The need for reassurance
No, they don’t want to read some syndicated market update with your logo slapped on the top.
What they want is reassurance, to know you’re there, to know that their money is safe, that you’ve got their back. Believe it or not, they do want to see your face – even if it’s a video in their inbox or a webinar on a valuable topic. Do not be in doubt: you have something valuable to communicate.
In a remote-first environment, which, make no mistake, is here to stay. Creating regular content for your clients and for your prospects is an absolute must for all firms.
You have to think like a media company – who’s my audience? (chances are you have multiple audiences). What do they need to know? What do they care about?
And… create content that speaks to that.
Just take a look at this example:
NHS Pensions Podcast – Barnaby Cecil Financial Planning
This boutique firm in London specialises in financial planning for medics. Directors Tom and Emma created a podcast helping medical professionals understand the quagmire that is the NHS pension scheme.
The podcast has built up a loyal following and has brought in numerous clients.
You never know, once you get into the habit you might even enjoy it!
About Faith Liversedge
Faith Liversedge is an experienced communicator with a wealth of knowledge and understanding of the adviser profession. She was Marketing Manager at Nucleus for 5 years, creating innovative and award-winning campaigns. Before that she worked for Standard Life, Prudential and Royal London. In 2017 she set up her own consultancy to help forward-thinking financial advisers and planners to become more profitable through websites, communications and other laser-focused marketing techniques.
