• Rebecca Hourihan

10 Marketing Strategies to Win More 401(k) Clients


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 Us

401(k) Marketing is the modern marketing agency for the retirement plan industry. We are proud to support our clients through custom engagements, content marketing campaigns, sales material innovations, thought-leadership consulting, interactive workshops and speaking events. Our mission is to empower the retirement plan industry with high-quality marketing, ultimately inspiring Americans to become financially prepared for their future.


Retirement Plan Marketing is the solution for retirement plan advisors looking for an ongoing and scalable marketing process to generate awareness, streamline sales opportunities and earn more 401(k) business. This comprehensive, strategy driven marketing program includes digital content and sales material specifically designed to help retirement plan professionals attract the right decision makers.


#MarketingStrategy #401kmarketing #salesideas401k #401kcontentmarketing