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Portal Conductor, Columnist: Rebecca Hourihan
Rebecca Hourihan, AIF, PPC, is principal of 401(k) Marketing, which she founded to assist qualified experts operate a professional business with professional marketing materials and ongoing awareness campaigns. Previously she served as LPL Financial’s East Region Manager for four years, where she consulted large institutional retirement plan offices on business development, client acquisition and prudent plan governance. With more than 10 years’ experience, Rebecca has quickly become known as a recognized authority on marketing within the qualified plan industry.
Article Index
By Rebecca Hourihan 10/25/2018
If you were to ask three different advisors what marketing is, you would get three different answers — and they would all be right! To most people, marketing can be a pretty vague term used to describe a number of things.From business cards to blogs, everything you could, should or would share with...
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By Rebecca Hourihan 9/6/2018
With today’s constant stream of information, doesn’t it feel more challenging than ever to gain shelf space within the minds of 401(k) prospects?In this post, we are going to share ideas on how you can create awareness that evolves into inbound leads. You’ll learn to leverage two of the most time-...
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By Rebecca Hourihan 8/16/2018
Why would any business ever want to differentiate? Why would any professional want to be known for something unique? That seems like a terrible idea; wouldn’t it be much better to do everything, like a true one-stop shop? Just imagine a restaurant that changes tires and updates resumes! Sounds...
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By Rebecca Hourihan 8/2/2018
Lawsuits to the left, regulations to the right, tax reform straight ahead — these days it seems like no matter which way you look, the retirement plan industry is in trouble. The sky is falling; panic is in the air. Throw your hands up; get out while you still can.Wait, where have we seen all this...
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By Rebecca Hourihan 5/24/2018
To help you prepare for the rest of the year, we’ve created a marketing quiz: six questions to test your marketing IQ. As always, the goal of your marketing efforts is to help you “own your yard” and become known as a “go-to” retirement plan expert! Once you complete the quiz, we’ll share pro tips...
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By Rebecca Hourihan 3/21/2018
There is no hiding that we operate in a heavily regulated industry, and a large part of the job is networking. How do the new tax reform legislation (the Tax Cuts and Jobs Act, or TJCA) and the so-called Conflict of Interest Rule (CofI), a.k.a. the fiduciary rule, impact your business with regard...
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By Rebecca Hourihan 3/1/2018
The more places a plan sponsor can find you, meet you, and get to know you, the more “at bats” your firm will receive.A few days ago, a team member shared a story about a recent advisor phone call. She said the advisor had questions about cold calling and its effectiveness. The team member replied...
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By Rebecca Hourihan 2/15/2018
Did you know that plan sponsors are personally solicited for plan business four times a year on average?Your rivals are meeting with your plan sponsor clients, demonstrating expertise through blog articles, educating on social media and gaining more and more local market share. Each day that your...
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By Rebecca Hourihan 12/28/2017
At a recent conference, I had the rare moment to go outside and walk around the city – when I noticed something odd.As I strolled through the streets, being the marketing enthusiast that I am, I couldn’t help but notice the awesome detail of each local establishment’s signage. This hip area of town...
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By Rebecca Hourihan 11/20/2017
About six months ago, I decided to put my rental condo up for sale. However, after too many lowball offers and back-and-forth negotiations, I got frustrated and took it off the market. To add to the annoyance, as an unintended consequence, my name and contact information became publically available...
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By Rebecca Hourihan 10/19/2017
Did you know that Missy Schoedel is a competitive power lifter? She held two state records and competed at Worlds last year in Las Vegas. However, if you meet her at a 401(k) conference, you could never tell by merely looking at her.It’s the commitments of our life that make us unique – the little...
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By Rebecca Hourihan 10/4/2017
Think of all the articles that have been published this year. What do you think are the top-trending retirement plan words?This is important for retirement plan advisors to know about because plan sponsors are searching the internet for these specific words. By updating your website with key search...
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By Rebecca Hourihan 9/28/2017
Wherever and whenever your clients, prospects and centers of influence are seeking retirement plan related information, you are there. That’s 360 degrees of you.Here are the four tips on becoming the authority in your area as the retirement plan expert.Ace the Digital Interview Have you heard of “...
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By Rebecca Hourihan 9/14/2017
Your website, or as we also call it, your “digital storefront,” is the first place most people visit when looking for information about you. Let’s make it HGTV-worthy!Here’s three easily implemented ideas.Cover the Whole ScreenThe most common computer screens are between 20 to 24 inches. Take a...
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By Rebecca Hourihan 9/6/2017
“I love when all of a company’s marketing looks different,” said no consumer ever.A couple of weeks ago, we met with a retirement plan advisory office and they were walking us through their existing material materials. They showed us their green business cards, purple pitchdeck, and blue-green...
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By Rebecca Hourihan 8/24/2017
As throwbacks are becoming the new norm, I was thinking about “traditional marketing” and if there might be a new place for some throwback ideas.This year has been a wedding season to remember, with many of my friends officially tying the knot! At the receptions, each DJ played their fair share of...
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By Rebecca Hourihan 7/21/2017
What can you do today to create a process that promotes your retirement plan expertise?We are a marketing firm, so when we have the “Does marketing work?” conversation with potential clients, it naturally inspires an answer to the effect of, “Of course!” We have heard the full range of reasons...
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By Rebecca Hourihan 7/13/2017
It’s not a secret. The retirement plan business is relationship-based. Most of us have said this before and intrinsically, we understand; however, let’s find out what the data says. In a recent survey, Fidelity found that plan sponsor introductions came from these primary sources: Business...
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By Rebecca Hourihan 7/5/2017
Okay, you just got a referral. What is the first thing you do? I bet you Google them, right? Well, guess what? These prospects are going to Google you, too!Let’s take a digital journey and find out what the wide-open internet says about you.First things first, you need to sign out of your search...
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By Rebecca Hourihan 6/28/2017
A brand is the feeling and sensations that your clients, prospects and centers of influence experience when they work with you. It’s the feelings and sensations.Every touchpoint from your website, handshake, voicemail, email signature, brochures, social media posts, blog articles, business cards...
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