What types of communication do clients want from their financial advisors? It’s more than reports and graphs. People want their advisor to make it easy to understand complex concepts, and help them navigate money decisions through their life goals and transitions.
The more value you add to your communications, the more you can deepen relationships. In particular, high net worth clients often see effective engagement as a measure of credibility in their wealth advisor.
5 ways advisors can add impact to client communications
1. Make financial reporting relatable by aligning with client goals
Are they on track to retire when and how they want? How will volatile markets impact their plan? Do their investments reflect their values? Goal-based reporting helps to answer these questions and make financial insights more relatable.
To reinforce this approach, check in periodically to see if there have been any changes to client goals and risk tolerance. That conversation can also be a springboard to help wealthy families navigate expectations and decisions.
2. Simplify complex topics with analogies and metaphors
“Using vivid analogies helps to leave a powerful impression once clients have left the office – both of you and of the message or takeaway.”
(Source: Don Connelly)
Creative explanations help clients better understand both routine and complex investment topics. For example, an advisor may say, “don’t put all your eggs in one basket” to easily convey the benefits of diversification. Or, they might ask clients to imagine a see-saw – with interest rates on one end and bond prices on the other – to demonstrate the inverse relationship between these two factors.
Craft analogies for concepts you frequently need to explain but can be hard to convey. But remember it’s not one-size-fits-all. It can help to align your analogies with your clients’ interests or areas of expertise.
3. Make messages personal and powerful with video
96%+ increase in click-thru-rate by adding video to email marketing
While there are regulatory hurdles, financial advisors are now adding video commentary to client newsletters to make messaging more engaging and personalized. Video messages can dramatically boost email response rates more than 96%.
When you create video messages, keep them brief — under 3 minutes. And consider the advice of Leon LaBrecque, maker of more than 120 online videos about financial planning: “Make it fun. Be an entertainer.”
4. Stay close with frequent, clear messages
Take advantage of multiple channels – calls, email, texting, newsletters, and blogs. Investors value your advice, but keep your explanations clear, concise, and easy to understand. Steer clear of industry jargon and focus instead on empathetic tone and language to build connection with clients.
Also, use impactful messaging strategies to ensure your communications get the attention and action they need.
Millennials will inherit an estimated $30 trillion within the next two decades and are influencing financial markets and trends.
5. Attract millennials with social media
More than any other generation, millennials expect to engage their financial advisor in social media — so be there. You don’t need to be everywhere, but take time to understand the distinct characteristics of each platform to find out which social networks are best for you.
For tips on increasing audience engagement on Facebook, Twitter and Instagram, see Top Social Media Tips. And remember social media isn’t just about marketing, it’s a powerful platform for listening to what your target clients are saying and what matters to them.
5 ways financial advisors can add value to their communications, via @beyondthearc http://bit.ly/2xYohgO #finserv #communications #cx
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