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Synopsis:
The ultimate Internet primer for financial planners. Packed with tips for finding and keeping clients through the Web, this is a soup-to-nuts marketing guide for financial planners who want to develop an Internet presence.

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Jacket Description:
Looking for new ways to build your brand? You need more than just a Web site: You need a comprehensive online marketing strategy. That's where The Financial Planner's Guide to Moving Your Practice Online comes in. This thorough, easy-to-use handbook is your road map to success on the Internet.

Author Douglas Durrie walks advisers through every step, consideration, and precaution in this rapidly evolving area, from carving out a niche market to servicing clients online. This authoritative source book is packed with invaluable Web sites specifically selected for their value to financial advisers. Chapters address finding great Web site developers, prospecting for clients online, assessing the pros and cons of Internet advertising venues, creating an e-marketing campaign, effectively mining databases for information, and staying on top of regulatory compliance issues. Durrie answers all the key questions about marketing your practice online.


As the Internet and the planning field evolve, so do the resources in this book. Periodic updates of links and additional examples and suggestions can be found at www.movingyourpractice online.com.


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Table of Contents:
Acknowledgements
Preface
Introduction

PART ONE: Basic Strategies
Chapter 1
Customer Service
Chapter 2
Client Acquisition Seminars
Chapter 3
Direct E-Mail Marketing
Chapter 4
Niche Marketing

PART TWO: Advanced Cybermarketing
Chapter 5
Reach Out and Touch Someone
Chapter 6
What Makes a Good Site Good?
Chapter 7
Web Site Developers
Chapter 8
Marketing and Promoting Your Web Site
Chapter 9
Using Databases to Pull Everything Together
Chapter 10
Who's Making the Rules?

Conclusion
Appendix A: Online Marketing Plans
Appendix B: Internet Resources
Notes
Index



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