Updated Aug. 1, 2022
For retirement plan advisor marketing, blog writing is one of the best ways to attract visitors to your website. When plan sponsors google your firm or your name, it’s beneficial to you for them to immediately see articles you’ve written, documenting your voice as an authority in the industry. It’s a significant credibility-builder.
The real beauty of all this is….it’s free, if you write the blogs yourself. Or it may cost a bit if you get help from a retirement plan marketing service.
Either way, it’s a time-tested way to increase your firm’s visibility, build credibility and generate leads.
Retirement Plan Marketing Through Blogging
The hardest part of blogging, often, is simply getting started. Most blog writers experience a block when trying to sit down and think of new topics.
Some retirement plan advisors start by simply writing about things that are of interest to them. That’s okay, if your goal is to attract the attention of other retirement plan advisors.
Instead, you probably want to attract plan sponsors who could be prospective clients. To capture their attention, it’s best to put yourself in their shoes and address their concerns and pain points.
Here’s three ways to use that thinking to come up with new blog topics.
1 – Client concerns
Most plan sponsors have some very real concerns about their retirement plans:
- Are we at risk of getting sued?
- How can we get our employees saving more for retirement?
- Will our participants be retirement ready?
- How can we decrease our employee’s financial stress so they have less distractions at work?
All these translate into perfect blog topics.
- Five things you need to do this year to reduce potential 401(k) plan liability
- Five steps to help your employees become more retirement-ready
Basically you just need to turn that concern into a question, then write a blog to answer that question.
2 – Client compliments
“Beauty is in the eye of the beholder”. So is value. You may think the most important service you provide is keeping the plan compliant, but what your clients value most may be something totally different.
So when you hear compliments, listen closely. This is your client telling you the value you provide to them and perhaps why your firm is different than the previous advisors they have used.
- “You helped us clean up our fund line up and reduce investment expenses for participants”
- “You helped increase our retirement plan participation”
- “Unlike our previous advisor, you pay attention to our plan, even though it’s a small one”.
If you write about these topics, this can help prospects get to know your firm. They can get an idea of what it would be like to work with you.
Here’s an example. Recently, you’ve had a couple clients compliment you that they really appreciate that you’ve helped them get their retirement plan participation up by helping them find and implement a financial wellness program.
To capture the attention of similar prospects who may be concerned about their lack of participation in their plan, you might consider writing this blog article:
- How you can use financial education to improve employee participation in your retirement plan
3 – What common issue do you find most with new clients?
A third strategy to finding great blog topics is to look at what you find when you start working with new clients. Is there something that you see quite commonly? If so, this can be a great way to give some advice that likely will be listened to and appreciated.
For example, did you find that there were specific deficiencies in their documentation and record-keeping that may put them at risk?
This is a valuable topic since there’s probably many other plan sponsors out there with the same problem.
- Retirement plan sponsors: is lack of proper documentation putting your organization at risk?
- Retirement plan recordkeeping: common mistakes and how to fix them
Putting It To Work
So, that’s three strategies to generate new topic ideas. Then, when you’re ready to write, remember to keep it conversational. If the prospect doesn’t understand what you’re writing about, you’re not likely to connect with them.
But hit on their pain points with the right tone and you’ll be targeting those clients that would fit well with your firm.
Jeanne Klimowski is the founder of Wavelength Financial Content Inc. Wavelength provides financial content development and financial copywriting to wealth managers, retirement plan advisors, family offices, hedge funds, fintech and other specialized financial professionals. Contact us today to discuss how you can get your online content working for you.