As a financial advisor, the topics you discuss can deeply resonate with potential clients. When someone sees your content on crucial topics like Medicare, 401ks, estate planning, tax planning, or college planning, it may hit home in a way that sparks them to reach out for your expertise. Financial education events—whether in person or through webinars—are a win for everyone involved. Participants gain valuable insights, and advisors have the chance to cultivate leads and build meaningful relationships. In fact, 47% of organizers say webinars are helpful in the awareness, interest, and decision stages of the sales funnel. This is an opportunity for you to not only educate but also connect with those who need your guidance.
There are many ways to grow a firm and keep your new client pipeline strong. However, one often overlooked option may be one of the most effective: financial education.
Choose a Topic to Attract Participants
A strategic financial education approach starts with the right topic. What are people asking you about regularly? What services do your clients need most? What are your areas of expertise? These questions can help you find the best topic. Aim to be as specific as possible to add value and stand out from the sea of basic financial advice. A webinar about tax preparation for retirees will gather more interest than a general webinar about finances.
Here are some potential options for educational events:
- Benefits of saving for a child’s college
- Crypto 101: What is it, and should you be investing in it?
- How to prepare for retirement at different life stages
- Overcoming debt
- Tax and estate planning for families
When selecting a topic, consider the timing of the event. A class on saving for college could be helpful in the spring as students get ready to graduate. If you have many connected ideas, you can create an educational series and divide the main idea into sub-topics for multiple events.
Additionally, you can boost the appeal of topics by researching common finance questions using the “People Also Ask” section on Google. Turning these common questions into your webinar title can attract a larger audience, as it directly addresses what potential clients are already curious about. It’s an easy way to create content that resonates with your target audience!
Share What You Know
Along with the topic, you’ll also need to select a format. Financial education often takes place as a webinar, in-person class, or recorded video session. Each channel has pros and cons, so consider your target audience and the cost and convenience for your firm.
Then, decide who will share the information. Just because you host an event doesn’t mean you have to be the one sharing all the information. You can be a solo presenter, invite a guest speaker to share the time, moderate a panel of employees or industry leaders from other firms, or open a Q&A session. Think of the best way to cover your topic and share information with your audience.
Advertise your event online, through your firm’s social media channels, in local newspapers and publications, with fliers in your office, and any other ways to reach your target audience. When registering people for the event, collect their phone numbers and email addresses so you can contact them later.
Turn Participants into Clients
As you create your webinar, consider what you want participants to do afterward. The most obvious action is encouraging them to schedule an appointment with you. For in-person events, one effective approach is to go around the room or have attendees stand in a line to book appointments on the spot. This creates a sense of urgency and encourages immediate engagement. Aim to provide actionable steps, such as specific ways they can manage their money or other resources they can use.
After the webinar, reach out to participants and invite them for a consultation to discuss their financial goals. You can also reach out to individuals who had specific questions during the event to provide personalized answers, send additional resources, or share more insights. And because you have the participants’ contact information, you can add them to your email newsletter list for further connections. Use the educational event to start a great relationship with potential clients and stay in contact whenever they’re ready to hire an advisor.
To close the loop on your financial education events and ensure you’re hitting the mark, consider using a pre-built survey in PreciseFP to gather feedback. It allows you to easily assess what works, what doesn’t, and where you can improve. With PreciseFP, you can qualify leads more efficiently, gather information faster, and onboard prospects based on the services they’re interested in. You can even use it to solicit additional services from existing clients, helping you uncover new opportunities within your current base. Start a free trial today to see how PreciseFP can enhance your lead management and client onboarding, making your practice more effective and efficient.
