Are you a financial advisor looking for ways to keep your clients informed and engaged about market dynamics, economic trends, and other important topics? In today’s fast-paced world, it’s more important than ever to stay connected with your clients and keep them up to date on the latest financial trends and news.
So how do you do it?
How to Keep Your Clients Updated and Engaged
These are some of the best mediums and strategies to use to keep your clients informed:
- Print brochures and newsletters. Printing brochures may seem archaic in the wake of digital communications technology, but it has some truly impressive advantages. Printing brochures, newsletters, and other forms of tangible content are cheaper than ever, and it’s a great way to reach people who don’t consume online content frequently. On top of that, if you invest in quality print materials, it can be a great way to highlight the professionalism and prestige of your brand.
- Send out email newsletters. For your digital audience, it’s important to send out regular email newsletters. Almost everyone has an email address, and managing the drafting, design, and distribution of emails is both simple and inexpensive. Round up the latest news stories relevant to your audience and send them out on a weekly or monthly basis.
- Provide social media updates. Social media is another free option for communicating with your audience, even if not all of your clients follow you. Facebook, Twitter, LinkedIn, and even newer platforms like TikTok can give your updates an audience of thousands. It also doubles as a great way to market your business and attract new clients.
- Create onsite content. If you spend time marketing and advertising your business, you’re probably already familiar with the merits of content marketing. Developing quality onsite content helps you establish yourself as a thought leader while simultaneously bringing you the advantages of search engine optimization (SEO) and opportunities for conversion optimization.
- Call/meet with your most important clients. Finally, be willing to call or meet with your most important clients. While many of the other mediums in this list are suitable for reaching large volumes of people, there’s really no substitute for direct conversation when it comes to building quality relationships.
Additional Tips for Effective Client Communication
If you want your client communications to be even more effective, follow these strategies:
- Make your content digestible. Financial literacy is low in the United States, so not everyone in your audience is going to fully understand the intricacies of economics. After all, that’s part of the reason they’ve hired a financial advisor in the first place. Even people with deep knowledge of financial markets may not have the time or interest to read excessively lengthy or detailed reports. Accordingly, you should make all of your content as digestible and concise as possible.
- Share your own thoughts. Don’t just report on what’s happening; report on your thoughts and feelings about what’s happening. Your clients trust you as their financial advisor, so demonstrate your expertise and professionalism here. Even simple commentary, like speculation on where things will develop, can make your updates more interesting and valuable.
- Send updates regularly. If you want to make the biggest impact, you’ll need to send out updates on a regular basis. If you only do this occasionally, your clients may not see the value. Conversely, if you send communications out on a weekly or monthly basis, your clients will always have something to look forward to.
- Anticipate objections and concerns. In the course of sending your updates, you may reveal controversial opinions or share information that some of your clients find troubling. Accordingly, you should anticipate objections and concerns – and get ahead of them. This will demonstrate your empathy and simultaneously allow you to proactively answer any questions your clients might have.
- Personalize your approach. Personalization can be powerful for your business. Try to personalize your strategy as much as possible, meeting with your clients individually whenever you can and personalizing your digital marketing with the help of automated tools when you can’t.
- Collect (and act on) feedback. Finally, make it a point to collect feedback from your clients with the help of surveys. Do your clients enjoy the newsletters you circulate? Which mediums are their favorites? Are there any types of content they want to see from you in the future? Act on this feedback to maximize client retention and show that you genuinely care about your audience.
If you can adopt these approaches and reach your audience with news and strategies on a regular basis, you’ll see increased rates of client retention and higher client satisfaction overall. In time, you’ll establish yourself as a trustworthy authority, and your business will grow as a result.
