Marketing Corner – The Value of Lead Magnets

The Value of Lead Magnets

compyEvery business needs a stream of qualified leads. For financial advisors this is a unique challenge. While a neighborhood bakery, autoshop, or boutique clothing store provides tangible goods and services, the benefits of working with a financial advisor may not be as instantly gratifying. Many consumers only seek out financial advisors when there’s a pressing need, meaning it’s often too late to properly address the issue. One way to address this is to incorporate lead magnets into your marketing plan.

What is a lead magnet?

A lead magnet is anything that drives a consumer to a specific action. You can think of it similar to a call-to-action or a give. What a lead magnet does is attract consumers with a tangible offer or unique experience. This is often thought of in terms of digital marketing. For example, a consumer responds to a digital ad, routing them to a landing page which has a form submittal to receive a complimentary kit, rate report, or retirement analysis. There are many different versions of this structure and advisors can implement a digital lead magnet system to reach many types of consumers.

While it’s good to focus on the digital, lead magnets can be very effective in traditional formats. For instance, we’ve seen success with agents offering a free round of golf or a free tennis lesson. Instead of (or in addition to) using digital ads to promote this offer, the agent places a high-quality, eye-catching ad at the target venue. This can, to an extent, pre-qualify the audience, based on the venue where the ad is placed . The consumer gets a unique experience of value and is able to learn more about you in a casual, low-pressure manner. Another benefit is that you can build a relationship with the venue, which can open you to business owners and advocates.

What Makes a Good Lead Magnet?

meetingwclientsA good lead magnet:

Offers an experience or product of real value

A rate report or retirement analysis represents a real value for your time and expertise. For some consumers, this may be enough. But to really attract high-value consumers, offer something that is immediately gratifying.

Is pitched toward a specific target market

You can use a lead magnet any number of ways, which is why you should have a clear idea of the type of consumer you wish to attract.

Gives you an opportunity to interact with the consumer

Dangling out an Outback gift-card for an introductory phone call at best gives you an impersonal interaction with a consumer and at worse attracts plate-lickers. If your lead magnet involves an experience like a lesson with a golf pro, this is an event that you and the consumer can share together. This gives you opportunities to interact with the consumer and for them to get a sense of you.

Aligns you with businesses that support you and your efforts

Since you are likely to use another business’ products or services as a carrot to attract consumers, it’s important to develop a good relationship with the business. As mentioned above, this can gain you advocates and access to business planning opportunities. On a smaller level, however, having a good relationship ensures that you are able to continue to use the business for your lead magnet. Make sure that the relationship is mutually beneficial.

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Marketing Corner – 6 Key Challenges Advisors Face Today

Marketing Corner – Wednesday June 29th, 2016

6 Key Challenges Advisors Face Today

Advisors and Agents face many challenges throughout their career. From establishing a practice, building a client base, marketing, and dealing with downturns, the zigs and zags of an agent’s career can be erratic. Here are six key challenges advisors face today.

Shifting Demographics and Client Bases

America is on the cusp of the largest transfer of generational wealth, ever. Over the next 30 years, some $30 trillion will be transferred from Boomers to Gen-Xers and Millennials. That’s a pretty good opportunity for advisors, except for two things:

Nearly 66% of children release their parent’s advisor
Most advisors only focus on a particular age segment

Retaining clients across familial generations requires skill. Although there is no such thing as “easy money,” focusing only on Boomers does simplify your practice. You are able to understand the key needs of this population segment and positions to continually enhance your expertise. But doing this cuts you off from the next wave, which is going to arrive sooner than you think. Some demarcations put the outer edge of Gen-Xers around 1960, which means that in five-ten years, these will be the new Boomers. Plus many Gen-Xers and Millennials (yes, Millennials) represent planning opportunities now. Take some time understand the key issues facing each generation and expand your target market.

marketingMarketing and Prospecting

Marketing and prospecting will always be a challenge in any business. Financial advisors are in especially prone position, however, when it comes to generating leads and converting new clients, since the service they provide is not a tangible object and often involves long time-frames. As generations shift, so too does the effective means to reach new clients. This is where having an array of marketing solutions is helpful. While you may have one core marketing activity (seminars, social media, referrals, etc.) having many different marketing tools will help you adapt to changing target markets. It’s not digital versus traditional or push versus pull marketing. It’s digital and traditional, push and pull marketing.

Regulation

One immediate challenge facing the financial service industry at large is the DOL fiduciary rule. While advisors can expound endlessly on the potential impact of this rule, it does raise some concerns about regulation in general and the changing perceptions of what it is financial professionals actually do. We’ll see how this change plays out before full implementation (already there are many lawsuits set to argue against the rule) but it points to the importance of staying abreast of industry-wide changes and being diversified in your offerings.

Balancing Being A Good Advisor and A Good Businessperson

A good advisor provides custom-tailored service and excellent care. A good businessperson understands the true cost of profit and has a vision for the company on several different time scales. The challenge many advisors have is that they have to be both a good advisor and a good businessperson. Independent advisors may pull enough in production to hire a support staff, but the responsibilities of dealing with consumers and protecting the business’s growth fall squarely on their shoulders. Time spent as an advisor can take away time needed to ensure business needs are met. Time focused on the numbers takes away from time that could be spent with consumers, which at the end of the day, helps support the vision of the business.

How do you balance this? It may help to establish a distinct marketing and business plan periodically. You may also wish to align with another producer or agency. Or you might seek out a FMO to handle marketing and back office tasks, as well as help shape the scope of your business. However you do it, never forget that you are a business owner and need time to focus on business needs as much as client needs.

marketvolatileMarket Volatility

The market is unpredictable. While there are best practices, solutions, and strategies that work within and outside the market, the market still casts a large shadow over financial services. Market volatility presents a challenge to advisors in a few interesting ways. Advisors need to have some idea of how products and solutions will perform in the ecosystem of the stock market. Consumers, watching key stock figures and measurements, come armed with their own perceptions, fears, and concerns. This can lead to behavioral finance biases. While you can’t control the market, you can help people address their specific needs. Having a good understanding of consumers’ biases and issues can go a long way to selling your market-tough solutions.

Generalization v. Specialization

The problem many professionals face is to generalize or specialize. This is true of doctors, lawyers, and certainly financial advisors. If you are too generalized, you may miss opportunities to land advance-market, high net-worth clients. If you are too specialized, you may be vulnerable to changes with your specialty and target market. One possible approach for success is similar to the point we made about marketing: have one core offering, with an array of other offerings. This will allow you to go after niche clients, with a sustaining set of services.

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Tuesday Tips – June 21st, 2016


Alerts

F&G MYGA Rate Special Ending

F&G has announced that their 3.15% myga rate special will be ending on June 24th.  Applications must be submitted electronically.

AIG Updating Replacement Forms

AIG has begun updating replacement forms this week for several states.  Make sure to call prior to taking an application to make sure your state isn’t affected.

Sales Concept

Resources For Marketing

Legacy Marketing Group is currently running a promotion that will reimburse you at a rate of .25% for your marketing costs.  In addition production also qualifies you for marketing reimbursement with LFP and for our Enhanced Tactical Marketing Platform.  Minimum production amount is 250k of qualifying annuity premium.  Call today for additional details.

Industry News

Social Security and Inflation

Unless inflation begins to pick up 2017 may end up being another year without a cost of living increase for social security recipients.  If this happens it would be the 4th time since 2010.

Hot Rates

Libertymark 10 Plus

Legacy Marketing Groups LibertyMark 10 plus is a competitive 10 year product that offers a 5% upfront bonus as well as a 10% persistency bonus in year 10.  In addition to this it offers several index options and not just the S&P.  It also offers a strong minimum guarantee basing the growth off of 100% of the funds instead of 87.5%.  Call today for additional details and state availability.

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Tuesday Tips – June 14th, 2016


Alerts

Updated North American Allocation Forms

North American has updated their annuity allocation forms for several products. Call today to get updated forms for your application packets.

Annuity Awareness Month

June is Annuity Awareness Month and LFP has a wealth of resources available to help market to and educate prospects and clients about the benefits of annuities. Call today to learn how we can help.

Sales Concept

Generational Behavior

Do you think about money the same way your parents did? Probably not, every generation has its different nuances whether it’s in regard to saving or in how they interact with various forms of marketing. Available for download is our Multi Generational Marketing Guide which discusses each generation and how to effectively market to them.

Life Insurance Sales

A recent survey found that 52% of advisors don’t feel like they’ve had success with life insurance advice. Identifying the right prospect, uncovering the need, and framing the solution are all key components to making your life insurance sales soar. LFP has resources and training available that address these 3 key areas and will make you a life insurance rock star. Call today for additional details.

Hot Rates

Allianz Life Pro +

Allianz recently revamped their Life Pro + IUL and has rolled out several enhancements. Costs were lowered and the option for a convertible term rider was added. In addition to this a 15% interest rate bonus was added to the product starting in year 11. Currently the product offers some of the highest cash accumulation and income streams in the IUL space. Call us today for additional details.

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Marketing Corner – Six Ways to Be More Personal in Your Practice

Marketing Corner – Thursday, June 9th, 2016


Six Ways To Be More Personal In Your Practice

The best advisors know they don’t sell products—they sell themselves. With the rise of robo-advisors and increasingly competitive markets, one of the easiest ways to gain a foothold with your consumer base is to be a personable professional. For some advisors, this is common sense and natural. Others may not be aware of the ways they could sell themselves better. Here are six simple ways to put your best foot forward.

Professional Headshots

Too many times we see advisors that have decent looking websites with poorly shot profile photos, if they have photos of themselves at all. A well-shot photograph allows consumers to put a face to the services or bio they are reading about. Using your image on other marketing materials like fliers or mailers can also serve to make a personal connection.

video13Video

Statistics show that video can increase linger time and conversions for websites. You might find that some advisor websites have explainer videos on every concept or product line. This is great, however you can bring video to your website without huge expense by providing a short introduction clip on your home page. In this clip you should address the consumer, give your mission statement and a summary of your skills/experience. This allows the consumer to see and hear you, further connecting your practice to a real person.

Community/Charity Events

Sponsoring community events can be a great way to get your name out in your area. But to get the most out of this strategy you should actually attend the event and meet members of your community. Consider also creating regular charity events that tie the community together, such as a food or clothing drive, charity sports tournament, or volunteer blitz. This aligns with your passions outside of work and helps you to become a known quantity in your local area.

leadgeneration1Track Details

When you meet a new prospect, you likely have casual small talk before delving into products and solutions. Conversation topics like family, goals, experiences, etc. This information is
helpful to provide a personal touch later on as you drip on an unconverted lead and to reinforce your relationship once they become a client. Within your CRM capture this information and use as you interact with the consumer.

Personalize Marketing

We’ve discussed the importance (and ease) of personalizing emails/subject lines before, but it’s worth repeating here. This is such a simple, low-effort way to provide a personal touch with something that is somewhat impersonal. If possible, personalize mailers and form letters as well.

Tastefully Demonstrate Your Personality In Your Collateral

Striking the right balance between personality and professionalism is a skill. Done well, it demonstrates that you are a human being with a family and interests, not a suit trying to sell
insurance. There are many ways to do this. For example, in the copy on your website or newsletters, use language that has a bit of your voice, while still providing professional and compliant details. You can also consider a hobby or passion and use this as imagery or metaphor in your marketing collateral. Again the key is balance. A little bit of personality makes you relatable and distinguished; too much turns you into a clown.

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Marketing Corner – The New Marketing Funnel

Marketing Corner – Wednesday May 18th, 2016

The New Marketing Funnel

A common way of thinking about your prospect flow is a funnel. This is a tried-and-true way of organizing lead flow as prospects move through your marketing channels. It helps you understand where leads are in your marketing process, allowing you to match marketing efforts appropriately to prospect interest and growing familiarity with your services.

At the top of the funnel, you have a pool of clients, with sections of the funnel corresponding to levels of touch, interest, or activity, until they drip out of the funnel and become a client.

This visual metaphor may work to explain the overall direction a lead travels before converting into a client. However, because of how digitally-driven marketing is now—even for financial advisors—the funnel is no longer an appropriate way to describe lead flow. Lead flow is less a downward path and more a non-linear process.

A prospect may find you because of a SEM campaign or they may recognize your real-world ads like fliers and posters. The prospect may become aware of you because of direct mail and visit your base website. They may respond to a digital ad and recognize you as the company that sponsored a community summer concert series. They may respond to your social media activity and sign-up for your newsletter. All of your marketing components may be involved before they give you call or respond to your offer. The point is there is not always a direct line from the first engagement to conversion and this path can involve many different portals of engagement.

Why is this important? Prospects expect to find you in multiple places and will seek you out in various marketing verticals. While it can be difficult to track the true path a prospect follows, you do have opportunities to enhance this new marketing flow. For instance:

Remarketing

Remarketing as concept essentially means marketing again to someone who showed interest or engaged with you. In this sense, it is very similar to drip marketing. But in digital advertising, remarketing refers to showing ads to respondents or visitors to your website. A little piece of code (known as a pixel) signals back to the base campaign and issues further advertising or offers. This can be implemented on your base website as leads travel through various pages. It can also be implemented through AdWords or Facebook campaigns, greatly enhancing brand awareness and increasingly the possibility of prospect action.

Drip Campaigns

There are many ways to develop a drip campaign. Drip campaigns can be easily automated through email. The act of you regularly following-up with a lead (like say through phone and email) is a form of a drip campaign. While your marketing overall may be non-linear, drip campaigns do provide a little bit of a linear lead flow. With the help of a good CRM you can schedule and track the drips in your campaign. However, your other verticals may complicate this direct positioning.

Regular Social Media Engagement

The key to maximizing your social media profiles is to provide regular and consistent content. Posts should demonstrate your expertise and value, while discussing topics relevant to your target market.

Being successful with the new non-linear marketing model means providing reasons for prospects to keep engaging with you. If it seems overwhelming, confusing, or too diffuse, use metrics to measure responsiveness of each portal of engagement and create circuits that connect the individual marketing portals.

A marketing circuit charts the path(s) a prospect can take toward conversion. You’ll notice that while there is a linear pull from first engagement to conversion, a lead may take a roundabout way of getting there. The purpose of a diagram like this is to understand how your marketing channels can work with each other and feed back toward the ultimate goal of conversion.

In this example, the first portal of engagement is a digital ad, but the pieces (or portals) can be structured in any number of ways. A well-designed marketing circuit helps you to retain and enhance your leads, maximizing your marketing activity.

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Marketing Corner – Maintaining Your Digital Presence

Maintaining Your Digital Presence

While there are many components of a good digital presence, many advisors simply build a decent looking website or claim their social media profiles and leave it at that. This is like buying a new sports car and leaving it in the driveway. To really get the most out of your company’s digital persona, you need to put a little time in. You might not be the most tech-focused agency, but investing a little bit of time on your digital presence can draw new consumers and have a positive impact to your overall business plan. Here are seven simple ways to stitch up your digital presence.

Complete Profiles and Update as Necessary

In a previous post, we discussed how you should claim your profiles on social media platforms like Facebook, Twitter, or LinkedIn. Building a profile goes beyond claiming your business name and slapping a company logo. For instance, within a business Facebook page, you have the opportunity to provide a business bio/mission statement, hours of operation, website links, directions, and calls-to-actions. There is also the ability to “verify” your business. Take a little bit of time to make your profile a complete as possible. As things change; maybe your business moves or has different hours of operation, update accordingly. Other platforms, may have more or may have less opportunities to provide supporting information about your business. Twitter for example, limits the details you can provide, while LinkedIn allows you to provide a great deal of information within your profile.

Completing your profiles also means that you should size and format supporting branding appropriately. Most platforms will tell you recommended sizes. A profile picture, even a good one, will not inspire confidence if it looks pixilated or overblown. Same goes for banner photos, backgrounds, avatars, etc.

Update Branding And Visual Collateral

Is it time for new headshots? Has your office been renovated? Are your logos and branding out-of-date? Updating your visual collateral can make your digital presence really shine. Just as you wouldn’t want to pass around a business card that follows the design ethos of the 1980s, you don’t want to have visual collateral that is outdated or otherwise skirts principles of good design.

Commit To A Regular Content Strategy

Content marketing is an effective way to engage with your clients and new prospects. (This article is itself is a piece of content marketing, meta!) Often agents will pursue this activity and then give up. There two important things to keep in mind with a content marketing strategy: create relevant content and commit to a regular schedule. Most agents can do the former but struggle with the latter. Fresh content is beneficial to you in many ways—it helps with ranking, allows you to address the various concerns and pain points your consumer base has, and demonstrates your expertise. Get in at the level that is appropriate for you, but stick with it.

Have A Process For Cross-Platform Coordination

Don’t just hide updates, links, or good content on your website’s blog or maroon it on a solo LinkedIn or Facebook post. Disseminate amongst your various platforms and profiles. This means having a process for shepherding content or updates through your digital portals. This can be as simple as using the cross-platform utility inherent in many of these platforms (the Tweet/FB share buttons on a LinkedIn post for instance). Or you may adjust the settings within a platform to automatically post on your other profiles. Or you may even use third-party software that helps you manage your social media.

Recognize The Limits, Styles, Purpose, and Functions of Each Platform

A long blog post is not a Tweet. A Tweet is not an in-depth breakdown of new social security changes. A casual Facebook post may not be appropriate for a LinkedIn status. Each digital platform, whether it’s your own website or a social media tool, will have its own unique features, style, and “visual grammar” and utility. You can coordinate pieces through your various digital portals (see point above), but consider how the post or update will mesh within the particular “language” of the platform.

Promote and Share Updates/Content Multiple Times

If you have a piece of content or an update you might share it through your digital platforms as discussed in point 4. However, you can push the same piece multiple times over a relevant timeframe. What’s a good frequency? That’s up to you. You certainly don’t want to overshare, and you especially don’t want to overshare the same status, update, or content. However, if the piece is still relevant and you feel there are portions of your audience that may have missed your news, it’s probably okay to share again to keep it floating in the feeds.

Boost Good Content And Events

Let’s say you have a great piece of content you are proud of. Or let’s say you have an upcoming seminar event that you are excited about. In addition to posting about it through your digital channels, put a little adspend together and promote it. Sponsored content can help you grow your audience reach and promoted events can help with attendance.

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Marketing Corner – April 14th, 2016

Five Low-Cost, Simple, and Obvious Marketing Solutions

There’s a wide world of marketing out there for advisors and agents. Some solutions can be pretty sophisticated, using technology for advanced targeting and prospect tracking. We’ve certainly advocated for (and currently provide) many progressive digital marketing solutions. These solutions—like email segmentation, advanced display network advertising, website optimization, and so forth, help you stay in front of your consumers and ahead of your competition.

However, there are many low-cost, simple, and obvious marketing solutions that advisors often overlook when chasing new marketing platforms. It is definitely important to have one foot in the future, but that does not mean you should forget about these simple marketing methods.

Fliers

Whether you have an upcoming event or are just looking to keep your name alive in your business community, fliers are still a worthy means of branding yourself. Maybe putting up fliers will give you flashbacks of promoting DIY shows back when you were a punk rocker, but for promoting your business you really have nothing to lose.

Many might object to this method because it has an air of cheapness and grunginess about it. This is why you target community boards in high-traffic areas—your coffeeshops, breakfast bistros, library events boards–places where your ideal prospects visit routinely. Make sure your fliers have a clear message, are well-designed, and feature prominently your business branding.

How cheap is this option? To give you perspective, B+W 8X11 sheets from FedEx Kinko’s run about 12 cents a page, 59 cents for color, maybe a little more for glossier paper options.

Libraries and Hospitals

hospitalLast week we discussed best practices for running a workshop, mentioning libraries and community centers as good potential venues for holding your seminars. An expensive dinner at a restaurant or country club can certainly appeal to higher-end prospects, but at a high budget to you. Libraries and hospitals often have meeting rooms available for use—especially if your workshop is more educational than sales pitch.

We’ve found that in many cases staff members at a library or hospital will be very supportive of your event, since it is providing a service to their base community. This means that you can organize a workshop for the cost of base marketing, supporting documents, coffee and doughnuts, and a box of fresh pens.

Social Media

This entry is not so much about how you should be using social media to engage consumers (although you absolutely should), but more about how you should at least claim your business profile across social platforms. Again, we absolutely advocate the use of LinkedIn, Twitter, and Facebook to publish content and build a consumer following, but some advisors lack even a static corporate profile page.

We get it—for some advisors it might not make sense to be enmeshed in the sometimes twisted world of social media. But generally, having a corporate Facebook page or company page on LinkedIn is not going to cost you anything. It will make your business more visible to consumers and provide a base to begin content marketing from.

It’s cheap (or free), takes little time, and sets you on a path toward digital content marketing.

Ambient Marketing

Financial advisors often build marketing campaigns around time-sensitive events like a seminar. This is because seminars, for all the work that goes into them, can pay off huge with new clients. So an advisor may use a direct mail vendor, involve an RSVP service, and put some adspend in digital campaigns to promote his or her event. While these strategies work (and in the long-run are cost-effective), they have a very specific focus and goal—meat in the seats.

However, what kind of marketing do you do when you don’t have an upcoming event? Some advisors, looking to keep marketing costs as trim as possible, don’t do any kind of marketing—instead relying on word-of-mouth and referrals.

emailIn between events and promotions, drop some digital adspend in a display network campaign. Keep the budget where you want. It could be a huge marketing budget, or it could be a small daily amount. The point is, you have an opportunity to keep your name and branding cycling online in your community for a very low cost. There’s no specific goal, other than to build brand awareness and maybe draw people to your website, but this ambient marketing gives you a constant presence that might pay off hugely.

Cost? You could appropriate $100-$200 a month for this type of marketing. More if you’ve got the budget. Plus, with AdWords and Facebook you can specifically target your ideal clients. $1200-$2400 is not a bad price for a year’s baseline marketing, especially if it gets you clients. With this budget you should not anticipate direct leads (though it can happen) but rather a constant brand awareness that enhances other marketing activities.

Email Pipeline Marketing

Over periods of prospecting, you’ve likely gathered a list of emails. Many advisors, because they focus on new clients and new marketing activities, ignore the value of their email lists. With most email platforms, you are charged by subscribers rather than the individual number of emails you send. This allows you to build pipelines, often with no more expense than your current cost of the service. So take some time, comb through your current lists and build drip campaigns.

Cost? Maybe nothing more than your time. Maybe a little more to upgrade to a higher subscriber level with your email service provider.

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Marketing Corner – 6 Best Practices For Running a Successful Workshop

Marketing Corner – Tuesday 5th, 2016

6 Best Practices for Running  A Successful Workshop

Workshops and seminars are powerful marketing activities for advisors. Even in our digitally driven world, nothing will replace the value of an experienced advisor presenting relevant information to a live audience. It should be no surprise that many advisors and agents rely heavily on this method to prospect for new clients. A well-run and informative seminar simply works. However, new and old advisors alike miss many opportunities to maximize their workshops. New advisors may overlook small details that can derail their presentations. Experienced advisors may become too rote in running their seminars, ignoring possible blindspots that can inhibit the effectiveness of their event. To help advisors and agents everywhere, here are six best practices for running a successful workshop.

Choose Your Topic Carefully

Advisors may want to try workshops/seminars but struggle with topic selection. This is also a problem that experienced advisors may face, after exhausting a set of topics. The topic you present is the most important part of your workshop. A good topic will be relevant and provide opportunities for elaboration. A good topic will relate to things that affect your client base, whether they know it or not. You must also have some knowledge or expertise with the topic you choose so that you can present it with confidence.

So here’s how to choose your topic:

1: Find a topic or focus that is relevant to your consumers.

2: Address current trends related to this topic.

3: Provide research and stats with your topic presentation. This will lend your presentation credibility and support your main arguments

For example, let’s say you want to run a Social Security workshop. You know that this topic is very relevant for a significant portion of your consumer base. Prepare a presentation that outlines Social Security basics, then discusses specific maximization strategies. Interlace your presentation with credible stats. Focus on new changes that may impact consumers. Social Security is subject to many changes this year, with the removal of “file and suspend.”

You may struggle with topic development not because a topic is bad, but it is too broad. Social Security and retirement income planning are both important areas of financial planning, but they are broad. So if you are struggling with a topic, think about a specific focus that you can present. If you are trying to reach pre-retirees and retirees, you may want to discuss things that Medicare will and won’t cover, with the angle that a good financial plan and an LTC policy may help to protect an individual’s finances. This has a good broad topic that will appeal to many of your target consumers (Medicare), a specific focus that educates consumers, and imparts the urgency of proper financial protection (solutions you can provide).

Involve An Assistant

During your workshops, your time should be spent presenting to and engaging with consumers. Collecting forms, managing the session, handing out pens, etc. can take away time you could spend educating consumers and interrupt the flow of your presentation. Having an assistant that handles the grunt work of running the workshop can make your presentation run smoother. From the time attendees arrive to the collection of follow-up forms, your attention needs to be on the consumers. An assistant that handles much of the operational aspects of the seminar frees you to build rapport and make a strong connection with your audience.

Be Thoroughly Prepared and Organized

The more prepared and organized you are, the more time you have to spend educating your consumers. Anticipate issues, rather than react to them in moment. This means:

  • establishing an itinerary for the session
  • arriving early
  • communicating with wait staff (if say you are doing a dinner seminar)
  • having extra copies of relevant forms and pens
  • testing any tech (such as microphones and projectors)
  • running through the event with your assistant to make sure you are both on the same page
  • allocating a buffer window for issues that may occur or Q &A portions that run long
  • creating take home sheets and evaluations

Your seminar could have many more components. The important thing is that you are prepared at every moment–before, during, and after the presentation. Not only will this reflect on you as a professional and ensure a smooth workshop, it will make things like follow-up and appointment setting easier.

Choose an Appropriate Location 

Where you hold your seminar can have an impact on how well it runs. Ideally you’ll want to choose a venue that is supportive and located in a central area to your target market. You should also consider issues like road construction that may make it difficult for your target market to travel. A high-end or well-suited venue can give your workshop more credibility, causing consumers to associate their positive feelings of the location with your presentation. For dinner seminars, find higher-end restaurants or event halls that have brand recognition in your local area. For more of an educational workshop, a library or community center may suffice, especially if staff is supportive of your seminar as community event.

Advertise Your Workshop Through Multiple Marketing Channels

Direct mail is the most common way advisors market a workshop or seminar. Certainly direct mail is an effective means to get the word out and get responses. However, there are other means that can enhance the marketing of your seminar, often at a minimal cost. Don’t discount the power of a local newspaper ad placement—in many communities physical newspapers still reach a large audience, especially older consumers. Digital ad placements can also greatly improve registration responses. Even something like a boosted Facebook post can help you reach your audience. These marketing pieces, all operating at the same time, also mean that a large segment of your audience sees your workshop ads in multiple places, through multiple channels. And of course, don’t forget the power of a simple flier at the venue to reach consumers.

Follow Up

Although you are educating your consumer base with a seminar, the bottom line is that you are trying to set appointments and capture new clients. Follow-up is crucial for these things to happen. This means that you need to have some form of an information-gathering sheet where a consumer can provide their concerns and other valuable information you can use to tailor a pitch to them. If you don’t already have emails from the workshop registration process, this is your opportunity to get them. After the workshop, issue a thank you message that also summarizes what you discussed. If you plan on doing a workshop on a different topic, invite the consumer to the next one. You can also use the list to build a drip marketing campaign.

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Tuesday Tips – April 5th, 2016


Alerts

American Equity MYGA Rate Adjustment

American Equity has announced that they will be reducing rates on their MYGA product line by .15bps effective April 13, 2016.  Applications must be at the home office by April 12, 2016 to receive the current rates.  Call today for additional details.

Athene Raises Rates

Athene has increased rates effective April 1, 2016 on their Performance Elite FIA series.  Caps have increased and spreads have been decreased.  Call today for an updated rate guide.

Sales Opportunity

Event Marketing

Seminars and Educational Workshops are a popular marketing activity for advisors.  Success with event marketing often comes from making sure that everything is implemented correctly.  Making sure all of the little details are checked off the list can lead to big results.  In this weeks Marketing Corner we discuss 6 tips to running a successful workshop.  The article can be found by clicking the following link. Click Here.

Industry News

Metlife SIFI Designation

After a lengthy battle with the government a federal judge recently struck down Metlife’s SIFI designation.  If the ruling stands Metlife won’t be subject to the governments tougher scrutiny.

Hot Rates

NACOLAH Guarantee Builder IUL

Current assumption UL’s that use an index chassis have grown in popularity in recent years.  One of the shortfalls though, is that the death benefit guarantee doesn’t run all of the way out and the caps oftentimes aren’t as competitive as traditional IUL products.  The guarantee builder on the other hand is very competitively priced, offers a full death benefit guarantee, and offers caps as high as 13.5%.  In addition to this it also offers a free chronic illness rider.  Call today for state availability and additional information.

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