The reason is obvious: without traffic, there are no appointments; without appointments, there are no paying clients; without paying clients, there is no business.

In this article, I am going to cut right to the chase and explain the exact three dimensions required for the perfect traffic source. Then I will give you the perfect traffic source for financial advisors, and in the end, I am going to share with you the resources you need, to convert your traffic source into high quality appointments, starting today.

Traffic efficiency measures how many prospects’ attention you can get, per unit of time. Networking events can be an excellent example to explain this dimension. For the past years, I see many advisors relying on networking events and social gatherings for business. And the result, as you might’ve guessed, is not good. For most events, you have to spend 1 - 2 hours to drive there and spend another 2 - 3 hours in the event. How many people you can really talk to in one event? 10 is already an impressive number. So your traffic efficiency of having networking events is about 2 - 3 people / hour. You are only getting the attention of 2 - 3 prospects every hour, those people might not even qualified to be your client and you spent lots of energy in the process.

They say “Anything worth having in life takes patience”. There’s a lot of truth in that sentence. However, I find that the common problem is that financial advisors are having TOO MUCH patience. Most advisors believe they have to grind it out and accumulation takes time, takes years. What I can tell you is that, if you ignore your traffic efficiency, yes it will take years or even decades to massively grow your business. But if you are constantly aware of your traffic efficiency, your business can grow a lot faster than you would’ve imagined. Most people secretly enjoy this feeling of working hard and doing something. They are addicted to this feeling of busyness. You need to be addicted to improving efficiency.

When you are hunting new prospects, how many people’s attention can you get per hour?

You understand this one and I don’t need to go into the very details. Although it never hurts to use this as a reminder. Once a financial advisor told me that one day, he made 100 cold calls. That took him the entire day to finish and he got 0 business from it…

What level of quality does your traffic source have?

This measures your ability to tap into the traffic source and get leads on demand with predictability. Referrals are the love of all advisors. How awesome is it when you have clients who are so impressed and satisfied with you that they are willing to recommend your service to their friends and families? Referral clients have respect and trust for you even before the 1st appointment and they usually require minimal sales efforts to close. 

The only problem is that this traffic source is extremely inconsistent and relying on that will give you Roller Coaster revenues. When you don’t have control over your traffic source, you don’t have control over the future of your business.

Do you have control over your traffic source?

If, like most advisors out there, this is the first time you put some serious thoughts into your traffic source, I highly recommend to focus on organic traffic here, traffic that only require you to pay the bare minimum amount of money or don’t need you to spend a dime at all. Why? Well, first, free traffic is FREE. Nothing feels better than getting quality leads without making a hole in your wallet. Also because I am just sick of seeing so many advisors spending so much money on different fancy marketing tricks and get 0 results. Remember, always start with organic traffic, once you have your proof of concept ready, once you have stable revenues, only then add paid marketing to your plate.

Over the years, by helping many financial advisors, I have found the optimal organic traffic source that’s high in Traffic Efficiency, high in Traffic Quality and high in Traffic Control. It is LinkedIn:

LinkedIn Traffic Efficiency: You can reach out to 100 people under 5 min, virtually free and completely compliant.

LinkedIn Traffic Quality: You can leverage the powerful database LinkedIn has and find your dream prospect with ease.

LinkedIn Traffic Control: You have 100% control over your traffic and are capable of generating leads whenever you want to.

You now re-evaluated your own traffic sources and understand LinkedIn is your optimal organic traffic source. You are now way ahead of the curve in the financial service industry. But this is not good enough.

Traffic source is the foundation for your business. But, the competition is not about who has the best traffic source, it’s about who has the most high quality clients. You need to have a reliable system that can tap into your traffic source and generate high quality appointments for you on demand with predictability.

I have developed a 4-Step System to do just that.  It would be impossible to explain everything clearly by written words. So I prepared a video case-study for you and here I am inviting you to check it out. If you learnt something new from this article, you definitely don’t want to miss this video case-study.

Find the video case-study here.

Let’s grow your business together!