The key to strong client relationships is trust. And building trust requires more contact than just the annual portfolio-review meeting.

Clients must trust you before they will share all of their personal financial information with you, says Terrie Wheeler, president of MarketYourAdvisoryPractice.com in St. Paul, Minn. Contacting clients throughout the year with various “touch points” is one way to show clients that you genuinely care about them — and deserve that trust.

A touch point, according to Wheeler, is an opportunity to connect with a client or prospect to let them know you were thinking of them.

Kevin Toney, marketing coach with Primetime Promotions in Winnipeg, adds that a touch point is any kind of communication designed to get your clients to know you, like you and trust you.

Here are a four touch points you can use to connect with your clients:

1. Personalized greeting cards
Sending out greeting cards once or twice a year can help strengthen your relationships with clients.

Toney advises sending cards on special occasions, such as birthdays and wedding anniversaries. You might even send cards for their children’s birthdays.

Remember to add a personal touch. A card with a printed signature and no message, says Wheeler, diminishes the touch point and can put clients off.

Instead, always sign the card and add a message that speaks directly to the client.

2. Client appreciation events
A gathering of your top clients — for a dinner, an evening at the theatre or a family activity — is an excellent opportunity to get to know your clients better.

Advisors don’t tend to think of a client appreciation event as a touch point, Toney says. But it does provide you with an opportunity to talk with clients and deepen your relationships with them.

3. Send articles
Forwarding to a client an article that relates specifically to that client’s interests shows that you are thinking of them. That’s why it pays to know your clients’ interests outside of financial matters — whether it’s boats, music or golf.

If you see an article that would interest on of your clients, Wheeler says, send him or her a link to that article.

This type of personal touch point, Wheeler says, will show clients you care enough to send something specific rather than generic, “canned” communications.

4. Social media shout-outs
Watch for occasions to offer positive comments to your clients through social media.

For example, Wheeler says, follow the newsfeed of any social-media platforms you use, such as LinkedIn. When a client gives a status update about an award or an important life event, make a congratulatory comment.