I see countless financial advisers and planners express how they’re “different” to the others in their profession. But, if you’re familiar with Yardstick, you’ll know that showing is better than telling!

One way to show yourself as an industry leader and provide a personal touch is by hosting unique, value-driven events.

Events could be game-changers for you and your clients

Hosting events, either online or in person, is beneficial to both you and your clients. They help to:

Build a strong community

Events allow clients and prospects to share experiences and connect with like-minded individuals. Clients who feel part of a community are more likely to stay engaged and refer others.

Strengthen trust and relationships

More regular interactions, particularly those that are face-to-face, increase trust and provide valuable social proof.

Seeing existing clients who trust and work with you reinforces your credibility to potential clients, which might just spur them on to get in touch.

Increase engagement and advocacy

Regular events help maintain client engagement beyond annual reviews or phone-based check-ins. Not only will you be associated with your knowledge, but also with the community you create.

When clients feel involved and enjoy the experience, it is an organic opportunity to engage in a referral conversation.

How to create a great event as a financial planner/adviser

Events come in many shapes and sizes, as do financial planning firms, so there’s no “one size fits all” here. You know your clients best and hosting an event, whether informative, social, charitable, or a combination, is another way to add value to their lives.

We had Joe Glover, co-founder of The Marketing Meetup, join us on our November webinar to talk all things events.

Here are four of Joe’s top tips about how to create a successful event.

1. Define the event’s culture and purpose

Joe shared that creating a strong brand culture, such as The Marketing Meetup’s consistent “positively lovely” theme, will instruct attendees on how to act at your events. This will hopefully evolve into the community you aim to create.

Alongside an aligned culture, a successful event has a clear objective so that attendees understand what to expect. It helps if you have a clear structure to follow, giving continuity.

2. Choose the right event format

Here are two formats to consider:

• In-person events are best for relationship-building, networking, and deep engagement.
• Online events such as webinars are ideal for reaching a larger audience and providing education in a shorter amount of time and with fewer resources. It’s also a great option for those with clients and connections who are not based locally.

3. Use smart promotion strategies such as collaboration and email reminders

Many financial professionals have relationships with accountants, solicitors, and other likeminded professionals. You can team up and use these partnerships to promote the event and each other, reaching larger audiences.

Use strategic timing to promote your event. Let potential attendees know about the event early then send reminders. For The Marketing Meetup’s virtual events, most of their sign-ups happen on the day of the event because they send a reminder!

4. Communicate afterwards

Follow up your event with a thank you to everyone who attended and provide a summary for those who didn’t, to keep everyone in the loop and help your community feel connected.

This will demonstrate your appreciation, make them feel valued, and aid their decision to come to another one in future!

And a bonus tip from the Yardstick team…

Capitalise on the opportunities your event creates

You can use the event to create great content and support your marketing efforts. From images to use on your website alongside client feedback, to client concerns that can be addressed in your next blog or social posts, extend the impact of your event far beyond the day itself.

If you’d like help with integrating events into your marketing strategy and helping you to promote them, get in touch.

Email hi@theyardstickagency.co.uk or call 0115 896 5300. We’d love to hear from you.