| Introduction. 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. |
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