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Many advisors think that creating a blockbuster webinar is as easy putting up a registration page and turning on a webcam.
This is not how a blockbuster webinar is created.
What can advisors “creatively steal” from the folks in Hollywood to multiply their viewers, atract ideal prospects and generate fees from their webinars and on-demand videos?
Here are five things Hollywood knows about blockbuster webinars that advisors don’t.
- Stop staring at PowerPoint Charts. A great movie starts with a compelling script
If you are like many others, you sit in front of a blank PowerPoint slide waiting for inspiration. Or you look at charts or slides that others have created and try to cobble together a webinar.
The first phase of movie production is development. In this phase, the movie script is created.
What does Hollywood know about storytelling to help you create blockbuster webinars?
A compelling narrative or story is what keeps audiences glued to the screen. Think of your script. It drives the story and the story drives visuals.
Keep in mind your audience when developing your script. For example, you may find endless fascination in the history of coupon rates on municipal bonds or how the stock market responded during the 1970s oil shock. But the story that will resonate with the average pre-retiree may be how they answer the question, “Do I have enough money to retire today?”
- Stars (outside speakers) can be a draw to your event and help create a blockbuster
What do Tom Hanks, Tom Cruise, and Will Smith have in common?
They have sold an estimated $44 billion dollars in combined worldwide box office receipts.
Their position in Hollywood means they will pick from the best scripts.
In Hollywood, they call this elite category of actor a “bankable star.” A bankable star won’t save a weak script or awful movie, but it guarantees a good opening weekend with attention and buzz.
What does Hollywood know about bankable stars to help you create blockbuster webinars?
Bring in outside experts and speakers who can be the draw for your next event. They can also deliver value to your target audience by presenting on topics that are beyond your expertise. They may even be an influencer with your prospects or have a list or following to which the webinar can be promoted.
- They don’t create an Oscar-winning, two-hour movie in two hours
If you have ever hung around a movie set location for a day, you know that it is boring.
The actors spend hours in make-up or rehearsing their lines in the trailer while the crew sets up the shot, just so. Then, when the direction says “action” they will then repeat the same short scene 10 to 15 times and call for a lunch break or head home.
What does Hollywood know about editing to help you create blockbuster webinars?
Most likely, you are not a “one-take Jake” and cannot record a winning, 60-minute webinar in 60 minutes.
That is okay.
Use the power of multiple takes and editing to create the perfect on-demand or virtual-live video.
With editing you can also create teaser clips for social media promotion, fix mistakes, or turn a ponderous 45-minute webinar into a fast-paced 25-minute video.
- Want to sell more tickets? Put the movie on more screens
The wider the theatre release, the more screens a film is showing on, the more tickets that can be sold.
Many advisors limit the reach of their webinars with a weak or non-existent marketing plan.
One tweet or Facebook or LinkedIn ad will generate few registrants and even fewer viewers.
For example, one of my clients spent many thousands on social media ads to generate 26 registrants and a total of three attendees. Then, two targeted email invitations netted 336 registrants and 151 attendees.
What does Hollywood know about distribution to help you create blockbuster webinars?
A well-crafted email to an opt-in list that has the characteristics of your ideal clients is a good start in webinar promotion.
Go beyond email and put together a robust marketing plan for both live events and on-demand videos. These plans can include social media, website SEO and paid media, field or distributor rep promotion, email newsletters, press releases and articles, etc.
- Repurpose your content into different formats
Does Hollywood spend years creating a movie and show it once?
Absolutely not.
It takes advantage of release windows to get the film/video in front of different audiences using different media over time.
Release windows include first-run movie theatres, discount movie chains, streaming services, premium rentals, premium TV, cable TV, broadcast TV channels, DVDs, etc. These are different for North America and the rest of the world.
What does Hollywood know about content repurposing to help you create blockbuster webinars?
Don’t limit the reach of your winning webinar to one form of distribution like a single, live webinar or posting an on-demand video on your website.
Repeat a compelling presentation again to the same list. Hold another live webinar to a different audience. Re-broadcast your webinar as a “virtual-live” event. Add the on-demand video to your website and promote clips of your webinar via social channels.
Frustrated by the performance of your webinar program or just looking to get one more client from your next video?
Put your Stephen Spielberg or Peter Jackson hat on and go for a blockbuster webinar!
Bob Hanson is a fractional marketer and author of Marketing Power for Financial Advisors. Get his checklist, Nine Questions Advisors Must Ask Before They Hire a Marketing Agency, Fractional or Full-Time Marketer, click here.
Read more articles by Bob Hanson
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
