Butts in Seats: How Advisors Can Use Social Media to Get Prospects to Your Events and Referrals to Your Office - Part 2

Event promotion
If you’re planning your next seminar or educational event, and want to get a few more bodies in the room, follow the steps below. But first – make sure you have a page on your website to direct your traffic to with the date, location, purpose and RSVP details.

Each time you host an event that is open to the public, consider these steps as your LinkedIn promotion checklist:
• Post the event as a status update (and you can repeat this every day or every other day until your event happens). That way, people scrolling through their newsfeed can learn about your event and register to attend. Here’s a sample: “Frustrated with college savings plans and not sure how to get started? Register for our upcoming work shop in Philadelphia to get prepared [Link].” And don’t forget to ensure everyone in your firm is promoting your event.

• Send a direct message to people you really want to attend. Connected with a few key prospects or clients who may have friends who could be good prospects? Send them an “InMail” message to invite them. Mention what’s in it for them and that they can bring a friend.

• Use Advanced Search. Hosting an event exclusively for a selected niche (such as CFOs, business owners, or doctors)? Use the Advanced Search feature at the top of the page to find new prospects in your local geographic area to attend your event.

• Post registration information in LinkedIn groups that are of interest to your ideal prospects.

Facebook is an excellent way to promote events for advisory firms. You can reach both individuals currently following your firm’s fan page, as well as expand the reach via targeted advertising. Here’s how.
1. Create a new event.

2. Complete all of the event details – what it’s about, where it will be held and when.

3. Narrow the Target (if applicable).
If your event is financial planning for widows, for example, you can select the gender and age for the individuals to target.  To complete your event, select a category (ie. Workshop) and then click “Create.” You now have an event published on Facebook that looks something like this:

 4. Write posts leading up to your event that promote it (like the top five things individuals will learn by attending). Also, add pictures to your event banner or status updates.

5. To get even more prospects to view your event, suggest to your clients and prospects who are following your page on Facebook to share your event or invite their friends to attend.

6.  “Boost” your posts so individuals who don’t follow your page but who may fit your demographic profile will see it and are invited to attend. Just make sure that your captions are very benefit-oriented to get them to attend!

Try something different
It’s time to get more bang for your buck – I encourage you to drive additional attendance to your event, or ID new prospects on social media.
Have you tried any of these tactics? What more do you want to know about in using social media to amplify your offline marketing activities?
Amy Sitnick is the social media contributor for Practically Speaking and also serves as a senior marketing manager for the SEI Advisor Network. www.seic.com

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