Why Internet Marketing Is an Integral Part of Your Practice

Today, nearly four out of five adults are online, and 86% of respondents in a FINRA investor survey expressed a high degree of interest in free and unbiased investor education and information. The Internet is often the destination of choice for consumers who are looking for news and guidance.

If you don't have a website, you're missing a huge segment of your potential market. If you do have a website but it was created outside the financial services area of expertise, you may not be optimizing your opportunity to increase your credibility and brand through meaningful and compliant content that engages and educates visitors.

Most businesses today have adopted an Internet marketing strategy because they recognize that the purpose of a website is to let potential customers know they exist. Websites in and of themselves don't generate a ton of leads; rather, they increase visibility and give you the opportunity to build your business brand and differentiate yourself from the competition. It's very likely that prospects may want to know more about you, your philosophy, and your practice — even before they meet with you.

A website serves as another invaluable way to serve existing clients with tools, resources, and engaging content and to expand your reach into your local community and beyond.

How to View Websites. Consider it your 21st Century "yellow pages" for contact information. A website is a placeholder of meaningful information about your qualifications and the services you and your business provide. Your site not only validates that you are a financial professional but enhances your image and showcases your ability to serve the diverse needs of current and prospective clients.

Websites should:

• Be used to generate traffic for preferred search items such as specific financial needs and services. People search the Web to solve problems and increase their knowledge, so you need to show how you can meet their needs.
• Provide a "point of difference" through engaging content comprising education, interactive calculators, Flash movies, market updates, and more. Each of these areas, in addition to your basic contact and background information, will enhance your expertise and credibility and create awareness.
• Support people who may know your company name but have no way of getting in touch. Often their first point of contact will be through a Google search.

Having a website today is the equivalent of:

• Having a business card and a cell phone — They complement each other as essential marketing tools.
• Putting your name "top of mind" when people are looking for someone to help them solve a financial issue and help improve their financial futures. Searching on the Web is second nature to most people today.
• Enhancing your visibility beyond the community in which you operate while also creating an emotional connection with current and potential clients. It enhances the trusted advisor relationship that is the hallmark of a successful financial professional.

Are you looking for an Internet marketing solution for your practice? Find out more about Emerald's websites