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.

Index.