Small adjustments to advisors’ current client communication strategies can offer a way to develop and deepen personal connections with each individual. Advisors who hope to “show their clients they care and are attentive should consider using various communication channels and personalize their messages. Streamlined engagement strategies can build and cultivate a mutually beneficial partnership which will have a positive impact on your business. Simple ways of reaching out go a long way toward expressing your professionalism and dedication.
Embody the spirit of handwritten communication
Handwritten appreciation cards are a timeless and effective strategy to maintain client communication and make a positive impact. If you remember the last handwritten note you received, it is because of the impact it had on you and the way it made you feel. Little to no digital communication we receive has the same impact and is often forgotten shortly after it’s read. At my practice, I set a half hour aside each week to send personal communications to clients to thank them for appointments and referrals and offer congratulations and condolences as needed. These personalized messages that celebrate birthdays, graduations, weddings, anniversaries, holidays or offering sympathies are noted and appreciated by clients. They’re a communication tool that deepens the advisor-client relationship and serves as a touchpoint between meetings. It’s important for advisors to continue sending handwritten correspondence to their clients, and also carry the strategy into digital communications.
Send a digital follow-up note
Text messages are an easy way to connect with clients on-the-go, and are especially handy as a reminder for upcoming appointments. A short message that confirms the time, date and location of your meeting, as well as any required documents they’ll need, serves as a quick reference point for them to prepare for the appointment. A follow-up text message after the appointment is a succinct way to connect and share any resulting action items or schedule an additional meeting if needed. “Great meeting with you today, I am looking forward to our next meeting on [Insert Date].”
Similarly, email provides a digital log for your client correspondence. Most of us are comfortable sending emails, consider using this simple and effective way to send meeting agendas and follow-up, appointment booking and reminders. Give clients the opportunity to opt into messages and follow anti-spam guidelines. Keep emails short so that they are more likely to be read. Include personal statements, “I hope you had a wonderful holiday,” this familiarity will help build your client-advisor relationship.
Engage on social media
Social media is a powerful way for advisors to stay current in their clients’ lives. In addition to showcasing industry expertise, social platforms offer an opportunity to instantly connect and learn more about new updates and potential concerns in a client’s life, like engagements, new children, etc. Facebook and Instagram are great places to engage with posts and keep your services top of mind. If you’re not already sending handwritten notes or personalized e-mails, consider a private Facebook message for birthdays, anniversaries and other milestones. A private message will be seen as more personal than a public message. Always consider that your clients will be looking at your profiles, ensure that everything you add – from comments to photos and status updates – are appropriate if you connect using your personal profile.
There is a direct and critical link between a client who feels valued and their loyalty to you. Clients who are engaged feel valued. Don’t miss these opportunities to reach out and stay connected. Many client management programs assist in streamlining and organizing important dates, like anniversaries and birthdays and can notify you when it’s time to send a card or email. The most attractive aspect of digital contact as a complement to existing strategies and methods is the flexibility it brings to practice management and marketing. Most digital tactics can be taken care of from a smartphone, anywhere at any time. Advisors can maximize idle time, like waiting at the doctor’s office, or the airport to scan and engage with client’s social media, send messages and e-mails.