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  • Writer's pictureRebecca Hourihan

Marketing That Never Sleeps

Wouldn’t it be nice to know that day or night, rain or shine, your brand is consistently in front of your clients, prospects, and centers of influence? Would you like to feel confident that your marketing efforts are constantly working for you to develop relationships, deepen your trusted reputation, and create a sales pipeline?

As a retirement plan advisor, you have a lot of responsibilities from business owner to keeping up with compliance to investment oversight to plan design consulting. And, of course, you are also the Chief Marketing Officer. As an entrepreneur, you are in charge of growing your business and bringing on new retirement plan clients.

Yes, it takes time and effort for your firm to achieve notable brand awareness. However, we are in a digital age of marketing that offers some lovely modern-day shortcuts. With a strong marketing plan, valuable content, and technology integration, you can take some of the guess work out and better allocate your time.


Keep in mind that one prerequisite for a dynamic digital campaign is a quality website. You are a modern, professional business owner and you probably have a great online presence, but think of it like this, your website is your #1 salesman. Sometimes it is in front hundreds of people per day. So, when you’re thinking about your website and digital impressions think about that – hundreds of visitors per day. Then the next time you’re thinking about investing in a website refresh, think about how much you would pay a top salesman to meet with hundreds of prospects.

Well, thankfully most websites do not cost as much as an annual paycheck, but it’s a different way to think about your marketing investment and how you should allocate your marketing budget. Does your site convey your value proposition and how does it represent you brand? Does it encourage your prospects to take action and is it optimized with automated features that work for you?

Another essential is content. What information are you sharing with prospects, clients, and centers of influence? Are you producing original material or do you subscribe to a creative suite of content? Quality content such as articles, newsletters, infographics, and videos allow you to consistently share useful information that educates and builds your reputation as a trusted source.

Once you have the basics taken care of, it is time to turn up the marketing volume.

Getting Analytical

How are people engaging with your website? To help you view the digital path that your site visitors take on your website, we recommend using Google Analytics. The Analytics dashboard will give you valuable information like how many people have visited your site, how long they clicked around, and what pages were viewed. These metrics can be very helpful and insightful when setting goals and developing campaigns. For example: you want to increase the number of site visitors, try an email campaign, or social media promotion to direct visitors to your website.

Call to Action + Automation

Who visits your website and how are you staying in contact with them? Analytics can tell you tons of great data about your site visitors, but it doesn’t quite relay everything; sometimes you have to ask. A great way of collecting contact info from visitors is to offer them something of value. Let’s say your website has a call to action, such as “Subscribe to Our Newsletter”, and your site visitor enters their email information. What happens next can go 1 of 2 ways. You could get a notification saying you have a new subscriber and subsequently craft a personal message and enter the information into your CRM manually.

Or, better yet, if you have a marketing automation system in place, that person will automatically receive a friendly, “Thank You for Subscribing” email and be automatically added to your CRM and plugged into an appropriate email list. Automation allows you to sit back and watch your contact list (or pipeline) grow over time as more and more people visit your site and subscribe to your content marketing.

Restful Winks

When your marketing efforts leave your hands (or outboxes), they takes on a natural lifecycle. Some pieces will be quick posts of popularity while others will stand the test of time. A great marketing campaign should consistently share valuable content, leverage technology and encouraging automation. By organizing your marketing campaign and thinking through the prospect’s experience, you can be in front of them every step of the way –whether at 2 in the afternoon or 2 in the morning because a quality marketing campaign never has to sleep.

Thank you 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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