As a financial advisor, it’s important to understand the different types of traffic when it comes to lead generation. Traffic can be categorized into three types: traffic that you control, traffic that you don’t control, and traffic that you own.
Traffic that you control is generated through paid advertising on platforms like Facebook, radio, and direct mail. This type of traffic allows you to control the audience that sees your message, but you do not own it. Traffic that you don’t control, like organic search results or people who happen to find your radio show, is traffic that you can’t affect or control.
The best type of traffic is traffic that you own. This traffic comes from your own prospect list that you can market to. The goal is to shift traffic from traffic you don’t control or traffic you have to pay to get in front of, to traffic and a list that you own. Your list is an asset for your business, and the money is in the list.
To generate leads in the short term, financial advisors should focus on traffic that they can control but don’t own. This includes sending direct mail to a direct mail list, running ads on the radio station, or paying Facebook to show your ads to their users. The goal is to convert this type of traffic to traffic that you own.
Building a list is a crucial part of lead generation. Financial advisors can attract qualified prospects through offers that have a low commitment, like white papers, webinars, or online learning opportunities. Once they opt in and provide their contact information, they become traffic that you can control. This allows you to continue marketing to them through email, phone calls, text messages, or physical mail.
In conclusion, it’s important to understand the different types of traffic when it comes to lead generation. Paid advertising generates traffic that you can control, but you don’t own it. Traffic that you don’t control is difficult to affect, but it’s still traffic. The best traffic is traffic that you own, which comes from your own prospect list. Financial advisors should focus on traffic that they can control but don’t own, with the goal of converting it into traffic that they own. Building a list is key to lead generation, and offers with a low commitment are effective in attracting qualified prospects.