How Digital Marketing Transforms Lead Generation for Wealth Management

Reaching the right prospects is key to sustainable growth, particularly for wealth management firms that rely heavily on a niche audience of accredited investors.  A firm specializing in tax-favored real estate investments was already a leader in its field. However, this firm faced significant challenges in expanding its digital presence to reach new prospects and increase engagement with its target market. They partnered with GK3 Capital to implement a comprehensive digital marketing strategy that delivered impressive results. This blog explores how a wealth management company successfully transformed its lead generation and client engagement processes by adopting a data-driven, multi-channel digital strategy.

The Problem: Low Website Traffic, No Reporting, and Inefficient Lead Generation

When this wealth management company approached GK3 Capital four years ago, they were already the top-producing wealth management team at Concord broker-dealer. While successful in traditional sales channels, their digital efforts were lagging. Their website received fewer than 500 visitors per month, and there was no visibility into where these visitors were coming from or how they engaged with the content on the site.

Without proper reporting or analytics tools in place, this company lacked the insights they needed to make informed marketing decisions. They were unable to track how many leads they were generating or whether those leads were qualified for follow-up. Additionally, their CRM system was not integrated with their website or marketing tools, making it difficult to prioritize leads for their sales team.

This wealth management company knew that without a robust digital strategy, they would miss opportunities to engage new clients, particularly accredited investors who were looking for tax-favored real estate solutions like 1031 exchanges. They turned to GK3 Capital to address these challenges and build a sustainable digital marketing strategy.

The Solution: A Step-by-Step Digital Transformation

GK3 Capital worked with this company to develop a comprehensive, integrated marketing strategy that focused on increasing website traffic, improving lead generation, and optimizing the sales process. The strategy was implemented in multiple phases, each designed to address this company's specific challenges.

Phase 1: Laying the Foundation with HubSpot and Analytics

The first step in this transformation was to implement the right tools and systems to track their digital efforts and measure performance. GK3 Capital introduced HubSpot as the central platform for managing this company's marketing, sales, and CRM activities.

HubSpot provided this company with real-time visibility into its website traffic, lead generation, and marketing performance. The platform allowed them to track how visitors interacted with their content, identify which leads were the most engaged, and automate follow-up activities.

By centralizing their data and providing real-time reporting,  this wealth management company was able to make more informed decisions about where to invest their marketing budget and how to improve their digital presence.

Results After Phase 1:

• Increased website traffic: From fewer than 500 visitors per month to over 2,500.
• Improved lead generation: They began generating 30 qualified leads per month.
• Full visibility: They now have access to detailed reporting and analytics, giving them the ability to track every aspect of their digital marketing efforts.

Phase 2: Expanding Digital Presence with SEM and Website Optimization

With a solid foundation in place, GK3 Capital shifted focus to increasing this company's online visibility and driving more qualified traffic to its website. This phase of the strategy involved two key initiatives: search engine marketing (SEM) and a website redesign.

Search Engine Marketing (SEM) Campaign

One of the most effective ways to attract new visitors to a website is through targeted search engine marketing (SEM).  This meant creating a campaign that would capture the attention of accredited investors searching for tax-favored real estate solutions like 1031 exchanges.

GK3 Capital conducted extensive keyword research to identify the most valuable search terms for this company's audience. By focusing on high-value, ROI-driven keywords, the SEM campaign ensured that this company appeared at the top of search engine results pages (SERPs) when prospects were actively looking for investment solutions.

The ad copy for this company's SEM campaign was crafted to be direct and solution-focused, appealing to the specific needs of accredited investors. Once the campaign launched, GK3 Capital continuously optimized bids and ad performance to maintain this wealth management firm's top position on SERPs.

SEM Campaign Results:

• Impressions: 913K
• Clicks: 69K (at $1.30 per click)
• Leads Generated: 1,464 accredited investor leads

Website Redesign

In addition to driving traffic through SEM, GK3 Capital also refreshed this company's website to improve the user experience and increase conversions. The new website design made it easier for visitors to navigate, find relevant content, and request more information.

Key elements of the redesign included:

• Optimized landing pages: Each content offer was supported by a dedicated landing page designed to maximize conversions.
• Clear navigation: Visitors could easily access educational resources, such as guides and checklists, that helped them understand the benefits of tax-favored real estate investments.
• Mobile optimization: With more visitors accessing the website via mobile devices, the redesign ensured that the site was fully responsive.

Phase 3: Content Marketing to Educate and Engage Investors

With the right tools and systems in place and a growing base of website visitors, the next step was to engage prospects with educational content that built trust and positioned this wealth management company as a thought leader in tax-favored real estate.

Educational Content Offers

GK3 Capital worked with this wealth management company to develop a comprehensive content marketing strategy that provided valuable and educational resources to investors. These content offers were designed to move prospects through the buyer’s journey, from initial awareness to decision-making.

The content included:

• Guides: Comprehensive resources like The Accredited Investor’s Guide to Tax-Favored Real Estate that educated investors on 1031 exchanges and other tax-saving strategies.
• How-To Checklists: Step-by-step guides that help investors confidently navigate complex real estate investment processes.
• eBooks: In-depth eBooks that simplify complex financial topics and empower investors to make informed decisions.

Each piece of content was offered in exchange for contact information, allowing this company to capture leads and nurture them through automated follow-up activities.

Content Distribution

To maximize the impact of their content, GK3 Capital implemented a multi-channel distribution strategy that included:

• Email marketing: Content offers were promoted to this company's growing database of over 30,000 accredited investors.
• Organic social media: Each blog post, guide, and checklist was shared on LinkedIn and other platforms to drive engagement.
• Paid LinkedIn ads: This wealth management company invested in targeted LinkedIn advertising to reach qualified investors and drive them to content offers.

Content Marketing Results:

• Lead Generation: The Content strategy generated 200-300 leads per month.
• Subscriber Growth: The CRM database grew to over 30,000 contacts.

Phase 4: Display Ads and Remarketing to Re-Engage Prospects

As part of the integrated marketing strategy, GK3 Capital also launched a display ad and remarketing campaign to keep this company top of mind among prospects who had not yet converted.

Bold Display Ads

GK3 Capital designed striking display ads that promoted this company's content offers and drove traffic back to the website. These ads were displayed across high-traffic digital platforms frequented by accredited investors.

Remarketing

For visitors who did not convert on their initial visit, GK3 Capital implemented a smart remarketing strategy that re-engaged them with personalized ads. This ensured that the wealth management company remained visible to prospects as they continued to consider their investment options.

Phase 5: Email Nurturing and Lead Scoring

A key component of this wealth management company's digital strategy was nurturing leads over time through personalized email campaigns and automated workflows. GK3 Capital designed a 120-day automated email drip campaign that provided valuable content to investors based on their stage in the buyer’s journey.

• Pre-built workflows: Automated email sequences ensured that prospects received timely and relevant information, keeping them engaged throughout the process.
• Investor portal access: Investors were directed to the wealth management company's gated, password-protected portal, where they could explore real estate investment options tailored to their needs.

To further optimize the sales process, GK3 Capital implemented a lead-scoring system that prioritized prospects based on their engagement with content. This allowed the sales team to focus on the most qualified leads, improving conversion rates and driving more revenue.

Results From This Digital Transformation in 2023

Over the course of four years, This company's partnership with GK3 Capital resulted in a comprehensive digital transformation that drove substantial business growth. By adopting a data-driven, multi-channel marketing strategy, This wealth management company was able to reach new investors, increase website traffic, and generate qualified leads more efficiently.

Conclusion: The Importance of a Digital Marketing Strategy for Financial Advisors

For wealth managers, the ability to engage accredited investors through digital channels is crucial for sustainable growth. By working with GK3 Capital to implement an integrated marketing strategy, this company was able to significantly increase its reach, engage with investors more effectively, and convert more leads into clients.

The results speak for themselves. A robust digital marketing strategy, combined with the right tools for lead generation, nurturing, and scoring, can have a transformative impact on a financial advisory firm’s ability to grow its business. For firms looking to expand their reach, engage new clients, and improve the efficiency of their sales process, the strategies outlined in this case study offer a clear path to success.

Are you ready to take your digital marketing strategy to the next level?

At GK3 Capital, we specialize in helping financial advisors and wealth managers build and execute marketing strategies that drive results. Contact us today to learn more about how we can help your firm reach its growth goals!