From Adviser Guide:
Selling Your Brand
Q: How can I make sure a client keeps my details?
Making sure a client keeps your details is very hard to achieve.
To make sure your business springs to mind when a client needs financial advice, David Shelton, independent consultant and author of The Business of Advice, said:
1) Make sure all your marketing materials from business cards to website are well designed and consistent in appearance.
2) Remind clients you exist by sending newsletters and other communications at least twice a year; less so for clients who you see regularly.
3) Use genuine service calls to contact clients who are transactional or who you only see every three years or so.
4) If appropriate use a low-cost local sponsorship to support your brand awareness.
5) Send clients a link to your website whenever you have new content or a company announcement.
Mr Shelton said: “The advice market is very crowded and our challenge is to maintain client awareness during the typically long time lapses between when our service is needed.
“Keeping our name in front of people in the ways described is the best way to achieve and minimise the loss of clients to higher profile and better resourced brands such as banks and providers.”