As a financial advisor, finding ideal clients can be a challenging task. However, with the increasing popularity of webinars and courses, it has become easier to connect with potential clients and build credibility. In a recent panel discussion at the Jolt Conference, experts shared insights on how financial advisors can use webinars and courses to attract clients.
Authenticity
Authenticity is key when it comes to webinars and courses. It is important to reveal who you are and build credibility with your audience. According to Samantha Russell, a successful way to do this is by giving away something for free—the “nugget.” This should be something that potential clients would have paid for otherwise. By trading their name and email for this free nugget, they have already paid you in a way. Although many advisors prefer in-person events to virtual, webinars are one of the best lead generation strategies.
To build an audience, Dasarte Yarnway suggests reaching out to potential clients via LinkedIn messages for white papers and webinars. It’s important to know who you are trying to talk to and where they are hanging out. Entrepreneurs are his focus, and he recommends becoming a subject matter expert early and often.
Timeliness
Isaac Presley advises finding timely topics that potential clients are most interested in. Corporate events are also a great opportunity to showcase your knowledge and experience. Additionally, he recommends using polls to engage the audience, learn about their needs, and warm things up at the beginning. Including a survey poll at the end can also provide valuable feedback.
When it comes to the frequency of webinars, Samantha suggests being very timely to maximize efficacy. Don’t plan the calendar too far in advance. For example, she connected with the chamber of commerce to see what they needed to talk about and found that PPP loans were just released and had to be explained to local business owners. This led to a successful event. Desarte recommends evergreen content at least twice a year, while Isaac suggests having a checklist to ensure everything is ready to go.
Practical Tips
Did you know that Wednesdays and Thursdays around lunchtime are the best times to host your webinar? Be sure to invite people three times to get them to respond; and if they can’t come, let them know you will send them the recording.
Zoom has good reporting, according to Samantha, and allows you to see how attentive attendees were. If they ask a question, you can use it as a segue to set up a conversation later. Drop-off typically happens around the 40-minute mark, so the people who stay until the end are often the best leads. It’s also worth noting that if you ask for a phone number in the registration process, you will get fewer registrants.
From a technical perspective, Samantha recommends having two people in case someone’s Wi-Fi goes out; this also makes the webinar less monotone! It’s essential to engage with the audience and not read from a script.
Are You Ready for Your Next Webinar?
To sum it up, webinars and courses are an effective way for financial advisors to find ideal clients. By revealing who you are, building credibility, and giving away free nuggets, you can attract potential clients. It’s important to know who your audience is and where they hang out, as well as to have timely and engaging content. Using polls and checklists can also make your webinars more successful.
If you’re looking for help with your webinar and marketing strategy, we at Indigo Marketing Agency would love to step in. We offer top-notch webinar services that keep your marketing relevant by embracing technology to increase engagement and reach more prospective clients. If you’d like more information or tips on your webinars, reach out to our marketing strategists today by scheduling a call here.
Here’s to making your next webinar a success!
