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the day before , and one an hour before . Don ’ t forget to also use social media to promote the presentation . You can do this by tagging any guests , encouraging clients to share the event with others , and focusing on the benefits of joining . A guest from another field will also promote to their own clients and prospects , opening the door for new leads and contacts not currently in your pipeline .

You ’ ll want to do a practice run before the event to make sure everyone is prepared and make sure to engage the audience in a Q & A when appropriate .

After the webinar , you ’ ll want to follow up , sending a thank-you email to all attendees and anybody else who has passed along the replay . You ’ ll want to prompt attendees to book meetings with you to

You ’ ll want to do a practice run before the event to make sure everyone is prepared .

discuss their unique situations . Post a replay ( with a nice summary for zero-click content ) on your social media platforms , and email the replay to other professionals if appropriate to demonstrate your thought leadership .

Remember , webinars don ’ t have to have lots of production — such as lots of slides requiring tons or research and design work . Many of the best presentations are just two or three individuals talking about a highly relevant topic , using a few key slides that summarize the points they are making . A “ fireside chat ” or Q & A format can work very well . In addition , you ’ ll want to think beyond financial topics . Your target audience is more interested in those that relate to their challenges and insecurities . They ’ re worried about things like identity theft and college planning and admissions ( an admissions coach who helps kids apply to the top schools would get a big turnout ). Any topics that combine finance with human interest are a great place to start .

Be Consistent

Marketing trends will come and go . They change year after year . What ’ s essential is to understand which ones will work for you and to not just try them out for a few months . Consistency is the key to long-term success . Which approach are you going to try ?

SUSAN THEDER is the chief marketing and experience officer at FMG Suite .

JULY / AUGUST 2024 | FINANCIAL ADVISOR MAGAZINE | 59