A Financial Advisor's Guide to Creating a Marketing Funnel

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A marketing funnel is a measurable, visual representation of the process of turning people from prospects into loyal clients.

Whether or not you are aware of it, you are utilizing a marketing funnel. But are you taking full advantage of it?

Correctly implementing a strategic marketing funnel can be the difference between wasting time and money on leads with low or nonexistent follow-through, versus nurturing legitimate leads through the buying process and turning them into steadfast clients.

I will break down the levels of a standard marketing funnel and provide specific steps that financial advisors can take to create their own.

Get down to the basics

The marketing funnel has three basic stages: top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU).

The TOFU represents the awareness stage, where potential clients recognize that they have a problem or need. This could be anything from a young professional determining the most tax-effective compensation model to a couple deciding that they want to purchase a vacation home.