Joe Bayliss and Roy Furr
One of our clients just hit an all-time high for appointments generated with our latest webinar, edging out a previous record set in January 2021.Â
So we took a look back at the stats we’ve been generating with webinars, with our best clients. Here’s what we found:
20X marketing spend across all webinars over a 12-month period.
Huge ROI on marketing investment – second only to referrals, and more within your control.
Dozens of appointment requests, fast.
Cold prospects turned hot again, pre-educated and pre-motivated to step up and become clients.
Millions in production from old, cold leads.
Webinars are extremely powerful. And can be a relatively fast and easy way to extract a significant amount of production from leads you’ve already paid for.
And we think the next 2-3 months provide a unique opportunity, if you work with clients on Roth conversions. If you run this specific webinar now, we are confident it will generate immediate results. Not just appointments and active leads, but also more AUM and closed production this calendar year.
Because the entire financial industry has had a huge gift dropped in our lap.Â
With the tax cuts expiring at the end of 2025, your clients and potential clients are running out of time.Â
The window is closing to initiate a Roth conversion to maximize savings from the TCJA tax cuts.
Sure, they could wait until next year to do their Roth conversion, and still take advantage of these tax cuts. But if they move even faster, they can split the conversion over two tax years – likely lowering their highest marginal tax bracket and taxes owed on the conversion.
You know this – but they don’t! Which brings us back around to those webinars.Â
You have a database full of unconverted leads.Â
Some of them will be extremely motivated to act, to take advantage of this deadline to save money on retirement taxes.Â
But it’s up to you to educate them on this time-limited opportunity – and tell them how to get started.
The speed of production plus speed of delivery makes webinars a perfect vehicle to share this message.
So what would it take to generate the most leads from a webinar on this topic?
Let’s start by noting that a webinar campaign is much more than logging onto zoom and spitballing. Or even having a good presentation.Â
Here’s a high-level overview of what your webinar campaign needs to include and achieve – if you want to maximize the total leads generated:
First things first, you need to get all those old, cold, unconverted leads in your database to care enough that they’ll want to log on. So your campaign actually starts with compelling teases of the content to get your prospects to raise their hand and re-engage, to sign up for the webinar itself.
Then, because they have to show up to actually get the content, you need an email confirmation plus attendance reminders that make the desire to attend even more urgent. There are certain things you want to do – and other things to never do – to make these most effective.
Next, of course, there’s the webinar itself. You have to strike the right balance of teaching and persuading – giving the prospect both an understanding of the benefits and a desire to act. This includes how you script it, and what you show on the slides themselves.
Then, importantly, your call-to-action and response mechanism need to be natural next steps from your presentation. You need to make a compelling and relevant offer, and make responding obvious and easy.
But you can’t even stop there. Because even those who are interested in responding don’t always do so at the first opportunity. So there are at least four separate follow-up campaigns that can be sent to different audiences, based on their engagement with the webinar marketing and content. (We find that running all four is the secret to maximizing leads generated.)
A highly-effective webinar campaign can have dozens of moving pieces – that work together to create a result that’s greater than the sum of the parts.Â
Would you like a webinar campaign to drive Roth production before year-end?
We can work with you to customize this content to your advisory. Potentially launching in just a couple weeks. Not just the webinar itself – the entire campaign.
We’re especially looking for those advisors – current clients or new ones – that have at least 10,000 unconverted lead email addresses in their database.
Is that you? Request a marketing audit with us and let us know you’d like to discuss doing the Roth conversion webinar campaign. Or simply email joe@financialmarketingpros.com to schedule a call and get started.
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