Convert Leads, Delight Clients: Proven Communication Strategies

The frequency and style of your communications are CRITICAL to your business success. But who has the time? What’s the first thing you should start doing? What topics do clients want to read about? For the answers to these questions and more, tune in below!
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In this webinar, Chief Marketing & Experience Officer, Susan Theder and President and CEO of YCharts, Sean Brown review key takeaways from the YCharts compelling research on client communications and share ideas for how to leverage communications to not only retain, but to grow your business.

Short on time or just want the main points?

Here is your summary to skip ahead or scan through below.

  1. The YCharts Communication Survey Findings [4:50]
  2. Why Advisors Need To Think About Retention [9:58]
  3. How Your Communication Strategy Can Impact Your Success [11:36]
  4. Different Communication Tactics That Work [16:31]
  5. Bullet Proof Marketing Ideas [22:21]
  6. Foundational Content Planning (Monthly Goals) [30:40]
  7. Four Game-Changing Ways To Create A Content Strategy [48:35]
The YCharts Communication Survey Findings [4:50]

The YCharts Communication Survey Findings [4:50]

  • An advisor’s success can be directly impacted by their communication strategy.
  • Less frequent contact can negatively impact clients’ confidence & comprehension.
  • Portfolio performance is an incredibly important topic of discussion, coming in as the third most important topic in 2019 and number one in 2022.


Why Advisors Need To Think About Retention [9:58]

Why Advisors Need To Think About Retention [9:58]

  • Clients have switched advisors since 2020 in search of more, with 47% of people either switching or seriously considering switching their advisors.
  • Clients with a higher AUM considered switching even more.
  • There is a huge correlation between communication and share of wallet.
  • Retention and growth are almost all correlated to your communication strategy.


How Your Communication Strategy Can Impact Your Success [11:36]

How Your Communication Strategy Can Impact Your Success [11:36]

  • 47% of people wished their advisors talked to them more frequently.
  • A personalized email can go a really long way with clients-show that you will go above and beyond to serve your clients and their family.
  • Make sure your clients understand you and that you understand them.
  • Help your clients to better understand difficult financial situations.
  • If you aren’t connecting with your clients and educating them, they will go somewhere to find what they need.


Different Communication Tactics That Work [16:31]

Different Communication Tactics That Work [16:31]

  • Email is king when it comes to your marketing.
  • Try several things, but there isn’t just one way to get in touch with your clients and prospects.
  • Text messaging is on the rise.
  • A phone call is a great way to hold one-to-one meetings.
  • “Snail mail” is a very personalized way to speak to your clients and prospects.


Bullet Proof Marketing Ideas [22:21]

Bullet Proof Marketing Ideas [22:21]

  • Focus on topics that clients care about. (There is a huge gap between client expectations and services rendered.)
  • Position yourself as a thought-leader in the industry.
  • Avoid the jargon-communicate in an authentic and conversational way.
  • The best way to set yourself is in your messaging.
  • Having a plan is critical to your success.
  • Write about what clients are thinking about.
  • Share interesting articles from media outlets-think about timely topics
  • Leverage AI to help write captions.
  • Sprinkle in human interest-write it once and repurpose it multiple times.
  • When you’re on social, ensure you’re engaging with your audience.
  • Use charts, images and graphics to reach your audience-visuals can help you to communicate complex financial topics.


Foundational Content Planning (Monthly Goals) [30:40]

Foundational Content Planning (Monthly Goals) [30:40]

  • Blogging: Aim for 2-3 blogs months (Possible topics: Financial planning oriented, Optional: timely topics, human interest, financial topics)
  • Emails: 2-4 emails per month (1 newsletter, 1 timely email, 1-2 planning related/general interest/blog promotion)
  • Social media: 6-12 posts per month (2-4 financial planning related, 2-4 shared media articles, 2-4 non-financial/tangential)
  • Surprise and Delight WOW’s: 1-2 a quarter for top/ideal clients (random acts of kindness/thoughtfulness, appreciation, birthday/anniversary)


Four Game-Changing Ways To Create A Content Strategy [48:35]

Four Game-Changing Ways To Create A Content Strategy [48:35]

  • Set monthly goals to ensure consistency
  • Find timely topics to use across blogs, social and emails-repurpose your content!
  • Let AI help you write your content
  • Use charts and graphs to convey complex information and expertise


Supplemental Resources:

Get the presentation slides right here.

Get recap of 9 Proven Communications Strategies here.

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