10 client communication tools

Here’s a checklist of 10 different communication methods you can use and some of their advantages and disadvantages:

1. Email
Email campaigns are inexpensive and efficient and their results can be measured accurately.

“Email must be focused,” says Prem Malik, chartered accountant and financial advisor with Queensbury Securities Inc. in Toronto. “Different content must be segmented for different audiences.

2. Newsletters
Newsletters allow you to maintain regular contact with clients and can demonstrate your expertise in areas in which you specialize.

To be effective, Hartman says, the content of a newsletter must be in line with the expectations of your audience. “A high net-worth client would not likely read a general information news letter,” he says.

3. Websites
Websites are effective tools for establishing credibility. They provide general information about your practice and can incorporate a number of marketing messages.

“Websites are a cost-effective way to provide current information,” Malik says.

Your website content should be updated daily or weekly and can include links to other online tools such as your email, social media and your newsletter.

4. Social Media
Social media, such as LinkedIn and Twitter, allow you to extend the reach of your message. While it is still underutilized because of regulatory concerns, Malik says, “social media will evolve to the point where you must be involved. It’s a cost-effective way to add value to your client relationships.”

5. Media advertising
“Advertising is background music to your brand strategy,” says Hartman. It can either be used to build your image or promote a specific product or event.

“Your message must be consistent in order to effective,” Hartman cautions.

6. Public relations
A public relations campaign can help you gain media exposure. That exposure can take the form of your being quoted in local media and writing articles for newspapers and magazines.

Public relations can differentiate your practice; provide you with industry-wide exposure and recognition and provide third-party endorsement.

“If you can afford it,” Hartman says, “hire a public relations firm to manage the process on a budget.”

7. Special events
You can organize special events for specific audiences, allowing you to build relationships with clients and prospects with common interests. “They can be effective in positioning you as a leader in the community, allowing you to attract clients,” says Malik.

8. Seminars
Seminars are typically arranged around a specific area of interest. They can give you face-to-face exposure with clients and prospects and allow you to “sell” your expertise.

“Seminars must be customized by target audience,” Hartman says.

“They are a great way of getting instant client feedback.”

9. Networking
Networking, whether through clubs and associations or centers of influence, can facilitate easy introductions to prospects. Malik says most of his clients come from referrals through his network which he prefers to keep small.

10. Direct mail
Sending newsletters, print brochures, and personal messages by traditional mail is becoming less popular as it is replaced by electronic media. “Snail mail” is, however, the preferred method of contact for some clients.

On the positive side, the results of a direct mail campaign can be tracked (if less automatically than with email) based on the number of responses you receive, Hartman says.

And greeting cards, invitations and other personal messages received in the mail can have an air of quality for some clients.

On the negative side, Hartman says, “Most people don’t read direct mail because it is often perceived as ‘junk mail’.”