Building a strong relationship with your clients is essential as a financial advisor, not only to show you’re thinking of them (without pestering them all the time!), but also to be on top of mind for possible introductions to their friends and connections who can use your wealth management services.
However, it can be challenging to maintain that connection as you also don’t want to keep calling them, and you already held your quarterly or semi-annual review meetings with them.
Staying in front of your clients, without overwhelming them, is no simple feat, but there are small things that you can do to strengthen your client-advisor relationship.
As a sales training firm for financial advisors and sales coach for wealth management companies, we have outlined below a few bespoke and high-touch marketing strategies for your RIA clients that don’t require hours of your personal time, but can help you be on top of mind with your client base.
Let’s dive into three wealth management client communication best practices.
1) Celebrate Anniversaries of their tenure with your firm
A simple "anniversary" email, congratulating your clients on their first, second, or even fortieth year with your practice, could go a long way.
When it comes to building client loyalty, small gestures of gratitude can make your clients feel valued and appreciated. Make sure to personalize your congratulatory message to make it more meaningful.
Acknowledging milestones and highlighting how far you've come together could rekindle the trust and confidence they have in your services.
2) Host Client-Specific Lunches (and we don’t mean chicken and peas lunch and learns!)
Offer to host a lunch centered around one client, for which the client gets to bring 5-6 of their best friends for a fancy lunch, tea party or dinner (but the advisor is invited too!)
Inviting the client and their best friends for a small sit-down lunch or wine event can be the perfect way to make your client feel important and appreciated, all while giving them an opportunity to introduce their friends to you, their trusted advisor, in a highly inviting and nurturing fashion.
This creates a positive image of you in front of potential clients while strengthening the bond between you and your existing clients.
3) Connect with them on Social Media Platforms (just make sure your contacts are private):
Asking clients to connect with you on social media could be a good way to maintain communication and stay current without hounding them with email drips.
While most advisors assume LinkedIn may be the most appropriate and professional, it's essential to choose platforms that your clients are actually on. For example, once someone is retired, most likely they are not active on Linkedin.
How can you make sure you are connected to your clients on social media?
Send an update or email signature with your social media links can also make it easier for them to connect with you. Engaging with your clients on social media platforms can give them insights into your professional expertise and demonstrate your commitment to their financial well-being.
And it can hint you’re “open for business!”
Read more about our Top Social Media Strategies for Financial Advisors.
4) Send Monthly Video Updates:
Regular communication doesn't have to involve long, complicated meetings. Recording short, monthly video updates on what's going on that's relevant for your clients can be a powerful way to connect with them.
It doesn't have to be long—just a one-minute snippet could help your clients feel like they connected with you. You can touch on important market trends, provide insights, or share tips that could benefit them. This personal touch allows your clients to see your face and hear your voice, reinforcing the human connection in your professional relationship.
We highly suggest YOU being in the video, rather than a stock video or an infographic to increase that authenticy.
Make sure at the end of each video you let your clients and centers of influence to forward and share this video with three friends.
5) Host Virtual Fireside Chats
Hosting webinars or Zoom educational events on relevant financial topics can be a great way to engage with your clients and offer valuable insights without spending much.
In these virtual events, you can provide educational content, answer questions, and offer advice in a group setting. By positioning yourself as a knowledgeable resource, you strengthen your clients' trust in your expertise while providing educational opportunities that empower them to make informed financial decisions.
6) Send a Bi-Weekly “letter” to your clients
Sending out regular newsletter but in a letter format can be an effective way to share valuable information, market updates, and helpful resources with your clients. Make sure the content is tailored to their needs and interests. Incorporate educational pieces, insightful articles, and tips for managing their finances effectively. By curating valuable content and delivering it directly to their inbox, you position yourself as a trusted source of financial knowledge and support.
Building a strong relationship with your clients beyond managing their money and speaking about their finances can be one of the most critical components to growing your practice.
Small gestures of appreciation can have a significant impact. By sending anniversary emails, hosting client-specific events, encouraging social media connections, producing monthly video updates, organizing webinars and educational events, and sharing regular newsletters, you can maintain a more robust connection with your clients without much hassle. These efforts show you care and help your clients trust you more, keeping them loyal to you over the long-term.
The strategies we outlined above are simple, yet time consuming! They require a lot of planning, strategy and implementation. If you don’t have the internal resources within your practice to execute these financial planner and wealth management marketing strategies for more referrals, please contact us using the button below!
As a recap, in this article we have discussed:
Sales training for financial firms
Sales coaching for RIAs
sales coaching for financial advisors
Best sales strategies for financial firms
How to get more referrals for more AUM as a wealth manager
Investment advisor sales strategies
Top sales training programs for financial executives
sales training financial advisors
Sales training RIAs
Practical guide for accounting firms on client acquisition, engagement, retention, HNW outreach, referral systems, client experience training, and M&A growth. Insights and playbooks from Select Advisors Institute — helping financial firms optimize talent, brand, and marketing since 2014.