Lead generation tools for Forex, CFD & Stock brokers in 2017
Finance companies of all shapes and sizes are always on the look-out for the best lead generation tools which provide the best return for every marketing dollar being spent.
Today I am going to run through a handful of the best lead generation tools as well as the types of avenues that have consistently worked over time.
Is it just me or has there been a rapid rise in the number of companies who are willing to provide ‘Forex Leads’ on LinkedIn?
Every handful of LinkedIn posts there seems to be some new company based out of Cyprus offering to save your company’s day by offering an endless supply of fresh leads.
If you are in the financial services business, then you have most likely dabbled in buying leads from various companies, either here in Australia, Europe, Cyprus and beyond.
But like most lead generation companies, the reality is they farm their leads off to several other firms at the same time, giving you the privilege of fighting for the right to earn their business. But at $US50-100 per lead, this method can get expensive.
Generating your own leads
We believe it is much better to be generating your own leads and putting the lead generation tools in place with which to do that. A recent campaign we run for a leading Forex recommendation company, saw leads come in as low as $9 – $25 and we secured hundreds of leads at that price. Sounds a lot better than $US50 right?
By setting up your own systems and procedures around lead generation, you can control the average cost per lead, control the messaging and ensure you are hitting your lead generation goals for your sales team.
Setting up the foundation for your lead generation tools
One of the most important tools in your lead generation toolbox is your list and the tool that drives the business around your list is your email program.
Your email should be considered your number one asset in being able to turn a cold prospect into a genuine live client.
Once a lead enters your lead funnel, you want to nurture them with your best content and provide opportunities to see how your products and services are going to better their lives.
Traditionally most companies have used email programs such as Aweber or MailChimp to handle their email communications, but to stay at the front today, companies need to be using marketing automation software.
Services such as Eloqua, Marketo, Infusionsoft and Pardot are a few of the leading marketing automation platforms which allow you to have a truly personalised conversation with your hottest prospects. I’ve written about the incredible results the Melbourne Storm have achieved with marketing automation here.
Moving from visitor to prospect to live client
Building an effective lead funnel requires a combination of lead generation tools. First we need to think in terms of the most effective ways to bring clients into your sales and marketing pipeline.
Below I’ve mentioned a few of the tools that have been successful in helping finance companies drive prospects into the pipeline, but first I want to outline some tools to help in the conversion process.
1. Popup software
The first lead generation tool you need is popup software. This will allow you to capture leads as they exit your site, plus a lot more, and will definitely assist in increasing your list size. Increasing your list size is probably the number marketing strategy any company can employ and when used correctly, can be turned into your strongest sales agent.
Every day thousands of potential clients are hitting your website, but only a tiny fraction sign up for a platform demo or open a live trading account. So the next best option is to fix your leaky bucket and capture as many names as you possible can via an enticing email giveaway and woo them in your email nurturing campaign.
Nowadays, popup software comes with a wide range of handy features such as:
- Exit intent where the lead capture pops up when you look to exit the site
- Scroll activation which allows you to serve an offer once they have reached the end of the blog post or a portion of it
- Time delay features tying in nicely with the page they are currently on
- Subscriber recognition. This is essential. Nothing is more annoying that going to website and getting a popup, then heading back an hour or day later and getting the same popup.
- Customisable templates allowing you to create a truly personal and on-brand message for potential clients
- Split testing for advanced popup use and details statistics.
- Plus much more
So there really is no excuse as to not using popup software in your business and on your company website.
2. Building landing pages for lead generation
The second lead generation tool you need is a solid landing page which converts. Fortunately there are a number of services that provide ready-made templates which have already been proven to convert.
Some of the best are Leadpages, Unbounce, Optimizely, Thrive Themes and Click Funnels.
Marketing automation landing page builders
Having said that, a number of the leading marketing automation platforms have build in landing page functionality with a WYSIWYG functionality.
Often these are pretty good, but many are extremely difficult to use and are tough to get your landing page looking just right.
When it comes to lead generation, your landing page is one of the most important assets for any marketing team, so it is worth spending some time getting it right.
Ultimately, you want to keep your landing pages simple, have a simple message with a clear call to action on the page, keeping your form and important information above the fold.
Don’t get too bogged down with creating the ultimate landing page. Instead, focus on getting the important elements of the page done and then look to introduce some conversation rate optimisation strategies once a base line has been set.
Moving away from software, here are a few of the best ways to generate leads in the finance space:
Your number 1 way to convert is definitely via seminars. The challenge with seminars is the time and cost involved. Often it takes quite some time to setup a seminar, find a location, organise the presenter and have enough staff on hand to help close the room. Running seminars efficiently first and foremost comes down to having a strong email list. Without this, marketing a seminar becomes an expensive exercise.
Coming in a close second is webinars. Webinars provide the same one-to-many aspect that seminars provide but your ability to reach a global audience is so much higher. Also, your costs to deliver are extremely low. As a result, webinars are consistently one of the best lead generation opportunities for finance companies around the world.
5. One on one meetings
To have a truly personalised service, you cannot go past one on one meetings. This allows your sales or customer support team to understand clearly what the client is looking for and tailor the solution accordingly. Not the greatest way to leverage the skill set. Best to use this for potential high net worth prospects.
Meetups are like seminars except they have a ready made audience looking for your style of seminar within their platform. Meetups are definitely one of the best ways to generate leads and speak directly to your hottest prospects.
7. Content marketing
Inbound marketing strategies such as content marketing continue to be one of the top lead generation tools available online. Without good content you cannot create a lead generation asset and you have nothing of value to offer on your sales page. Content marketing should be at the top of everyone’s lead generation tools, especially in the content hungry financial services market.
8. eDMs to relevant email lists
eDMs have consistently been one of the best ways to leverage your best content, such as eBooks and training courses as a way to generate leads for your business. Over the years, the top lists have been hit consistently, so they begin to lose their power. In addition, many of these eDM lists are struggling to add new people to the list, so essentially you are marketing to the same people you have been for the last few years.
Leverage the content you create into a powerpoint presentation and uploading it via slideshare, is a very smart use of your time. Slideshare is owned by LinkedIn and several years back was suggested to be getting over 60 million visitors per month to their site. So spend some time to repurpose your content via Slideshare today.
Write a book, running seminars and uploading a video to YouTube are 3 of the top ways to build authority and credibility. Posting a video to YouTube helps establish you as the expert and positions you as the thought leader in your field. Spending time to create videos is an excellent use of your time and resources and is one of the best lead generation tools online today.
Depending on the focus of your business, whether it be B to B or B to C, LinkedIn continues to be the fastest way to grow your networks reach and put your name and brand in front of the number 1 business community. You and your team should be using LinkedIn on a daily basis to connect and make suggestions within your networks.
12. Social media
Social media is a powerful tool in the financial services space and when used correctly can open up the conversation with some of the key thought leaders in your space. In addition, social media helps spread your interesting content and can be used to generate leads both on the B to B and B to C areas.
13. Search Engine Optimisation (SEO)
One of the most effective medium to long term plays is getting your most engaging content to the front page of the search engines. The reason it is not a short term strategy is purely due to how competitive the Forex, CFD, Binary, Stock Broking and finance space is. Having said that, every finance company needs to have this as part of their ongoing lead generation tools. It is something that will continue to build upon itself over time.
Hopefully you can start to map out the best lead generation tools for your business and identify which ones will provide the best return on your time and money spent. New lead generations tools will continue to pop up but in this article I’ve really focused on those tools that are rock solid and have continued to work in the finance space over many years.
So what lead generation tools have you found are the best? Let us know in the comments below.