401(k) Specialist Issue 1 - 2021 - 43

401(k) CLIENT CONNECTION
5
Freshen up your website.
Your website is the face of your
business. It makes your
strongest impression. Think of
" Your website
is the face of
it like this, if you are referred to a company,
what do you do first? You look them up, right?
You look at their website. It creates an
immediate gut-level reaction that either
boosts your confidence or sours your
impression. This is why your website needs to
always instill confidence, support your
professional reputation and showcase your
retirement plan expertise. If you believe your
website does this-great work! If you are
unsure, set up a call with your technology
team and ask them to provide constructive
feedback. Ask what other firms are doing?
What are the 2021 website trends (yes, this is
a real thing)? You want your website to
impress, confirm confidence and help your
site visitor take the next step (contacting you).
6
Expand your digital
outreach. One of the most
effective ways to communicate
is via email. Aim to send
information that helps your contact list stay
informed of retirement plan trends on a
bi-monthly basis. Use email to regularly
educate your contact list. Share best
practice guides, regulatory updates,
e-newsletters, explainer videos and other
educational content to teach them how to
efficiently oversee their company's
retirement plan. Your contact list wants to
hear from you. They want to learn how to
become better fiduciaries. And who better
to teach them than you?
7
Make a mobile-friendly
business card. Ditching
traditional business cards
reduces the spread of germs
and is eco-friendly. To make your own mobile
business card, use this simple tip: Open your
phone and add your full contact information
including your email, professional headshot,
business phone number, cell phone, business
address and any other relevant contact
your business.
It makes your
strongest
impression. "
information. Then the next time you connect,
you can easily " share contact. "
8
Work your network. The
pandemic has impacted
everyone's social life and
without networking, work can
feel a little lonely. Reach out to your professional
relationships because they want to
hear from you. They miss you. Email one of
your favorite clients, wholesalers or partners
and invite them to a virtual catch-up session.
They will probably be excited to connect with
you and learn how you are doing. You're
probably looking forward to learning how
they are doing as well. So much has
happened in the last year, so there will be ample
topics to catch up on. Two easy meeting
suggestions are either a virtual coffee
catch-up (7-9 am) or a virtual Happy Hour (4-6
pm). Both are slightly outside the normal
workday so the conversation should feel
more relaxed and personal.
9
Host a webcast. Virtual events
are breaking attendance
records. With most people in
front of their screens, you could
host a webcast to talk about a pertinent
retirement plan topic (e.g. SECURE Act,
Benefits of Financial Wellness, Cash Balance
plans, regulatory changes, et al). To get the
word out about your virtual event, here are a
few promotion tips.
Invite your entire contact list. We recommend
four rounds of invitations:
First invitation: 14 days before
Second invite: 7 days before
Third invite: 1 day before
Fourth invite: the morning of the virtual
event
Also, post about your webcast on social
media. Use the same invite schedule and
post four times about the event. You can also
set up an event on LinkedIn and one-click
to invite your network. By combining both
email and social, you are informing your
network and could pick up some additional
social interest. As a best practice, during your
webcast, ask the attendees to submit their
questions. Then at the end of the presentation,
answer those questions. Your audience
will feel like they have been heard and will get
specific value from your great presentation.
10
Thank you and thank you.
The next time you want to show
sincere appreciation, send a
handwritten " thank-you " note.
These tokens of gratitude go a long way to
making the recipient feel special. Think of the
last time someone sent you a thank-you card.
How did it make you feel? Pretty good, right?
Well, wouldn't you like to spread those good
feelings to your closest and most cherished
relationships?
Returning to something normal
It's going to take time, but eventually life will
resume to some sort of normal. By following
these 10 ideas to enhance your retirement plan
marketing, you will find that your business is
positioned for supercharged success.
Thanks for reading and Happy Marketing!
Rebecca Hourihan is Chief Marketing Officer with
401(k) Marketing. Our clients are the best professional
retirement plan advisors, TPAs, and industry partners
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. 401(k) Marketing is based in San Diego.
ISSUE 1 2021 | 401kSpecialist.com
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401(k) Specialist Issue 1 - 2021

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