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The Internet has changed the way you attract customers to a local business. Now you need a killer Web site, strong presence on search engines, and a vibrant social media campaign along with your other ads to grab the attention of consumers. This book offers the advice of advertising professionals who know how the online world can provide big help for your ...
The Internet has changed the way you attract customers to a local business. Now you need a killer Web site, strong presence on search engines, and a vibrant social media campaign along with your other ads to grab the attention of consumers. This book offers the advice of advertising professionals who know how the online world can provide big help for your business!
Create a plan — discover where your customers hang out online, set goals, and identify strategies for success
The site's the thing — learn how to create a customer-focused Web site that's search engine–friendly
Getting them there — understand how to use search engine marketing, banner ads, and social networks
Turn clicks into customers — use blogs, online video, and online coupons to engage visitors on your Web site
Measure results — find out how to determine ROI, where your leads come from, and how to see if your ads are working
Get a $100 advertising credit from Yodle!
Look inside for details on how your company can get $100 in online advertising from Yodle!
Open the book and find:
Proven strategies for using search engines to get more customers
How the Web is becoming more local
Definitions for the lingo of the online advertising world
Ideas for creating a catchy Web site
Ways to engage your customers and keep them coming back
When help is worth paying for
How to use e-mail without becoming a spammer
Ten common mistakes and how to avoid them
Plan and launch an effective local online advertising campaign
Set up a Web site that draws local traffic
Maximize your presence on top search engines
Inside — find out how to get a $100 advertising credit from Yodle!
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.