Blue Chip Issue 90

BLUE
CHIP
PRACTICE MANAGEMENT | Technology
Finding the balance between
digitalisation and personal touch
For over a decade, I’ve been working with financial planners
who have found themselves at a vertiginous crossroads
when it comes to digitalising their client engagement
and communications strategies. Discerning advisors are
enthusiastic about embracing the age of digital transformation;
however, they haven’t been willing to sacrifice their unique voice
and the personal touch that sets them apart.
The digital domain presents both opportunities and challenges.
Advisors understand that their clients are increasingly online,
seeking information, advice and meaningful connections. Yet, they
also fear that going digital could mean losing the essence of what
makes them valuable to their clients – their individuality, expertise
and the authentic relationships they build.
While certain traditional client interaction strategies will always
remain essential, this virtual platform can neither be ignored nor
avoided. We live in a newly emerged communication culture
driven by social media and online conversations.
For years, my team and I have believed that this new strategy is
paved with the power of blogs.
Rather than seeing them as mere content pieces, I consider
blogs as conversation sparkers. They are the connective tissue
that bridges the gap between digitalisation and personalisation,
allowing financial planners to maintain their unique voices while
engaging clients in meaningful discussions.
In a recent Blue Chip article, I spoke about the three Cs of
conversation – content, connection and community. Each
component is interwoven with the others, creating a holistic
approach to client engagement, and blogs fit into the first C, content.
Your online brand is a
powerful tool, working for
you around the clock.
62 www.bluechipdigital.co.za