October 30, 2019 Ciera Nahale
Without face-to-face interactions, asset management companies struggle to maintain expertise, spread influence and establish themselves as trusted experts in the digital age. To combat this challenge, asset management marketers are turning to webinars as a digital channel that creates more human interactions on a digital scale.
So what do these digital programs look like? We’ve scoured our asset management customer webinars to find out what events they’re running and why. Here are the five most popular webinar programs we found.
Global and Sector Outlooks
Asset management companies are using webinars to share market conditions and outlooks with investment communities. It’s an opportunity to promote your firm’s expertise, build thought leadership with advisors and create stickiness with clients. To help validate your predictions, showcase your investment advisors or portfolio managers — you can even consider having an economist join the conversation. Within your webinar consoles, you can provide links to further research, calls-to-actions linking to specific funds and influence investments without pushing products. Offering global and sector outlook webinars also enables you to connect with your audience in a more meaningful way than a simple report.
Sending fund updates via newsletters lacks engagement and deprives you of valuable data. Firms know this and are shifting to a regular cadence of webinars to keep investors informed and engaged. With a webinar program in place, you can show performance metrics while providing color around the data points and open up the conversation for questions and answers. Delivering full transparency on everything you’re doing with funds helps make up for the lack of face-to-face interactions the digital age has lead to.
Digital fund launches are empowering asset management companies to announce new funds that are engaging, scalable and provide a more human touch. But advisors often have hesitations when it comes to investing in new funds. With live webinars, you can answer advisors’ burning questions in real-time, provide resources on new funds and remove any barriers holding them back. Webinars also provide advisors with all of the relevant content you’ve created in support of a fund, including presentations, reports, videos and interviews. Post-event, you can use webinar data to discover who is most interested and direct your sales team appropriately.
Webinars are taking the place of online tutorials as a channel for advisors to obtain continuing education credits. Webinars provide a more dynamic experience for self-education and a better way to connect with company expertise. With ON24, you can offer full or partial CE credits and auto-generate certificates after attendees complete standard governing body requirements, including tests, required viewing time and more.
If you’re running all the programs above, you’ve created a lot of content, including accompanying reports, articles and videos as well. Aggregate this content into Engagement Hubs where advisors can binge on the information most relevant to their needs and interests. You can create specific content hubs for unique clients, topics or CE accredited webinars. Collect data on every piece of content a person watches, what they did, what they downloaded and how long they watched webinars or spent on a piece of content.
To see peer examples and hear a deeper explanation into these programs, check out the webinar Digital Engagement for Asset Management Marketers.