Brenna works on the Advicent Learning Development team to create user help materials for both clients and advisors. She loves helping others strengthen their communication skills through writing.
Think about how you usually find prospects. Is it through referrals, digital marketing, print communication, or trade shows? If you did not answer “yes” to all of these, you could be missing out on connecting with many potential prospects.
A shift in communication
Technology drives a constant change in the way that we communicate. As an example, consider how much the definition of “phone” has changed in the past 10 years alone. Based on the way that phone, email, text messaging, letters, and social media are evolving, and the demographics of prospects who use them, it is hard to determine the best place to focus your marketing efforts.
While older clients might be more apt to answer letters and voicemails, these might not be the best ways to reach younger clients. With so many options, everyone has a preferred method of communication, and many prospects prefer multiple forms of communication.
The benefits of multichannel marketing
Multichannel marketing is not a particularly new idea, but considering the way that it affects the perception of a brand as a whole is a newer concept. Omnichannel marketing describes not only the different channels through which you can reach prospects, but also the continuity of an experience with a brand. One example of this is the way that digital marketing makes an impression on prospects compared to other methods of communication.
Writing content that resonates with common financial goals and how you can enable someone to achieve these goals is important in connecting with prospects, but even more important is how the conversation continues after they have read or received the content. Having a consistent voice in every channel you use makes it easier for prospects to understand how your services align with their goals.
An example of how to achieve this type of communication with clients is by marketing on LinkedIn, and finding connections in your area. Another example is to use a marketing communications tool to target specific prospects with relevant information.
One of the most important parts of creating a seamless experience, no matter which platforms a prospect uses to communicate, is to break out of your comfort zone and use new forms of media. Sticking to phone calls, networking events, and email is easy; however, keeping up with new forms of social media and other new channels is what can truly distinguish you and define your commitment to an exceptional client experience.
Download our whitepaper to learn more about building client relationships by sending relevant content.