Maintaining consistent client communication is imperative for building strong business relationships. For those who are financial advisors, a significant reason clients may be unhappy with their advisors is due to a lack of communication. Communication is no longer just emails and phone calls; it’s social media, blog posts, and newsletters too!
The communication breakdown
According to a 2022 article from Investopedia, “Clients don’t necessarily fire advisors only because of poor performance, but rather because the advisor never communicates with them.”
This communication breakdown is a sure-fire way to create a disconnect between you and your clients. Providing timely and consistent information will set your firm apart from the competition and keep you and your business top of mind.
How content can help
Tapping into content marketing (social media, blog posts, podcast episodes, newsletters, etc.) is a great way to maintain client communication without coming off as ‘sales-seeking’ in your approach. Incorporating topics that are timely and relevant to your audience will help strengthen their belief that you are a thought leader in the industry. Additionally, it will increase a sense of trust among your clients and prospects when you provide educational content to help them become better investors.
Try personalized content
In addition to building a content marketing mix, clients likely want personalized communication from you. Because your communication strategy directly impacts your success, sending out a monthly or bi-weekly newsletter is an excellent way to personalize your content marketing efforts, as the content can be problem or customer-specific. Consider using an email marketing tool, where you can address each newsletter to the individual receiver.
Remember to be human.
Today, we often compete with automated tools that expand their presence in the financial services industry. It’s important to remember that one of your biggest strengths is being human so focus on relationship building to find long-term success. Being a positive communicator can go a long way in maintaining client relationships and finding new opportunities.