Why Webinars Are Effective In Volatile MarketsAdvisor Perspectives
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When volatility spikes, the ideal response is to call or, at best, meet in-person with your clients. But the advisors with whom I work have found that webinars are a far more cost-effective tool to allay clients’ fears about unsteady markets.
Here’s a recent conversation with an advisor that illustrated the power of webinars:
Me: How many clients have contacted you about the recent market volatility?
Advisor: Only a few.
Me: What are you doing to communicate with clients and prospects in these unsettling times?
Advisor: Sending a few extra newsletters.
Me: Do they reveal your personal point of view about what’s happening in the markets?
Me: I’ve seen data that says roughly a third of advisory clients who feel ignored during market turmoil consider switching advisors.
Isn’t this an opportunity for you make sure clients are assuaged and to get your message out to your prospects?
Advisor: Hmmmm . . .
Me: Have you thought of doing webinars?
Let’s throw light on webinars
Video is one of the top ways of engaging clients, prospects and centers-of-influence (COIs).
Advisors are adopting short-form video vignettes for their website and social media. Let’s look at short-form video from the perspective of listeners. The old adage from top sales and marketing professionals declares, “The more you tell, the more you sell.”
Enter webinars Webinars are live or virtual-live video broadcasts, and they can also take the form of on-demand video.
They can place your expertise and educational message directly in front of your target prospects and clients.
What’s more, this can happen at just the right time – when they are ready to hear your message.
Those selling and servicing advisors have long made webinars a core communications strategy, but too often viewers feel disengaged from the presentation.
Be Aware: Any webinar can be strong or weak.
That’s why I am including to the “7 Best Practices for Winning Webinars” at the end of this article.
Consider this list of results from other advisors who called on webinars in volatile markets: gaining more wallet share, generating new clients, engaging B, C and D clients for more AUM, and reaching the family and consultants of A clients along with saving hundreds of hours in the process.
Read the full article here by Bob Hanson, Advisor Perspectives