How to ‘Retarget’ Your 401k Brand

It's a tactic to keep your services top-of-mind

401k, marketing, branding, advertising

Retargeting is a form of digital marketing by which online advertising is targeted to consumers based on their previous internet actions.

Also known as smart ads, they “follow” you around the internet.

Let’s say you’re shopping for a new pair of sneakers. You visit a few websites and find a shoe that you like, but before you purchase, you’re distracted by something else and leave the sneaker in your shopping cart. All of a sudden you notice that pair of shoes showing up everywhere: in your web searches and on the right side of the ESPN page, for instance. That is retargeting.

Essentially when you visit a website that has a retargeting campaign activated, the site will load cookies into your browser and is then able to place targeted ads (like the aforementioned sneakers) on other websites you visit.  Each time you go to another site that has available ad space, boom, there they are again, following you around on the internet.

It’s an extremely useful marketing tactic because, as those shoes are now constantly top of mind and reminding you that, “Hey! Over here. Buy me now.”

But you can do is as well.  It’s a retargeting 401k campaign.

In order to get started, you must first drive traffic to your site. Yes, this is often one of the most difficult challenges, as retargeting campaigns only work if you have regular traffic.

To develop the campaign, you’ll need to set up all of the backend connections, keywords, and graphics. You may need to contact a marketing or technology firm to help.

During your campaign, you’ll receive reports of site visitors and digital ad impressions, which detail the number of people who saw your ad in on their web browser. As we said, extremely effective and pretty cool.

Retargeting is another great way to build 401k brand awareness, advertise your company and promote the benefits of working with an expert retirement plan advisor like yourself.

About 401(k) Marketing

401(k) Marketing is a niche branding and marketing agency for the retirement plan industry. Our clients are the best professional retirement plan advisors, TPAs, recordkeepers, DCIOs, broker/dealers and RIAs in the business. They care deeply about saving America’s retirement future. We work with them to develop a marketing strategy and then to professionalize marketing collateral including websites, brochures, presentations and other plan sponsor-facing materials.

For on-going client awareness and pipeline development, we create turnkey marketing programs designed to educate plan sponsors, centers of influence, and the professional community with thought-leadership articles, social media, webinars, infographics, videos, and other modern marketing campaigns.

Ultimately, we professionalize, spotlight, and highlight our clients as the expert retirement plan teams.  401(k) Marketing is based in San Diego, CA. Check us out at

Be the first to comment on "How to ‘Retarget’ Your 401k Brand"

Leave a comment

Your email address will not be published.