How To Use Webinars To Generate Leads For Your Advisory Business
You’re likely relying on conducting webinars to get leads during the coronavirus right now. But how can optimize your marketing efforts and actually generate leads from this process? Twenty Over Ten, CMO Samantha Russell shares some insight.
How do you convert webinar attendees into hot prospects and eventually clients? Today, I’m going to share with you a five-step process for making it happen. So let’s dive right in.
Step 1: Utilize Webinar Tools
Step number one-during the webinar, you want to use tools like surveys or polls to ask questions of your audience while they’re there live that gets them engaged and will also give you intel on what topics or information they’re are looking for. So you can take a poll about the topic at hand. You can ask them what future topics they’d like to learn more about. You can ask them if they’re actively working with an advisor right now. Whatever the question might be that will give you a little bit more intel, use those tools that are available to you in your webinar platform. So for instance, Zoom has polls and surveys that you can use during the live event to ask the audience questions and then they’ll give you the answers afterward as well. So that’s tip #1.
Step 2: Identify The Hottest Leads
Tip number two is you want to as soon as the webinar’s over, identify the hottest leads. The first thing you’re going to do is look at who attended vs. who just registered but did not attend and you’re going to break those into two different groups. You’re going to communicate with everyone who registered but those who also attended and who stayed for the entire thing. So the time they spent in the webinar – that’s a factor. If they were there from the very beginning to the end, that’s a hotter lead than someone who stayed for a minute and left right? You can also look at what questions did they ask throughout the webinar as a way to gauge how interested they are in the topic that you have, right? You can also look at the survey answers that they left for any of the surveys or the polls that you took to also give you some intel. So again, you want to start looking at what are the hottest leads. I also will take that list and look at, have they attended a past webinar I’ve given? Are they subscribed to our blog? All of those will be indicators that they are really hot leads right? So now you have these two lists, you’ve identified the hottest leads.
Step 3: Send Emails
What I want you to do is create two separate emails sending a replay of the webinar to both groups. For the group that actually was live and attended, you’re going to send them the replay, thank them for attending, and also give them a list of resources. So we like to take the webinar replay, we upload it to YouTube, we embed the YouTube video into our blog and then we upload the slide deck we had for the event to SlideShare, and we create timestamps of all of the different points that we covered with links to additional resources and put that all in one great blog post. So if there is a topic we’re discussing that we can send them to another blog post of ours about a subtopic or a free ebook we had about another topic, it’s all in one place for them to find it, and we’re only sending one link after the webinar is over.
You also want to make sure you get that webinar replay sent out within 1 business day so that it’s still fresh on top of mind for people who attended. Okay, so that’s what you’re going to send to the group that attended. At the bottom of that email, you’re going to put a call to action and say, “Did you find this webinar valuable? Do you have any questions for me? I’d love to chat with you personally. Here’s a link to my calendar, book a time that works best for you.” So you’re going to invite them to book right on your calendar.
For the group that registered for the webinar, but did not attend, it’s going to be a little bit different. You’re still going to send them the webinar replay. You’re going to say something like “Sorry we missed you for our webinar on X topic.I’m sure you’re still interested to see what we shared. Here’s a link to the replay and here’s the slides that we shared.” “Additionally, If you would like me to talk about this topic with you one-on-one, I’m happy to do that since you missed the event. Here’s a link to my calendar, and I’d be happy to chat with you at your convenience.” So a different call-to-action at the bottom because they were not physically there. So you’re going to send that email.
Step 4: Send Follow-Up Emails
The next step that I want you to take is one week after you sent out that webinar replay to both attendees and did not attend lists, you want to send a follow-up email one week later. And you should be providing some sort of value in that follow up email. So it could say something like “Hey, did you get a chance to look at the resources that we sent over with the webinar replay. Did you have any questions? I also recently wrote this blog post on X topic that’s related to it, or did you see that piece in the New York Times about XYZ. That was something you were talking about.” It doesn’t have to be necessarily something that you wrote, but you’re keeping the conversation going, right. So send that one week later and again invite them to book on your calendar.
Step 5: Send Another Follow-Up Email To Those Who Are Unresponsive
If you still don’t hear anything, but you can see they’re opening your emails, and reading them, what I would suggest doing is two to four weeks after that second follow-up email -so now we’re about a month out or so-I would send a follow-up email saying, “Hey, haven’t heard anything back from you. Just wanted to see if you’d like to be added to my biweekly newsletter or my biweekly blog eblast where I share all of the best content that we are putting out for people like you to help them with their personal finances. Let me know and I’ll go ahead and get you subscribed.” Or you know, “Hey, if now is not a good time to have a conversation. Let me know. And I can try reaching back out in 6 months.” So you’re just making sure that if they want to connect with you in some way that they can and hopefully they’ll let you put them on your blog subscribing list and by doing that you’ll be able to drip on them overtime and stay top of mind in that weekly or bi-weekly or monthly communication that you said.
So those are our five tips and five step-by-step instructions for how to convert webinar attendees and registrants in general into actual clients. If you have any questions at all about this strategy, please reach out and let us know at email@example.com. If you want to see our step-by-step blog post about this topic just click here. But share with us, what’s the most difficult part for you for setting up a webinar? We have tons of great resources- here’s a blog on How to Host a Webinar Using Zoom, Your Computer, and YouTube – That’s it! I’m Samantha Russell from Twenty Over Ten. If you found this helpful, give it a thumbs up, a like & subscribe to a channel for even more marketing tips for advisors. Thanks everybody.
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