Staying in touch with clients is both an art and a science. Finding the right mix of message, medium, and frequency promotes strong relationships and improves long term client satisfaction. Occasional reminders from you about your resources, your access to valuable information, and your ability to answer many kinds of questions can lead to more engagements and even promote referrals.
- Marketing is not just about promotion, it’s about attention, branding and motivation. Every card, letter, phone call, or e-mail gets your client’s attention for a moment. Every contact from you supports your brand. Even simple messages motivate people to think about your services and when they or one of their friends might need to talk to you.
- Most advisors already have a personal communication style they can use. If you are folksy, make your message folksy. If you are analytical, deliver some interesting analysis. Go with your strength. The communication doesn’t have to be complex, just sincere and regular. Simply a monthly note with an article attached, a quarterly letter with some thoughts and insights, or a short e-mail with a note and a link to an interesting webpage lets clients know you are continuously working to get information into their hands.
- Somewhere in your message you can invite clients to act. If you want clients to schedule a new kind of appointment, tell them about the benefits of your new service. If you want referrals, ask for them. If you have new technology, invite clients to try it out.
- People like attention and people like communication. In times of uncertainty, people like support and the security of knowing you are thinking of them. Your client and prospect list is a valuable asset. With modern e-mail and mailing systems, communication is easier than ever, and it’s just as important now as it has ever been to get your message out there.
