MARTECH MINUTES: How to Enhance Your Client Communication Using Content


By Teresa Leno

Maintaining consistent communication with your clients is imperative for strong relationships and attracting new business. For financial advisors, a significant reason clients may be unhappy with their advisors is a need for more communication. Communication is no longer just emails and phone calls; it’s social media, blog posts, and newsletters too!

Tackling 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.”

A communication breakdown can create an avoidable disconnect between you and your clients. Providing timely and consistent finance articles to clients can set your firm apart from your competition and keep you top of mind.

How engaging financial content can help

Tapping into content marketing (social media, blog posts, podcast episodes, newsletters, third-party articles, etc.) helps maintain communication without coming off as ‘sales-seeking’ in your approach. Incorporating financial topics that are timely and relevant to your clients 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 may want customized communication from you. Because your communication strategy directly impacts your success, sending out a monthly or bi-weekly newsletter or articles of interest to a particular client is an excellent way to personalize your content marketing efforts, as the content can be problem-solving or action-specific. Consider using an email marketing tool to address each article or newsletter to the individual receiver.

Remember to be human

Today, we often compete with automated marketing tools that expand one’s presence in the financial services industry. It’s important to remember that one of your biggest strengths is being human, so focus on building relationships to find long-term success. Being a positive communicator can go a long way in maintaining client relationships and finding new prospects who need your help.

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Teresa Leno worked as a financial advisor and experienced firsthand the importance of financial education to help clients make more informed decisions before a crisis. Through her experience, Fresh Finance was started as a financial content marketing solution to help advisors validate their expertise through sharing content.