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  • Writer's pictureRebecca Hourihan

401k Advisors: Marketing Works in a Squiggly Line

Let’s say you post on social media, a prospect sees your post and clicks over to your website. Then they read your biography and a little about your firm. The prospect gets a text, POOF!, distracted.

Couple weeks go by and the plan sponsor receives an email invitation to your webinar presentation, they like the topic, YET are too busy at that scheduled time. A few more days go by and that plan sponsor meets with their CPA.

Now let’s say that CPA received your newsletter, they printed it out so they could read it later. The prospect sees your logo and thinks, hmm, that looks familiar and asks “what is that?” Then your center of influence CPA talks about your firm and writes a professional introduction email.

One might even question, why am I investing in marketing, when new introductions come from COIs? Because from your office and without knowing the background information, it looks like the CPA made a straight-line introduction. Whereas, your brand was already in-front of that prospect many times before that demonstrating value and building trust.

You know that old adage that you need to be in front of a prospect 7 times before they become a client? Well, we believe with today’s hyper-exposed marketing sensory stimulation, it’s more like 20 times. Which is why marketing and promoting your retirement plan expertise, is your opportunity to shine!

Can your retirement plan advisor brand be everywhere?

Have you ever noticed that ALL OF A SUDDEN you see and hear a company’s name everywhere? 10 years. That’s how long it normally takes the average company to actually breakout and come known. (Now, we’re not saying it’s going to take you 10 years; however, it is going to take commitment.)

This company’s brand awareness starts small and then through consistent persistent marketing, it POPS! Now, it just feels like they are everywhere. However, they have really been in-front of you many-many times before demonstrating value and building trust.

As you know, growing your retirement plan advisory business is a journey and with consistent tenacity, you have grown it to where you are today. Think of how long you’ve been in business and how long it’s taken you to get to where you are today.

Power of dynamic marketing

As you know, we don’t use the Yellow Pages anymore and the internet is where all information is stored, however, there isn’t one single place for it all. In today’s dynamic multi-media world, your plan sponsor prospects search for information in a variety of ways. They seek information on their phones, Google, newsletters, seminars, webinars, emails, blog articles, LinkedIn, Facebook, YouTube, et al. That is why it is important to be where your prospects, clients, and centers of influence are searching for information.

Here are some of retirement plan marketing ideas to consider when developing your brand. What does your firm use today?

  • Newsletters

  • Emails

  • Cold Calling

  • Direct mail

  • Blog Articles

  • Case Studies

  • Podcasts

  • Webinars

  • Seminars

  • Center of Influence Networking

  • Infographics

  • Social Media Posting

Authority is Your Opportunity

Most retirement plan advisors are not embracing the power of the Internet. So, there is a huge competitive advantage for you. By feeding the Google machine, you benefit by:

  • Increasing your search engine optimization (higher list rankings on Google)

  • Accurate social media searches

  • Faster and more referrals

  • Reduced sales cycle timeline

  • Increased pipeline activity

You’ve been on this journey of growing your business for a while now, and your consistency has been key to getting you to where you are today. By optimizing your brand for various marketing channels, you are providing your prospects, clients, and centers of influence with more opportunities to experience your brand; giving you the competitive edge of ‘being everywhere.’ Now couple that with the lightning fast search capabilities of today’s modern plan sponsor consumer and you have a multiplier effect that could skyrocket your business to stratospherical heights.

Thanks for reading and Happy Marketing!

About 401(k) Marketing

We believe the retirement plan industry can do better. Our clients are the best professional retirement plan advisors and TPAs in the business. They care deeply about saving America’s retirement future. We are proud to share their voices through industry writings, professionally-designed marketing materials (including websites), and expert content collateral. We lend support by promoting businesses through ongoing awareness campaigns.

About Retirement Plan Marketing

Retirement Plan Marketing is a product of 401(k) Marketing and is an ongoing turnkey marketing solution for retirement plan advisors. It is an easy-to-follow, consistent marketing program designed to get you noticed in your community and generate new retirement plan sales. When you deliver relevant plan sponsor content, you add value to your conversations and can work your way up to become known as the “go-to” retirement plan advisory office.

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