Mike McGlothlin, CHFC®, CLU®, CFP®, LUTCF®
Since the pandemic started, 73% of Baby Boomers have engaged digitally in new ways. And it’s not just Baby Boomers. In fact, digital interaction among all sectors is different. And even as we see signs of the pandemic easing up, the digital changes that we’ve embraced are here to stay.
The way we shop, the way we conduct our business, the way we interact personally as well as professionally, have changed forever. 56% of consumers across all sectors agree that the pandemic has changed how they communicate and engage with companies. More and more clients are looking for education online, while clients who used to never check emails are now responding to messages. And of those ready to engage, 43% will disengage if their expectations aren’t met.
What you need to figure out is how these changes impact your business. Will lead generation be different? How should you respond to those consumers that provide an email or phone number in exchange for your content? The goal is to not be left behind, and the way to avoid that is through regular communication.
It can seem like a daunting task. But through four simple steps, you can make sure you stay in contact with your customers and prospects.
- Automate. You can use automation to offer regular communication to your clients. It takes time to set up, but it can save a lot of time down the road.
- Speak in their voice. Don’t use industry jargon. You’re trying to relate and say something that resonates with them. Speak to their problem and how working with your financial planning firm can help solve it.
- Segment your book. It’s important to be very targeted in your conversation. Your messaging needs to change with your clients’ needs. Automation can help set up different campaigns for different conversations.
- Use lead generation to capture clients. If prospects are looking digitally for an advisor, you want to make sure that you have a program in place to capture them.
As we rely more on digital communication, our clients’ expectations are increasing. We need to measure up to avoid having them look elsewhere for financial planning. We’re here to help you make sure that doesn’t happen. Give us a call at (800) 589-3000. Our retirement income consultants are ready to discuss how we can help you prospect in this new digital environment.
Clients are engaging digitally, and they expect you to do the same. By taking time to develop a plan that allows you to stay in regular contact you’ll avoid getting left behind.