AdvisorStream provides you with the ability to capture organic leads on social or email.
Social Media leads: This occurs when an individual clicks on an article you have shared on social. They are then presented with the opt-in form and choose to leave their information.
Newsletter/email leads: This occurs when a contact forwards your newsletter or email. The individual then has the opportunity to opt-in to receive further communications from you.
In both cases, you'll receive an email notification once this happens. All leads can be found and reviewed in your Leads dashboard.
It is important to nurture the leads you capture -here are a few best practices:
- Thank them: Immediately thank them for opting in and set the stage for what they can expect to receive moving forward and create a professional first impression. This is your first opportunity to nurture the lead down the sales funnel. AdvisorStream can assist you by automating the thank you message. Follow these steps to turn on this feature:
Head to your Account & Settings >> Lead Capture Opt-in >> Automated Follow- Up >> Enabled. This ensures that any new lead captured immediately receives a thank you message from you along with a similar article to the one they first discovered.
- Practice consistency: Deliver on your promise! Leads that you captured opted-in to receive further communications from you, it's important to meet those expectations if you plan on converting them into a client. Remember, when someone complies with a little request—like opting in for a newsletter—they are more likely to comply with a similar or larger request later. New leads captured will automatically begin to receive your weekly newsletter, allowing you to communicate frequently and consistently to remain top of mind.
- Monitor their engagement: After consistently delivering your weekly newsletter, and providing educational information to the lead, you can begin to learn more about them through the content they are consuming. Do your homework first before reaching out with a larger ask like booking a meeting. You will want to closely monitor their engagement to learn more about their financial goal and interests. Review the articles they are consuming within your Contacts >> Engagement & Activity.
- Proactively Follow-up: Timing is everything when it comes to lead follow-up. You want to remain patient and allow your lead some extra time to continue engaging with your content, and by doing so, learn more about who you are and what you offer. Following-up too soon could hinder your ability to connect with the lead - the more they are engaged with your content first, the more they learn to trust you digitally before you proactively take action. The key here is to review the content they are reading/watching, to arm yourself with tailored, content recommendations that are suitable for the lead. From there use the Email an Article tool to send a direct one-to-one email message. This tool is meant to be more casual than your weekly newsletter.