I have been banging the internet drum to other IFAs for over two years now, so I was interested to see the article “Internet is the key to survival” (Money Marketing, October 11). It seems that, at last, the penny has dropped.
It is indeed a very foolish IFA who ignores the internet. It will never replace us entirely but it will certainly play an increasing role in the public's own research.
We should never forget that today's schoolchildren are tomorrow's clients. The kids of today are brought up to be comfortable with computers.
Furthermore, an internet marketing strategy need not cost an arm and a leg. There are many companies only too glad to assist IFAs with tools such as online calculators and quotation facilities. Many of them are offered free of charge.
Of course, getting your own website is only the beginning. You need to ensure that people can find you on the internet. This is where dedicated “find an IFA” websites come into their own.
By registering on as many as you can, you vastly improve the probability of someone finding and visiting your site.
As well as our own website, IFAs can access a range of other companies to assist with internet marketing strategies by obtaining the IFAP/Aifa's “Guide to getting your IFA business online”.