If you are in the business of providing ongoing knowledge and advice, it is imperative you embrace and leverage technology to differentiate yourself and provide superior service, while becoming a leader in your industry.

 

There are many forms of electronic communication and every client has a preference. Some would rather take in messages visually, some audibly and some would rather read. This is why using podcasts, videos, blogs, and email together systematically is imperative. You need to be where your clients are so they can choose their preferred platform. An email might be sent and it not get opened, but the same message could pop up on their LinkedIn feed and be consumed there.

 

Clients want to be able to view/listen to this information at their convenience. Clients are busy and it is difficult for them attend in-person seminars or webinars at specific times. Pre-recorded educational segments reach more people because they can be attended on their own schedules.

Financial advice is on-going and ever-changing, so it is crucial to have an efficient process to bring timely information to our planning relationships. We are taking information that is constantly repeated to our clients and turning it into virtual advice. This allows us to spend more time on what is important to our client’s individual situation during our face to face appointments.

 

One concept can be clearly explained and disseminated to every client at once. We created a process that starts with a 90 second video on what the topic is and why it is important to gain a deeper understanding. Next we go in depth on that topic by recording a podcast. The podcast gives our clients (and prospects) the opportunity to hear us discuss the topic. Lastly, if an action must be taken, we will guide them through the process using a pre-recorded WebEx, showing the recommended steps.

 

In a business built on referrals, clients must be able to clearly articulate your value. When value is added, a client is more likely to refer others. Using various forms of digital communication, it is easy for them to share your content on social media platforms or by forwarding an email. A prospective client gets a peek into our practice by putting eyes on us, observing our voices and mannerisms, while taking in our message and advice. This is more effective than handing out a business card or referencing a website.

 

Using social media, podcasts and video content allows us to consistently be in front of our clients and our community. It obviously worked on Mr Baker. When we thanked him for asking us to write this blog, he said “How could I not think of you? You’re constantly on my LinkedIn feed, telling me to Be More Healthy, Wealthy and Wise!”

 

Securities and Advisory Services offered through LPL Financial, a Registered Investment Advisor, Member FINRA/SIPC