生成财务线索：当今行之有效的10种策略

Many financial companies still rely on outdated lead generation. Cold calls. Direct mail. Magazine ads.

Sure, they might land a lead here or there. But most of the time, these old methods drain time and money.

Meanwhile, the market is changing fast. Retail investors now drive over 20% of daily trading volume—double what it was a decade ago. In just the first half of 2025, they poured $155 billion net into U.S. stocks and ETFs. Institutional investors are moving too, reshuffling portfolios and looking for fresh opportunities.

That means more potential clients than ever are out there. But they expect to connect online, on their terms.

If you’re a financial advisor, wealth manager, or investment firm, this is your moment. In this guide, we’ll cover 10 financial lead generation strategies that work today. This way, you can stop chasing cold leads and start drawing in serious prospects eager to invest.

This guide is strictly about the actual strategies that move the needle for financial companies. If you’re a beginner, our glossary explains what lead generation is all about. 

Outdated lead generation strategies

Here’s a quick rundown of why some strategies that used to work in the past now fall flat. In short, they’re outdated.

Cold calling

No one wants an unexpected sales call these days. People ignore unknown numbers, and even when they pick up, they’re rarely in the mood to discuss financial matters on the spot. For financial firms and advisors alike, it’s a time-consuming grind with poor returns.

Direct mail

Most direct mail from financial firms goes straight into the trash. Even when recipients glance at it, they rarely take action. The result: low engagement and even lower conversion rates.

Newspaper or magazine ads

Unless you’re in a niche financial publication, most readers simply skim or skip over ads. This approach lacks precise targeting, and nowadays, broad awareness isn’t enough. It’s not very effective if you're targeting high-net-worth individuals or institutional clients. They want more personalized, digital-first engagement.

10 Financial Lead Generation Strategies that Still Work

Here are 10 financial lead generation strategies used in 2025 to connect faster, build trust earlier, and close with less friction.

1. Run paid ads

If you want financial services leads fast, paid ads will deliver.

But don’t waste your budget on broad-branding campaigns. Focus on offers with clear intent — things like retirement checklists, investment guides, or free consults. These attract people actively looking for financial advice or investment options.

The good news? Many financial ad platforms today let you target users based on online interests and demographics. You can target pre-retirees, HNWIs, or institutional investors. This way, you won't waste money on the wrong audience.

For example, Invesco, a global investment firm, ran a 60-day lead generation campaign using Blockchain-Ads. The campaign targeted investors interested in crypto ETFs and generated 2,100 qualified leads by the end.

2. Network on LinkedIn

LinkedIn is one of the best places to connect with decision-makers, professionals, and high-net-worth individuals—if you use it right.

And the numbers prove it:

• 80% of all B2B social media leads come from LinkedIn
• 62% of marketers say it generates actual leads
• LinkedIn’s lead conversion rate is 277% higher than Facebook and X

That’s why it works so well for financial firms targeting both retail and institutional clients.

Start simple. Use your My Network tab to reconnect with past colleagues or local business owners. But don’t pitch right away. Offer something small and helpful. Sometimes a quick insight is all it takes to spark a conversation.

You can also use your home feed to stay visible. Like, comment, and congratulate. It only takes a few seconds and helps you stay top of mind.

Want to go deeper? Use LinkedIn’s advanced filters to discover shared connections who can help make your outreach warmer. Remember, warm introductions close more deals than cold outreach every time.

3. Word of mouth

You can’t buy trust. But you can earn it — and when you do, people talk. Referrals still drive some of the best financial lead generation today.

In fact, 84% of B2B buying decisions start with a referral. Plus, deals that come through warm introductions close 50–70% of the time, compared to just 10–30% for cold outreach.

They also close faster—about 69% faster —and warm introductions are 24× more likely to land you a meeting. That’s huge, especially if you’re targeting institutional clients or high-net-worth individuals.

But don’t assume referrals happen on their own. You need to stay visible and nurture relationships. This means sharing updates, sending check-ins, and thanking clients who refer others. This includes both individuals and institutions.

Social media can amplify this effect. LinkedIn, in particular, is key for institutional audiences. Wider financial social media strategies can boost word of mouth in private networks.

The more visible and engaged you are, online and offline, the more likely your best clients will introduce you to your next ones.

4. Build local authority

In finance, local trust still carries real weight. Even in today’s digital age, many investors, both retail and institutional, still like to work with someone they can connect with or meet in person.

Being known in your zip code goes a long way. Here are some effective ways to build connections:

• Participate in charity events
• Sponsor a local team or event
• Speak at a rotary or chamber of commerce meeting

Partnering with local professionals can boost your reach. Consider collaborating with accountants, attorneys, or real estate agents.

These professionals often have clients who need financial advice or investment services. This works at both levels:

• Individual clients feel more comfortable working with a familiar face.
• Institutional players value financial companies with strong community ties and a visible reputation.

The key is simple: show up consistently, especially offline. When people notice your company more in the community, you feel less like a stranger. You start to become someone they trust with their money.

5. Educational workshops

People want financial guidance — whether they’re individual investors or corporate decision-makers. That’s why hosting educational workshops still works.

Workshops are better than a one-on-one pitch because you’re helping multiple people at once, with zero pressure. You position yourself as an expert, not a salesperson.

Start by choosing a topic your target audience cares about. For retail investors, it could be retirement readiness, tax-smart investing, or managing generational wealth. For institutional prospects, it could be trends in private markets, crypto ETF strategies, or navigating ESG investing.

Keep it simple. Answer questions. Give participants something genuinely useful to take away. You’re not there to sell — you’re there to show you know your stuff. That builds trust fast, and trust is what turns attendees into clients.

6. Free industry reports

People want insight — but they don’t want to feel like they’re being sold to.

That’s why offering downloadable content works so well. Instead of pushing “Book a call,” offer a no-pressure, helpful guide: something like

• “Pre-Retirement Readiness Checklist for 2025”
• “5 Mistakes to Avoid as a High-Earner”
• “2025 Outlook for Institutional Investors in Private Markets.”

Leads don’t need a 30-page white paper to convert. A well-crafted 3–5 page guide that solves a real problem is enough.

If your topic is useful and specific, both retail and institutional prospects will share their email. This gives you a good reason to send helpful content and later invite them to talk.

7. Optimize your website for search engines

People Google everything—especially when money is involved. If a retail investor searches for “best wealth manager near me” or a business looks for “investment firm for corporate treasury,” your website must appear. Otherwise, you risk being invisible.

That’s why search engine optimization (SEO) is foundational for financial lead generation. It starts with writing helpful content that answers real questions your target audience is asking — clearly and directly.

Use headlines that match what people actually search for. Make sure your site loads fast, works flawlessly on mobile, and gives visitors a clear next step.

This is more than just ranking higher on Google. It’s about making your firm a go-to source for financial expertise. When you show up first with the answers people need, leads follow.

8. Build a client referral network

A referral network works to give you the best leads from people who have never been your clients but who know the kind of clients you want. This is different from word of mouth or building local authority. It’s about building a network with people who are not your competitors but they serve the same clients as you.

Consider accountants, estate lawyers, business coaches, and mortgage brokers. These are professionals who already serve the same audience. 

One way to go about it involves inviting someone to lunch, coffee, or quick zoom. Go straight to the point: “Here’s who I help. Here’s how. If you run into someone in that spot, I’d love to help them.”

You can also make it two-way—share leads back, offer insights, and check in regularly. Good referral networking brings in leads who are already interested. Why? Because someone they trust recommended you.  

9. Use Facebook and other social platforms

Many financial institutions still don't see how powerful Facebook, Instagram, and TikTok can be for acquiring retail customers. That’s a mistake. These platforms are where your future clients spend hours each week. They’re actively asking questions, watching reels, and trying to figure out how to do money right. If you’re not there with clear and relatable content, then someone else is.

You can use Facebook Events to promote webinars or post short and advice videos on Instagram. Still, share simple tips on TikTok. You don’t need to dance on TikTok, you only need to be helpful, consistent, and easy to understand.

10. Use a lead generation service

Sometimes, doing it all yourself just doesn’t make sense. You’ll require lead generation services for a reason. They bring qualified prospects to you so that you can focus on what you do best: advertising. The best financial planning leads services filter based on location, income level, or financial goals, so there's no wasting time.

However, be careful who you trust. Some platforms send generic leads that go nowhere. Look for service with real vetting, transparency, and support. Paying for leads is fine, but paying for noise isn’t.

将潜在客户转化为客户的技巧

吸引注意力是一回事。将这种关注转化为信任，最终转化为业务业务，是许多金融公司的不足之处。当有人填写表格时，潜入客户的生成不会停止。那只是起点。以下是确切保卫你在客户真正成为客户的方法法。

提示提示 #1：表现出理解力

人们不购买金融产品或服务，而购买的是购买清晰度和信心。这从他们感觉到被理解的时刻开始。

无论你是个人投资者、家族办公室还是企业决心者交谈者，都要了解他们的具体情况。问聪明的问题。仔细聆听。反思你所听到的。大多数人都在寻找自己的战士和目标标识的合作伙伴，而对于推销产品的人来说，并不急于推销产品。

当他们感觉到被听的时候，他们更有机会相信你的建议。

提示 #2: 别忘了跟进

大多数财务线索无法立即转换。那不是拒绝，而是犹豫。人们很忙，财务决心需要时间。

简短而周末到的后继行可以改变一切。像 “只要有办法登机手续——如果你还在考虑这个问题，很乐意回答任何问题” 之类的简单话语可以让对话顺利进行，而不会感到紧张。

如果你给了我们人留出空白但保守在场上，你会惊讶于有多少人会重新参考。

提示提示 #3：评估您的转化率

你无法改良你无法衡量之类的东西。如果你在客户中获得了潜能，但很少有人转发，那问题不在于数量，而且是转化率。

追踪数字：如果在客户中有 10 位潜水量，其中只有 2 位成人作为客户，则转化率为 20％。不算糟糕，但可能是可以改进的。仔细观察：是你的推销吗、你的目标还有报价本身？

这个阶段，即使是微小的改进，也可以带来显著的增长，特别是，如果你在客户身上获得这些潜水而进行大量投资。

提示提示 #4：建立电子邮件培育渠道

并且，并非所有人都准备好立即做出承诺。对于某些人来说，现在不适合的时机了，没关系。 大多数数码金融公司只追逐热门线索的错误 然后忘记了其余的了。那就是 电子邮件培训漏斗锦标赛 进来了。一系简单而周末到的电子邮件可以让你先于那些 “稍后可能” 的线索。

设置一个序列 3-5 封电子邮件 提供实际价格值。以下是建议的流程：

• 电子邮件 1： 谢谢 + 有用的见解（无推销）
• 电子邮件 2： 一篇关于你如何帮助处境相似的人的简短故事的文章
• 电子邮件 3： 小贴士或工具（税收清单、退休测试等）
• 电子邮件 4： 低压咨询邀请邀请（“如果你想聊一聊的话，这是我的日历”）

不想强行推销。取而代之的是，提供有用的提议，让他们记住直到真正的时机。

区块链广告的金融领地军人物

大多数人在客户平台不允许投放金融广告。他们会报你的广告，限定你的覆盖面或者完全关掉你的账户。值得庆幸的是，区块链广告被列颠覆了这个局部面，因为该台是金融品牌和其他受监控行业构想的建立。它使您能够在不受欢迎的阻碍下执行的情况下执行规律转化率高的金融服务活动。

此外，你还可以根据客户的网络行为来了解他们，比如说你能接触，准备采取行动的人。这样，你就可以在客户用户身上吸一口气，他们确信他们需要哪些特定的服务，而且不会浪费时间进行转换。