Name: One of the Most Efficient Ways to Grow Your Practice
Uploaded: 2026-04-28T20:00:31.727Z
Duration: 30 min 8 s
Description: One of the Most Efficient Ways to Grow Your Practice

Transcript for "One of the Most Efficient Ways to Grow Your Practice": Good afternoon. Welcome to RPAG's premium marketing protocol playbook to engage current clients and help to win more plans. What if there's a marketing offering that elevates connecting with current clients, provides focused material for prospecting new plans, and solving some of our opportunity costs? You no longer struggle to be creative, unknowingly not writing and focusing on the fiduciary and the recent fundamentals or sacrificing valuable time. Current clients and prospecting. Premium marketing is not content. It is a growth system, and here's how advisors use this. They stay relevant with clients. They show a differentiated value and win new business without more hours. You will learn that we've developed a solution for every growing marketing need. Every one of you knows that marketing matters, but it's inconsistent. You've got access to great tools, but they're underused. Prospecting keeps falling behind client service. Private excuse me. Premium marketing is designed to solve exactly these problems. Today's conversation is about how advisors actually grow using premium marketing, not just what's included. Many of you already know how marketing matters, but often gets pushed aside because the client service comes first. Premium marketing was built to solve the exact tension, helping you stay visible, add value, prospect without creating more work. As we go through this, I want you to think about how this fits into your daily workflow, not as extra work, but as a replacement for things that's already taking your time. Today, I'll be presenting along with my good friend, TJ Lund. She'll be on a little bit later to talk about some additional features that are available in that premium content marketing. You know, as we look at things today, there are three types of member personas that we look at. And it really stands with where do the advisors get stuck? We think the first one is a non user. I don't have time to create content. Marketing feels risky or salesy. Next persona we look at is the end user. I know what I have, but I'm not sure when to use it. It feels disconnected from my prospecting. With persona three, there's a low ROI user. I send content but nothing happens. New conversations don't come from it. This presentation is about every every about moving every adviser from stuck to confident to consistent. We're serving as an extension of your team. We don't need to you will not need to hire an agency or additional staff to accomplish a solid foundation in your marketing efforts. Let retirement marketing experts take the reins and equip you the tools to be consistent in your prospect marketing and social selling efforts. You know, when it comes to flyers and one pagers and newsletters, these are the most powerful underused tools in premium marketing. Participant memos and newsletters give you a natural reason to reach out without asking for something. How successful advisors use this? They position as a steady source of education instead of someone just checking in. They may use fiduciary hot topics to create check-in conversations. Top performing advisors use this as a conversation starter. Send them before you go do a review after regulatory changes or just might just what maybe some market noise that's going around the world. Forward they move forward retirement times with a personal intro. Thought this might be relevant to you. This content keeps clients engaged. It makes prospects warmer before the first meeting. This is conversation fuel, just not content. These are designed for moments, not mass distribution. Think about finalist meetings, follow-up emails, and leave behinds after a conversation. Each piece is white labeled, so it looks like it feels like your firm, not a third party, did this work. So you'll see in our sections when you're in the premium marketing category and you're and when you're in the portal, any document that we have has a lay pencil icon that you're able then we'll tell you to be able to customize it. If the icon does not exist, then that is just not a customizable document. So We did receive a lot of questions about this before the webinar in terms of white labeled content and one pagers and what you could customize and what you couldn't. So we'll be sure to run through that, and we're we'd be we would be happy to show that in the portal as well, to show what's what's customizable and what is it. But instead of creating something from scratch, you always have the right material ready when a conversation calls for it. This shortens the sales cycles and elevates how professional your practice looks. Expand overview of our services. This deck exists because advisors told us they needed help. Clearly our ticketing of value. We took a poll before this event before this event happened, and people were coming back and saying, I'm looking for ways of prospecting, ways to engage with new customers. I'm looking for ways I can incorporate emails, personalize my brand, put my brand on LinkedIn. Those are some of the feedback. The top one was really just engaging and prospecting with clients was number one. These items, it's fit and reviewed, it's prospect ready, and built to support you at every stage. Introduction, finalist meetings, and ongoing conversations. Everything on this slide is now gonna be the exclusive section to premium marketing members. This is where the system really comes together, not just as client communication, but a true practice building support, each resource designed to help you stay visible, differentiated, and proactive with both clients and prospects. As I mentioned earlier, PJ Givens is on my call and director of marketing, and she has been the force behind this to revamp the premium content marketing that takes it to market, that helps you differentiate yourself from other advisers out there and to, you know, put your efforts forth of gaining new plans. She's put hours and hours into this. I think you'll see the benefits and features that you have been asking for, and we've delivered. Premium marketing supports you at every stage of the duration of the introductory meeting deck, opens doors with supplemental slides, lets you go deeper when needed. You no longer scrambling to build materials for different conversations. It's already aligned. This gives you more confident and controlled client experience. We all know those three letters that are on the screen right now, RFPs, they're unavoidable, and they are terribly time consuming. With over 600 plus RFPs, these responses give you a professional, consistent foundation that aligns with what evaluators are actually looking for in an advisor or a firm. So So instead of starting from a blank page, you start with strong answers tailored from there. Detailed answers, firm value propositions, service structure, unique differentiators, sample responses, provider search process, investment analysis. And, also, it pairs extremely well with AI tools to further speed up customization without sacrificing quality. There's many pages that go into an RFP. We've all been there. Right? And not everybody's gonna read every one of them, but this gives you a great head start to put some of those standard answers aside and move on to the more meat and potatoes of the presentation you're about to do. Premium marketing gives you the sequence, not just the pieces, show up ready, client facing, premium member get access to a full suite of white labeled, compliance ready presentations, including fiduciary and risk of fundamentals, legislative and regulatory updates, plan design and testing, target date fund evaluation, fee equal fee equalization and benchmarking, governmental plans, executive benefits. It is built to differentiate. This is the practice building portion done for your prospecting decks, your social media content, AI prompt guides, as a consultant, RFP responses are all included. The goal is simple. Spend less time creating and more time connecting. Everything here is client facing or practice building, meaning it's built to be used, not admired. And now I will turn this over to TJ. Thanks, Mark. Really appreciate it. Our team has put hours and hours of work into this and, really wanting you all to have the most optimal experience possible with premium marketing to be able to really differentiate your practice and be more present on LinkedIn via premium marketing as I'll get into in a moment, but also just feel really confident, in your marketing efforts through email, social media, prospecting, and beyond. So this is an example of our social media AI in context and tone guide. This is exactly how you can post with purpose. We'll create monthly social media calendars that will be live in the portal. This was previously quarterly. We made that enhancement based on, quite a bit of feedback from our premium marketing members really wanting more timely, more relevant topics. And we can do that by creating a monthly social media content calendar that I'll show in a moment. This will link to relevant RPG blog content. We also created AI prompt guides tailored to your voice and your style so you're able to create your own content beyond what we create in that thirty day content, repository, essentially. So we've enhanced our monthly calendar, to include video scripts, prospecting emails, and these AI content prompts that I mentioned. And you can see on the right side everything that will be included in that monthly package that you'll receive as a premium marketing member. Here's an example of what that thirty day content looks like. This is actually our last month's content. So you can see from day one through day 30 exactly what you'll be posting. This can be done by a member on your team, Or if you do have a marketing dedicated contact, on staff, they're able to go into your LinkedIn account, go into your email platform, etcetera, and actually preschedule these out for you. This ensures that you're top of mind with both current clients and prospects. So you can see our emergency savings webinar kit, was showcased here, which I'll get into webinar kits in just a moment. That's another great element of your premium marketing experience. Short social media posts are included. Then you get into day 10 in terms of measuring success through a LinkedIn post on measuring participant success. You'll see some misconceptions next, in a LinkedIn newsletter idea. Short film insights as well, so you'll be able to create a LinkedIn video based on a script that we create for you, different differentiated assets here in terms of private markets and DC plans, a LinkedIn post created from our affiliate at Great Gray to be able to post from there. And then this is just a reminder on day 30 to consistently profile optimize. That's what's most important. So you need to make sure that your profile is searchable and findable. And in order to do so, really, all you need is just thirty minutes. We create three different LinkedIn profile optimization task every single month for you to be able to go in and optimize your profile. And this is just a reminder for that on day 30. And then just continuing along in terms of how how are you measuring that participant success. You can see different content themes throughout your thirty days. Through that measuring success piece, as an example, you get a LinkedIn post and a prospecting email. So you're hitting your clients and prospects in two different ways, throughout the thirty days, which is really, a nice way to stay top of mind. This shows you at a high level view everything that's included in that monthly content calendars and AI prompts. We would be happy to dive deeper into any of these assets, but these are the actual deliverables, that you'll receive a part of that content timeline. So that's just the start of your process. We do an entire slide on every single one of those with actual postings as well as the prospecting emails and LinkedIn video scripts. Advisors can sometimes just be unsure or intimidated by the use of AI. You're not really writing posts. You'll be refining them in this approach. So these prompts will protect your voice, make sure that your voice comes through, that you're not just another chat GPT adviser, right, creating all of the same phrases. And we've all seen the it's not this, it's that formula on LinkedIn. We really don't want to see that. So this consistency will always beat, your AI usage on your own with this AI context and tone guide where you're actually training your tool, whether it's Claude, whether it's chat g p t or otherwise. Prompt engineering is the biggest part, and we help you, do that. So now I'll get into webinar kits. These webinar kits are in collaboration with top record keepers. We really create everything that you need to host your own webinar, which is a really important element of premium marketing for us. Just high level, I could not be a bigger proponent of webinars. Webinars are one of the most effective ways to engage multiple clients and prospects at once, but they're a really heavy lift. If you're creating all of the content on your own, if you're creating a consistent campaign in order to get clients and prospects into your webinar room, you really need professional and effective presentations that are brand aligned as well to retain your loyal clients, as well as turn prospects into those loyal clients so they can be a sounding board for your brand. These kits remove a lot of the burden of creating your your own webinar. We create the invitation for you. We create the full deck. You'll have speaker notes. Everything is prepared. And not only is prepared, it's been reviewed as well. So these webinar kits come out four times a year so you can host a webinar once a quarter. These kits will give you everything that you need. As I mentioned, it'll have a topical presentation deck, your FINRA letter. And as I mentioned, it's made in collaboration with those top record keepers. So everything is ready for you to host. No content is needed on your end. You could literally show up that morning and be able to be prepared for your presentation. The extensive speaker notes are all included, and you simply customize with your own branding. You schedule it out with your invitation as well as some follow-up reminders, and you are able to deliver your own webinar. So just really thought leadership made easy. I like to call it a webinar box for you. This is an example of what those webinar kits look like. So you can see an example of the invitation, the letter from FINRA. You can see this one in particular was brought to you by Voya. We collaborated with Voya for an emergency savings webinar. You can see a couple of those slides down below. These are just samples of how to show your polished and professional brand, within the kit. It's designed to reflect well on your firm while positioning you as the expert on timely topics and putting your voice and tone at the forefront. Many advisors use these not only for education, but also as a soft prospecting tool, as I mentioned, by inviting centers of influence and referrals as well, such as CPAs into these webinars. So every marketer knows the rule of seven. I just really like to reemphasize this point. You must reach someone seven times before action. It's actually a bit antiquated of a rule, but seven isn't even enough, to move through the marketing funnel at this point. But it's a term you may have heard, and it's a term you may be, familiar with. So the funny thing about a marketing funnel, it's not as a funnel as much as a journey. So I like to say everyone focuses on awareness, that beginning portion, just the social media, perhaps LinkedIn ads, SEO, but there's so many other elements of ways that you can connect and reconnect and reengage with current clients as well as prospects. We have to focus on much more than awareness, which is what this program was created for. It's far beyond just being seen. So the most parts of the journey that are really important are the engagement, the consideration, the conversion, and efficiency with which you move people between these stages. This is what digital is really, really good at. A billboard, for example, would accomplish awareness, but the strategy is actually mapping this full journey, being able to be seen at least seven times in order for someone to consider to take action from you. You have to have these targeted digital touch points, and this premium marketing program really allows you to stay present and consistent in their inbox as well as on LinkedIn. And this is how you would ultimately go from being a stranger to a plan sponsor in order to be a customer. And eventually, all of us want to receive that advocacy. Right? We want people to spread the word about our practice and how great of a plan adviser we are. We want referrals. We want shared social posts. And these social posts allow you to come across as incredibly polished and a reason to reshare. Right? You're not getting a templatized post. You're able to customize it to your brand and to your tone, and then be able to reshare case studies as well, which is super important throughout the advocacy portion. So advocacy is that ultimate goal which premium marketing can help you achieve. And then I wanted to be sure at the end of the day that you all walked away with something tangible that you can repeat with consistency. At the end of this webinar, even if you don't decide to join premium marketing, I just want you all to be able to have this conference funnel, to be able to take from pre conference all the way through post conference to continue the engagement. And this is just an example of everything that you can do to make a conference as valuable as possible. So first pre conference, you can have a teaser attendance post, tagging the conference, hashtagging if available, through the conference itself. They'll usually post whatever hashtag they're using. Engage with the conference post as well. You need to be able to comment, repost from the conference page, to keep you top of mind with those plan sponsors, and referral partners. Pre conference, do a poll post. This is a really interesting way to engagement hack on your page. You can have voting on different sessions that you think, the plan sponsors that follow you should attend. And then during the conference, post speaker quotes, real time photos, perhaps create a creative analogy alongside Claude or Chat GBP to a hot topic that's being discussed during the webinar. Those perform really, really well, during that conference. And then have a LinkedIn QR code ready to go as well. You can do this through the LinkedIn app. We've seen it done through dot cards as well. It's just an easy way to be more digital with sharing your information rather than a traditional business card. Post conference, I always like to recommend a LinkedIn newsletter. What's interesting about LinkedIn newsletters is that you're able to engage not only on LinkedIn, but you also hit them by email as well. So that LinkedIn newsletter will be twofold. You're able to get to that rule of seven faster. You'll have three questions, for example, that I can answer for plan sponsors post x y z conference. So it makes it searchable, makes you findable, but then you're also showing up, like I said, on LinkedIn as well as your email. Super important after the conference to not lose those leads, not lose that momentum, to continue the engagement. So turn a client story into a free resource that clients can download, clients and prospects can download, or invite them to follow the firm page. This is super important as well. There's an easy button on LinkedIn to be able to invite people, 250 people up to per day that you can actually invite to join your firm page, which is a really important way for them to stay connected not not only with your personal brand but also with your firm. Then I would suggest sending a quick LinkedIn InMail about three to four weeks out from the conference itself. And then a custom recap video is also another great way to stay top of mind. So take that LinkedIn newsletter that you wrote, the three questions I can answer for plan sponsors post x y z conference. Take the exact words and film yourself on video. You would be shocked to see, you know, those exact insights. Maybe they hit differently through your actual voice and tone rather than on a newsletter. And then just repeat this with consistency over and over and over again. This is super important as you continue from pre conference all the way post conference and continue the engagement. Every single conference you do, you should just get in the habit of continuing to do these posts like this. Before I'll jump into the table, here I'm sorry. no. Go ahead. Before before we jump in the table here to kinda see the comparison, a little bit quick recap here to this point is, you know, as TJ was walking us through this, you heard about the word consistencies. You heard about being, you know, getting your brand out there. Today is there's just so many different people in the generations that are out in the workforce today. They're consuming things differently. They're consuming from LinkedIn. They're consuming it from emails. They're consuming it from conferences. So you've got to hit them on all fronts to be able to see that, and then they wanna compare messages and see how consistent your messaging is. They don't know you. I mean, a lot of times they plan sponsors know who you are, so how do you establish yourself? Okay. LinkedIn is a is a very reputable site, so they're gonna go there and they're gonna search on it. They're gonna see if you're posting things that are relevant to them. It starts engaging them, even though they're not calling you yet, even though they're not responding to your emails yet, they haven't agreed to attend a webinar, you're planting that seed today. And that consistency, it doesn't have to be three times a day, seven days a week, thirty days in a month. That's not what we're trying to achieve for what you know, of all this. It's just a consistent brand message that your prospect and your current clients can see from you. So but as you will be able to see here, we've got a comparison. The table highlights the difference between the standard membership and the premium marketing membership. What you'll notice is that premium marketing isn't just more, it's more usable. It replaces hours of DIY work and delivers assets that are directly to support growth. If you think about it from a, you know, like a a value perspective, you know, to prospecting meeting, it can to prepare a phone could cost more than $30 $300 to do that. You eliminate one deck, how many hours does that save? One retained client, how much does that save? Multiple years of fees at $300 You know, these are all things that this is meant to do. This is not your core work. You're not trying to be we're not trying to get you to become a marketing person any more than you wanna be a marketing person, right? These are all things that are working with your day that help you and your firm grow, retain customers. And at $300 per quarter, this is a value that's tied to saving time, better meetings, and stronger prospects. The goal is just here upgrading from our standard marketing offering. It's activation. And helping you win more plans and retain more customers. We want premium marketing working for you within the first ninety days. So for a limited time, new marketing members receive the first quarter complimentary from our PAG. You can scan that QR code to access that discount, that Mark mentioned. You're also able to access it from our docs tab. And if you have any questions, please feel free to put them in the q and a tab as mentioned. We would love to answer any questions that you may have about marketing or about our premium marketing program. So thank you so much for attending. You'll also receive a survey. It will come up in your engagement window shortly, but, feel free to ask some questions. And I know we we received some both before the webinar and quite a few during the webinar. So, Mark, are you able to customize flyers, content, etcetera in your own branding? I know we covered that briefly during the webinar, but it was a question that came up quite a bit. Yeah. I wanna go back over that. I mean, there's there's there's a just an immense amount of information that you're able to use as, you know, from from marketing standpoint. And as long as it has the pencil icon as you're in the portal, that gives you the ability to customize it. If it doesn't have it, it's a standard offering, and you wouldn't be able to customize with your logo. But there's over 60 pieces that have customized custom customization available to do so to continue to, you know, put your brand out there and have it look and feel that's coming directly from you. Thank you. The next question is, what is the optimal ratio of time spent servicing to time prospecting? And, Mark, I know we touched upon this prior to the webinar. We would really recommend this is just a general rule of thumb. If your pipeline is strong in terms of late stage deals, consistent inbound, etcetera, you can really lean heavier into that servicing portion. Think closer to 80%, great service, 20% prospecting. Your focus here is just closing, you know, deepening those relationships and maximizing current opportunities. We would then say, you know, if your pipeline is average or if it's just a bit inconsistent, aim for a true sixty forty balance. This will keep your revenue moving while ensuring you're not creating a future gap to not focus on prospecting efforts. And then if your pipeline is more weak or if you're really in hyper hyper growth mode, we would be really aggressive with this. Some people say fifty fifty, but we would say flip it to about forty sixty. Prospecting would become your top priority even if this feels really uncomfortable to you. Most people really under invest here, and then they would pay for it, you know, ninety to a hundred and eighty days out. So we would really recommend to flip that. Yeah. I think the challenge lies there trying to understand, like, you can't predict the exact time that someone's gonna make a decision to to to come to you and say, okay. I'm ready to switch my plan over. So. if you're not having a good heavy balance, you know, on in either side, I don't think you'd never be, you know, a 100% to zero or ninety ten either way. That's always gonna be doing that. Of course, what stage your pipelines are in because you some of the timing just don't know. So Right. We had another question in terms of, do you have any material for executives, business owners, other high level participants of a company to engage with them? Things like, ESOP, RSUs, stock options, etcetera. We do we do have resources for, all of those actually in our resource center. We have materials such as understanding your stock options, ESOP administrative services, success with succession, how an ESOP helps maintain company culture and legacy, then ESOP guide for advisors as well. So we have quite a few resources on a lot of those topics that you mentioned. But if you are interested, again, in in a more extensive demo, or a preview of those, assets, feel free to let us know. We also received questions on if we wanted to do a, a more extensive demo. Feel free to fill out that form, on accessing your exclusive discount just to to lock that in, and then we'll be able to provide, a more extensive demo, of course, so you can see the back end of the premium marketing platform. Probably yeah. Go ahead, Mark. Jose, if there's things that you you you think about, you're welcome to ask us. I mean, you know, we've done our absolute best to try to cover anything we possibly can, but I don't think we ever can come up with everything. So we're well you know, we're open to suggestions if you say, hey. Listen. What about something like this? Because if you're seeing it, we wanna see it, and I'm sure the members of the RPAG family wanna see it as well. So please, you know, we're open to ideas. Definitely. Many of these assets that you saw today were were created and derived from your feedback already. So it's a great point, Mark. We got a question about downloading the slides. We'll, be sending out this full on demand recording of this webinar as well as the slides themselves will be included. So definitely, you'll be able to revisit these slides at any time. Last question here, probably all we have time for. Thoughts on when you do not have a direct phone number or email for a prospect? This would be a great way to use LinkedIn, in my opinion. So you'll be able to search them. There's tools like ZoomInfo as well where you'll be able to, you know, possibly see their phone number or email with a tool such as that. But just try to reach out on LinkedIn, invite them to connect, and be able to prospect in that manner would be my top option. But, Mark, you you actually ran a business for many years, so feel free to give your thoughts there as well. Yeah. Those are definitely those are good. I will say this. It's surprising enough that people do open up mail, and you're as you can print these out. Right? You can send these off to somebody, and it's amazing. You You will get responses. I can't tell you that it's gonna be everybody's gonna switch back to using the USPS for for communication and and all this, but I mean, you know, that becomes in a resort like doing that. It's also possible to see if, you know, if you put a webinar on that they because you're on LinkedIn, they may attend that or they're they maybe attend some of the local or national conferences. It'd be a good place to kinda target them there too. So the ZoomInfo's got a between ZoomInfo and LinkedIn, you've got a very good course to, you know, reach out to them at that point. Definitely. Well, thank you all so much. There's still a couple of questions we did not have time to get to, but wanna be respectful of everyone's time. So I will be, Yep. happy to follow-up via email with Mark, and, we're really looking forward to hearing your thoughts on the enhancements and, looking forward to your suggestions as Mark said. So thank you so much. Looking forward to having you join a future RPAG webinar and and hopefully, you, drive some value from this. So thank you so much. Have a great day. you. Bye bye. Bye.