How much client mindshare do you own?
As a banker, staying top of mind with clients (and companies) is key. When financial needs emerge, you should be the first person they think to call. This ensures the client reaches out to you — and not to a competitor.
That said, client engagement can be tricky. A simple “checking in” email doesn’t offer much. And you run the risk of spamming clients. At the same time, high-value engagement can be time consuming and costly.
So, let’s simplify.
Here are 5 proven engagement strategies to boost your mindshare and lock down your position at the top of your client’s call list.
1. Personalized Recommendations
Show you’re fully invested with a personalized recommendation email.
This message targets a client’s knowledge gap and fills in the blanks with a tailored list of resources.
Recommendations can include:
- Books and articles
- Podcasts
- Websites
The key is to hand-tailor the list to this particular client. The effort shows your client they aren’t just another name in your CRM.
How to get it started:
Listen carefully during client calls to identify any knowledge gaps. Then, pull together a handful of resources you can send them. Want to take this to the next level? Mail a physical book along with a handwritten note.
2. Client Success Stories
Spotlight client wins in your newsletter, website, or on social media.
Success stories demonstrate what’s possible with your service. And they serve as a platform to celebrate alongside your clients.
Use this simple formula:
Challenge. What challenge did the client face? Solution. What solution did they use to overcome it? Result. What outcome did they achieve?
Success stories can be high-level or you can dive deeper with an expanded case study or awards category.
How to get it started:
Establish a regular cadence to track client wins. From there, make sure you establish permission to share their story across marketing channels. Finally, use storytelling language to make the success leap off the screen.
3. Newsletters
The newsletter is a powerful tool to stay in touch with your client base.
Strong newsletters feature:
- Consistent communication
- Educational content
- Calls to action
This format provides value and brand awareness, while also opening the door for a deeper sales conversation.
How to get started:
If your company offers a robust newsletter, take advantage. Encourage your clients to subscribe during the onboarding process. This keeps you front and center.
Alternatively, you can get creative. Work with marketing to emphasize the need for a newsletter. Or create one for yourself. Keep it simple with a monthly cadence and a single topic.
Whether sending an existing newsletter or creating a new one, don’t overlook an important detail–the sender. Make the newsletter more personal by sending it directly from the banker.
4. Market Insights
Your client cares about staying in-the-know.
Give them a boost with a market insights report.
Spotlight:
- Emerging trends
- External impacts
- Competitive advantages
They’ll appreciate the useful information. Plus, insights help you establish your industry credentials.
How to get it started:
Keep tabs on your analytics and marketing departments. When they release market insights reports, jump in. Share the report and a personalized message with every client who will appreciate its value.
5. Interactive Tools
Finances can get complex.
Make it easier on your clients by offering interactive tools. Calculators, simulation models, and personalized portfolio assessments are all examples of high-impact financial tools that will stand out in the mind of your client.
Interactive tools are:
- Memorable
- Continuously useful
- Infinitely scalable
Who doesn’t love technology that makes their life easier?
How to get it started:
Take full advantage of any tools available at the enterprise level. Include links as part of your client messaging to drive awareness and adoption.
If you’re starting from scratch, consider an off-the-shelf solution or partner with IT and digital marketing to build a stand-out tool. And don’t forget to solicit client feedback to make sure your interactive tool is hitting the mark.
Ready to personalize your engagement at scale?
Groove Flows creates automated email sequences for engagement at every stage of the funnel. Build your own engagement strategy–from prospecting and deal flow to high-powered account expansion features. Use Groove to increase conversions and drive win rates.