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

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

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)

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)

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)

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)

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