Local Online Advertising For Dummies
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Part I: Getting Started with Local Online Advertising.
Chapter 1: Online: It’s Where Your Customers Are.
Chapter 2: Engaging Your Advertising Arsenal.
Chapter 3: Planning Your Online Advertising Campaign.
Part II: Setting the Foundation for Local Online Advertising Success.
Chapter 4: Building a Great Web Site: The Key to Online Advertising Success.
Chapter 5: When You’ve Hooked Your Customers, Reel 'Em In!
Chapter 6: Analyzing Results for Long-Term Gains.
Part III: Doing the Advertising Part of Local Online Advertising.
Chapter 7: Demystifying Search Engine Marketing.
Chapter 8: Getting Web Traffi c for Free: Practicing Search Engine Optimization.
Chapter 9: The Nuts and Bolts of Search Engine Advertising.
Chapter 10: Saying It with E-Mail.
Chapter 11: Linking Up with Directories and Lead Aggregators.
Chapter 12: Targeting Customers with Banner Ads, E-Newsletter Ads, and More.
Chapter 13: Hanging Out on Social Networks.
Chapter 14: Generating PR Buzz.
Chapter 15: Using Offl ine Channels to Drive Online Traffic.
Part IV: Keeping Your Customers Coming Back.
Chapter 16: Staying at the Top of Customers' Minds.
Chapter 17: Leveraging Customer Data: Reach Out and Touch 'Em.
Part V: The Part of Tens.
Chapter 18: Ten Local Online Marketing Mistakes (And How to Avoid Them).
Chapter 19: Ten Steps to an Effective Local Online Advertising Plan.
Chapter 20: Ten Considerations When Choosing a Local Online Advertising Partner.