Boost Your Advisory Marketing with Wealth Management Webinars
There are several ways to market your wealth management firm and boost current client engagement, but one of the most effective methods is video. In particular, advisors hosting wealth management webinars may find improved conversions.
This form of marketing has a lot to offer a financial professional. For example, up to 15% of webinar attendees will sign on a client. Even if a prospective client doesn’t book a call immediately, 73% of attendees are likely to be qualified leads. But a webinar doesn’t just help you attract and sign on new clients.
It can also be a stellar retention tool. A webinar offers the chance for clients to learn more about investment planning, discover your thoughts on a recent market update, and further trust your expertise. Furthermore, it gives your clients something to send to friends and family as an unofficial referral.
In this article, we’ll cover the best practices for setting up a webinar and what you can talk about without breaching compliance regulations.
The Basics of Financial Advisory Webinars
Setting up a webinar for investment or financial planning can be fairly straightforward. All you need to get started are:
- Webinar or video conferencing tools
- A website or landing page software
- A phone or webcam
It’s likely that you already have all of these tools. Many advisors are using software like Zoom to handle calls with remote clients and attract new clients with their websites.
Webinars are also easy to integrate into your ongoing marketing efforts.
How Long Should My Webinar Be?
The general census is to tailor your webinar’s length and style to your audience. However, there are some overarching trends and best practices, according to current data, which offer an excellent starting point. One Loghic Connect study found that:
- The average watch time for webinars is 52 minutes
- Thursday is the best day to host a webinar
- 92% of attendees want a Q&A session after the main content
And while 40% of registered attendees will show up, 25% only want to watch the recording. Therefore, it’s important to consider the post-webinar wrap-up.
Following up after a webinar often includes sending out an email with the recording. You may also want to post the recorded webinar on social media and on your website.
Should I Pre-record the Webinar?
In most cases, you’ll want to focus on hosting a live webinar. One survey found that 75% of attendees prefer live webinars. However, you can record the session and post it on your website, social media, or blog after the event.
Types of Wealth Management Webinar Topics
There are several topics you can choose from when it comes to airing a financial advisory webinar. When choosing a topic, it’s important to consider your ideal client. If your client base is primarily retirees, you may want to focus more on maximizing savings or estate planning. Meanwhile, as a young, 30-something professional, you may choose to focus on the fundamentals of investing or market news.
Investment and portfolio building is often one of the more confusing aspects of wealth management. There are so many different sub-topics to choose from that you can actually pull multiple webinar ideas from this single service.
You could discuss things like:
- Risk tolerance
- Investing in different life stages
- Best practices
- Portfolio analysis
- Working with an advisor
Another key topic could be retirement. Retirees have a unique set of needs, and many would appreciate discussions and Q&A with an established advisor. These webinars could cover topics such as Social Security, tax optimization, and shifting to a conservative portfolio.
However, it’s important to note that not all retirees are tech-savvy. It may be worth recording a live seminar and posting it to your website or social media channels.
Covering market news can help you answer relevant, pressing questions for prospective clients quickly. However, keeping up with market analysis webinars can be challenging. It’s often best to put parameters on what you will cover. For example, you may choose only to cover regular, predictable events–such as the release of the CPI. Or you may want to commit to discussing one timely event per month.
Educational content is often one of the easiest ways to get found. Potential and current clients are likely scouring the net on their own time to answer simple questions. What is an ETF? A custodian? A financial advisor?
These evergreen topics enable you to capture a wider audience.
Trusts and wills
Trusts, wills, and legacy planning aren’t simply topics. Many investors may be unaware of what a trust is, how it differs from a will, or why they may need one. They may also be uncertain about how legacy planning fits their financial goals. Co-hosting a webinar with an experienced lawyer can also build trust and attract more potential clients.
A wealth advisor with access to institutional annuities or life insurance can educate viewers about how these products differ from others on the market. In addition, many financial planners for retirees must also consider Medicare and health insurance options, so co-hosting with a professional who handles these topics can boost your viewership.
The best way to connect with clients and prospects is to set time aside to answer their questions. A simple Q&A session, either as a standalone webinar on a specific topic or attached to a session, can boost registration and engagement. Almost 1 in 4 clients prefer hosts to take questions from the audience.
Registered investment advisors must abide by strict compliance measures. When hosting a webinar, it’s important to remember:
- Don’t discuss client portfolios
- Don’t release clients’ personal information
- Don’t give financial or legal advice
- Don’t keep dated recordings of your webinar videos and related communications, such as emails, reminders, or a webinar chat log.
That said, it’s possible to give accurate and specific information about financial products and services without falling into non-compliance.