Martin Graham Says "Marketing Matters"

Marketing has evolved over the past few decades, from print ads to the complex data-driven strategies of today, encompassing social media, SEO, and optimized websites. Advisors have had to evolve alongside these changes, and Martin Graham, Senior Marketing Manager at RPAG, is at the forefront of helping advisors succeed in this digital marketing landscape. Through RPAG’s resources, Martin aims to equip advisors with the tools and strategies they need to thrive.

Martin’s passion for marketing began during childhood visits to his father’s office. Spending time with the marketing team, he was inspired by their energy and creativity. This early exposure shaped his decision to study digital marketing in the UK, where he embraced the developing field of search engine optimization (SEO). “In those days, it was about experimenting and beating the system,” Martin recalls. Today, however, SEO is far more advanced, requiring strategic implementation to achieve results.

Starting Small, Thinking Big

Martin emphasizes that marketing success doesn’t require perfection from the outset, it’s more important to take the first step “Marketing matters. If you’re not doing it, you’re already losing to the competition. Anything that you do is helpful, so don’t worry too much about the technical points in the beginning, just start.”

This aligns with some of the points he made during his session at the recent RPAG National Conference, where he shared strategies for turning a basic website into a lead-generation powerhouse. Martin highlighted the importance of optimizing for conversions, tracking key metrics, analyzing user journeys, and experimenting with A/B testing to refine performance.

The Role of Trust in Digital Marketing

Trust is a cornerstone of marketing success, not just with your audience but also with search engines. "Google evaluates your website based on factors like relevance, authority, and consistency," Martin explains. "If your content is inconsistent, low-quality, or lacks focus, search engines may struggle to understand your expertise and won’t prioritize your site for the right audience.”

For advisors, consistency in publishing high-quality content builds both algorithmic trust and client trust. Regular, reliable updates create a sense of expectation among prospects and clients, reinforcing your credibility as a trusted resource.

Leveraging RPAG’s Resources

Martin’s work at RPAG goes beyond promoting the organization’s services; he’s dedicated to empowering advisors with actionable marketing strategies. As he noted during the Harnessing Digital Marketing for Retirement Plan Advisors panel, consistent content creation doesn’t have to be overwhelming. Leveraging pre-created resources from RPAG’s Resource Center or Premium Marketing Membership allows advisors to focus on distribution and engagement rather than starting from scratch.

By reworking and recycling content, turning webinars into blog posts, repurposing participant pieces for social media, and tailoring messages for different platforms, advisors can maintain a steady stream of fresh, impactful material without burning out their resources.

"Even small efforts make a difference," Martin advises. "Build consistency, and as you gain confidence, you can take on more complex strategies."

Take the First Step

Marketing may seem daunting, but the key is to start small and focus on progress. Whether it’s optimizing your website for conversions, tracking visitor behavior, or posting regular updates, every step moves you closer to standing out in a competitive landscape.

For advisors looking to elevate their marketing efforts, RPAG’s resources provide a strong foundation. From content templates to advanced strategies, RPAG supports advisors at every stage of their marketing journey.

If you’re ready to take the next step, reach out to support@rpag.com to learn more about RPAG’s Premium Marketing Membership and how it can help you connect with your audience effectively.

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