401(k) Specialist Issue 2 - 2024 - 23

401(k) CLIENT CONNECTION
7 Super Practical Ideas to Enhance
Your Business
By Rebecca Hourihan, AIF, PPC
ADVISORS OFTEN talk about pipeline
fluctuations-periods of booming activity,
then busts. " I was so busy I didn't have time to
prospect. Then I had to start from scratch to
ramp it back up again. "
To help you create a consistent pipeline
that doesn't ebb and flow, here are seven
super practical ideas that can transform your
business strategy and drive growth.
1. Develop a comprehensive
prospect list
To kickstart your business growth, begin
by creating a detailed prospect list tailored
to your ideal client profile. Define specific
criteria such as company size, location, and
industry niche. Next, focus on identifying key
decision-makers, including owners, C-suite
executives, and HR leaders. A piece of this
puzzle that is often forgotten is to then use
LinkedIn to connect with these individuals,
paving the way for fruitful relationships and
valuable networking opportunities.
2. Write out a defined marketing
strategy
It doesn't have to be complicated.
I commit to:
* Posting 1 news article per week on LinkedIn.
*
Sending 1 email per month to prospects.
* Writing 1 blog article per quarter.
* Hosting 1 event per year.
* Record 1 video about a retirement plan
trend or breaking relevant news.
Then put a placeholder on your calendar
to accomplish these business development
activities. By scheduling these tasks and
setting reminders, you ensure consistency and
maximize your outreach efforts.
Remember, having a defined marketing
strategy is associated with better business
outcomes, yet fewer than three in 10 advisors
have one. Adopting proven growth strategies
like the ones listed above can translate into
more new clients and advisors who have a
defined marketing strategy onboarded 50%
more clients per year.
names clear and keyword-rich, you facilitate
the process of connecting your content with
relevant searches, enhancing visibility and
discoverability online.
5. Cultivate relationships with
centers of influence
Nurturing connections with centers of
influence is paramount for sustained business
growth. Scheduling meetings, whether over
lunch or grabbing a beer, strengthens partnerships
and fosters collaboration. These interactions
not only build rapport but also pave the
way for business down the road.
3. Harness the power of LinkedIn
Maximize your use of LinkedIn by incorporating
relevant hashtags and tags-two distinct actions
that can significantly boost your presence
on the platform.
Popular hashtags like #HR, #401k, and
#business can significantly expand your reach
to millions of followers. Additionally, including
your location details enhances local authority
and visibility.
Another key strategy is to tag individuals. By
tagging influential figures, you can directly notify
and engage them, prompting likes, comments,
and shares.
Although the LinkedIn algorithm undergoes
constant changes, one thing remains the same:
social engagement is key. Interactions and
connections are vital for enhancing visibility and
expanding your network.
4. Optimize digital content naming
Pay attention to the way you title images,
documents, and other digital assets. Implement
a standardized naming convention that includes
keywords relevant to your company, yourself,
and the content topic. It should be something
like Company Name-Your Name-Topic. This will
help the internet categorize content from your
company, you, and that relevant 401(k) subject.
Avoid generic titles like dates or vague descriptors
such as 6.11.24FINAL, as these do not
contribute to SEO efforts. By making your file
6. Conduct a digital self-audit
Put yourself in the shoes of a prospective client
and evaluate your online presence objectively.
Assess the quality of your website, ensuring it
shows professionalism and credibility. Similarly,
review your LinkedIn profile for completeness,
including a recent headshot and engaging
content. Or-be brave and ask a trusted friend to
take the lead and have them share their findings.
By soliciting feedback from trusted peers, you
gain fresh perspectives and can enhance your
digital first impression.
7. Prioritize lead nurturing initiatives
Investing in lead nurturing initiatives is crucial
for perennial business success. On average,
advisors invest $15,908/year in marketing.
Allocate business resources towards cultivating
relationships with potential clients over time, as
new plan opportunities rarely materialize overnight.
By strategically deploying your marketing
budget and focusing on long-term prospect
engagement, you lay the foundation for a robust
pipeline of new 401(k) plan clients.
By implementing these strategies, you
position yourself for success. Capitalize on your
momentum today and propel your business
towards exceptional growth.
Thanks for reading & Happy Marketing!
Rebecca Hourihan is Chief Marketing Officer with
San Diego-based 401(k) Marketing, a modern marketing
agency for the retirement plan industry.
ISSUE 2 2024 | 401kSpecialist.com
23
http://www.401kSpecialist.com
401(k) Specialist Issue 2 - 2024

Table of Contents for the Digital Edition of 401(k) Specialist Issue 2 - 2024
