Can Plan Sponsors Find You in AI Search? The Future of Retirement Plan Marketing

401(k) Marketing

Retirement plan marketing keeps changing, and AI is adding another layer for advisors already trying to keep up with search, social media, email, and video. How can you embrace what’s next without losing the human relationships that build trust? 

In this final official episode of The 401(k) Podcast, Rebecca Hourihan reflects on 12 years of change in retirement plan marketing and looks at what may come next. She explores how AI can support more tailored content, why search is expanding beyond Google, and how video helps prospective clients become familiar with an advisor. Rebecca and Patrice Sikora also examine the connection between marketing and sales, along with the consistent communication required to build trust over time.

Rebecca Hourihan discusses:

• Why advisors should begin learning how to use AI before adoption and audience expectations accelerate
• How tailored content can address specific industries, generations, plan sponsors, and buyer needs
• How SEO, answer engine optimization, mobile behavior, and voice-to-text are changing online discovery 
• Why consistent articles, emails, social posts, and videos can build trust before the first meeting
• And more!

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