Out of sight, out of mind - not being active can affect your visibility. Consumers today have a wide variety of choices and it doesn’t take long for them to explore newer options. Being connected strikes a professional yet friendly rapport.
To help you enhance virtual client communication, we spoke to renowned MFDs - Gajendra Kothari of Etica Wealth Management and Viral Bhatt of Money Mantra. They shared valuable insights on how they have developed a digital relationship with their customers.
Here are a few recommendations:
- Use a combination of images and text:
A picture is worth a thousand words. A study suggests that content with relevant pictures creates 94% more views. These are some numbers that indicate how images drive higher engagement on social media - Facebook: Increase in engagement by 2.3 times, Twitter: Increase in clicks by 18% and 150% rise in retweets and LinkedIn: a higher comment rate of 98%.
- Keep videos short:
Videos are a popular tool for content delivery. It is essential to keep the videos crisp and short to match the diminishing attention span of the viewers. A video running up to 60 seconds receives good response, said Viral.
- Use distinct style:
You may have same person following you across various social media platforms. Publishing similar content across all platforms can affect the number of followers. While it would be difficult to create different content for various social media platforms, you can look at using distinct formatting style, captions and images.
- Keep a check on the frequency of posting:
The idea here is to keep the audience informed and not bombard them with information overload. Weekly social media posts or a tweet after 2-3 days works well, believes Viral. He also points out that tweeting over the weekend garners more viewership.
- Use WhatsApp wisely:
Staying in touch has become a lot easier with WhatsApp. Broadcasting lets you reach out to several contacts simultaneously. However, it is recommended to avoid creating a group as many are no longer excited to be a part of yet another WhatsApp group.
- Encourage two-way communication:
Curate content that urges your followers to engage in communication through comments. For instance, instead of posting Budget highlights, you can ask your followers how they have benefited from the Budget. This is likely to increase the involvement of your followers.
- Forward with inputs:
The posts should be informative and must not have a sales tone on it. Besides, forwards and text heavy posts can hamper their effectiveness. In case you come across an interesting forward, you can share it among your followers by adding your view to enhance its effectiveness, said Gajendra. This makes way for an exchange of ideas and thoughts.
- Serve your consumers with a variety:
Your client may appreciate receiving links to webinars on topics of their interest. This need not be limited to the financial domain, for example, creative webinars on health, photography, art and so on can attract people. Your clients would also be delighted to receive updates on your achievements, details about your appearance in interviews, etc, believes Gajendra.
