10 Marketing Strategies to Win More 401(k) Clients

Updated: Jul 13, 2020

This list is specially designed to help you increase your local authority as a retirement plan professional and to attract new plan sponsor clients. So, here we go!

  1. Email. Email is one of the most efficient ways to contact your prospect list. We recommend an email list with about 500 contacts. In the email, address the company decision maker and share a piece of information that you believe is beneficial. (E.g. recruiting, rewarding, retaining top employees).

  2. Call to action content. Once the contact has opened the email. You will want to have different Call to Action value-adding content. Your offering should be relevant to their role and entice the reader to learn more.

  3. Value adding-content. Your content marketing strategy should include material that educate, inform, and entertain the decision maker, so that they start to look forward to your emails for quality retirement plan knowledge. Here are some examples. Do you think the plan administrator would appreciate an annual checklist with filing deadlines? How about a video explaining what is a Safe Harbor 401(k) Plan? What about a newsletter discussing cyber security and questions the retirement plan committee should be addressing?

  4. Networking. The retirement plan business is still relationship based. Identify key professionals within your community that are influential. Then ask them to a meeting, like lunch. Then start to develop a professional relationship.

  5. Events. Between emails, text messages, meetings, and office chaos, sometimes it’s hard to focus on any one item, so get your prospects out of the office. Host an event. It could be a breakfast, lunch, and/or an all day training session. The importance is that they are distraction free.

  6. Randomly stopping by their company unannounced. Haha, just kidding. Please don’t do that.

  7. Direct mail. It’s an older strategy, but it still works. Here is a quick story. An advisor sent 50 local plan sponsors a bright blue folder with a personal note that said, “This is to keep for all their retirement plan paperwork together.” Then he added those plan sponsor prospects to his printed quarterly newsletter campaign. At the end of the quarter, he called each of the decision makers and asked for a meeting. Some said yes others no, most thanked him for his time. But, for the ones that said yes, can you guess what they brought to the meeting? Yup, that bright blue folder.

  8. Search Engine Optimization (SEO). Talk with your current website firm and ask them to optimize your website for internet traffic. They should ask you about content (blogs, videos, infographics, et al). Then they will discuss ways to boost and promote your website.

  9. Digital Ads. Internet marketing is for everyone. Setup a digital ad campaign to stay in front of your clients, prospects, and centers of influence as they surf the web.

  10. Social media. Of course, social media. Post, like, comment, and share. Before you start a social media outreach campaign, stop and look at your profile. Is it complete? Do you have a banner? Professional headshot? Do all of the hyperlinks work correctly? Are their logo images next to your employment history? Audit your social media profile, make it awesome. Then find relevant information to share with your social followers.

This is list is in no particular order. All of strategies are important to creating a local, digital, and national influence. Marketing takes time and focus. Select a few ideas that sound interesting to you and commit. Remember all marketing works, we just have to do it. So, get started today!

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. www.401k-marketing.com

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. www.retirementplanmarketinginabox.com

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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.