Sometimes timing really is everything.
About four years ago, we had the opportunity to work with Mike Bourne while he was at Atéssa Benefits. At the time, he was exploring an idea that felt both bold and exciting, stepping away from exclusively serving massive employer groups and bringing that same large-plan expertise to small business owners.
With decades of experience in the retirement plan space, Mike saw a gap. Smaller to mid-sized businesses were not always getting the strategic, high-level guidance that large plans receive. He wanted to change that. We could tell from the beginning that he was energized by the possibility of doing something different.
As we do with all of our website and content clients, we started with a Brand Storytelling session. We dug into the passion behind the shift in demographic, the expanded services, and the long-term vision. From there, we began building a new site.
A year later, it was still in development.
Internally, not everyone shared the same enthusiasm for change, and the project stalled. It was the first time we had ever had a client not go live. It taught us an important lesson about ensuring all key stakeholders are aligned before significant marketing work begins.
Lesson learned. Relationship intact. We parted ways on good terms.
Until…
A year ago, Mike, Alison, and Rachel reached back out. They were launching a new brand, one that finally reflected the vision Mike had years earlier. A firm built specifically to serve small business owners. A firm focused on high-touch service, exceptional results, and doing things their way.
And we were genuinely grateful they came back to us.
We started fresh with a new Brand Storytelling session, this time with all three partners. They already had the name Mirador, but we collaborated on everything else: logo, brandmark, messaging, brand archetype, and the overall look and feel. We shaped how Mirador would show up in the world.
This time, the site launched.
From there, we moved into what we do best: organic digital marketing.
Blogs, video content, email campaigns, LinkedIn outreach, YouTube optimization, social posts, and backend SEO. Everything working together to tell their story consistently and authentically.
One year in, they are already seeing results. Clients have come directly from their outreach efforts, specifically from their videos. That matters.
Organic marketing takes time. It is not instant. But it compounds. It builds trust. And when your content is rooted in real conversations and real expertise, especially on video, it cannot be mistaken for something generic or AI-generated. It is clearly, unmistakably yours.
We wanted to highlight Mirador because they are doing meaningful work for small business owners. Because they are a collaborative, engaged client who invests in their own success. And yes, because backlinks matter too.
Most of all, it is a reminder that sometimes the first attempt is just preparation for the real launch. And when the timing is right, everything aligns.
Check out the Mirador Retirement Solutions Website here: https://miradorplans.com follow them on LinkedIn here: https://linkedin.com/company/mirador-retirement-solutions/ and reach out to tehm if your business wants to create the kind of retirement plan that attracts and retains the very best people while saving money for your own retirement. Check out Mike’s video on what a DB/DC plan is and how it works for Business owners here: https://www.youtube.com/@MiradorRetirement
