Plan ahead to create engaging communications to clients

The festive season is already being used by businesses to create touch points with clients to sell their products, services or increase brand awareness.

It is the time of year that many of us will start to reflect on 2014 and our plans for 2015. As business and tax advisers, this as a great opportunity for accountants to be doing the same, looking at how best to interact with your clients.

The Autumn Statement on 3 December will create opportunities to communicate with your clients. This provides you with the chance to make the most of the end of year festivities, planning combined activities and engaging messages that will interest your clients.

The Autumn Statement, Christmas and the New Year are very close to each other, so consider the timing of your messages, make sure you grab your clients' attention rather than annoy them with too many messages! With the added headache of the busy January season ahead, a little planning now will prove invaluable in ensuring your clients continue to receive insightful updates in the New Year. So what are the key communication activities you can take advantage of?

• What are the implications of announcements in the 2014 Autumn Statement? Let your clients know what will specifically affect them and their businesses.

• With the self assessment tax return submission and payment deadlines looming , and no doubt mentioned in the media, your clients will welcome tax saving tips - use these to reinforce messages about your services and map out a series of tips to share throughout the year.

• Christmas or New Year greeting messages and related tips such as the tax treatment of business gifts and parties.

• Show clients your softer and more personable side, perhaps make reference to the office Christmas party, hold fun competitions or create YouTube greetings messages etc.

How can you stand out from the crowd?

• Be original: competitors and other businesses will be trying to get their attention. Look at what Christmas campaigns are already gaining your attention for inspiration.

• Be relevant: fine tune your messages so that it has meaning to them.

• Be personal: it always better if you can show a non-standard communication just by considering how to make your message more personal. This could be with a tailored message, name reference or note that your client would recognise is just for them.

If you need help with producing content then why not consider using our Autumn Statement 2014 summary, which will highlight the changes ahead and provide comment on their implications. You may also be inspired by our series of 'Talking to your clients' blogs so you can plan timely, accurate and relevant communications with your clients.

By Raj Rajput and Shan Hughes