Is Now a Good Time to Start Digital Marketing?

Updated: Jul 13, 2020

If you’ve been waiting for a sign - this is it. Let’s trade social distancing for social media. Flatten the curve of employee education meetings to on-demand financial training. From office meetings to website visits. Use professional introductions to a Google search. Now is the time to strengthen your online reputation, digital presence and own your virtual back yard.

The first step in setting up a digital marketing campaign is having a prospect list. After you have identified the people and companies you want to target, it’s time to digitally get their attention.

Connect with the decision makers on social media

Then wait. Don’t immediately send them a spam note. Converting a cold prospect to a warm lead takes time; they need to perceive value in your professional retirement plan advisory offering.

Post quality content

Each day brings new news and sweeping changes. Post about them. Share your mastery of the 401(k) industry on social media. Become that professional on their newsfeed that consistently educates, informs, and entertains them with what they need to know. As a plan sponsor, they have a fiduciary responsibility and wear many hats. Teach them that you are an expert and can lighten the weight on their shoulders.

Examples of digital content marketing could include:

  • Social media reposts

  • Blog articles

  • Infographics

  • Videos

  • Checklists

  • Best practice guides

  • Webinar presentations

  • Motivational quotes


With the stock market resembling an inflatable dancing sales balloon at a car dealership, employees need financial education more than ever. Prevent them from making dangerous financial decisions. Help them understand volatility. Listen to their concerns. Be the hero they need to calm investor fears. Host a LIVE employee education meeting. Prepare a slide deck and then give a live presentation.

Spruce up your website

In 2018, it was estimated that 86% of prospects would visit your website before accepting a meeting. Now with everyone WFH, that number is probably closer to 99.99%. Take a moment and review your website. If you need help, ask your wholesaler partners, Home Office, and trusted colleagues to give you some feedback. With no one walking through anyone’s office door, this is a great time to review your digital store front.

Google yourself

Seriously, do it. What comes up? Is it your website, social media profile, biography? What is posted about you on the internet? Now, switch over to Images. What is there? Click on YouTube. Go down the digital rabbit hole. Find everything the internet says about you. Then apply a content marketing strategy to enhance your digital reputation and search engine results.

Another quick tip: update your LinkedIn profile picture. So when prospects want to see you, they see an amazingly professional picture. Even though we can’t physically connect, we can still be visually present.

Use these tips to start your content marketing campaign to grow your business. While we are in a time of darkness; it is always darkest before the dawn and the sun will shine again.

Thanks for reading and Happy Marketing!

*If you have been skeptical and wondering if social media will catch on, take a moment and ask yourself how you get the news, connect with friends, and where you research fellow professionals. Chances are its social media and now is an opportunity to strengthen your digital profile. See these helpful articles get started.

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.

#DigitalMarketing #SocialMediaPrescence #OnlineReputation

We are passionate about marketing successful retirement plan advisors and TPAs.
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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.