{"id":41346,"date":"2021-04-08T11:41:21","date_gmt":"2021-04-08T18:41:21","guid":{"rendered":"https:\/\/insights.fmgsuite.com\/?p=41346"},"modified":"2026-04-08T21:49:08","modified_gmt":"2026-04-09T04:49:08","slug":"using-content-to-reach-nurture-qualified-leads-for-financial-advisors","status":"publish","type":"post","link":"https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/using-content-to-reach-nurture-qualified-leads-for-financial-advisors\/","title":{"rendered":"Using Content To Reach & Nurture Qualified Leads for Financial Advisors"},"content":{"rendered":"

When an interested party investigates a financial service professional, they start a \u201cclient journey\u201d consisting of different \u201ctouch-points.\u201d At each step of their journey, they evaluate whether continuing down the path with the advisor will be valuable. By creating a clear journey and helping prospects along the way, you can reach and nurture qualified leads for financial advisors over time.\u00a0<\/span><\/p>\n

One of the most potent offerings you can offer to incentivize prospects to take your calls to action is high-value content. Quality digital assets, like FMG Suite\u2019s Lead Generating ebooks, provide a strong value proof-point to attract qualified leads for financial advisors. A great piece of content will serve as the hub for your marketing journey.\u00a0<\/span><\/p>\n

For a prospect to move from one touchpoint to another, they have to respond to calls to action. One of the most common mistakes financial advisors make when developing their client journey is to ask too much too soon. If you don\u2019t provide enough proof of value, they will feel like you ask for more than you are offering.\u00a0<\/span><\/p>\n

Offering quality content can dramatically increase the number of qualified leads willing to give you their information. Once they are in your marketing ecosystem, they graduate from simple investigators to legitimate prospects. Creating a client journey that provides more value than it asks for at each touch-point will encourage investigators to become your ideal prospects and, ultimately, long-term clients.<\/span><\/p>\n

Client Journey Map<\/span><\/h2>\n

Here is a six-step client journey that uses content to bridge the gap between investigator and prospect, so you can find more qualified leads for your financial advisory.<\/span><\/p>\n

1. SEO<\/h2>\n

The first step of your client journey is creating awareness of your financial firm brand. To find the right audience, you need to send out the right signals. <\/span>Search Engine Optimization (SEO)<\/span><\/a> is the process of making sure your website communicates well with search engines. Your SEO<\/a> needs to define what kind of questions you are qualified to answer.<\/span><\/p>\n

Your website should include several of the same keywords and phrases found in your content download. If Google or Bing sends one of their users to your site, they look for signals the searcher found their answer, like time on site or number of pages visited. They will reward effective sites with the same type of traffic in the future.<\/span><\/p>\n

If your site does not align with your content\u2019s message, search engines won\u2019t put it in front of the right eyes.<\/span><\/p>\n

2. Social Posts<\/span><\/h2>\n

Another way qualified leads will find your financial services business is through social media<\/a>. While it can be a powerful tool for reaching audiences, the number of posts and and requests for information on social media means investigators will have their guard up.\u00a0<\/span><\/p>\n

After you create a quality piece of content, or use a pre-created ebook from FMG Suite, it\u2019s recommended that you share it on social media. One great way to attract a prospect to your blog posts is to provide a \u201csnackable\u201d piece of information, like a quote, a statistic, video, or anything else you think could pique a potential new client\u2019s interest in a sentence or two. By creating engaging posts, there\u2019s a much better chance someone will click through to your website and learn more.\u00a0<\/span><\/p>\n

3. Blogs<\/span><\/h2>\n

Consistently posting blogs to your website<\/a> has numerous benefits:\u00a0<\/span><\/p>\n