When I was little, I was absolutely fascinated with matryoshkas. Or Russian dolls, as they’re more widely known (but I like the word matryoshka better).

If you’ve never come across one before, a matryoshka is a set of colourful stacking dolls, placed inside each other. I used to love untwisting them, one after the other, until I reached the teeny-tiny baby one at the end.

There isn’t a standard number of dolls in each set. Some of the smaller ones have just three dolls, while the biggest set is apparently 51 pieces. But in general, each set includes about six to eight dolls.

One of the fascinating things about matryoshkas is their intricacy. Often used as ornaments, the bigger, outer doll catches the eye. But open them up, and you’ll find beautiful, colourful details and careful crafting, right down to the last doll.

And this comes back to my earlier question. Will your company pass the matryoshka test? Is what appears on the surface reflected through, and through, and through, right down to the last, tiniest detail?

Layer one: Your online presence

This is the biggest doll, the one that everyone sees first. It’s your website, your social media – your “out there” presence that clients (and potential clients) will be engaging with regularly. Any cracks will show instantly, so you need to make sure they’re perfectly polished.

This means making sure all branding is on point, copy is written in your established tone of voice, and you’re adding fresh, informative content to your website regularly.

And it means creating social media posts that resonate with your existing audience and draw in new followers, cementing your credentials but with a constant focus on why readers should work with you. Think benefits-led, not feature-heavy.

Layer two: Your people

Expertise is a given. But the way your team interacts with your clients can make all the difference to whether they stay or go. Keep all communications friendly and professional, go the extra mile where you can, and give your clients plenty of TLC.

Clients who feel nurtured will not only want to stick with you, but they’re also more likely to recommend you to their friends and family. If they feel like they’re just another transaction, they might start to look elsewhere.

Layer three: Your reviews

Reviews tell potential clients what your existing clients think of you, and they are one of the most powerful marketing tools at your disposal. But most clients won’t automatically think to write one: you need to ask them.

Send them a request in a separate email (so it doesn’t get lost among other comms) and give them links for Google and VouchedFor so they can choose which they’d like to use. Or, even better, encourage them to give you both.

Don’t fall into the trap of just asking clients you know will give you a 5-star review, either. If your company is up to scratch, the occasional 4.5 isn’t going to hurt. It can even make it more appealing to potential clients, as it doesn’t look like you’ve simply curated glowing reviews.

Layer four: Your engagement

Consistent, regular communications will help your clients feel like part of your company’s “family”, rather than a transaction. Think regular newsletters with engaging, bespoke content geared towards your client demographic. As well as financial insights, offer some team updates to introduce new starters and keep your clients abreast of all your latest accolades and credentials.

Add to that regular updates (for example, post-Budget) to keep clients informed of any new tax legislation that might impact them, as well as some more light-hearted greetings and well wishes, for example at Christmas.

Layer five: Your technology

Clients will always prefer a personal approach. But you can use tech and AI to good effect to create a better personalised experience for them. Online videos, portals, and podcasts can all enhance your offering, while AI technology can carry out some of the more mundane administrative tasks like taking meeting notes, freeing up your advisers’ time to spend with clients.

Layer six: The tiny details

The last doll in the matryoshka is tiny but perfect. And paying some attention to this last layer can really help you stand out.

Do you wish your clients a happy birthday, for example? Or offer them their favourite tea when they come in for a meeting?

Checking in with your clients every now and then can also be a nice touch: no agenda, no sales, just a quick “hello, how are you?”

Making the matryoshka work for you

How are your layers looking? If you think you need a little polish as each one is peeled away, we can help. From getting your online presence sparkling to helping you keep your communications consistent and on point, our team can make sure each layer is perfectly presented.

Call 0115 8965 300 or email hi@theyardstickagency.co.uk to get started.