Digital leads don’t automatically equal clients – but adopting a professional, coordinated outreach strategy will help.
Congratulations! You have a lead from the digital campaign you ran. You have a name, contact information, and the financial topic the person is interested in.
So now what?
Remember, a lead doesn’t automatically equal a client. A lead is only a potential client. At this point, it’s just a name. To turn that lead into a client, there’s a nurturing process involved, and that process is up to you.
So what should you do?
Nurturing a lead requires the right mix of messaging, insight, and content to inspire a person to reach out to you. There’s no magic, one-size-fits-all approach. But there are some best practices you might consider.
Most leads prefer to be contacted first by email—which they can read and respond to on their own terms—rather than a phone call.
If you haven’t made contact in the first month or two, don’t give up!
Keep in mind that it generally takes 4 months to convert a prospect to a client, so be patient.
At this stage, you might use an ongoing nurturing campaign.
The idea is to keep yourself top of mind, so that when your lead does need a financial professional, they’ll turn to you.
In the end, nurturing a lead is a little bit art, a little bit science, and a little bit luck. By adopting a professional, coordinated outreach strategy, you’ll have the best chance of turning your lead into a client.
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