Is the Internet Your Friend or Foe? [Part 3 of 3]

Updated: Apr 17, 2020

In the retirement plan business, the majority of new clients come from either an existing client referral or center of influence introduction. However, don’t be fooled; over 86% of prospects will Google before they agree to meet with you. This means that you first have to impress them online. Then, only if the prospect’s digital research is satisfactory will it convert into a meeting. However, what are your prospects finding? Let’s go on a journey to uncover your digital reputation and increase your firm’s search engine optimization.

Who are you?

When you are favorably introduced to a prospect, what do you do? Do you look them up? I bet you do. And, guess what, they are doing the same thing to you. So, let’s research you. Open Google in Incognito mode. Then type in your name. (We are using Incognito to search with a clean, non-cookied browser. This search will return results that are more realistic and that a non-related prospect would experience.)

Ideal results include your:

  1. Professional biography

  2. LinkedIn profile

  3. Headshot

  4. Articles you have written

  5. Articles in which you are featured

If your results yield all five, give yourself a big hand. That is great work! It shows a super digital reputation, professional qualifications and involvement within the retirement plan industry.

For a little more fun and to discover the words that surround your name, check out this website to reveal your digital spider web,

What do you do?

It is fascinating to learn how many advisors do not have information about 401(k) plans on their website–like, literally nothing. Does it instill confidence in the prospect to open a conversation? Or, rather, is this a red flag warning them to proceed with caution?

Now, for the majority of us reading this article, it’s a little laughable, right? Because you are a retirement plan expert after all! Of course, your website talks about fiduciary services, investment monitoring, plan design education, financial wellness programs and additional retirement plan services. Chances are this great information even takes up the majority of your website copy, which digitally romances the prospect. It builds confidence and the conviction that they have found the right advisor with the right skills to service their company’s retirement plan.

To find out what words prominently appear on your website, click here (registration required). This free report will help you understand the keywords optimized on your site. Then, if you feel there are words missing, this is an opportunity to add information to your website, so that curious plan sponsors can have a better digital experience when learning about what you do.

Get noticed

Modern plan sponsors are smart, informed and addicted to Google. Just because most new client introductions come from existing relationships doesn’t mean that these prospects aren’t fact checking you. Take the time to own your digital reputation. Use this information to shorten your sales cycle by instilling the conviction into the decision maker that you are the right retirement plan advisor for the job. Convert more curious prospects into clients by leveraging your online presence and dazzling them with your specialized expertise.

Hope you enjoyed this three part series to help enhance your digital presence and get seen by more plan sponsor prospects.

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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401(k) Marketing, LLC is not in the business of providing legal advice with respect to ERISA or any other applicable law. The materials and information do not constitute, and should not be relied upon as, legal advice. The materials are general in nature and intended for informational purposes only. All content, including any brochures or other materials designed for potential use with plan sponsors, fiduciaries, and plan participants, must be reviewed and approved by the compliance and legal department(s) of the Financial Professional and/or Third Party Administrators firm prior to any use to confirm that they meet the firm’s legal and compliance policies and standards. The Financial Professional, Third Party Administrator,  and his/her firm are solely responsible for the use of content and any materials included herein, and for ensuring that all services provided by the Financial Professional and Third Party Administrators conform to the firm’s legal and compliance policies and standards.