The Value of Online Client Interaction

The Value of Online Client InteractionHow to develop client relationships online

Online communication is proving to be an essential tool for financial consultants, one that is yielding solid business results across the industry. Interacting with clients through social media can help a financial consultant in a variety of ways. It can help to build and maintain personal relationships with new and existing clients, provides an engaging way to educate clients on financial matters, and establishes the financial advisor as an industry authority. The value of online client interaction has not gone unnoticed by the financial community; a full 81 percent of financial consultants are now using social media to connect with their clients, according to Putnam Investments’ 2015 Social Advisor Study. Using online social strategies to communicate with clients helps financial advisors realize a host of valuable benefits that will serve to strengthen their business model.

Educate your clients

Blogs and social media provide a financial advisor with a quick and easy way to keep clients up to date on industry topics. When clients come to you with questions or you come across a topic that would be of interest to your clients, you can write an informative blog post on the subject or a quick post. Twitter is a great forum to send out fast information about market trends. By monitoring your clients’ tweets in response, you can find out what they are most interested in.

Grow your personal relationships with clients

Interacting with your clients through Facebook and Twitter provides you with an ideal way to keep up with your clients’ business and personal interests. You can interact with clients on the subjects that matter to them, in a forum that is inherently social in nature. Interactions as simple as congratulating a client on a happy event can have value, as it helps them see you as a part of their lives. The insights you gain into your clients’ interests can also help you to better understand their financial needs.

Demonstrate your industry knowledge

Financial counselors are finding great success using LinkedIn to deepen their connection with clients. The platform is ideal for knowledge-sharing efforts, allowing advisors to demonstrate their expertise in a broader way to clients. By participating in discussion forums and joining industry groups online, you can connect with new and existing clients on the financial matters most important to their interests.

Interacting with your clients online helps to reassure them that you are constantly thinking of their interests. By putting online communication strategies to use, you can grow and nurture your existing client relationships while developing associations that will mature into new clients to carry your business forward.

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Summit Brokerage Services is part of Cetera Financial Group, RCS Capital Corporation’s (NYSE: RCAP) retail investment advice platform.

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