Why 401(k) Marketing Should Never (Ever) Sleep
At the 2018 Excel 401k Conference in Las Vegas, John Sullivan from 401k Specialist interviews Rebecca Hourihan of 401k Marketing. The discussion emphasizes the critical role of continuous, strategic marketing in the retirement planning industry.
Rebecca explains the philosophy behind her statement, “Marketing should never sleep.” In today’s digital world, audiences seek information 24/7 — on phones, laptops, and desktops — at any time of day. This shift in consumer behavior means retirement plan advisors must maintain a constant presence across digital channels.
She introduces content marketing as a central strategy. This includes a mix of:
- Social media posts
- Email campaigns (timed wisely — not at 2 AM)
- Infographics
- Videos (increasingly preferred by plan sponsors)
- Blogs and organic search content
The goal is to consistently appear in clients’ searches, reinforcing brand familiarity and building trust. This continuous exposure enhances credibility and increases the likelihood of being chosen as a retirement plan advisor.
Rebecca also touches on the evolving mindset of financial advisors. While some still resist digital tools, more are recognizing the shift in how people make buying decisions. She draws a parallel between advisor marketing and everyday consumer choices — like researching a new subscription or buying sneakers — underscoring that human behavior in the digital age has transformed expectations.
She encourages advisors to mirror these consumer habits, leveraging content and digital tools to meet clients where they are — any time, any place.
Key Takeaway
In the modern 401k landscape, effective advisors must embrace around-the-clock, multi-channel marketing to remain relevant and trusted.
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.
