Building brand awareness is key for any retirement plan advisor. To stand out in a crowded marketplace, it’s crucial that advisors not only differentiate their offering but also create a connection with their target audience.
According to Melody Ravanipour, Digital Marketing Specialist at RPAG, an advisor’s messaging should clearly communicate what makes their services unique and precisely how they deliver value to clients. Consistent messaging across all platforms — website, social media, live events, and print — helps increase visibility. “Tools like Prism can support this effort by providing highly detailed, branded benchmarking reports, which can be a powerful way to help position yourself as an expert in the field,” Ravanipour says.
Here are some additional insights she shares for advisors looking to expand their reach and turn up the dial on their marketing efforts.
Convert Leads Into Loyal Clients With Reliable, Data-driven Insights
Generating quality leads is another must-do for advisors. Use digital marketing strategies like content marketing, social media outreach, and targeted email drip campaigns to attract potential clients. Hosting educational webinars can also engage prospects by offering valuable insights into retirement plan management while allowing for greater interaction. With Prism365, you can create highly customized advisory fee comparisons that demonstrate the tangible value you offer, and easily incorporate them into your omnichannel marketing efforts.
Showcase Your Expertise and Build Trust
Your authority in the retirement plan industry is enhanced by regularly deploying high-quality, relevant content. “Whether it’s informative blog posts, whitepapers, or timely social media updates, showing that you’re informed about regulatory changes and industry trends boosts credibility,” she says. Furthermore, RFP Express can streamline the often-time-consuming RFP process, enabling you to respond quickly and professionally to inquiries — which is key when engaging prospects.
Retain Clients by Differentiating and Delivering Value
Maintaining regular communication through newsletters and personalized updates is foundational for client retention. When you offer insights tailored to clients’ specific needs, they feel more valued. Leverage robust tools like Prism and RFP Express to regularly reassess fees and keep clients confident about the value of the retirement plan services you provide.
Differentiating yourself from competitors can be challenging — it’s imperative to focus on your unique strengths. Whether it’s your expertise in niche markets, exceptional financial wellness offering or willingness to take on a co-fiduciary role, make sure to highlight your unique value proposition across all your channels.
Adapt and Thrive in a Changing Market
“Marketing agility is crucial in the constantly evolving advisory landscape,” she says. “Stay on top of market trends and changing client needs — and refine your strategy accordingly.”
RFP Express allows you to respond to market changes in real-time. Being tactical in content creation requires aligning your content with client concerns while staying relevant and responsive. Offer timely insights into industry trends, compliance, and regulatory changes as well as best practices. Use data from Prism to offer clear, actionable insights that your clients can rely on for prudent decision-making.
Maximize Your Digital Presence
Ensure your business website is optimized for search engines, mobile-friendly, and easy to navigate. It should serve as a valuable resource hub for both clients and prospects. The visualized data you can provide through Prism Total Fees Benchmarking, Prism365, and RFP Express can enhance your digital presence, content, presentations, and other marketing efforts, making your expertise stand out and helping prospects better understand the tangible value you bring.
Benchmark (and Brand) Better With PlanFees
To effectively reach your target audience, it’s essential to integrate both digital and traditional marketing into your overall plan. Ravanipour advises: “By following these marketing strategies and incorporating the PlanFees suite of benchmarking and reporting tools throughout your marketing repertoire, retirement plan advisors can effectively grow their brand, establish themselves as experts, and deliver meaningful and measurable value to their clients.”