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The Best Lead Generation Tactic Most Advisors Aren’t Doing: Webinars

Webinars are low-cost, easy to implement, and best of all, they are effective in showcasing your expertise and bringing in new prospects. But did you know that only 23% of advisors are currently utilizing them?
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In this webinar, Chief Evangelist, Samantha Russell, and Chief Marketing & Experience Officer, Susan Theder discussed their top tips and strategies for getting the most out of this highly-effective lead generation strategy.

Short on time or just want the main points?

Here is your summary to skip ahead or scan through below.

  1. Webinar Logistics [7:32]
  2. Topic Ideas [8:24]
  3. Planning Logistics [13:55]
  4. How to Get Registrants [18:12]
  5. Post-Webinar Tactics [37:54]
Webinar Logistics [7:32]

Webinar Logistics [7:32]

  • Events are one of the highest-converting tactics out there
  • Even though webinars are incredibly powerful, only 23% of advisors are using them (according to an FMG/Wealth Management study)
  • The best topic is one that your audience is most interested in and aligns with your business goals


Topic Ideas [8:24]

Topic Ideas [8:24]

  • Timely topics are always a good choice (ex. Pending legislation, quarterly market recaps)
  • Niche-specific topics (ex. Specific to doctors, business owners, etc)
  • Evergreen topics are great as they can be used repeatedly (ex. Taxes, social security/Medicare)


Planning Logistics [13:55]

Planning Logistics [13:55]

  • Typically webinars are hosted during the week and timing varies (consider time zones)
  • Zoom and GoTo Webinar are the most common tech tools to use
  • For equipment, you need a computer, headphones and an external microphone (headphones and an external mic are optional)


How to Get Registrants [18:12]

How to Get Registrants [18:12]

  • Sending emails are the best way to get registrants (Email has been shown to drive 57% of registrants)
  • If you don’t have a big email list, you can partner with Centers of Influence (COI) or other industry partners, share registration information on social media and encourage clients to share invites with others
  • When posting on social media, focus on the benefit that your audience will get if they join
  • Send three emails for optimal performance (cadence may vary; for example: 1 week before, 1 day before, 1 hour before)
  • Make sure clients know they can share with friends(In your note, make sure you’re telling your audience what you’re going to learn, who is going to present it and make it very obvious that you can share the link with others)


Post-Webinar Tactics [37:54]

Post-Webinar Tactics [37:54]

  • Step 1: Edit and transcribe your video (add subtitles, create short social clips, transcribe)
  • Step 2: Post the replay on your website (do this as a blog, embed edited video, upload slidedeck, include transcription, end with a call-to-action)
  • Step 3: Email all those who registered (divide into attendees/non-attendees, use different messaging for each, include a call-to-action, have COI partners send email too)
  • Step 4: Identify the best leads (Identify the hot leads and also consider sending a survey after the event)
  • Step 5: Repurpose content to keep promoting (include the replay link in your newsletter, post a slide or stat to social, post clips to social, turn it into a podcast)


Supplemental Resources

You can get the slides right here.

Webinar Success 12-Step Checklist right here.

Transcript

Transcript

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