Event Marketing for Financial Advisors: A Strategic Path to Growth
As a financial advisor, events aren't simply just networking opportunities. They're also a strategic investment into your business's growth. Whether a conference, a webinar, or a workshop, hosting events offer a unique platform for businesses to connect with their target audience, showcase expertise, and build lasting relationships.
In this article, we'll help you:
understand what events marketing is
learn why financial advisors who utilize events are more successful in generating leads
gain key tips to use events marketing effectively
develop strategies to ensure your efforts drive the results you want
What is Events Marketing?
Events marketing is a strategic approach that leverages gatherings and community building activities, such as conferences, webinars, and workshops, to help leaders build their credibility and deepen their relationships.
Both attending and hosting events helps position you as an industry expert and establishes your brand as a trusted authority in the financial industry. Financial advisors who utilize events marketing to connect with their target audience get better results in increasing their brand visibility, generating leads, and establishing themselves as financial thought leaders.
Events offer a unique opportunity to engage with a targeted audience in a face-to-face setting. Hosting webinars or participating in speaking engagements at conferences allows you to build a deeper connection with your target audience. This positions you as someone to trust when it comes to receiving advice in personal finance.
Using Events to Land More Clients
Events can significantly boost brand awareness and visibility. They also provide opportunities for financial advisors to establish themselves as thought leaders. By speaking at conferences or hosting webinars, you share your knowledge and insights with a wider audience.
Doing so allows you to broaden your visibility, establish yourself as a thought leader, and generate more leads. Let's take a deeper look at how events marketing can help you reach these business goals:
Visibility and Brand Awareness
Events offer a powerful platform for financial advisors to enhance their brand visibility and reach. By strategically participating in industry conferences, webinars, and workshops with a large reach, financial advisors can showcase their brand to a targeted audience of potential clients and industry professionals.
Beyond simply attending events, financial advisors who create memorable experiences for their attendees make a lasting impression. This can involve hosting interactive workshops, providing exclusive content or giveaways, or organizing networking events. By offering value and creating a positive association with your brand, you'll increase your chances of being remembered and referred to others.
Thought Leadership
As a financial advisor, events are your stage for showcasing expertise and becoming a thought leader. By actively participating in conferences, webinars, and workshops, advisors can share their knowledge and insights with a targeted audience. This personal interaction that comes from speaking on a credible stage allows you to position yourself as a leader in the financial industry, and someone that should be paid attention to.
Establishing yourself as a thought leader in the financial industry requires you to be consistently participating in events and actively contributing to the development of the industry. Building a strong reputation leads to increased visibility, credibility, and ultimately, business growth.
Lead Generation
Events offer you a direct path to your next batch of clients. Hosting different webinars and workshops gives financial advisors the opportunity to collect attendee information, qualify leads, and initiate sales conversations. Capturing these key attendee contact details allows you to build a targeted database of potential clients. This information can be used for follow-up marketing campaigns, personalized outreach, and sales presentations.
Events can also serve as a gateway to sales conversations. By engaging with attendees at the event and building rapport, financial advisors can initiate preliminary discussions about their services and address any questions or concerns. By laying the groundwork with potential clients at hosted events, you set yourself up for future sales conversations and increase the likelihood of converting leads into clients.
Tips for Utilizing Events Marketing
To maximize the benefits of event marketing, it's essential to select the right events for your target audience. Consider factors such as event size, format, and reputation when making your choices. When hosting an event, you want to prioritize giving your audience the best experience and greatest value to encourage them to want to continue their relationship with you. Here are the things you should consider:
Event Selection
Choosing the right type of event is crucial when it comes to effectively utilizing events marketing. If you're just beginning to host your own events, you might want to consider starting off with something small, like a webinar or virtual meet-up. You also could get started by first participating in well-established events, through speaking engagements or workshops, to build credibility and learn more about how to run your own events.
Event Planning
Without effective event planning, you won't be able to maximize your return on investment. Like everything, properly planning your event requires extreme organization and clear objectives. Make it clear what you want to achieve through your event marketing efforts and create a comprehensive plan outlining your event marketing strategies. This should include your target audience, messaging, budget, and tactics for promoting the event.
Post Event Follow-Up
The most important part in effectively using events marketing is how you handle the follow-up. This is where you nurture leads and deepen the relationship with your target audience. Following an event, take a look at the details collected from attendees. Reach out to potential clients who expressed interest in your services. Provide them with additional information, schedule follow-up meetings, or send personalized offers.
This is also the point when you should evaluate the effectiveness of your events marketing efforts. Cross-examine your key metrics with your previously set event objectives to determine the success of the event. From there, you could celebrate what worked and learn from what didn't, and see event more success at your next event.
Become an Expert on Leveraging Events Marketing
Events marketing offers a powerful way for financial advisors to increase their reach, generate leads, and establish themselves as industry experts. By strategically participating in events, networking effectively, and leveraging post-event follow-up, financial advisors can build strong relationships and drive business growth.
Check out our other resources on hosting client events to learn more about how you could be leveraging events to grow your business.
Ready to take action? Book a call to discover how we could help you build an effective events marketing strategy to increase your visibility, establish credibility, and generate more leads. At Shared Vision Studios, we are dedicated to empowering financial advisors like you through digital marketing. Learn more about our services to get started.