Financial Advisor Seminar Marketing
Engage, Connect, Convert: How In-Person Events Can Fuel Your Client Pipeline
Using live events to attract high-value clients
If you want to get in front of a large number of your ideal prospects on a consistent basis then seminars might be the best way to do this in 2023.
Financial seminars have been around for years and while in the past they involved shelling out huge sums of money to get people attend them, it doesn't have to be that way now.
With the inception of social media the old tried and true way of warming up a cold lead and getting them to come in the office as become more affordable compared to the old school marketing in the past.
Live events foster a high level of engagement, providing a platform for advisors to interact, answer questions, and engage in meaningful discussions with potential clients. This active participation often leads to deeper comprehension and appreciation of your services.
The top performing seminars
Now, if you've been doing seminars for any amount of time, you know now there's mainly three types of seminars that people are doing.
You have your educational seminars, you have your lunch and learns, and then you have your dinner seminars.
The educational seminars are somewhat kind of new, especially with the explosion of social media.
The idea of getting a prospect to show up for a presentation without the offer of food is more appealing to advisors because it saves money and puts the content at the center of attention.
Let's take a look at how each seminar performs.
Educational Seminar
Average cost per registrant
$5.00 - $30.00 depending on the the topic of the seminar and venue.
Average show up rate
You can expect to see 40% - 50% show up rates for your educational seminars.
Top performing topics
Social Security
Taxes In Retirement
Retirement/Income Planning
Lunch & Learn Seminar
Average cost per registrant
$10.00 - $20.00 no matter the topic of the seminar and or venue.
Average show up rate
You can expect to see 40% - 50% show up rates for your lunch & learn seminars.
Top performing topics
Being that lunch is being served you can choose any topic and you will still fill the room.
Dinner Seminar
Average cost per registrant
$5.00 - $15.00 no matter the topic of the seminar and or venue.
Average show up rate
You can expect to see 40% - 50% show up rates for your lunch & learn seminars.
Top performing topics
Being that dinner is being served you can choose any topic and you will still fill the room.
Does direct mail still work?
Results from a direct mail vs social media campaign
Here are the results of a test where the advisor sent out a direct mail piece and we used the exact same mailer to create a social media campaign targeting the same geographical area.
The direct mail campaign was a 9,100 piece mailer and the Facebook campaign reached a total of 4,876 people.
Cost | $4,800 | $344 |
Registered | 57 | 50 |
Showed Up | 55 (96%) | 38 (76%) |
Appointments Booked | 11 (20%) | 18 (47%) |
Attracting and retaining the right audience
Webinars allow you to target your ideal prospects and engage existing customers.
Utilize social media promotion and email marketing to draw in new attendees, and offer valuable, relevant content to keep your existing customer base coming back for more.
There are three primary ways that you want to target your ideal client.
1
Geographical
If you are in an area where there is an affluent suburb, there's a large corporate center or any other factors that may contribute to wealthy people congregating; then you want to start there.
2
Personal attributes
In addition to targeting people who are interested in retirement, you want to layer on additional interest such as buying habits, educational background, and other attributes that would closely align with your ideal client profile.
3
Messaging
The ad copy that you write plays a big role in who's going to respond to your webinar. You want to make sure that you're writing ad copy that calls out the right avatar to get them to register.

Convert prospects at a higher rate
The personal connections and trust established through face-to-face interactions at live events tend to be stronger than those formed through digital or remote exchanges.
Such connections can significantly increase the probability of potential clients scheduling a consultation.
Seminars also allow for immediate follow-up, providing the chance to address queries promptly and convert interest into scheduled consultations.
In the presence of a captivated audience, the information delivered is more likely to be absorbed and acted upon, increasing the likelihood of conversion.


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