Are lead magnets worth it for financial advisors? How to convert prospects

https://is1-ssl.mzstatic.com/image/thumb/Podcasts221/v4/48/c2/81/48c28100-08dd-d565-b2a4-2c44c009af4f/mza_14710276675950521815.jpg/600x600bb.jpg

Craft on Tap, Growth Marketing for RIAs

Craft Impact

21 episodes

3 days ago

Welcome to Craft on Tap: Growth Marketing for RIAs by Craft Impact. We're the dedicated marketing partner serving as an outsourced CMO + digital marketing team for RIAs. This pod combines industry expertise with a refreshing approach (and the occasional dad joke). Our goal is to help you avoid random "acts of marketing." Expect real advice delivered with personality. Subscribe for untapped potential! #RIAMarketing #CraftImpact

Marketing

Business

RSS

All content for Craft on Tap, Growth Marketing for RIAs is the property of Craft Impact and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Marketing

Business

https://d3t3ozftmdmh3i.cloudfront.net/staging/podcast_uploaded_episode/43559106/43559106-1759786851671-218a9cd16a97.jpg

Are lead magnets worth it for financial advisors? How to convert prospects | Ep 18

Craft on Tap, Growth Marketing for RIAs

1 hour 36 seconds

1 month ago

Are lead magnets worth it for financial advisors? How to convert prospects | Ep 18

Lead magnets have been the poster child of inbound marketing for over a decade, but are they still effective for financial advisory firms? Stephen and Faustin discuss the evolution of lead magnets, from HubSpot's original flywheel approach to today's more complex, pinball-machine buyer journey.

History lesson: How and why lead magnets became a key component of inbound marketing, particularly with the HubSpot community.
The current state in 2025: It's not as simple as it used to be, with Google AI overviews keeping searchers on Google and people far more hesitant to share their contact information.
Three critical stages: Matching your lead magnet to where prospects are in their journey (browsing vs. researching vs. advisor shopping).
What works now: Specific examples from retirement checklists to equity compensation calculators.
The biggest mistake: Generic newsletter signup popups that hurt more than help.
Landing page essentials: Why 3D mockups and one-minute videos can boost conversions for your lead magnets.
Promotion strategy: The "jab, jab, jab, hook" methodology for building an audience before asking.

TL;DR: Don't expect lead magnet downloads to become discovery calls overnight. The real value is building your nurture list for long-term relationship development.

⏱️ Timestamps:

(0:00) History of lead magnets and HubSpot's influence

(3:55) The "Delight" phase and the full HubSpot Flywheel explained

(6:30) Why the linear funnel is dead - the pinball machine effect

(11:00) Current lead magnet trends from B2B SaaS companies

(17:00) Three buyer journey stages and content alignment

(29:45) What NOT to do - newsletter popup rant

(34:05) Setting realistic expectations for lead magnet conversion and follow-up

(40:50) Lead magnet examples that convert

(47:50) The importance of interactive and specific lead magnet formats

(49:25) Landing page optimization tips

(54:30) Promotion strategies across channels

Lead magnets can still be a powerful tool for RIAs, but for success, you'll need audience alignment, precise timing, and realistic expectations.

We help financial advisors reach their AUM goals through marketing that works. Subscribe to Craft on Tap on YouTube and learn more about what we do at craftimpact.com.