How Are You Talking to Clients About The 2016 Election?
Many Americans stayed up late the night of November 8th, 2016 to discover who our new leader would be. Whether you were tuning into the news, working the polls, or boasting your “I Voted” sticker on social media, we were all holding our breath during this important transition.
After Donald Trump was named our president-elect, the markets reacted almost immediately. Many financial experts consider Trump a loose cannon and after his unexpected victory, investors were already starting to reconsider their investments. Even the Department of Labor started questioning the future of major changes such as the fiduciary rule.
Election years are always tumultuous for investors and financial advisors, which is why it is crucial to talk to your clients now and communicate proactively. Through transparent communication and high-touch outreach, you can help your clients feel better about this major milestone and flex your marketing muscles.
There’s a good chance that you’ve already been utilizing transparent communication to build trust with clients, from serving as a fiduciary to providing objective financial information and advice. However, you may not be strategically using it to your best advantage. Let’s look at a few different ways you can make your communication more transparent for the benefit of your prospects and clients:
- Personalized website content, including pages about how you are compensated, how you work with clients, and what makes you different
- A personalized bio on your website
- “Behind the scenes” posts on social media, including videos of you and your team outside of the office
- Frequently connecting with your clients, including through email newsletters and social media
There are few professions where transparent marketing is as important as it is for financial advisors. When a client trusts you to take care of their finances, they also trust you to be upfront with your communication efforts.
Be Proactive, Not Reactive
We can’t tell you the amount of times we heard advisors talk about the importance of being proactive rather than reactive with their clients and their investments. The same can be said with client communication. Some ways you can initiate proactive communication include:
- Asking your clients to express their concerns frequently by being active on social media
- Having forms on your website that encourage clients and prospects to ask questions
- Sending out regular (and personalized) emails. Studies show that a stronger relationship of trust is built with advisors that communicate with clients at least 8 times a year.
There’s no telling what will unfold in the next few months after this major election, but it is important to keep your clients updated with important market changes and other developments. Most independent advisors are focused on the long-term process, but keeping your clients at bay during major fluctuations will help you build trust and ramp up your marketing efforts.