
Learn how financial advisor email marketing can help your business stay top of mind and generate new clients.
By: Emily Wolfe
Event Manager, Riskalyze
There’s no doubt that this year has been riddled with curveballs, and the live events landscape is no exception. The way we plan, host, and attend events has drastically changed in 2020 and certainly will impact events for the next few years to come. I don’t know about you, but the next concert I see in person will feel akin to walking on the moon.
And although so many of us were faced with tough decisions to cancel, postpone, or completely change the direction of our usual events, we’ve all learned a great deal about how truly important it is for our network to still feel connected. As our lives slowly adapt to the “new normal,” so must our approach to hosting exceptional event experiences.
Sounds easy, right?
The sobering reality is that we are now competing against new players for audience attention. Your attendees may be teaching math classes to their kids, answering emails, stepping out to walk the dog, or tackling that load of laundry that’s been in the corner for a week (No? Just me?).
Our new work-from-home lives are besieged with distractions. And the most formidable opponent of them all? Virtual event fatigue.
So how do we make the most of our resources to create fantastic events that will actually keep attendees engaged?
Audiences are hungry for more than just your average last-minute Zoom call (sorry Zoom, we still love you). And after several months of our own research, planning, and trial and error, we’ve been able to craft these 10 tips to help you maximize your time and resources while reaching your audience in a meaningful way to produce great outcomes for your organization.
Your virtual event, awesome as you may make it, will never completely replace the experience of physically being in the same room with your attendees. It’s unfair to expect it to.
We wish we could take what has worked for our in-person events and simply plop this online, but it just doesn’t work. To avoid disappointing your participants and yourselves, it’s best to take a fresh look at the “why” behind your event and avoid replicating a purely digital version. Create an opportunity for your virtual event to shine and be something unique from your previously hosted in-person experiences.
What are your business objectives for your event? Is it to create new revenue streams, engage with your customer base, or maybe expand into untapped markets? Whatever your purpose is for your event, this should be built in tandem to the needs of your audience. You want them to see value in your event, gain new knowledge, and invest time (and money) into your business.
Sure, you want to hit your goals and have a killer event, but you can only do so if you have attendees that want to participate. Why should someone attend, and what will they gain? You want your event to be a highlight of their week, month, or even year, not something they regret attending.
Here are key elements to think about to prioritize your audience’s needs:
So many of us are very new to virtual events in general. Because of this, we may or may not have all of the talent or bandwidth internally to take on the tasks necessary to execute an online event. In fact, some virtual events can be a full live broadcast and may require a robust team to execute this successfully. Engage a production partner if you don’t have the support in-house.
Here are a few roles you might need to fill internally or outsource:
Your sponsors will need to know the value that your event offers to them. We recommend involving your top partners or sponsors from the beginning, as their input can play a huge role in how your event content and style are shaped.
Here are suggestions for maximizing your sponsor experience:
This task can be a doozy and one size does not fit all! Virtual event platform providers are in a mad dash to create new solutions, as the need has increased due to the pandemic. There are now hundreds of online event platforms vying for your business. To avoid hours of searching down the wrong path, prioritize what you’re looking for before you start any conversations.
Do you need a sponsor exhibit hall or is this unnecessary? Are you looking to host multiple break out rooms or singular sessions back-to-back? Will you need incredibly detailed viewership data or simply a list of attendees? These questions and others all help you narrow down which options to pursue and where to put your dollars.
Reach out to your network for recommendations, schedule multiple demos with potential partners, and even ask to attend other events they are hosting to experience the platform for yourself!
The biggest draw to your event will be your speakers and unique session content. Now is the time to think through what would be most meaningful to your audience. A helpful thing to remember is that notable speakers will bring registrations while meaningful education and training opportunities will keep attendees engaged throughout the event.
Decide whether you’re planning to have structured keynotes, off-the-cuff panel discussions, tailored breakout sessions, or all of the above! We highly recommend having a mix of different session styles to keep your audience tuned in.
Utilize your talented internal teams to create a roster of speakers, extend invites to your network to participate, or work closely with your sponsors to select content that will wow. Consider time zone differences as you structure your content and determine whether or not you will repeat sessions.
There are virtual event platforms that offer networking “matchmaking” algorithms which can help your attendees find one another based on common interests and goals. You can also create experiences to delight your audience and allow them to unwind. Offering early morning yoga classes or a live band during a cocktail hour can add value to your event and set it apart from the competition.
Oh, and did we mention rehearsing? None of us want to see a session go awry because of tech issues with a laptop or because a speaker couldn’t log into the platform you selected. Schedule a dry-run of keynotes and breakouts ahead of time, especially if you’re planning to host sessions live.
Here are suggestions for setting yourself, and your speakers, up for success:
So your event was a success! You’ve thanked your team and sponsors and, as we say around here, “popped the good champagne.” But your job isn’t over just yet! Make sure you’re capturing feedback from everyone involved, be it through email, digital surveys, or phone calls. You’ll want to use the honest feedback to create an even better event the next time. Everyone will appreciate the opportunity to voice their opinions and you’ll receive vital and specific details to build stronger relationships with your network and audience. Don’t forget to share this feedback with those around you as well.
This year certainly may not be what any of us expected, but that doesn’t mean you can’t craft thoughtful, captivating events that grow your brand and audience – all online!
Learn how financial advisor email marketing can help your business stay top of mind and generate new clients.
Learn how financial advisor email marketing can help your business stay top of mind and generate new clients.
How can financial advisors increase digital engagement and win sales more easily in a remote world? We’ve got the tips to help you grow in today’s blog.
Local search is an important SEO strategy for financial advisors. Follow these 4 steps to optimize your Google My Business listing and improve your ranking.
If you envision your firm standing the test of time, then growth and client retention are likely top priorities. To do this, your firm needs to embrace the idea of marketing itself in a way that attracts the next generation of clients. If your firm has primarily grown through word-of-mouth and referrals, then the idea […]
Are you excited for the new year? It’s safe to say 2022 was anything but predictable. From geopolitical unrest to prolonged market volatility, it’s about time we put 2022 to rest. With the arrival of 2023, your firm is likely setting some goals and milestones for the new year. If your team is focused on […]
Welcome to our annual round-up of the favorite books of the year among Riskalyze employees! We surveyed our company and asked everyone to share the titles that have impacted their work and lives this year. From beach reads to historical memoirs to industry-specific literature, these recommendations offer inspiration for your next day off and valuable […]
The holidays are quickly approaching. And you might think it’s a good time to pump the brakes on publishing content to your social media channels. After all, your clients are too busy preparing for holiday celebrations and shopping for the perfect gift to care about what you have to say, right? Well, maybe not. Social […]
The holiday season is a time of giving, and what better way to show your appreciation for the financial advisors in your life than with the perfect gift? Whether it’s something small to show your gratitude or something to make their job a little easier, we’ve rounded up the top gifts to give a financial […]
What separates good advisors from great advisors is the ability to build meaningful relationships, and to connect with their clients. When advisors and firms can build trust with clients and retain them for the long haul, they’re on the path to increased prospects and sustainable business growth. Building these meaningful relationships requires knowing your clients […]
Planning for your eventual exit from your advisory firm is essential, whether you choose a successor or sell your firm. What you need is a succession plan. Like estate planning for clients , succession planning is critical for RIA firm owners. Think about it: all working professionals approach retirement more and more each day. As […]
Does your firm struggle to recruit (and retain) advisors? If so, you’re not alone – a recent study from Arizent showed that 90% of firms have trouble recruiting open positions within their business. With pandemic-driven workplace changes and a demand for more flexibility and freedom on the job, advisors are exploring their options to find […]