The 3 essential ingredients
What if I told you there was a way to generate new financial planning leads while you were sleeping, exercising, or doing anything else for that matter?
Before you call B.S. let me assure you not only is this possible, it’s also incredibly simple – even a computer illiterate, part-time boogie boarder from the Central Coast of NSW can do it 😂
Before looking at the three essential ingredients for generating new leads successfully, let’s start with WHY webinars are such a phenomenal way to grow your business.
An easy way to build trust
To quote online marketing guru Neil Patel “hosting a webinar positions you as an authority and helps you stand out from your competitors… people want to do business with people they know, like, and trust.”
In the world of financial advice, when you get people to know you, like you and trust you, you’ve taken giant strides towards winning them as a client and beating out your competition.
You win time back in your day
Generating new leads the traditional way can be incredibly time consuming and painful to boot. Here’s where the benefits of webinars really start to shine through.
Webinars allow you to share your message with as many people as you can get to show up; and when set-up as an automated webinar, you can do so without the ongoing requirement of your time.
This means more time back in your day – time you can use to convert and on-board the new clients who’ve just watched your webinar!
A great way to eliminate barriers to doing business
2020 has forced us to rethink what is possible online, and it seems consumers and businesses across the globe are embracing the internet as an accepted way of doing business and receiving services.
When crafted carefully, an effective webinar presentation is the next best thing to running a live event. Not only that, given the fact that ‘having the internet’ is the only prerequisite to attending, you also have the opportunity to win new clients from all across your region, your state, or even the country.
As a bonus, when set-up as an automated webinar, it’s also possible to provide your prospects with multiple times and days of the week to view the webinar.
Now that we’ve covered the why, let’s dive into the three essential ingredients for generating financial planning leads using webinars.
1. Get registrations
Forget traffic, what you’re looking for here is “people with problems” as the ‘Brand Doctor’ Henry Kaminski Jnr. puts it.
To attract your ideal “people with problems” (also known as your ideal clients), you’ll need the following:
- A topic which is geared towards educating your prospects and helping them solve their problems
- A catchy title
- A high-converting landing page
- A way to promote your webinar – ideally combine promotion via social media channels with third party promotions via known referral sources such as accountants, mortgage brokers, etc.
2. Get your prospects to show up
The saying “the fortune is in the follow-up” is enormously relevant when it comes to generating new leads through webinars. No matter how great your topic and headline are, it’s entirely possible your prospects will completely forget to turn up.
To make their life easy ensure to include an ‘add to calendar’ button on your confirmation page, this way the webinar is locked into their calendar with just the click of a button.
Additionally, set-up an automated email follow-up sequence. This is simply a chain of emails geared towards reminding your prospect of the upcoming webinar and reenforcing the value they will receive by showing up!
3. Get your prospects to listen to your pitch
When executed effectively, your webinar should:
- Build rapport
- Agitate the problem that already exists in your prospect’s mind
- Educate them on how to solve their biggest problems, and most important of all
- Highlight and sell the solution you have to offer
Resist the temptation to sell them on your solution straight out of the blocks. Save the best for last. But in doing so be sure to give them a reason to stick around.
At various stages throughout the webinar refer to a bonus or a special something your prospect will receive if they watch to the end.
This might be a free tip, tool or resource that can help them in some meaningful way. Just be sure to keep them watching until the end.
When, and only when you’ve given away enormous value through education and your bonus is it time to rollout your pitch (stay tuned for next week’s article where I’ll show you exactly how to craft a pitch that will have you converting more of your ideal clients).
Now that you know exactly how to successfully generate new financial planning leads using webinars, it’s time to get to work on your very own. Remember to focus equal attention on the three essential ingredients and watch as your new leads begin to flow!
Are you sick of relying on word of mouth referrals as the sole method of growing your business? Would you like to learn about the online strategies you can use to generate a constant flow of new leads week-in, week-out?
Schedule a no-cost, no-obligation strategy session with Daniel Brown, nationally awarded CEO of MBS Advisory and Coastal Advice Group. Click here to request your session.
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