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Advisor Webinars: Hidden Truths (Part I)

If you’re an advisor either looking for or actively working with a done-for-you (DFY) service to grow your business, you already know you have several options to choose from. In this 3-part blog series, we’ll give you a clear idea of what we mean by DFY at White Glove as well as insight into other seminar marketing companies with similar claims.

Part 1 lays out how our DFY program and other programs out there support you prior to the Webinar. This covers everything from marketing, registrant communication, coaching and more.

 

Hidden Truths: Done-For-You (Part I)

Picture this: you’re a financial advisor growing your book of business with educational workshops…but at a cost. You’re completely bogged down with the work, stress and time it takes to plan and execute successful events. Not to mention the risk – remember that one time you wrote the wrong venue address on a mailer? Of course you remember…it resulted in thousands of wasted marketing dollars and a lot of upset prospects!

You’re desperate for a turnkey solution. You need to continue reaching new prospects through workshops, catering to current clients and cementing your position as a thought leader in your community…

Is this story is ringing a bell yet? It’s exactly what the two financial advisors who founded White Glove went through! They envisioned a “White Glove” service that lived up to its name and removed the advisor from common pain points. They wanted something that was never done before: a turnkey, 100% Done-For-You live seminar marketing model.

Our founders used their half a billion-dollar firm as the proving grounds to launch and develop our first products since the very beginning in 2015. Their firm still tests out every product and service we offer. After delivering hundreds of White Glove seminars to thousands of learners, their advisors have the peace of mind knowing they can focus on their clients’ needs while their calendars continually fill up.

Today, DFY covers everything from setting up the event, deploying the digital marketing, managing registrations and the communications around them. It also means post-event marketing, providing access to engaging content and coaching. This same service has held true since we launched White Glove Done-For-You Webinars in March 2020.

Because we offer a service that’s not just Done-For-You, but done BETTER for you, there’s a lot to take in. So let’s focus on all we handle before the workshop and how we stack up against those making similar claims.

There’s a lot that needs to be done beforehand to attract appropriate attendees and confidently deliver a quality presentation. And that begins with expert marketing.

Expert Marketing

We remove the guesswork out of the marketing process. We rely on data science and proprietary data to identify target prospects. This includes social media, email, influencer programs, referrals and more.

Similar to our seminar program, we promote webinars daily via custom-built landing pages and social media ads. We’ve tirelessly split-tested these over the years, with more than 100 split tests in an effort to attract better-fit clients. Additionally, our strategic approach to geotargeting allows you to select which geographic areas you would like to market to. In turn, you have more control over the type of attendee you want to attract.

Data Enrichment

We also use data enrichment to uncover the differences in attendee net worth over time. This helps us produce higher quality lists, which we can use to develop better lookalike audiences. We’ve found webinars attract a higher percentage of households with a higher annual income than seminars do. We pulled the data from 1,000 seminar registrants (pre-pandemic) and found that 49.7% of that pool had an annual income greater than $125K.

Conversely, we measured data from 1,000 webinar registrants between April and May of this year and found that 59.9% of them make more than $125K each year. There are several factors that go into why this is, but unlike seminar marketing, webinars allow you to attract prospects who wouldn’t have attended an in-person event.

While other companies tout similar tailored and timely geographical advertising features based on clicks, the other leading seminar marketing vendor separates which features get included in their marketing. This includes either a A) webinar, B) Facebook campaign or C) appointment generation. While you’re able to select multiple options or all three, each comes with its own price tag (with the lowest funnel costing $1,500 per month and all three costing $3,500), a $495 set-up fee as well as a three-month minimum commitment.

Similar to us, some companies offer a flat rate for marketing with the sole purpose of driving to webinar registration. But unlike our pricing structure, those flat rates do not account for additional ad spend and come with a minimum monthly commitment. With White Glove, you receive more marketing value, priced solely on either the requested number of attendees or registrants. Plus, we never require a minimum monthly commitment (we’ll touch on that more later).

Pre-Event Appointment Setting

Each top seminar marketing vendor offers the opportunity for registrants to book a one-on-one appointment with you prior to the webinar. On average, 15% of all White Glove webinar registrants request an appointment prior to each event.

We like to think of it this way: if consumers are actively searching for financial, legal or other essential information via webinars, chances are, some of them are already prepared to commit to an appointment with you. If they’re ready to book that appointment, why make them sit through a webinar first? After all, that appointment is the key to ultimately getting results. Our DFY program makes appointment-scheduling possible in real-time.

Pre-Event Communication

How many times have you signed up for a free webinar on a whim then forgot about it 30 minutes later? Your prospects are no different, so reminders are vital for driving attendees to your online event.

The moment a registrant signs up for a White Glove webinar, they must provide at least their email address. This allows us to send automated reminders and instructions for joining the event. In this step, they also have the option to receive text message reminders. We’ve found it’s critical to make text message communication optional – unsolicited texts can be received as intrusive and can result in diminishing returns. This is not the norm with some companies.

To supplement these efforts, our team makes outbound confirmation calls to those who provide their phone numbers. We’ve found that when registrants get a call from a real human being, it reinforces that they signed up for something unique and are more apt to attend. Opt-ins are captured during the registration process so you receive leads in real-time at the point of attendee registration. Additionally, we monitor how many of your registrants add the event to their calendars.

Using these techniques, we tend to generate higher attendance rates than other vendors with about an 80% connection rate. We’re even able to identify registrant behavior based on when and how they registered so that we’re able to give them optimal reminders. With us, it’s much more involved than you simply paying for registrations. We help you get the right people to attend. We also share in your risk – we don’t get paid unless registrants actually show up!

Host Presentation Training

This is a key step. After all, what’s the point of launching a marketing campaign and attracting information-hungry attendees if you’re not able to confidently host? Strong presentation skills are a key factor in helping you generate results from your webinars.

While researching for this piece, we were surprised to find that not every company prepares their presenters. When we first launched webinars, we understood that there would be some early adopters who would dive in head-first. On the other hand, we had to prepare for a certain level of skepticism due to a lack of experience and/or interest in hosting webinars.

We make sure you look like a seasoned pro when it’s your time to present so that you can maximize your lead conversion and investment. We offer practice presentations (hello, non-techies!), host large-scale educational events and provide the latest best practices and training at both the complimentary level and through White Glove University.

On-Boarding

Both you and the learner need to easily navigate the platform in order to have a truly successful webinar. Since launching webinars, we tested various platforms and ultimately opted for Zoom. Not only is it one of the more user-friendly platforms, but it’s also one of the most widely used – the Zoom app saw close to 131 million installs worldwide in April 2020 alone.

We also make sure you and your team have a clear understanding of the platform and can easily navigate the features before the webinar.

You also have the option to record your webinar prior to the event date and use that recording to rebroadcast later. White Glove Webinar Concierge records your webinar and trims the finished recording (if applicable). This helps automate the process. With this option, you are able to “set it and forget it.” Meaning, you can allocate more of your time to other facets of your practice or for personal time.

While all companies researched for this piece offer an on-demand webinar option (only half support a live webinar option), many leave you to record the webinar yourself…not exactly ideal if you have little to no experience with virtual presentation platforms.

You’re Ready to Present!

Once these steps are covered, it means one thing: you are ready for your webinar! So sit tight and be on the lookout for Hidden Truths Part II: The Event. This is where we’ll break down how Webinar Concierge, White Glove Power Presentations and sales/closing training comes into play!