The $18,000 Untapped LinkedIn Event Marketing Strategy for Nabbing Insurance and Financial Advisor Leads

What if I told you there was a way to drive more insurance and financial advisor leads to your next event (virtual or otherwise) without spending a dime?

I’m talking FREE.99…

Better yet, what if I told you it’s only going to take you maybe 10 minutes to add to your existing event marketing SOP?

Kind of curious…eh?

Well, in this blog post, I’m going to walk you through a powerful event marketing tactic that I recently used to get 44 out of 100 people to accept an invite to one of my webinars. 

Yet despite its effectiveness, I’ve only ever seen 1 in 25,000 insurance and financial advisors leverage it.

Want to be the second?

⬇️⬇️ Read on to find out how you can tap into this undiscovered technique ⬇️⬇️

5 Types of Events You Can Market on LinkedIn

Each Wednesday night, I host something called the Virtual Advisor Power Hour.

We launched it just a few months ago, but it’s growing VERY quickly.

We have hundreds of advisors show up every single Wednesday at 8pm EST…

We discuss tactics, host Q&As, and feature interviews with folks that are using the latest methods to generate insurance and financial advisor leads with less friction. 

But this isn’t a promo for the VAPH. 

Instead, I want to tell you about a tactic I recently tested to boost attendance at a recent VAPH.

Short Version: 

I created an event on LinkedIn 30 minutes before the start of the Power Hour. 

I sent 100 invite connections.

44 accepted.

That’s 44 potential attendees without spending any money (and just a few minutes of my time).

Longer version:

There’s a little-known strategy within the LinkedIn platform that lets you promote an existing event to the LinkedIn platform.

And if you understand how to leverage this strategy, you can BOOST registrations, attendance, and even engagement at your next event.

While the options are virtually limitless, I see this approaching working well with five specific types of events (at least for insurance and financial advisors).

Here’s a brief look at each:

1. Webinars

It’s the year of webinars, right?

In-person seminars are out, for obvious reasons, and webinars have quickly replaced them as the go-to options for engaging prospects and driving people to your calendar. 

Interestingly enough, if you talk to the advisors on the front lines – those who’ve hosted five, 10, maybe 15 webinars over the past six months – you’ll find that the engagement and conversion rates are actually fairly consistent with live seminars (if not better).

So if you’ve been hesitant to try webinars, I’d encourage you to give it a shot. 

And when you use LinkedIn like I’m going to teach you in this article, you’ll discover that driving registrations to a webinar like this isn’t as impossible as most advisors think. 

College planning…retirement….401(k) and IRA discussions…

These are all viable topics for webinars. 

You don’t have to get too fancy with webinars. The key is to be hyper-specific with the subject matter, audience, and how you find your attendees.

In regards to that latter point…

I love the strategy that financial advisor Robert S. shared with me on a recent Virtual Advisor Power Hour.

Robert has been watching the VAPH since the start (and encourages his team to do so as well). 

His office manager watched one where I discussed the concept of “giving not taking.”

So they decided to get creative.

A local publication, the Orange County Business Journal, had just come out with their “Top 50 Fastest Growing Companies” list.

And get this… 

They included their contact information in the list (email and phone number).

Robert and his team got to work.

And here’s the method he used:

Step 1: Robert’s team went through the list and congratulated each of the businesses on the list. (They let them know that they wanted to connect with other successful companies in the community.)

Step 2: When contacting these companies, Robert’s team did so from the angle of learning more about their business so that they could possibly refer their clients to them. The majority of the phone calls were spent talking about the other companies. Then at the end, the people on the other end of the line would naturally ask about Robert’s company. 

Step 3: With this “give not take” approach, Robert’s team got 25 new connections and 2 conversations. And both conversations resulted in them wanting Robert to conduct a training about retirement planning for their employees.

One of the businesses has 300 employees. And the owner thinks he can get 150 there for the retirement planning training!

An event of that size typically costs Robert $8,000 to $10,000 in marketing dollars.

Then the cost to get an attendee to an appointment is roughly $1,000 to $1,200. 

So if he gets 15 appointments, that could equal another $18,000 in free business.

I love it! 

And there’s no reason that he can’t use LinkedIn event marketing in the future to run similar types of webinars and workshops with other businesses.

By the end of this article, he/you will know exactly how to set this up.

2. Live Casts

Live video – also known as live casts or live streaming – has EXPLODED this year. And it’ll continue to do so over the next five-plus years.

Here’s some data for you statheads:

In 2019, internet users voraciously consumed 1.1 BILLION hours of live video.

By the end of this year, live casts are expected to account for 82% of all internet traffic.

Did you get that?

82% of ALL internet traffic. 

And when it comes to social media, 4 out of 5 users prefer live video from a brand over traditional social posts.

LinkedIn Live, while still relatively new, is expected to become the next big live casting platform – particularly for service professionals, B2B brands, and insurance and financial advisors.