SlideShare a Scribd company logo
How To Host
Effective, Engaging
Webinars
To Generate Leads for Your Advisory Business
Housekeeping
● This webinar is being recorded.
● Throughout the presentation feel free to use the chat box for
public messages and Q&A panel for private messages with any
questions.
● We’ll be launching polls throughout. Responses are anonymous
and can be answered by clicking the buttons.
YOUR GUIDE
Samantha Russell
Chief Marketing & Business Development
Officer
Twenty Over Ten
Hello!
@SamanthaTwenty
samanthacrussell
🙋
Join Me for a Demo?
Raise Your Hand and
Stay on at the End!
AGENDA
What We’ll Discuss
● Webinar logistics - tools for hosting and recording
● Choosing your webinar topics and content
● Promotional ideas for high registration rates
● Preparing Engaging Presentations
● Tips for keeping attendees involved and engaged
● How to follow up with Registrants to Convert them to Leads
WHY?
Why Webinars?
Up to 40% of webinar attendees become qualified leads
4 P’s to a Successful Webinar
Twenty Over Ten Webinar Story
6
Screenshot Here
Started webinars 3 years
ago
• 2017 Avg registrants: 50
• Today: 400- 600
• 1100% Growth in 3 years!
How?
• Monthly - Consistent
• Educational
• Provide value
1 Prep
WEBINAR PREP
Before Your Webinar:
⏰ Choose a time
💡 Choose a title/topic
💻 Identify your technology (and test it)
👨‍🏫 Appoint a moderator
📝 Start mapping out your presentation & agenda
📣 Plan out your promotional schedule
WEBINAR PREP
What Days & Times Work Best?
Source: Brafton
WEBINAR PREP
Choose a Webinar Topic & Title It Well
1. Should answer the question “What will I get by giving you an hour of my time?”
2. Choose a topic that you are the expert in or find someone else/partner
3. How to’s & Learn to perform best
WEBINAR PREP
What Tech To Use? Consider:
● Registration landing page, embed on website
● Capacity/ Price
● Email Sequences
● In-App Engagment Features
● Integrations with CRM/
Marketing platform you use
☝ Pro Tip: Learn the Technology BEFORE Hosting!
Pricing Notes
● Free for 100 participants at 40
minutes
● $14.99/month for 100 participants
● $19.99/month for 300 participants
Our Top Choice!
-Soup to nuts, full-spectrum
platform.
-Integrates with EVERYTHING
● $15/month for 25 participants
● $31/month for 100 participants
Part of Suite of Tools to Run
and Market Your Business
● $109/month for 100 participants
and 1 organizer
● $249/month for 500 participants
and 3 organizers
● $499/month 1,000 participants
We used to use this at Twenty
Over Ten, but switched to
Zoom.
Offers MANY of the same
features that Zoom does
Starts at $99/month for 100 attendees
and up to $319/month for 1,000
attendees
Beautiful Interface/UI
Great for Evergreen webinars
you want to look LIVE
User-Friendly
WEBINAR PREP
Comparing Providers
WEBINAR PREP
Other Tech Tools:
👨‍🏫 Google Slides (or other slide tool)
🎙 Microphone
💻 Computer
🎧 Headphones
📶 Hardwire Internet Connection (most ideal, but strong wifi
connection will suffice)
2 Promotion
PROMOTION
USP
CTA
Speaker photo/bio
Benefits
Proof
POST-CONVERSION
Create Landing
Pages in
Twenty Over Ten
1. Go to “Other Pages”
2. Click “Add New”
3. Add in Information!
Tip: These pages can be
made accessible from other
parts of your website, or
completely hidden!
PROMOTION
Email Promotion
PROMOTION
Email Promotion
- Send a series of emails to your
current contacts midweek
(Tuesday-Thursday)
- Send emails between 8 am - 10
am (gets 36% of registrants)
-Use a different subject line,
content and imagery for each
email
-Incorporate into your other
communications like newsletters
☝ Pro Tip: Add “can’t attend in
person? sign up anyway and we’ll
send you the recording” to all your
emails for higher registration rates
PROMOTION
Email Promotion
Source: Wild Apricot
(https://danielwaas.com/webinar-email-sequence-boost-attendance/)
☝ Pro Tip: An initial invitation, plus
2-3 reminders, is typically Optimal
for highest registration
PROMOTION
Social Media Promotion
● Include imagery & registration link
● Consider boosting/sponsoring
posts. $50 goes a long way
● Record a short video
● Ask partners/staff to promote
PROMOTION
How Many Registrants Will Actually Attend?
REGISTRATION
● Ask them to complete
pre-event survey
● Encourage them to
subscribe to your
newsletter or blog
● Share Social Media Profiles
- encourage them to follow
^^ Choose ONE of these - NOT ALL!
Post-Registration Communication
3 Presentation
PRESENTATION
Educational vs.
Promotional
Content
● Invite Current Clients &
Potential Clients
● Agenda - tell attendees
WHEN you’ll talk about
your services
● ALWAYS start with the
most compelling info
● Include Logo on Slides
PROMOTION
What to Present?
● Tax Strategies
● Social Security
● College Planning
● Money Conversations with
Kids/Elder Parents/Spouses
● Behavioral Finance
PRESENTATION
Keep it Visual!
1. Don’t just type out your
points
2. Images reinforce
message
3. Graphs & Charts
4. Icons and Images
PRESENTATION
Keep Your
Slides Visual!
Use pictures, images on
EVERY SLIDE YOU CAN
PRESENTATION
Tips That Make A Difference
● Speak clearly but Extemporaneously. Practice!
● Keep your slide deck concise - 📊 use pictures and facts over text
● Share stories or personal anecdotes
● Remove any distractions & turn off your phone
● Appoint a “moderator”
● 😀 Share your Camera. Smile!
☝ Pro Tip: Appoint a moderator to
help with chat, etc. Running a
successful webinar is NOT a
one-man or woman show
PRESENTATION
Keep it Engaging
● Use polls
● Ask for attendee input in chat-
● Mute Attendees
● Print out worksheet in advance
and have people “fill in the
blank” ☝ Pro Tip: Ask registrants to
submit questions in advance
4 Post - Webinar
POST-WEBINAR
Content Distribution Channels
POST-WEBINAR
2 ✌ Choices:
1. Make Webinar Accessible to All
anyone can find and watch the webinar replay on Youtube or at your Website
2. Gate the Content
user has to put in email to “unlock” and watch
POST-WEBINAR
1. Make Webinar
Accessible to All:
Upload Recording
1. Record “To the Cloud”
2. Edit: After Effects, Headliner, iMovie,
Youtube)
3. Upload to YouTube or Vimeo
4. Optimize for SEO: Title & #hashtags
5. Customize Thumbnail w/Canva image
☝ Pro Tip: Get more
clicks by creating a
visually-appealing
thumbnail
POST-WEBINAR
2. Gate the Content
1. Use the built-in “Gating” tools from your webinar provider
2. You can still list out replays on your blog/website - but users will be taken
to a page where they have to enter info in to watch
3. Example: https://financialgym.com/webinars
POST-WEBINAR
Create Blog Post
with Replay
● Embed your recording from
YouTube or Vimeo
● Include Call-To-Action
● Upload slide deck to
SlideShare and include link in
blog post
POST-WEBINAR
How to upload to
Twenty Over Ten
1. Choose location to embed
2. Click “insert video” icon
3. Add URL
4. Publish
DONE!
POST-WEBINAR
Share Replay on Social
Media
Share Canva Image you used to promote the
webinar with link to blog post replay
Share a few slides with info presented, ask
people to “comment below” if they want the
link to the recording
POST-WEBINAR
Email Follow-Up
● Email ALL who
registered the replay
and slides
● Segment your list:
○ Registered &
Attended
○ Registered & Did
NOT attend
● Include CTA
POST-WEBINAR
Identify Hot Leads
Find Leads By Reviewing:
● Attendees’ time in the
webinar
● Engagement levels
● Responses to survey
questions
● Previously attended
webinars
● Past marketing touches
You can also try sending a
survey AFTER the event
☝ Pro Tip: Ask
Attendees if they are
interested in your
services DURING the
webinar (by Poll or in
Chat)
POST-WEBINAR
Follow Up With Leads
Typically We:
● Send replay next day
● Sales reaches out to
leads within 5-7 days,
offering time on
calendar
● 2 more emails sent out
within the next 30 days,
reiterating value shared
during webinar
POST-WEBINAR
1st Week - Encourage leads to book on Calendar
POST-WEBINAR
2-4 Weeks: Follow Up with Relevant Content
5 Questions?
Get In Touch
twentyoverten.com
https://www.linkedin.com/in/samanthacrussell/
Marketing@twentyoverten.com

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How to Host Effective Webinars to Generate Leads for Your Advisory Business

  • 1. How To Host Effective, Engaging Webinars To Generate Leads for Your Advisory Business
  • 2. Housekeeping ● This webinar is being recorded. ● Throughout the presentation feel free to use the chat box for public messages and Q&A panel for private messages with any questions. ● We’ll be launching polls throughout. Responses are anonymous and can be answered by clicking the buttons.
  • 3. YOUR GUIDE Samantha Russell Chief Marketing & Business Development Officer Twenty Over Ten Hello! @SamanthaTwenty samanthacrussell 🙋 Join Me for a Demo? Raise Your Hand and Stay on at the End!
  • 4. AGENDA What We’ll Discuss ● Webinar logistics - tools for hosting and recording ● Choosing your webinar topics and content ● Promotional ideas for high registration rates ● Preparing Engaging Presentations ● Tips for keeping attendees involved and engaged ● How to follow up with Registrants to Convert them to Leads
  • 5. WHY? Why Webinars? Up to 40% of webinar attendees become qualified leads 4 P’s to a Successful Webinar
  • 6. Twenty Over Ten Webinar Story 6 Screenshot Here Started webinars 3 years ago • 2017 Avg registrants: 50 • Today: 400- 600 • 1100% Growth in 3 years! How? • Monthly - Consistent • Educational • Provide value
  • 8. WEBINAR PREP Before Your Webinar: ⏰ Choose a time 💡 Choose a title/topic 💻 Identify your technology (and test it) 👨‍🏫 Appoint a moderator 📝 Start mapping out your presentation & agenda 📣 Plan out your promotional schedule
  • 9. WEBINAR PREP What Days & Times Work Best? Source: Brafton
  • 10. WEBINAR PREP Choose a Webinar Topic & Title It Well 1. Should answer the question “What will I get by giving you an hour of my time?” 2. Choose a topic that you are the expert in or find someone else/partner 3. How to’s & Learn to perform best
  • 11. WEBINAR PREP What Tech To Use? Consider: ● Registration landing page, embed on website ● Capacity/ Price ● Email Sequences ● In-App Engagment Features ● Integrations with CRM/ Marketing platform you use ☝ Pro Tip: Learn the Technology BEFORE Hosting!
  • 12. Pricing Notes ● Free for 100 participants at 40 minutes ● $14.99/month for 100 participants ● $19.99/month for 300 participants Our Top Choice! -Soup to nuts, full-spectrum platform. -Integrates with EVERYTHING ● $15/month for 25 participants ● $31/month for 100 participants Part of Suite of Tools to Run and Market Your Business ● $109/month for 100 participants and 1 organizer ● $249/month for 500 participants and 3 organizers ● $499/month 1,000 participants We used to use this at Twenty Over Ten, but switched to Zoom. Offers MANY of the same features that Zoom does Starts at $99/month for 100 attendees and up to $319/month for 1,000 attendees Beautiful Interface/UI Great for Evergreen webinars you want to look LIVE User-Friendly WEBINAR PREP Comparing Providers
  • 13. WEBINAR PREP Other Tech Tools: 👨‍🏫 Google Slides (or other slide tool) 🎙 Microphone 💻 Computer 🎧 Headphones 📶 Hardwire Internet Connection (most ideal, but strong wifi connection will suffice)
  • 16. POST-CONVERSION Create Landing Pages in Twenty Over Ten 1. Go to “Other Pages” 2. Click “Add New” 3. Add in Information! Tip: These pages can be made accessible from other parts of your website, or completely hidden!
  • 18. PROMOTION Email Promotion - Send a series of emails to your current contacts midweek (Tuesday-Thursday) - Send emails between 8 am - 10 am (gets 36% of registrants) -Use a different subject line, content and imagery for each email -Incorporate into your other communications like newsletters ☝ Pro Tip: Add “can’t attend in person? sign up anyway and we’ll send you the recording” to all your emails for higher registration rates
  • 19. PROMOTION Email Promotion Source: Wild Apricot (https://danielwaas.com/webinar-email-sequence-boost-attendance/) ☝ Pro Tip: An initial invitation, plus 2-3 reminders, is typically Optimal for highest registration
  • 20. PROMOTION Social Media Promotion ● Include imagery & registration link ● Consider boosting/sponsoring posts. $50 goes a long way ● Record a short video ● Ask partners/staff to promote
  • 21. PROMOTION How Many Registrants Will Actually Attend?
  • 22. REGISTRATION ● Ask them to complete pre-event survey ● Encourage them to subscribe to your newsletter or blog ● Share Social Media Profiles - encourage them to follow ^^ Choose ONE of these - NOT ALL! Post-Registration Communication
  • 24. PRESENTATION Educational vs. Promotional Content ● Invite Current Clients & Potential Clients ● Agenda - tell attendees WHEN you’ll talk about your services ● ALWAYS start with the most compelling info ● Include Logo on Slides
  • 25. PROMOTION What to Present? ● Tax Strategies ● Social Security ● College Planning ● Money Conversations with Kids/Elder Parents/Spouses ● Behavioral Finance
  • 26. PRESENTATION Keep it Visual! 1. Don’t just type out your points 2. Images reinforce message 3. Graphs & Charts 4. Icons and Images
  • 27. PRESENTATION Keep Your Slides Visual! Use pictures, images on EVERY SLIDE YOU CAN
  • 28. PRESENTATION Tips That Make A Difference ● Speak clearly but Extemporaneously. Practice! ● Keep your slide deck concise - 📊 use pictures and facts over text ● Share stories or personal anecdotes ● Remove any distractions & turn off your phone ● Appoint a “moderator” ● 😀 Share your Camera. Smile! ☝ Pro Tip: Appoint a moderator to help with chat, etc. Running a successful webinar is NOT a one-man or woman show
  • 29. PRESENTATION Keep it Engaging ● Use polls ● Ask for attendee input in chat- ● Mute Attendees ● Print out worksheet in advance and have people “fill in the blank” ☝ Pro Tip: Ask registrants to submit questions in advance
  • 30. 4 Post - Webinar
  • 32. POST-WEBINAR 2 ✌ Choices: 1. Make Webinar Accessible to All anyone can find and watch the webinar replay on Youtube or at your Website 2. Gate the Content user has to put in email to “unlock” and watch
  • 33. POST-WEBINAR 1. Make Webinar Accessible to All: Upload Recording 1. Record “To the Cloud” 2. Edit: After Effects, Headliner, iMovie, Youtube) 3. Upload to YouTube or Vimeo 4. Optimize for SEO: Title & #hashtags 5. Customize Thumbnail w/Canva image ☝ Pro Tip: Get more clicks by creating a visually-appealing thumbnail
  • 34. POST-WEBINAR 2. Gate the Content 1. Use the built-in “Gating” tools from your webinar provider 2. You can still list out replays on your blog/website - but users will be taken to a page where they have to enter info in to watch 3. Example: https://financialgym.com/webinars
  • 35. POST-WEBINAR Create Blog Post with Replay ● Embed your recording from YouTube or Vimeo ● Include Call-To-Action ● Upload slide deck to SlideShare and include link in blog post
  • 36. POST-WEBINAR How to upload to Twenty Over Ten 1. Choose location to embed 2. Click “insert video” icon 3. Add URL 4. Publish DONE!
  • 37. POST-WEBINAR Share Replay on Social Media Share Canva Image you used to promote the webinar with link to blog post replay Share a few slides with info presented, ask people to “comment below” if they want the link to the recording
  • 38. POST-WEBINAR Email Follow-Up ● Email ALL who registered the replay and slides ● Segment your list: ○ Registered & Attended ○ Registered & Did NOT attend ● Include CTA
  • 39. POST-WEBINAR Identify Hot Leads Find Leads By Reviewing: ● Attendees’ time in the webinar ● Engagement levels ● Responses to survey questions ● Previously attended webinars ● Past marketing touches You can also try sending a survey AFTER the event ☝ Pro Tip: Ask Attendees if they are interested in your services DURING the webinar (by Poll or in Chat)
  • 40. POST-WEBINAR Follow Up With Leads Typically We: ● Send replay next day ● Sales reaches out to leads within 5-7 days, offering time on calendar ● 2 more emails sent out within the next 30 days, reiterating value shared during webinar
  • 41. POST-WEBINAR 1st Week - Encourage leads to book on Calendar
  • 42. POST-WEBINAR 2-4 Weeks: Follow Up with Relevant Content