Webinars – are they all about you? They shouldn’t be. At least that’s what we have heard from advisors. Read on to learn what advisors want to know about your firm.
Non-Product Related Content
Obviously you want to use webinars to talk about your fund and your company, but you should also be providing some value to the people who attend. Think value-add content that helps build trust. This approach will help advisors associate your name with educational content they need to serve their clients better. And they will be more likely to take your sales calls because you’ve already delivered something of value to them.
What are some of the topics advisors want to hear about? Right now, economic webinars and perspective on the market, dynamics and outlooks are powerful. We’re all trying to make sense of it and it helps advisors to have a broad range of information. Advisors also love webinars that help them develop professionally and meet their CE requirements. Does your firm have subject-matter experts in certain areas that may benefit an advisor’s practice or that you can register for continuing ed credit to help advisors meet their requirements? If so, get a webinar with this content on the books and be sure you’re clear when you market exactly what’s in it for advisors.
Access to Your Management Team
Another key for advisors? Access to your management team. Advisors want to know who is behind your investments, what their experience is and they want to hear directly from them. Featuring members of your management team on a webinar is an easy way to get them in front of advisors. Do a Q&A with them so advisors get to interact and hear them speak “off the cuff.” Plus, your management team doesn’t have to fly anywhere to attend a meeting, so you’re not worrying about booking days on their calendar, you just have to book a couple hours.
There are many creative ways to engage advisors on your webinars, provide value and in turn build trust for your brand and your company.