Once you are ready to launch your communication plan, says Sara Gilbert, founder of Strategist in Montreal, don’t be afraid to indulge your inner rock star in the start-up process.

“Start the process off with a bang,” Gilbert says. “That will get people’s attention and help keep it.”

There are significant advantages to making the launch of your new communications plan a memorable experience for your client.

Gilbert offers the following tips on how you can make the launch of your new strategy a success (even without the pyrotechnics or trashed guitars):

> Set the stage
Traditionally, Gilbert says, an e-newsletter is the most popular method advisors use to launch a new communication strategy. That’s because an e-newsletter has a longer shelf life than a social media post and it gives you the space you need to get other elements of your plan up and running.

For example, in your “launch” newsletter, include a short explanation of why you are making changes to your communication plan and outlining how often they can expect to receive new messages from you.

So, if you plan to send out a new note every second Thursday, this is where you should communicate that to your readers.

> Leap across platforms
In addition to notifying clients of the purpose and frequency of your new communication plan, use your initial launch e-newsletter to draw attention to the other platforms included in your plan, such as your Facebook page, your website or your LinkedIn account.

Doing so will help you build your social networks. It will also ensure that you are contacting clients or prospects on a medium that they are comfortable with and that they use frequently.

> Nurture relationships
Too many advisors subscribe to the belief that “If you build it, they will come.”

“No business development strategy works like that,” Gilbert says. “You have to nurture relationships and your strategy is a master document on how to do that. [You must] be present and visible.”

So, expect incremental, not instant, success upon launching your new communication plan.

> Encourage subscriptions
One way you can make progress with your new plan is by encouraging others to subscribe to your newsletter or share it within their own networks.

If you are comfortable asking individual clients to share you newsletter, then don’t delay.

Alternatively, if you are more reserved, you can still encourage others to subscribe to your communications by adding a “subscribe” button to your website and including a similar link in your email signature.

Doing so will help your audience stay abreast of your news. Also, it will make it easier for you to follow up with them later because you will have collected their email address or other contact information when they subscribed.

This is the fourth instalment in a special five-part series on creating a communication plan.

Next: Using your plan to bring virtual relationships into the “real” world.