Maintaining consistent client communication is vital to building positive relationships with clients and attracting new ones. Advisor-client communication is no longer just emails and phone calls; it’s social media, blog posts, and newsletters, too! When client communication lacks, trust is broken, and advisors may lose the relationship. Therefore, advisors must focus on maintaining open dialog and regularly communicating in various formats to avoid a communication breakdown with their clients.
Tackling the communication breakdown
Clients don’t necessarily fire advisors only because of poor performance, but rather because the advisor never communicates with them. Tapping into content marketing (social media, blog posts, podcast episodes, newsletters, third-party articles, etc.) helps advisors maintain communication without coming off as ‘sales-seeking’ in their approach. In addition, incorporating timely and relevant financial topics can help strengthen a client’s belief that their advisor is a thought leader in the industry.
A customized approach to client communication.
Because an advisor’s communication strategy directly impacts their success, sending out a monthly or bi-weekly newsletter or articles of interest to a particular client is an excellent way to personalize content marketing efforts, as the content can be problem-solving or action-specific.
Customized content can even reside in a wealth-tech portal as a client logs in. Finance content should be delivered in various applications between the client and advisor; the opportunities to provide communication touch-points are endless.
It’s important to remember that one of an advisor’s greatest strengths is being human. Advisors must focus on building relationships to achieve long-term success. Therefore, being a proactive, positive communicator can go a long way in maintaining client relationships and finding new prospects who need their help.
