The all-important follow up
If you’ve played your cards right, expect a handful of webinar attendees to take you up on your call to action at the end, and perhaps even a few of your existing clients to contact you about further advice and planning.
However, where you’re really going to catch the marlin is in the follow up.
You see, after the event is over, it’s entirely legitimate to retain the email addresses of those who registered for your webinar, so, why not go along and add them to your email list?
Make sure you send regular emails to webinar registrants as you would, (or definitely should be doing if you’re not) to your clients.
This way you’re keeping these prospects from the webinar on a slow burn and keeping your firm top of mind. Over time, you’ll be surprised how many past webinar registrants will reach out to you for advice or a consultation, especially if you regularly send them valuable and engaging content.
Effectively, you’ve hoovered up a substantial position of your introducer’s clients’ email addresses, all by having them register for your webinar.
From then on, you just need to schedule out those emails, pour yourself a caipirinha and wait for the leads to roll in.
In fact, you’ve probably experienced something much like this from the other side. You may well have fallen into a webinar ‘funnel’ (this is just a fancy word for a marketing system) just like this, but held by a product provider. Now’s your chance to apply these methods to your firm.
But doesn’t this require all manner of whizz kid technical know-how?
Not really.
Really and truly, there are lots of ways to hold and advertise a successful webinar and there’s too much detail to cover everything for the purpose of this article.
You’ll need a live webinar tool to host and manage it for you, Zoom’s webinar add-on works just fine. I like to use BigMarker for a more professional and customisable experience.
You’ll need to create a registration page where prospects can register for the webinar and make sure you send this to your email list, and to your introducer’s list too.
Creating some simple banners for social media that link to the registration page is also a good idea if you or your introducer have an audience there.
However, the most important thing is to make sure you retain the email addresses of those who register so you can carry out that all important follow-up.
Really the trick is just to do it. By the third time it will become totally routine and you may find it to be one of the most valuable and sustainable sources of new business.
If you have any questions, please feel free to email me. I will also shortly be producing a guide on introducer marketing for Adviser Home, so stay tuned for that.
About Faith Liversedge
Faith Liversedge is an experienced communicator with a wealth of knowledge and understanding of the adviser profession. She was Marketing Manager at Nucleus for 5 years, creating innovative and award-winning campaigns. Before that she worked for Standard Life, Prudential and Royal London. In 2017 she set up her own consultancy to help forward-thinking financial advisers and planners to become more profitable through websites, communications and other laser-focused marketing techniques.
