Content Marketing Strategy

You have everything you need to generate leads. We have to bring all of the data that resides scattered across your services, digital marketing, customer success, and analytics departments together into a compelling story.

It’s not enough to simply bring everyone together (which is no easy task). You need to capture your team’s ideas into a meaningful canvas that may help you plan your marketing.

Look for opportunities to understand your potential customers’ frustrations, wants, fears, and aspirations. It’s critical to consider how your services may benefit your clients beyond simply serving their needs.

Even though your solutions might seem little on the surface, they may play a key role in assisting customers in moving away from their fears and frustrations and towards their wants and goals through relevant content.

We’re on a mission to figure out what your customers want. This is something you should do so that the essential features that make your services appealing align with the most important wants of your consumers.

Once you’ve determined the key topics surrounding their pain points and desires, you’ll want to get down to business with keyword research. Keyword research is the foundation of your key-driven channels like Organic Search (SEO), Facebook Ads, Twitter, or LinkedIn.

Think about how you’ll communicate with your users, who may potentially not sign up for your services. You should also consider the main alternatives they might turn to if they don’t opt-in for your service. Then, consider why each option is worse than your service suite. After that, identify the primary benefit of using your services over the most apparent alternative.

Here’s an example from a real customer (name redacted for privacy)

So to summarize, here are the sub-steps:

1. Identify the global motivating factors of your top client (their anxieties, difficulties, wants, and aspirations).
2. It’s crucial to understand your consumers’ problems. Find out why they’re dissatisfied with the alternatives they’re presently using and what options they may be considering.
3. Conduct keyword research after determining the main pain points and goals.
4. Write up the major benefits of your service compared to your competitors’ and free alternatives that your future consumers may be employing.
5. Create a client avatar that encapsulates your team’s shared thoughts and drives future marketing plans, content, and angles.

We’ve discovered that holding a facilitated meeting to create a deep customer avatar is the most successful approach. If you want us to assist you with this, let us know here.

Step 3: Why aren’t your visitors converting? What might be the problem?

Your customers leave a digital footprint whenever they use your website. You can follow their digital body language with the appropriate technique for researching these footprints.

When you pinpoint the locations where footprints end in their traces, you’ll discover conversion gaps in your website’s buyer journey.

The journey begins long before your visitor ever visits your website; therefore, it’s critical to return. We’ve discovered the following critical mistakes the financial services companies make:

1. The flawed content ideation process
2. Financial marketers don’t produce advanced and industry-specific content.

We have explained more here ;

Why We Created a Content Marketing Agency for Financial Services Firms

You may be losing your best customers in the process because your content is too generic and at beginner-level, so your ideal customer doesn’t find it valuable.

We conduct a lot of customer research to ensure that all of our topics are in touch with the issues your customers face most frequently when attempting new services.

The strategy outperforms every other approach because those who obtain your services based on this knowledge feel more appreciated and quickly become brand advocates.

Then, we produce expert content that is at the level of knowledge of the target consumer on pain issues that they are truly concerned about rather than basic fluff material that knowledgeable consumers don’t care about.

Step 4: Use paid and organic traffic to drive right-fit visitors to your website.

Not all traffic is created equal. Your traffic math must determine whether you are making a profit, and the greater your ACV (annual contract value), the more you should be prepared to pay for each click.

We use paid advertising to actively promote to drive both short-term and long-term (SEO) traffic rather than just publishing it, tweeting it out a few times, and hoping for visitors and links.

Step 5: Analyzing Data, Generating Insights, and Reporting on Results

Too many marketers are fooled by vanity metrics that have nothing to do with increasing your monthly recurring revenue (MRR).

We’ll show you how many leads and calls are due to each article’s content on a per-article basis.

Our goal is to establish a track record of success by ensuring our clients see favourable results rather than simply content on their website.

Conclusion: The Financial Services Industry is Competitive

The process of adding millions of dollars in $ARR (annual recurring revenue) for financial companies every single year is not easy to execute. 

It requires intelligence, curiosity, the know-how, and perseverance of marketers and their stakeholders to follow through.

Content Takeoff is the best financial services content marketing agency for creating your financial business.

With our system, you can quickly get insights into what’s working well for your business and adapt new strategies to skyrocket your business to the next level.

What you should do now

Whenever you’re ready…here are 4 ways we can help you expand your financial services business using a content marketing strategy:

1) Claim your Free SEO Audit. If you’d like to work with us to turn your website into your best lead generation tool, claim your FREE SEO Website Audit. Our content strategist will understand your current lead generation situation and then suggest practical content marketing strategies to double your leads, traffic, and conversion fast.

2) If you’d like to learn exactly how to improve your website SEO, then get our Comprehensive SEO Audit report at a small fee of $299. The prioritized recommendations you’ll find are easy to read and understand, so your business can better decide where to allocate its time and resources to gain a competitive edge over other financial services.

3) If you want to double your leads, we’ll use the exact system and formula we use to transform other websites into powerful lead-generating, money-making marketing machines in just a matter of weeks – AND for a fraction of a cost you normally pay.

4) If you know another marketer or financial service provider who’d enjoy reading this post, share it with them via email, Linkedin, Twitter, or Facebook.