3 Critical 401(k) Marketing Tips
It always fun with the animated Hourihan.
In this short yet insightful video (approx. 3 minutes), marketing expert Rebecca Hourihan of 401k Marketing shares essential branding and marketing strategies specifically tailored for 401(k) advisors and professionals in the retirement planning space.
Rebecca emphasizes the importance of auditing your personal and company brand, especially in the digital space where first impressions often begin with a Google search. She recommends that professionals:
- Google themselves to understand what prospects might see.
- Review three key elements:
- Their company biography,
- LinkedIn profile, and
- Any articles written by or quoting them.
She also highlights the need to include images in the self-audit, as these contribute significantly to perception.
The next step is auditing your company’s brand and marketing materials from the perspective of a first-time prospect. This includes gathering all marketing content and evaluating whether it helps or hinders your brand image. Rebecca suggests professionals onboard themselves as if they were a new client to better understand the customer experience.
The conversation also touches on current industry events. At the time of filming, the FI360 conference had 750 attendees, the largest to date, with over 10,000 AIF designations—a milestone signaling the growing emphasis on fiduciary standards in the industry.
Rebecca also promotes new content, including a Retireholi(k)s YouTube episode, and previews upcoming appearances such as the Excel 401(k) Conference in Las Vegas.
The overall tone is upbeat and informative, combining marketing insights with industry trends. Rebecca encourages advisors to continuously refine their brand and keep content aligned with their professional goals.
With more than 20 years serving financial markets, John Sullivan is the former editor-in-chief of 401(k) Specialist and Investment Advisor magazine and retirement editor of ThinkAdvisor.com. Sullivan is also the former editor of Boomer Market Advisor and Bank Advisor magazines, and has a background in the insurance and investment industries in addition to his journalism roots. Experienced financial services content executive specializing in creative new media delivery. He joined the American Retirement Association in 2023 as Chief Content Officer, overseeing communications for the organization, as well as its sister organizations.
