Marketing in the Time of the Coronavirus


COVID-19 was either a period of intense business planning, strategy, focus and tenacity - or it was a sleeping beauty time warp. As the doors open once again and we emerge from this global pandemic, our industry is about to see the next generation of 401(k) leaders.

For advisors, wholesalers, TPAs, recordkeepers, service providers, auditors, Home Offices and fellow industry peers, this has not been easy. With WFH challenges, home schooling and family complexities, no one will soon forget these past six shut-in months. And at the same time, we have seen new firms emerge from the darkness and present themselves with a pioneer spirit and unbridled heart. For those, we commend you.

No matter what, where and how your experience has unfolded, there is always a new day on the horizon to start fresh. When you look forward, what do you see?

Marching towards the light


To grow your business - any business - there needs to be energy. Reflect on the energy that you and your team have put into your business in the past six months. Now, jump ahead to affirm what the next six months of energy is going to look like.

For new business growth, consider the below three outreach campaigns to earn new retirement plan clients.


1. Get involved with (or start) a digital “events” based series. Such as a webinar series that features retirement plan experts. Then drive ancillary attendance and overall event awareness with email invitations and LinkedIn posts.


2. Start (or restart) a blog series. If publishing a monthly article seems too overwhelming, consider tasking certain team members to write one article per quarter. With three writers – boom! That’s a monthly blog publication. Promote them on social media and with teaser emails. Now you have captive readers. For the savvy, you could combine the articles together and now you have a quarterly newsletter.


3. Seeking blue ocean opportunities? Consider podcasts, video and Instagram (!) – these are wide open spaces. There are not many 401(k) firms within these marketing channels. There are some, and they are doing amazing!


Whichever style you resonate with, own it. If you do it well, your efforts will be handsomely rewarded. The energy you put into your business is the energy you will get back from your marketing efforts.


Match your comfort level

Select the marketing medium that suites your needs. For example, if you are not an early adopter, then don’t do Instagram. You will resent it. Be honest about your comfort level of adoption. Let's say you prefer a more traditional approach, then virtual events could be your jam.

Additionally, once you start putting in the work around different campaigns, you will notice a change. Tasks that once seemed like a mountain to climb (finding a presentation, webinar technology, email invites, follow-up, compliance approval, sound, etc.) will quickly become second nature. You just need to start.

Take the first step and identify what type of marketing campaign you feel comfortable with. Then put it together (either internally, hire, and/or partner together). The first one is always the hardest. Try at least three times. And after three campaigns, you will feel proud, excited and energetic. Your business with be jumping with new inertia that will lead to new client relationships.


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.