If you haven’t already viewed our introductory case studies about the typical financial advisors that we help, please review them here. We like to start with the basics, to make sure that all of your marketing foundations are in place, including:
- A great website
- An online appointment scheduler
- A Get Started Now page
- A strong SEO presence
- Custom content marketing
- Social media marketing
- Tracking the most important marketing metrics each month
Once we lay the foundation, we can move on to more targeted marketing strategies.
For this week’s case study, we’re going to review a more advanced marketing strategy for getting in front of new prospects: a custom webinar. At Indigo Marketing Agency, we offer custom webinars to help approach new people that you don’t already know to explain what you do, who you serve, and how you help.
The Client and His Niche
Darren Wurz of Wurz Financial Services came to us for help getting in front of highly qualified prospects using webinars and LinkedIn. His firm focuses on attorneys and business owners, and he is already doing a great job communicating with people who fit his niche through his website. For example, he has a page on his website outlining why he serves attorneys and exactly how he helps them, along with a custom video.
Our Custom Webinar Process
For advisors like Darren who know exactly who they serve and how they help, a webinar can be a powerful tool to get in front of more prospects with a message that resonates. To minimize the time advisors have to spend on their own, our webinar process is designed to create a powerful webinar that runs on their website 24/7. We create automated webinars, so visitors think that it is a live event, but everything runs seamlessly on autopilot using our webinar automation software.
Helping You Choose a Winning Topic
The process begins by clarifying your niche and choosing a winning topic. Since we had already been doing Darren’s marketing with our Total Marketing Package, we were able to see the most popular blog posts on his site.
We knew that his top-performing posts were:
- Retirement Planning Strategies for Attorneys
- The Top 5 Financial and Retirement Planning Challenges Attorneys Face
- Attorneys: Is Anyone Paying Attention To Your 401(k)?
So, to target his niche, we created a webinar for him called Retirement Planning Strategies for Solo & Small Firm Attorneys.
Writing Your Presentation
We use a combination of Donald Miller’s StoryBrand and Simon Sinek’s Start With Why to create a powerful message throughout your webinar presentation. Our webinar specialist, Cassidy, works with advisors to create a compelling story about your passion, who you serve, and the one urgent problem you help them solve.
Designing Your Presentation
Once the presentation is written, our graphic designer creates a professional PowerPoint presentation to match your brand. Check out the designed version of Darren’s presentation here. Download full presentation.
Helping You Record Your Presentation
Once the presentation is designed and approved by compliance, we help you record your webinar. You can see the video of Darren’s presentation here.
Automating Your Webinar So It Runs Automatically Every Day
We use a technology called EasyWebinar to automate your webinar so it runs all day, every day. We see at least double the registrations for an automated webinar than a live webinar. The webinar system hosts the webinar and provides:
- Email collection of registrants
- Reminder emails to registrants one day and one hour before the event
- A countdown clock for the event
- An interactive chat box to ask questions
- Follow-up emails that encourage the viewer to schedule a call with you
Check out Darren’s webinar registration page here.
Promoting Your Webinar
Once your webinar is automated and running, we promote it for you by adding it to the most important channels, including:
- Your website home page
- Your website events page
- The end of each blog post
- Your social media profiles
- Your email marketing template
Then we send several email invitations out to your network encouraging people to register:
- Register Now for XYZ Webinar
- Last Chance to Register for XYZ Webinar
- Did You Miss XYZ Webinar? Watch The Replay Now
Promoting On LinkedIn
The final step of our webinar promotion strategy is to use LinkedIn to send messages to people who fit your target demographic, inviting them to view the webinar. We do this using custom search parameters to search for attorneys, business owners, or employees of a certain company, for example.
Each month, we send 150 connection requests and invitations to view the webinar. For Darren’s webinar, we approached attorneys in his area with the following message:
Thanks for connecting. As promised, please find a link to my webinar on “Retirement Planning Strategies for Solo & Small Firm Attorneys.”
Like I mentioned, I work exclusively with attorneys and can help answer any financial questions you may have.
If you’d like to discuss your specific situation, please use this link to schedule a quick meeting or phone call.
Through our LinkedIn campaign, we were able to get dozens of highly qualified attorneys to register to watch Darren’s custom webinar. After they viewed the webinar, they received the follow-up emails encouraging them to schedule a call to discuss their specific questions. One of these viewers ended up turning into Darren’s biggest client ever!
In his own words:
My main marketing challenges are time and expertise. Because I own my own business, I simply don’t have the time to do marketing. Before using Indigo, I used to spend hours trying to come up with a relevant monthly blog post or newsletter to send out. Inevitably, writer’s block would kick in and I dreaded the process because it would take me so long to do it. And my time is valuable.
The other thing is that while I have the expertise to work with clients, I’m not so good at putting what I do in words that potential clients will find understandable, relevant, and interesting. Indigo is really good at understanding what my potential clients will get and what will grab their attention. They also help me present a very professional, polished look to existing and potential clients.
Indigo makes marketing much easier for me. They free up my time by taking a significant chunk of marketing off my plate and they do an excellent job. I know they do an excellent job because I landed my biggest client ever directly as a result of using their marketing techniques.
Darren P. Wurz
Wurz Financial Services
How To Learn More
If you’re interested in building a complete marketing system to get in front of more highly qualified prospects, a webinar may be a powerful tool for you. Learn more about our Custom Webinar Package here. You can also learn more about our Total Marketing Package here. Current clients on our Total Marketing Package save 50% on their custom webinar. Schedule your free Marketing Strategy Call to learn more today!