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Three Things To Add To Your Brand to Increase Conversions Online

Sara Grillo - Increase Branding Online Conversions

Generating qualified leads from the Internet is a huge challenge for most financial advisors. The good news is that with a big brand this task becomes infinitely easier. This article will discuss the three critical areas of your brand that you can customize for higher online conversions from your social media.

Take the Time to Customize Your Messaging

With the million posts on social media going out every single minute across the world, if you are posting generic content then it’s almost guaranteed that you’re going to get ignored. In fact it’s almost a given. The biggest culprits are news articles. The people you want to reach have probably already read these articles; and if they haven’t, they’ve probably already appeared in your competitors’ news feeds.

True, it’s way easier to plop down the latest hot article about retirement planning from the Wall Street Journal, but it’s not original. People love authenticity. If you post what everyone else does, you’re going to be viewed the same as everyone else. This is counter to your brand.

To give you an example of highly customized content, here’s a great LinkedIn status update posting by Jarrod Glandt, VP of Sales at Cardone Enterprises:

FEAR is an indication of GROWTH. In order to get to the next level, you must GO where the GROWTH is. If you don’t have any fears- get you some! #10X (Glandt, 2017)

Not surprisingly, Jarrod has over 9k followers. This posting garnered 134 likes and 6 comments – that’s super high engagement. Here’s what made this post successful:

  1. He talks directly to the audience’s goal (getting to the next level)
  2. He presents the problem (fear) and then the solution (growth)
  3. He uses a nice, customized hashtag that garners attention and curiosity
  4. He keeps the post short and to the point
  5. He doesn’t send you a link that you have to click, reducing distraction. This is a way of keeping your attention on him rather than a third party website.
  6. He keeps the status update personal and conversational rather than corporate

Way to go, Jarrod. You are a branding superstar. My only recommendation would have been to include some sort of image or photo to engage the audience visually. After reading this post, nonetheless, I’m motivated to learn more about Jarrod, what he does, what Cardone Enterprises does, and to follow him for future news. This goes way further than just posting some tired old sales article from Forbes. With just two sentences he’s drawn me in.

>>The more customized messaging you produce, the more online conversions you’ll get.

Include a Video

Branding is highly dependent upon emotion. The more emotion you get stir up with your brand, the stronger the brand. I’ve said it before in other blog postings on this topic. Social media video is the easiest and fastest way to get attention on the Internet. This is because seeing is believing and there is no better way to create a bond of trust between your brand and the audience than to appear face to face. If you can’t be there in person then reach them virtually this way. This is especially critical for industries where public distrust is high, such as financial services.

For some highly compliance oriented industries such as finance, setting out to make a video engenders fear of headache. Take it from someone who’s helped numerous financial advisors navigate through the toughest of compliance departments: it’s not as hard as you are probably making it. Here’s what I mean. You have to understand the mindset of the compliance department. There’s actually a very short list of fundamental things that they don’t want you to publish. Testimonials, guarantees of any sort, and most of all, simply just avoid talking about the market and making any forecast of any sort. It’s not as hard to get your marketing materials approved if you find a copywriter who understands this.

Where do you find a FINRA compliant copywriter? A helpful tip is to seek out a writer who has worked in the industry before and has held the Series 7 license. Many sales and marketing professionals, believe it or not, have had some work experience in this area. Consider that institutions such as AXA Advisors have probably recruited into almost every graduating class of every major college in the United States. If you do the math, there are probably tons of people who end up writing blogs as their careers that have been advisors in that two year program they got sucked into right after college!

Keep in mind you don’t have to create a Picasso every time. Just by creating video you’re way ahead of text posting. I’ve had tremendous success with social media video marketing, and most of my videos are semi or not produced, and last under 2 minutes. Here are some video marketing examples.

>>The more video content you produce, the more online conversions you’ll get.

Engage Brand Ambassadors

While it sounds like some hoity-toity campaign that only companies like GE with million dollar ad budgets are capable of, there are many different levels of brand ambassadors. Most of you already have one; there’s always that one person who likes every single update you put out there on social media. Agree? You know who you’re thinking of, right? It’s probably somebody you know.

My recommendation is to reach out to the person and have a discussion. If they love you that much, they’d probably be willing to produce a testimonial, participate in a podcast or webinar with their followers, or even actively promote your product to those in their network. You never know. There are many ways to work with a brand ambassador, some better for certain types of businesses than others.

This is a form of influencer marketing. Keep in mind that with millennials being half the workforce nowadays, you’re speaking to an audience base that loves user-generated content. Here’s where most people miss the boat on social media. The realer, the better. If you’re the one posting, they’ll always doubt what you say is real. If somebody else shares, likes, or agrees with what you say, your credibility rises dramatically.

>>The more you can get other people talking about you, the more online conversions you will get.

Sara’s Upshot

Authenticity is what matters most in any financial advisor who wants to get new clients. Learn the no BS way to use social media to get new clients by joining my membership here.


Glandt, Jarrod. (2017, June 1). FEAR is an indication of GROWTH. In order to get to the next level, you must GO where the GROWTH is. If you don’t have any fears- get you some! [LinkedIn status update]. Retrieved from

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Are Lead Generation Services Worth It?

Sara Grillo - Financial Advisor Fishing For Leads

Ask any financial advisor and they’ll say the biggest challenge for their practice is getting a reliable stream of high quality, qualified leads in the door. This article provides an analysis of the major lead generation services as well as the pros and cons of outsourcing lead generation for financial advisors, RIA firms, CFPs, and wealth managers.

Are Financial Advisor Lead Generation Services Legit?

We’ve all heard the incredulous statement, “Nobody looks for a financial advisor on the Internet.” The biggest question that most financial advisors have about lead generation services is about their legitimacy. The logical assumption is that if finding qualified high net worth individuals with money to manage is so hard for a highly credentialed financial expert, how could it be possible for some third party firm?

The answer, most of the time, is lead capture through the Internet. Many lead generation services target individuals seeking financial advice through what is called pay per click advertisements. When somebody types in, for example, “financial advisor in Milwaukee, Wisconsin” or “how to get 401k advice in Tucson, Arizona”, ads come up which refer the person to a lead generation website where they can search for a financial advisor. Once the lead is gathered, usually it is qualified and verified before being passed on to the financial advisor subscribing to the lead generation service. But do verify that before you sign up for the service.

Do people really seek financial advice through the Internet?

The times they are a’changin. With the digital boom, this is a huge opportunity for financial advisors serving the Internet friendly Millennial generation. They trust the Internet so much that they’ll go so far as to work with a Roboadvisor, for goodness sake.

My experience working with a lead generation service, when I worked in financial planning, was that some leads were true while others were not. Check for the refund policy before you sign up for the service.

If you were looking to create these leads on your own, however, you’d need to put a repeatable process in place.  Check out the system in the video below for ideas.

The Caveats of Lead Generation Services

One important thing to keep in mind about a lead generation service is the highly competitive entry point.

Think about the online buyer’s mindset.

By the time somebody has launched a financial advisor search, and especially if they’re doing this through the Internet search engines, they are “in the market.” The competition level has increased dramatically and it’s likely they’re already talking to a few other advisors, both online and through their own personal network. Everyone has that one uncle who thinks he knows how to trade stocks!

Then, the lead generation service itself sends the prospect multiple financial advisor profiles, not just one. You’ve got competitors coming at you from all angles. The analogy I would make is it’s like applying for a job on Once the job opening is posted, word is out and you’re competing with every qualified candidate on the street.

Now, that’s not to presume that you can’t successfully close the lead. It means that you’re not the only player in the game at that point. You’ll probably have to work harder to earn the sale than if you had come up with the lead organically.

The other aspect to consider is population density. If you live in a rural area, you might end up having to travel far to meet these leads if the conversation progresses.

Are Lead Generation Services Worth the Cost?

Most of these services render a subscription fee and some have an additional charge per lead. While many advisors cringe at the cost, consider this point.

If you had to create your own lead capture functionality on your own website, it would cost way more than a few couple hundred dollars a month. Consider the cost of an SEO consultant starts at about $400 per month at minimum, and that’s not even taking into account the amount of time your marketing person would have to spend producing content to place onto your website, as well as the thousands for your Google Adwords budget. And SEO isn’t immediate, either. It takes a few months before you typically see results. We’re talking about thousands upon thousands of dollars here, folks. If a lead gen service is willing to do the work for you, you’re probably not overpaying.

Looking for a lower cost way to generate leads? My membership is $35 a month with a one time sign up fee. Check it out here.

Analysis of Financial Advisor Lead Generation Providers

Let me start off by saying that I am not officially endorsing any of these companies; this rudimentary analysis is meant to inform and educate only. If you are interested, you should do your own research and contact the company directly. In the analysis below, I identify what I perceive to be what makes each financial advisor lead generation company different from one to the next.


Paladin provides not only lead generation services but also turnkey digital marketing services for companies without the marketing resources to set up a website, create a branding campaign, etc. They even offer compliance support. Paladin has been in business since 2003. I like that the company offers several different levels of lead gen service (Platinum, Gold, Silver) depending on what the advisor needs.


WiserAdvisor has been in the business almost 20 years, and from what I can see this is the longest track record in the game. WiserAdvisor is strictly in the business of lead generation.

What strikes me about Wiser Advisor is that there seems to be much more third party commentary on this company than all their competitors. Perhaps this is a result of the company’s long track record. You can read what investors and even other financial advisors are saying in the 50+ reviews on TrustPilot and several other Internet sites.


Started a little over five years ago, GuideVine is the new baby on the block of financial advisor lead generation providers. While it maybe doesn’t have the longest track record, it does come with a few more bells and whistles than the other options. For example, advisors can make a video to introduce themselves to prospects and include it as part of their profile. GuideVine even has a team that will assist you with creating this video. The video feature is pretty significant, considering that seeing is believing and being able to experience the financial advisor on video is helpful to building trust.

Right Financial Advisor

Right Financial Advisor has a unique video chat feature that enables investors to connect with an advisor before meeting. It’s a great way to ease the pressure and make the investor feel more comfortable with the advisor.  From the LinkedIn company page it appears the company been in existence since 2013.

Outsourcing vs. Organic

Outsourcing lead generation is one way to get new faces in the door, and for some companies it is the only way to get new faces in the door. While these service have their value, it can also be very hit or miss. As mentioned in the caveats section, I wouldn’t underestimate the fact that once the lead gets to you, you’re not the only player in the game.

A far less competitive way to get new clients before they consult the search engines is through organic, inhouse marketing. The cold market gives most financial advisors the shivers. The way to warm it up? Branding.

While brand is something that most financial advisors put last, taking the time to create a truly unique message will allow you to tap into underserved markets and drive leads to the sales funnel. Most financial advisors, however, lack the time and resources to dedicate in order to achieve effective branding.

Sara’s Upshot

To address the need for financial advisor lead generation, I’ve created a way to provide this expertise to financial advisors.

Please consider joining my monthly membership here.  It is specified for financial advisors and will teach you how to get leads from social media such as LinkedIn and YouTube.