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Chapters - Local Online Advertising for Dummies

  1. Online: It’s Where Your Customers AreUnderstand consumer trends and the local online advertising landscape.
  2. Engaging Your Advertising ArsenalA high level survey of all the tools you have in your local online advertising tool belt.
  3. Planning Your Online Advertising CampaignCome up with a local online advertising plan and position your business to reap
  4. Building a Great Web Site: The Key to Online Advertising SuccessCreate a professional website that utilizes best practices, maximizes conversion, and sets you up for success.
  5. When You’ve Hooked Your Customers, Reel ’Em In!Use landing pages, coupons, videos and more to turn prospects into customers.
  6. Analyzing Results for Long-Term GainsTake advantage of web analytics to gather actionable information and optimize your site.
  7. Demystifying Search Engine MarketingUnderstand the search landscape and the differences between organic and paid search.
  8. Getting Web Traffic for Free: Practicing Search Engine OptimizationLearn how search engines organize content and how you can improve your organic and maps presence.
  9. The Nuts and Bolts of Search Engine AdvertisingSet up a PPC advertising campaign including: managing bids, writing ad copy, and tracking results.
  10. Saying It with E-MailBuild your email list and create a compelling email marketing campaign to achieve your business goals.
  11. Linking Up with Directories and Lead AggregatorsDiscover the strengths and weaknesses of Internet directories and lead aggregators like Citysearch, Yelp, Servicemagic, and Angie’s List.
  12. Targeting Customers with Banner Ads, E-Newsletter Ads, and MoreGet the most out of display advertising, e-newsletter sponsorships, and online classifieds.
  13. Hanging Out on Social NetworksLeverage Facebook, LinkedIn, Twitter, and more for your business.
  14. Generating PR BuzzManage your business’s reputation and build credibility online.
  15. Using Offline Channels to Drive Online TrafficCross-pollinate your online and offline marketing channels to achieve even better results.
  16. Staying at the Top of Customers’ MindsCommit yourself to maintaining customer relationships and drive sales with special promotions, contests, and giveaways.
  17. Leveraging Customer Data: Reach Out and Touch ’EmCollect and segment your customer data and then leverage it for increased sales.
  18. Ten Local Online Marketing Mistakes (And How to Avoid Them)Avoid the biggest local online advertising pitfalls.
  19. Ten Steps to an Effective Local Online Advertising PlanCreate the best possible local online advertising plan for your business.
  20. Ten Considerations When Choosing a Local Online Advertising PartnerKnow what questions to ask before selecting a vendor to help you.