How to Create a Systematic Communications Strategy

How to Create a Systematic Communications Strategy

By now you should know the importance of staying engaged with your clients. Clients who feel less engaged are less likely to trust their advisor relationship and more likely to bolt when things go south, if not before. At a minimum, they will feel less inclined to recommend you to others. Suddenly, it’s as if you’re spinning desperately on a hamster wheel with little hope of getting off.

Most advisors would agree that having a systematic communications strategy is essential for adding and retaining clients. The challenge for many is how to go about it. The exact tools and methods an advisor would use could vary greatly depending on their communication preferences, prospecting methods, and available time and resources. Here are a few steps to get you started.

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Email Newsletters for Financial Advisors: 6 Tips to Engage Your Contact List

Email Newsletters for Financial Advisors - 6 Tips to Engage Your Contact List

With the heavy emphasis on social media marketing, many have said that email marketing, and sending email newsletters in particular, is outdated. That couldn’t be further from the truth. Why do I know that? Because the financial advisory business is a relationship business and there’s no better method for cultivating relationships in a digital environment than email marketing. Why? Because it’s inexpensive, easy to manage, gets quicker than most results, and it reaches your clients and prospects where they spend a lot of their time—in their inbox.

It’s also effective. According to Litmus, on average, for every dollar you invest in email marketing, you receive $42 in return. Can you think of anything else you could do to acquire more clients that generates a better return?

Of course, that also assumes that you are doing email marketing right, employing all the best practices to ensure optimal results. Executing an effective email marketing campaign is not rocket science, but it does require adherence to some proven techniques that involve some effort and resources.

Here are six critical elements of effective email newsletters and other email marketing campaigns.

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