How Conferences Are Evolving for a Better Experience with Ross Marino, CFP®, CeFT® (Ep. 20)



What makes a conference stand out to you?

Is it the agenda? The keynote speakers? Making meaningful connections? Or maybe the refreshments and food? Attendees often feel like they have to abandon one for the other.

In this episode, Rebecca Hourihan has Ross Marino, CFP®, CeFT®, Financial Planner, Social Entrepreneur, Author, CEO, and Founder of Transitus Wealth Partners and Advisor2X on the podcast to share his experience. He is the founder of numerous workshops and conferences such as Wealth@Work, which is just around the corner, and even shares some information about his newest project, SHIFT Human First Financial Guidance.

Ross shares:

  • A sneak peek of what to expect in the upcoming Wealth@Work conference
  • The Hive and how this new idea enhances the experience for attendees
  • Ways your health is impacting your wealth
  • And more

Resources:

Connect With Rebecca Hourihan: 

Connect With Ross Marino:

About Our Guest:

Ross Marino’s fascination with business and investments started in the 9th grade, when he received a copy of Money Magazine as a birthday gift. Since business was a common topic in his home, this wasn’t a huge surprise. His father owned a small business, and his mother was an executive for a “Big 4” accounting firm. That fascination led to a career as a financial planner, beginning in 1988. 

Giving back to make the world a better place is more than just a responsibility. Specifically, Ross believes business owners have an incredible opportunity to leverage their resources and find creative ways to impact the world. To this end, he founded Mission Made Jewelry to fight global poverty, which is funded and staffed by volunteers from his companies.




Business Development Strategies for 401(k) Advisors with Sasha Cibrian (Ep. 19)



To grow your advisory firm, you need initiatives and strategies that can help you reach a broader clientele.

In this episode, Sasha Cibrian shares her knowledge on how to design the necessary activities to expand your firm. She covers topics like client acquisition, retention, reputation, brand awareness and why having niche retirement plan content enhances your trust. Additionally, she provides useful tips to help businesses expand their network through email campaigns and social selling with LinkedIn.

Sasha discusses:

  • The concept of business development
  • How the sales funnel can be useful to develop business strategies
  • Tips on how to advance an advisor’s business
  • The value of outsourcing when getting into business development
  • And more!

Connect With Sasha Cibrian: 


Three Marketing Trends Every Financial Advisor Should Follow (Ep. 18)



As an advisor, you may feel limited when it comes to ways that you can market yourself to your ideal client. What if you could change that? 

In this episode, Rebecca Hourihan shares with listeners the top three newest trends she sees in the ways financial advisors are marketing themselves. While she discusses what is working right now, she also covers past trends and future outlooks. 

Rebecca discusses:

  • The newest trends that advisors are using right now to market themselves
  • What trends may not be worth your investment
  • The digital tools available to increase advisor marketing efficiency
  • Her opinion on hashtag usage
  • And more!

Resources:

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How to Write a Successful Marketing Strategy with Rebecca Hourihan and Sasha Cibrian (Ep. 17)



When was the last time you took a step back to assess your business? Reviewing your brand, mission, goals and marketing initiatives will help know if you’re on (or off) track. 

In this podcast, we’re going to show you how to do a company assessment with your team. So you can write and formalize a Marketing Strategy to align your brand, mission, team and goals into a unified client service standard and build an action plan for business growth.

Rebecca and Sasha discuss:

  • What marketing strategy is and why 401(k) advisors need it
  • The 6 different stages of marketing strategy
  • How you can develop an action plan
  • Where to get started and what to tackle first
  • And more

Connect With Rebecca Hourihan and Sasha Cibrian

 


How To Improve Your Search Engine Optimization (Ep. 16)



Have you ever tried to search for a business or a person but can’t find anything about them?

More importantly, are you and your company easily discoverable on Google and search engines?

When plan sponsors look you up, it’s critical that you come up on the first page of google every time, or  you run the risk of losing business.

In this episode, Rebecca Hourihan is joined by Missy Schoedel to discuss the importance of search engine optimization (SEO) for you and your business.

Rebecca and Missy discuss:

  • What is search engine optimization (SEO) and how does it work?
  • Identifying your keywords for SEO and tools that can help
  • Why content marketing is critical for SEO
  • How social media and SEO are related
  • And more

Resources:

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Diversifying Your Marketing Strategy With Mike Kane (Ep. 15)



When marketing your business, it’s important to have a diverse strategy so you can reach as many of the right plan sponsors as possible.

In this episode, Rebecca Hourihan speaks with retirement plan advisor legend, Mike Kane of Plan Sponsor Consultants. Mike discusses the importance of advisors using a variety of marketing tactics in their business’ tool kit to reach the largest audience.

Mike discusses:

  • The evolution of Plan Sponsor Consultants marketing tactics over the years to get in front of prospective clients
  • The current marketing strategy Mike and his team use to win retirement plan business
  • The three topics plan sponsors are most interested in
  • Advice for financial advisors and ways they could implement marketing strategies into their practices
  • What the retirement plan industry might look like in 10 years
  • And more

Resources

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Connect With Rebecca Hourihan: 

About Our Guest:

Michael Kane serves as Managing Director of Plan Sponsor Consultants. He is a member of Retirement Partners Group (RPG), a network of advisors associated with LPL Financial who are among the 401(k) plan distribution leaders in terms of number of retirement plan advisors, plans, participants and assets under advisement. He is also a member of GRP Advisor Alliance, an independent network of retirement plan focused advisors. GRP Advisor Alliance is not affiliated with or endorsed by LPL Financial. Mike is also a member of the prestigious national Retirement Advisor Council (RAC), where he serves on 2 committees. Mike also serves on various committees of the National Association of Plan Advisors (NAPA), a division of the American Retirement Association. Mike also serves on the Retirement Advisor Leadership Committee of LPL Retirement Partners. He is a member of the Centre For Fiduciary Excellence (CEFEX) and the Center for Fiduciary Studies.

Mike is an Accredited Investment Fiduciary Analyst (AIFA). AIFA’s have completed a rigorous specialized program on investment fiduciary standards of care at the Center for Fiduciary Studies, in association with the University of Pittsburgh Joseph M. Katz Graduate School of Business. He also is a Certified Plan Fiduciary Advisor through the National Association of Plan Advisors.

 


Creating Quality Design for Your 401(k) Business With Missy Schoedel (Ep 14)



Good design is more than meets the eye. It impacts the way people feel about your company and its potential long-term success. So, it’s crucial for modern advisors to invest in thoughtful branding that tells your authentic story.

Branding, website design and content lay the foundation for your client experience and should come together to convey your firm’s story in a way that engages your target market.

In this episode, Rebecca Hourihan and Missy Schoedel discuss how quality design can improve your business. They outline the necessary elements 401(k) advisors need and highlight how 401(k) Marketing helps their clients find their authentic brand.

Rebecca and Missy discuss:

  • The foundational elements you need for marketing your business
  • Why quality design is necessary to convey your brand’s story
  • The most important components to creating website longevity
  • How 401(k) Marketing can help you design your brand
  • And more

Resources:

Connect With Missy Schoedel:

Connect With Rebecca Hourihan: 

About Our Guest:

Missy Schoedel joined the 401(k) Marketing team in January of 2015 and as the company’s first employee, has been an integral part of growing the firm to where it is today. Armed with a passion to nurture and connect, she has helped many top advisors craft their unique value propositions, develop strong brand identities and create meaningful connections through a variety of marketing mediums. She brings fresh ideas, a deep understanding of the retirement industry and a curiosity that drives her to explore new ways to enhance client relationships.

 


6 Marketing Strategies to Be Successful in 2022 Rebecca Hourihan and Sasha Cibrian (Ep 13)



In this episode, Sasha Cibrian welcomes back Rebecca Hourihan , the two dive into a discussion on important updates in the advisory industry as well as marketing trends for 2022. They share their ‘big three’ most important market strategies for advisors to differentiate themselves online and make 2022 their best year yet.

Sasha and Rebecca discuss:

  • The importance of content marketing that is high quality, timely and relevant 
  • Some of the biggest marketing trends this year within SEO, email marketing and social media
  • The four different types of search intent and the keyword content they’re related to
  • Going viral and how to beat the algorithm on social media, google and email
  • And more

Resources:

Connect With Sasha Cibrian: 

Connect With Rebecca Hourihan: 


12. Creating Your Email Marketing Strategy



Email marketing is becoming a ‘must-have’ in an advisor’s marketing strategy. It can help you inform and educate clients and prospects… plus stay top of mind, all in a timely manner. 

Whether or not you have an email marketing strategy today, you’ll need one in 2022.

In this episode, Sasha Cibrian shares 401(k) Marketing’s best strategies to help you master email marketing in the new year, outlines how to get started and gives tips on how to create the best strategy for your business.

Sasha discusses:

  • Tools for email marketing and finding the right strategy for your business
  • Different types of email marketing and when to use them
  • How to write a captivating, educational and entertaining email 
  • Looking ahead to trends in 2022
  • And more

Resources:

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11. The Art Of Social Media with Sasha Cibrian & Emi Weiss



Facebook, Instagram and Tiktok have become a platform for personal and professional use, but LinkedIn has become the primary platform for networking and career development

In this episode, Sasha Cibrian is joined by her colleague, Emi Weiss, to discuss the primary social media being used by advisors, LinkedIn. They discuss why financial advisors should focus on this platform and how they can optimize their profile in order to increase connections and potential prospects. Sasha and Emi also share marketing pro tips to doing so and increasing engagement within your current and future network. 

Sasha and Emi discuss:

  • Why professionals should focus on LinkedIn
  • What features financial advisors should use
  • Tips for initial and continued contact with connections
  • How to increase your engagement
  • And more!

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