3 Ways Blogs Can Help Build Your Client Relationships

By Paul Lipka

Staying top of mind with clients has become critical as we transition to the next normal of productive business activity. In-person client meetings all but disappeared a few months ago, and safety concerns will continue to limit face-to-face interactions for the foreseeable future.

Like most financial professionals, you are likely searching for alternative solutions that allow you to provide your personal touch with clients, while delivering the products and services that provide security and peace of mind.

Social media has grown into a crucial platform that allows financial professionals to deliver insurance product information, provide timely product updates and, more importantly, notify clients that you are open for business.

Many professionals are active on at least one platform - Facebook, LinkedIn or Twitter - on a daily basis. The key point, though, is making sure the time you spend on social media is adding business value. This means you must have engaging content on your social media posts.

Blogs, an often-overlooked social channel, can be great vehicles for providing relevant content to clients by simply sharing blog content to your social channels. Blogs offer information on a vast array of topics including: tips, how-to’s, industry and product updates, helpful advice, and much more.

Blogs also provide effective ways to help grow client relationships and increase sales opportunities. They are usually written by subject matter experts and include engaging graphics. In addition, many blogs are broad enough in scope that they don't usually required compliance concerns for most financial professionals.

Here are three blog tactics financial professionals can use in daily activities.

Identify Relevant Topics

No one knows your clients better than you. Whether it’s life or disability insurance, long-term care, or retirement solutions, sharing relevant information that clients find valuable establishes trust and can help open new sales opportunities.

Communicate The Latest

News travels fast. Staying ahead of the game by sharing the latest information with clients shows you are on it! Communicating industry-related news, addressing needs and solutions as well as new features and benefits, or even telling light-hearted stories to clients demonstrates that even though you may not be able to meet in person, you are still providing timely information to them.

Share! Share! Share!

Most blogs allow you to share content to your social media pages in one or two clicks. You can share stories simply by clicking the LinkedIn, Facebook or Twitter icons.

Although times have changed and we may be in the new “unnormal,” subscribing to and using blogs can be an easy way for financial professionals to stay in touch with clients and deliver a service your competition may not be providing.

Paul Lipka is manager, marketing communications, for Crump Life Insurance Services. Paul may be contacted at paul.lipka@innfeedback.com.