At RightCapital, we are always looking for new ways to help our advisors grow their business. Which is why we developed the Growth Program, an easy to use lead generation program that can be used by anyone. This program can be used to jumpstart your lead generation efforts or to complement your current marketing program. We understand that the thought of tackling lead generation in addition to your day to day tasks can be daunting. But have no fear! We created this program to be easy to use and easy to implement with customizable email and social media templates geared toward your prospects.
What is Lead Generation and Why is it Important?
Lead generation is the process of using marketing tools and techniques to generate interest in your services from prospective customers. It's all about attracting visitors to your business and then converting them into leads. A few simple tactics to assist in lead generation are email and social media.
You may be asking, what's so special about email and social media? We are glad you asked! Circle Research reported that 42% of organizations believe email is one of their most effective lead generation channels. This is an important stat to note because out of all of the ways to communicate today, email is still the most popular. Although email wins the popularity contest, social wears the crown when it comes to reach and brand awareness, which is a huge win when you couple it with email. So, the moral of this story is to use social media and email in tandem to create a lead generation process.
Now you know what lead generation is, but you probably want to know why it should be important to you- the simple answer? Business growth. Lead generation is critical to growing your practice and making you more successful. Gone are the days where prospective clients will simply walk into your brick and mortar office (if you even have one, most advisors work out of their homes these days.) Most prospects will learn about you and your practice through either your website, your social media channels or both, and if they are visiting your website you can capture their email addresses in many ways. According to Hootsuite, businesses grew by 24% when using social media for lead generation. If you combine that metric with pursuing lead generation through email you will be well on your way to becoming a lead generation machine. Lead generation on social media can be a huge win and by targeting your audience based on a range of criteria such as pain points, location, interests, etc. your ROI will increase! The key to lead generation through email and social media is to target your audience and to nurture your leads.
How to use the Growth Program
Now you know what lead generation is and why it's important. It's time to put the growth program to good use! The Growth Program is currently divided into two categories: Retirement and Social Security. Within each topic you will find templates for simple email funnels, social media copy, and social media images to go along with each post. We set this program up to be easy to use and customizable. Use it as a starting point for your lead generation efforts and inspiration for more content down the line.
We created two sets of email templates as part of the program. These templates are designed to jumpstart your cold email funnel. An email funnel is a series of emails that guides a prospect through your sales process. We have created several email templates that can be used in two, short email funnels. The cold emails are meant to be used for the first touch outreach to a prospect. For instance, if you have a list of email addresses that you've collected from in person events, or though your website, you can send the first email to develop a relationship with your prospective lead and hopefully get them interested in your services. Then you will follow up with email two while moving them closer to engaging with your practice.
The second set of email templates is your follow up email funnel. These emails are meant to be sent to a prospect you have attempted to contact via the cold email. You will want to send out the follow up email several days after sending out the cold email. A good follow up timeline to start with is five days after your last email was sent. But feel free to adjust to what works for your practice.
Social media is a great place for lead generation because of the large number of prospective clients on the popular social media platforms. You can use sites like Facebook and Twitter to generate leads for your business without spending a ton of time or money.
We have provided you with several social post templates. These are meant to be used on Twitter or Facebook. If you already have an ad account on Facebook or Twitter, feel free to use these as full ads. If you do not have an ad account, you can use these as social posts. All you need to do is upload the photo and add the copy to the top of the post.
And that is all it takes to use the Growth Program! This program was created with advisors' busy schedules in mind, so we hope that you find the templates easy to use, time efficient, and helpful in growing your practice!