Table of Contents

acknowledgments preface introduction part one: basic strategies chapter 1-customer service develop a strategic web site consider a mini site for online forms chapter 2-client acquisition seminars developing web sites contract with a webcasting site create your own opt-in e-mail prospect list automatically send seminar promotion e-mails to your prospect list webcast your seminar chapter 3-direct e-mail marketing expand your marketing area and obtain needed licenses create a web site> take time to plan your e-mail design, content, and timing chapter 4-niche marketing finding niche marketing support online job-site or benefits marketing senior market sales high-net-worth marketing physician marketing part two: advanced cybermarketing chapter 5-reach out and touch someone prospecting online active prospecting-"hello, my name is ... " passive prospecting-"stop by and let's talk ... " staying in touch with your clients (sales support) chapter 6-what makes a good site good? do's and don'ts, in general content of a typical rep site building specialized niche sites how good is your site? chapter 7-web site developers finding a developer does your developer understand marketing? ownership issues hosting generalists specialists chapter 8-marketing and promoting your web site ok, how do they find me? developing a site concept promoting your web site getting a good search engine listing what you shouldn't do getting a good directory listing other ways to help clients find you chapter 9-using databases to pull everything together identifying and capturing information online using and integrating the information you collect chapter 10-who's making the rules? registered representatives registered investment advisors conclusion appendix a: online marketing plans model for an online marketing plan the web site development plan project resources, budget, and timeline sample online marketing plan appendix b: internet resources major search engines and directories research sites