As busy as you are, you know keeping in touch with clients -- on a regular and timely basis -- is crucial. Whether you're facing market swings or macro issues, if you aren’t in front of your clients with information, they’re probably on their way to you with questions.
“So many advisors don't have the time or material to send a weekly market update to clients,” says Ron Carson, founder of advisor coaching firm Peak Advisor Alliance. “Yet, implementing this one communication piece every [week] can completely transform the client experience.”
So how can you make your communication efforts more efficient? Set up a “drip marketing” program says Mike Greene, senior vice president of Advisor Business Development Group and Financial Planning for Ameriprise Financial.
Of course you can’t speed up the time it takes to write your commentary or other material, but once you have that content you want to deploy it in a smart, consistent way. “The right drip marketing program should have pre-loaded letters that are fully approved, marketing materials or white papers that are specific,” says Greene. “It needs to be something that doesn’t require much thought.”
But that doesn’t mean you should send all of your clients the same canned content. “Done right, the content sent should pertain closely to an individual’s world and circumstance,” Greene says.
There’s no way around the tension between sending out regular content and making sure each client gets individualized material, Greene says. “Before you go down that path, be sure you understand the time and commitment it will require.”
Why bother? It’s good for your clients and good for you. “There will be immediate improvement in client communication and the advisor's exposure,” says Carson. “Clients will perceive the advisor as someone who is knowledgeable and credible on current events and how they affect the markets.”
“In order for it to work, you need to define what it is you want, have a source of great content -- and then get it on autopilot,” Greene said.
One bonus tip from Greene on the type of material clients like: “We’ve found that mass affluent clients like content about life goals, while wealthier clients tend to prefer more market-specific information.”