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Uplevel Your Marketing With a Solid Communication Plan

Developing a marketing plan is important for growing your retirement plan business. A good next step — and one that can help you stand out — is to create a communication plan for reaching new clients. Also called a content strategy plan, a communication plan can help you:

  • Show potential clients you understand their needs
  • Provide the right information at the right time
  • Demonstrate your expertise
  • Move prospects through the sales process

Webinars, social media, email campaigns and virtual meetings — these are just some components of a solid communication plan. Start with one or two, then add to your plan over time. To be truly successful, your plan has to sync up with your prospect’s place in the sales process. To do that, design a content strategy that links to three stages of the process:

 

Awareness

Consideration

Intent

A potential client is getting to know you and gauging your expertise.A prospect is realizing the value that you bring to the partnership and what makes you stand out.

A prospect is showing interest in buying a product and you start making a sale.

Play up your differentiators in a more specific way and pull the prospect through to a proposal.

Offer this type of content:

  • Thought leadership articles and webinars
  • Resources to help them grow their business
  • Information that helps them choose products that meet their needs

Offer this type of content:

  • Product information that clearly points out your differentiators
  • A description of how you do business and what sets you apart from other advisors
  • A list of your exclusive partnerships and technology solutions

Offer this type of content:

  • Demos of your service model
  • Demos of your technology solutions
  • Introductions to your partner recordkeepers or TPAs to show the full suite of support you offer

 

Would you like help identifying worthwhile targets? A retirement plan recordkeeper like The Standard can help you save time and find prospects to enter into your sales communication pipeline. For example, we can share data showing retirement plan opportunities in your area. We can also provide market share analyses, plan searches and employer plan reports.

For more ways to help build your business, contact your retirement plan consultant at The Standard.

 

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