Webinars for financial advisors are a great way to secure high conversion rates.
So you’ve decided to create a webinar. Congratulations! Now the tough part—choosing your topic.
After doing dozens of webinars myself and creating countless webinars for financial advisors, I’ve come to realize one thing. Your webinar attendance rate is only as strong as the topic you select. It’s critically important to choose a topic that’s interesting, relevant, and valuable to your target audience if you want to secure high conversion rates.
So, which webinar topic should you choose?
Two Webinars Every Financial Advisor Should Create
I’ve spent a lot of time researching and analyzing which webinar ideas for financial advisors perform best. Through my research, I’ve found that every advisor should have these two types of webinars on their website:
1. A Foundational Webinar That Explains What You Do & How You Help
Every financial advisor should have a webinar that talks about what you do and how you help. Think of this as a foundational presentation that paves the way for every other webinar you end up creating.
Most advisors I meet with say they have the highest-value proposition when they can sit down and talk with prospects one-on-one: their personality and expertise shine; they can clearly explain what they do and how they help their clients. But at the end of the day, you’re just one person. You don’t have enough time to meet with every prospect one-on-one.
That’s where a foundational webinar comes in. Think of this webinar as the sales pitch you make to every new prospect you meet. But instead of having to do it in person, you automate it in a digital format where you can pitch it to new prospects 24/7.
Information To Include In A Foundational Webinar
Chances are, most of the information you need for a foundational webinar is already on your website. But instead of having people read this info on a web page, they get to hear it directly from you, with your personality and passion shining through.
I recommend going over these topics in your foundational webinar:
- Who you are and why you’re passionate about financial planning
- Your ideal client and the types of challenges they face
- How your firm helps them overcome these challenges
- Your process and what someone can expect when they work with you
- What your ideal client can expect their financial situation to look like after they’ve gotten your help
- A strong call to action inviting them to schedule a complimentary meeting with you
2. A Complex Webinar That Addresses A Specific Problem Your Target Audience Is Facing
Take a moment and answer this question: What is the one urgent problem you solve for a specific group of people? Maybe you help oil and gas workers navigate layoffs and buyouts. Maybe you help Intel workers understand complex pension plan options. Or maybe you help women in transition secure their financial futures. Whatever it is, that’s the topic you should be covering in this next webinar.
Let’s face it. Explaining complex financial topics on your website or in a blog post can be challenging. The subject matter usually comes across as stale, boring, and difficult to understand. Most people won’t even bother to read all the way through it.
But explaining these topics in a webinar allows you to break down these topics in an engaging way. It’s a win-win.
Your ideal client is looking for a financial advisor who specializes in whatever challenge they’re facing. Use your next webinar to prove to them that you have the relevant tips and tools they need to overcome that challenge. Then, when they stumble on your website and see that you’re hosting a webinar that addresses their concern, they’ll tune in and think, “Wow, this person really knows what they’re talking about!” Then they’ll book an appointment with you to learn more.
Examples Of Complex Webinar Topics
Here are some popular webinar ideas for financial advisors that have had high conversion rates in the past:
- 7 Financial Actions UC San Diego Physicians Should Take In 2020
- Retirement Planning Strategies for Solo & Small Firm Attorneys
- How Your Kids Can Inherit Your IRA 100% Tax-Free
- How Married Couples Can Maximize Their Social Security Benefits
- An Overview Of The Qualcomm 401(k) Plan Investments
What do all of these topics have in common? They’re specific, they’re timely, and they’re relevant—three qualities you want in a highly converting webinar.
5 Tips For Choosing A Highly Converting Webinar Topic
Still stumped on which webinar topic you should go with? Here are five tips to help you choose a winning webinar topic that converts:
1. Consider Frequently Asked Questions
You talk to clients and prospects day in and day out. What questions do you keep getting over and over again? Maybe they’re concerned with lowering investment fees, minimizing taxes, or passing wealth onto their heirs. You know exactly what it is for your top clients. Think about those questions and jot a few of them down as potential webinar topics you could cover.
2. Ask Your Clients
Be direct and ask your clients what they’re interested in learning about. Maybe they’re interested in a market update or how you create a personalized portfolio for them. I have several advisor clients who have had a lot of success creating quarterly market updates for their clients using webinar marketing. Get your client’s feedback on what you should cover and what they’d be eager to tune into. Then create a winning webinar around that topic.
3. Poll Your Network
The next tip is to poll your network. Create a quick survey asking, “Which webinar topic should I do next?” Then send it to your email list or post it on social media. Create your winning webinar around the most popular response and save the other ideas for future webinars.
4. Look At Google Analytics
Google Analytics records all of the traffic to the different pages on your website. If you do any blogging or have a variety of pages on your website, you can look at Google Analytics to figure out which pages are most popular. Maybe it’s the pages on your investment strategy or your 1035 exchange service. Maybe it’s your pages on business succession planning or your legacy planning. Whatever it is, use Google Analytics to get an idea of what’s popular for your website visitors.
5. Test With Technology
If you really want to get technical, you can test different webinar topics with technology. In the past I’ve created Facebook Ads for two different webinar topics to see which one did best. Then I created a webinar topic for the winning idea. For example, you could do one Facebook Ad on maximizing 401(k) benefits and another on retiring at age 55. Then test both ads to see which one gets more clicks.
Ready To Grow Your Business?
Choosing the right topic for your webinar is the key to increasing your conversion rates and driving home more leads. I love webinars for financial advisors because they’re engaging, they’re highly converting, and once created, they give you a way to generate new leads in your sleep.
Most advisors pay $25,000 on average for webinar creation and marketing. At Indigo, we create fully customized webinars for financial advisors for $6,500—a fraction of that cost. Even better, current Indigo clients get a 50% discount, bringing the total down to $3,250.
If you don’t have the time or expertise to create and promote a webinar (and let’s face it, your plate is full enough as it is), then learn more about our Custom Webinar Creation package here. We’d be happy to do the heavy lifting for you.
Want to create a webinar by yourself? Find step-by-step instructions in my book, The Marketing Guide For Financial Advisors.