One thing is for certain, the only constant is change. With the pace of technological advancements and plethora of new products, it’s little surprise that everything that uses technology must also keep pace. This of course includes marketing and client comms.
Over the last decade we have drastically changed the way we communicate with family, friends, peers and clients. Gone are the days of the facsimile and even landlines as our communication continues to evolve online and through our very smart, smart phones.
Areas to keep an eye on in 2020
Customer experience will remain a top priority.
The customer is and always will be the top priority for businesses. When it comes to marketing, the exciting advancement in technology means clients are at the centre of our campaigns more than ever. We have more data available, insights into clients, not only their demographic traits but client behaviours.
Artificial intelligence isn’t new but we’ll see it being used more commonly in our everyday lives and marketing efforts. Behavioural based campaigns, more intelligent fact finding tools and agile advertising will all leverage artificial intelligence to offer a more personalised customer experience.
Customer journey mapping
Customer journey mapping involves creating a visualisation of the end-to-end customer experience. This includes all touch points from their interaction online with your brand, to their first phone call and discovery questions in meetings. Improved data analytics and customer insights will mean that customer journey maps can be more targeted and fine-tuned to meet the changing interactions with your clients.
Two themes we see particularly important to the way we communicate with clients are how we make our message personal and engaging through interactive content.
Personalisation vs a personal approach
While businesses have focused on personalisation in our advertising and mass communication, clients are wanting a more personal touch point.
Personalisation is not new in the area of client comms, neither is a personal approach. However with the greater volume of personalised ads, emails and posts, our message still may not be getting through to clients. Simply putting a client’s name in a personalised field does not make the content relevant, in fact it’s quite the opposite, it’s annoying. Consumers are wanting a personal touch point.
What does this mean?
It means content that is relevant to them; their wants, desires and needs. With the influx of information available to us and advertising presented to us, we are wanting content and interactions that are relevant to us. Our time is valuable, so time wasted on irrelevant emails, offers and articles aren’t going to be well received, even if they are well crafted.
How can you take a personal approach to your client comms?
Take the time to get to know your clients, really know your clients. Why are they coming to see you? What are their future goals? What milestones are coming up? How interested are they in the finer details of their finances?
Knowing your clients is only part of the process, recording all of this information in a meaningful way is almost more important. It allows you to leverage what you know about your clients, to create a personalised communication piece to build more meaningful relationships.
Translate your client attributes, milestones and services into tags, lists or segmented client groups. You will then be able to send or post targeted articles and content relevant to your client segments.
Our emails, news feeds and social feeds are screaming for our attention, this year we’ll continue to see the growing amount of interactive content to entice our attention and encourage engagement.
Whether it be online, your first meeting or engagement throughout the year, clients are expecting superior service and client journeys. Consumers want new experiences and for many this means greater interactivity online. In fact, a whopping 91% are seeking more visual and interactive content.1
Interactive content stands out, keeps people engaged for longer and is shareable, increasing the reach of your content.
How can you incorporate interactive content into your client comms?
Consider your audience, their preferences and also the subject matter of your content. Can it be represented visually or through a video? Keep in mind that not all content can be meaningfully represented visually, so where possible vary the mediums you use to communicate with clients, including visual and interactive content where appropriate.
To assist you with interactive content, we publish a monthly economic update video following the cash rate announcement. This video can be incorporated into your communication strategy as part of a snapshot in an email or posted directly to your social pages to quickly and easily inform clients about not only the cash rate, but the major property markets, the Australian dollar and market movements in an animated video. Simplifying and enhancing what can sometimes be numbers on a page.
In February we will launch a suite of animated videos which will be available to use in your practice. These videos will assist in explaining various areas of financial advice and accounting to clients in an interactive and easy to understand way.
As always, if you have any questions about marketing and client communications give us a call today to discuss how we can future proof your strategies.
Photo by Andrew Seaman on Unsplash