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.