Posts filed under 'Web Financial Advisor Lead Generation'
This article is by Bob Hanson
copyright 2009
You are invited to a . . .
Free Webinar Tuesday, October 13: How to Market and Sell (Financial) Services (through Events) and Webinars
http://learn.gotomeeting.com/forms/101309-NA-G2MC-WBR-L?ID=701000000005FWM
You may be looking to generate new prospects and convert existing names or leads to clients.
I often speak about the three primary ways to generate meetings (qualified prospects coming into your office). They are a White Paper or Article Strategy, Meeting Request Marketing Campaigns, and Events.
Today, let’s turn to Events.
5 Ways To Attract
More Prospects And Clients From Your Events.
1. Profit from the “One-Talk, Different Audiences” Model for more prospects and a higher conversion rate to clients.
This has the advantage of saving your time and enables you to benefit from a proven model.
2. Speak at others’ events.
Many financial advisors are joining with an accountant and estate attorney to get more leads at one-third the cost.
3. Improve the title and invitation copy of your events to be more benefit oriented.
Our tests show that even changing only the copy bullets can improve attendance by 18% or more at each and every event.
4. Avoid being addicted to a compiled list of suspected investors — a list that anyone can rent or buy within target zip codes.
Instead, consider responsive lists and your Influencer lists.
5. Go beyond live, free dinner seminars.
Consider, for example, CD recordings, live webinars, and webinar recordings.
If events are at all part of your growth plans in 2009 and beyond, you must attend our free webinar next Tuesday, October 13.
For ‘How to Market and Sell Services with Marketing Events and Webinars,’ with Citrix Online, QLM has reserved 100 seats for “Client Attraction” subscribers of the 1,000 available.
Click below to register now for this free event:
http://learn.gotomeeting.com/forms/101309-NA-G2MC-WBR-L?ID=701000000005FWM
In this new webinar you will learn:
- how leading services firms are creating a winning event and webinar program,
- 5 easy ways to get more leads from your events and webinars, and
- how services webinars are different from product demo webinars, seminars, and trade shows and what you can do to take advantage of the differences.
Register now so you don’t miss-out.
http://learn.gotomeeting.com/forms/101309-NA-G2MC-WBR-L?ID=701000000005FWM
For more information . . .
Bob Hanson
bhanson@marketingplanfinancialadvisor.com
+1-617-901-6886
October 8th, 2009
This blog is by Bob Hanson
This week we reach into the mailbag for questions from our readers. Let’s get right to it.
“What’s working now for marketing for financial advisors?”
The biggest thing we see working is tapping into a prospect’s uncertainty about what to do, and having a roadmap to deal with the uncertainty.
Whether you are working with retirees to secure income or helping affluent accumulators to invest in the markets for the long-term, many prospects (especially on days when the market is up) are more ready to create and act on a new plan.
Your marketing communications must tap into the frustrations and hopes of your prospects. Otherwise they will have the same effect as a limp handshake, (best forgotten).
“I’ve been in business for many years, and have built a nice practice, but with the market down I want to increase my client base beyond just referrals, what do I do?”
Likely, this individual is spending a lot of time and the majority of marketing resources communicating with clients.
That’s OK, but generally you must reach out to new prospects with the profile of your “A” clients through influencers, meaning you create a relationship with someone who has your potential “A” prospects as clients, and “co-market” with them.
For example, high-end restaurants are generally starved for business right now. An advisor could present investment strategies to the restaurant loyalty list and offer to buy appetizers and drinks at his seminar to the restaurant’s loyal customers. Win, win, win.
“What’s wrong with my marketing, I have a website, am doing direct mail, and sending newsletters to my clients, but getting virtually no response from prospects?”
Generally that is because your communications are geared to clients rather than prospects. You may be working to keep clients, but not getting a response from prospects. These are two different audiences and generally need 2 different communication plans.
And for websites, we ask how much traffic is generated in a given month beyond the client base, and it is usually virtually zero. So without attracting new eyes on your site, you will get no new clients from the web.
“Our experience has been that influencers like CPAs have not been a good source of referrals. How do we tap into this source?”
CPAs are typically over-solicited by a variety of financial advisors. So there is little need for a “6th financial advisor on their list” . . . even if you did have a great introductory pitch.
And, how many CPAs are actually looking to actively refer or want to grow their business through marketing? Very few.
But influencers, in general, are a great source of business. Bankers, mortgage professionals, real estate professionals, small business groups looking for monthly speakers, etc, are all examples of the types of influencers our clients have much better luck with.
What’s your big marketing question for your financial advisory practice?
We invite you to get more articles like this in our free report for financial advisors at
http://www.MarketingPlanFinancialAdvisor.com
April 13th, 2009
By Bob Hanson
Long-time subscribers to our Financial Client Attraction eNewsletter
know that one of the ways our clients create a winning marketing plan
is to capitalize on the power of eMarketing.
Our clients get more leads through the web, automate the conversion
of prospects to clients, and lower marketing costs by using email,
web seminars and other eMarketing tactics.
We are now sharing this full eMarketing system, we’ve been developing,
perfecting, and proving since 2001, for the first time. If you are an
independent financial advisor looking to grow your client base
this year, this webinar is for you.
How Independent Financial Advisors Can Profit from the
eMarketing Revolution
Free Webinar on Wednesday, March 18 at 4pm EDT, 1pm PDT
https://www2.gotomeeting.com/register/531038729
In this free, webinar, you will learn:
- Why we live in a “Permission Marketing” world and how that is
changing the marketing strategy of virtually every financial advisor,
- A simple way to dramatically improve your website overnight to
get more leads, and
- The single, biggest eMarketing tactic which should be in your
eMarketing arsenal, yet is one most financial advisors ignore.
And, get your top Marketing questions answered in a live
Q and A session.
https://www2.gotomeeting.com/register/531038729
March 18th, 2009
This article was contributed by Bob Hanson, Jr.
Principal in the Client-Attraction Marketing System For Financial Advisors
Many of our clients say seminars would work as a tool in their marketing plan, but they are too expensive. Or they find that the room is filled not with prospects but retirees looking for a night out or a free meal.
Others say, “I’m more comfortable on the phone. I don’t sell well in front of a group.”
While still others recognize that most younger or dual-income couples planning for retirement won’t take the time from a crammed schedule to travel to attend your seminar at the exact time and location that you hold it.
So what is a financial advisor to do to get a flow of new prospects from events?
Consider a Teleseminar or Webinar.
>>> 5 Advantages Of A Teleseminar or Webinar
Over Your Traditional Dinner Seminar
1. Better Quality Prospects
Because your information is the star of the show, not the social or food benefits of a seminar, your prospects will be of better quality. These events naturally position you as the expert and focus on solving their financial problems quickly and efficiently.
2. Save Time
Pick up the phone, dial, and talk. It can be that simple. You save time, and so do your prospects, so your response rates go up as well.
3. Save Money
Every time I get dragged back into the seminar world by a client, we will have a long discussion about the size of the room. Predicting how many people will register then show up is like picking interest rates in a year or forecasting the weather for a night 2 weeks out. One thing is certain: You know it will be different from whatever you project.
It is equally frustrating to book half a room then turn half the people away. But with an online event like a teleseminar/webinar you can make it work for tens or hundreds. It doesn’t matter. And the delivery costs in either case are virtually the same, saving hundreds and even thousands of dollars for bigger events.
And, there’s no need to do a second event for the 50% who don’t show. Simply email them a link to the recording and then sell them like an attendee.
4. Take Advantage of Online Marketing
I’m sure you have been following other industries like information marketing, training, technology marketing, and even the big financial houses for their investor webcasts and internal and product training. They are moving all of this online because it is cheaper, easier, and more effective.
And best of all, everyone who registers for these events will give you an email address so that you can follow-up with them in bunches for free via emails and then set up calls or appointments.
5. Reach the Majority Who Will Never, Ever Attend Your Seminar
Let’s face it, some 80% or more of your target market will never, ever register for one of your seminars.
But what percent can get on a call in the car on their way home or to their evening activity?
What percent will sit down in the evening and watch your presentation on their computer?
The bottom line right now is that the basic law of economics applies.
Supply and Demand.
You can be among the leaders who deliver events people want to sign-up for and attend while the laggards try expensive, ineffective, or less productive seminars.
Bob Hanson
bhanson@marketingplanfinancialadvisor.com
508-625-1712
Box 68
Hopkinton, MA 01748
P.S. What is your biggest question about teleseminars or webinars? Send me an email with your question and we will cover it in an upcoming Client Attraction newsletter. You can reach me at bhanson@marketingplanfinancialadvisor.com
August 21st, 2007
