Providing resources on COVID-specific topics will not only benefit current and future clients, but it will also favorably position your firm as a reliable source during a difficult time. Because they’ve already trusted you for information, people will be more likely to hire your firm when they begin making important financial decisions.
3. Lean into the “new normal” with new messaging. You’re probably tired of hearing about the “new normal,” but there is a reason it has become so common over the last few months: It’s a reality the entire world is facing.
The COVID-19 pandemic has made a drastic impact on our society and how we function, and these changes won’t be going away anytime soon. So even if you hate the phrase, it would be naive to think your company’s products, services and messaging don’t need to change with our new way of life.
Think about what a new normal means for the clients you serve. In a survey from the National Endowment for Financial Education, 41% of respondents claimed they were most concerned about not having enough money in savings. With this and the fear of a second coronavirus wave in mind, clients will likely be more careful with their money and will want assurance that your management is keeping their investments safe and sound. Alter your messaging to ensure clients that you’re taking the proper precautions and are advising them with the current risks in mind. Send client newsletters, create company blog posts and share articles on social media that discuss prudent investment options or diversifying clients’ assets, for example.
In times of crisis, people panic—especially when it comes to their finances. It’s your job to read the situation, understand how your audience feels and alter your services and messaging to align with their needs. Doing so will help your firm be seen as an expert in the industry and gain new business to quickly bounce back from the pandemic.
Jeff Bradford is the president of public relations and digital marketing agency The Dalton- Bradford Group, heading up the Nashville office. He is a former journalist and has over 30 years of public relations and marketing experience, with specialties in financial services and fintech marketing.