Writing a lead-generation book is an excellent way for financial advisors to showcase their knowledge and expertise while also creating qualified leads. However, having a well-written book is only half the battle.
Marketing is crucial to ensuring the book reaches your target audience, generates interest, and, ultimately, creates opportunities. I’m going to share some tactics and strategies that financial advisors can use to market their lead-generation book effectively.
Identify and Understand Your Target Audience
The first step in marketing any product—including your lead-generation book—is identifying and understanding your target audience. By knowing who your ideal reader is, you can tailor your marketing efforts to appeal to these individuals.
For instance, your niche audience may be employees of a large company in your city, or a specific profession like nurses or educators. They may have unique weaknesses with financial planning and need your customized financial advice and guidance.
Here are several ideas for how to gather information about your target audience:
- Reviewing existing client demographics – Your niche could already exist in your computer. Do you serve clients from a specific industry or employer? Make a list of your clients that fit a specific niche and include age, education, employer, zip code, and any other information such as colleges/universities, hobbies, media preferences, books read—anything that will give you insights into what interests them.
- Conducting surveys and interviews – You don’t need to hire an expensive marketing research company to do this. Consider hiring a college student as an intern and create a list of questions they could ask your existing clients. You can also create an online survey through SurveyMonkey or use Google Docs. Direct your client list to the survey by linking to it in an email. Make sure it’s a short survey. Ten questions should be enough to get the information you want without infringing upon your clients’ time.
- Collaborating with other financial advisors and authors in your niche – If there are other advisors or authors in your niche that you can connect with, all the better. You can use your client and prospect list to cross-promote the books and offer special bonuses just for their list.
Leverage Your Network
One of the most powerful marketing tools at your disposal is your professional network. Financial advisors should reach out to their network of colleagues, clients, business partners, and professional associations to spread the word about their lead-generation book.
- Press Releases – Share news of your book’s upcoming release or launch through your social media channels, email newsletters, and blog.
- Discounts, Sneak Peeks, and Bonus Content – Offer a discount or exclusive bonus content for those who purchase or pre-order the book through your network. Offer a “sneak peek” by using the first and second chapter of your book as a lead magnet. This is an extra bonus for you. When people sign up to receive two complimentary book chapters, it 1) grows your email list as you share bonus content with them 2) Allows you to immediately segment them to a list of people interested in your book. Use this list for future book promotions and 3) Entices them to buy your book for the rest of the information.
- Request testimonials or endorsements from well-respected professionals in your field – If you can gather these testimonials, use them within your book (preceding the book’s title page) and also on your website and within your press release.
Use Content Marketing Strategies
Content marketing involves creating and sharing valuable content to attract and engage your target audience. You can repurpose and expand upon topics covered in your book to create blog posts, articles, infographics, and social media posts that will drive interest in your work.
- Create a book-specific website or landing page with detailed information about the book, its content, and its benefits – This is key. Secure a domain name that is the same as the title of your book. You may have to get creative is your first choice has already been taken. Try adding “TheBook” after your book title. That kind of a URL usually will work.
- Offer free downloadable resources or templates related to your book – Everyone loves bonuses! Consider using checklists, an online calculator, spreadsheets, forms, and anything else that could help your reader do a little pre-planning before coming in for an initial visit. Use the opportunity to pre-qualify your prospects as much as possible.
- Conduct webinars or workshops based on your book’s content – This is an excellent way to re-purpose your lead-generation book. Take a few of the chapters you know are common areas of interest for your clients and create a slide deck from them. Also consider giving your book away at the end of your presentation to encourage audience members to stay for the entire event.
Engage with Media and Influencers
Garnering attention from the media and influencers in your industry can significantly amplify your book’s visibility. If you have an American City Business Journal in your area, review who writes a column for the industry you’re trying to reach.
- Compile a list of relevant journalists, bloggers, and podcast hosts who may be interested in your book or its subject matter. When you email them, make it short and to the point. Be courteous and helpful. Explain why your book would be of interest to their audience.
- Send personalized press releases, media kits, and review copies of your book. It doesn’t hurt to send them a “care package” of sorts. Include your book and a few edibles and/or promotional gift items like a coffee cup to express your gratitude.
- Collaborate with influencers to create content, such as guest blog posts, podcast interviews, or social media takeovers. Ask. You never know if there’s an opportunity or not.
While organic marketing strategies can be highly effective, sometimes you need a little extra push to generate interest in your book.
- Utilize targeted advertising on social media platforms, such as Facebook or LinkedIn, to reach your specific audience. With their filters, you can go deep on exactly who you want to reach.
- Consider using Google Adwords campaigns to appear in search results for relevant keywords in your niche.
- Collaborate with industry-specific publications and websites to promote your book through sponsored content or display ads.
Marketing a lead-generation book may seem daunting at first, but with a well-researched plan, a deep understanding of your target audience, and a strategic mix of marketing tactics, you can successfully generate interest in your lead-generation book and establish yourself as a credible source of financial advice. By following the strategies outlined above, financial advisors can position their business book for success and enjoy the many benefits that authorship brings.
And don’t forget about speaking opportunities! Event planners and conference organizers are looking for experts who have written a book. If the thought of standing up in front of a room full of strangers gives you weak knees… then check out a Toastmaster’s chapter near you. They’ll help you feel more comfortable and confident with public speaking. It’s a skill well worth learning. Doors open for those who can present well. Why shouldn’t it be you?