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Product Details

  • Paperback: 384 pages
  • Publisher: For Dummies; 1 edition (March 12, 2010)
  • Language: English
  • ISBN-10: 0470497424
  • ISBN-13: 978-0470497425
  • Product Dimensions: 9.2 x 7.4 x 0.8 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #211,461 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

Competition is tough! Get an advantage with online advertising aimed at local customers

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

Learn to:

  • 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!

About the Author

Court Cunningham is CEO of Yodle, a leading local online advertising company that works with thousands of businesses. Before joining Yodle, he held positions at Community Connect and Double Click.

Stephanie Brown is a local business consultant who has been helping businesses market online since 1994.


More About the Author

As CEO of Yodle, Court oversees all aspects of operations and strategy, including technology, product development and sales and marketing. Court joined Yodle as CEO in 2007 when it had 10 employees and 200 customers. Today, Yodle has over 300 employees serving 7,000 local businesses in the top 40 major metros across the United States. Prior to joining Yodle, Court held the position of COO at Community Connect, a niche social networking company, where he lead consumer marketing, product development and business development efforts. Prior to Community Connect, Court served as SVP & General Manager of the Marketing Automation group at DoubleClick, where he built DARTmail into a $60 million industry leading email marketing solution that was sold to Epsilon in 2005.

Court received a BA in English from Princeton University and an MBA from Harvard Business School.

Customer Reviews

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Oceanside-CA on November 6, 2011
Format: Paperback Verified Purchase
There were a lot of useful tips in this book. I run a similar business and this book doesn't cover everything, but it's enough to get a small business owner started.
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By Roz on April 2, 2014
Format: Paperback Verified Purchase
I like it, but I wish I had the cliff not version, oh wait, guess this is the cliff note version. It really is helpful and it's chockfull
of ideas. I just skip to the portions I know I can do now as I'm launching my very small business. Everybody without a business can tell you how to run yours, but this book shows you what can work for you and how to measure it. I have not read in its entirety, and I doubt I will, but it's good to know it's there. It would be more of a challenge to read this online.
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Format: Paperback Verified Purchase
I read this thinking I was going to get some useful information.

This book literally covers everything from Social Media to PPC, e-mail, linking from directories, SEO, and building a web store. At a hefty 359 pages, it has something for everyone.

If you have a local retail store or want to attract new business to a local service business, this book will cover it.
The coverage of how to build a web store is out of the range of most books on local online advertising, but you get sa thorough breakdown of the steps involved in this book.

The end of the book is a little promotional for Yodle. But it isn't intrusive, and the book is a great value
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2 of 5 people found the following review helpful By H. Mallhi on June 16, 2010
Format: Paperback
local online advertising for dummies is a great read cover to cover...the fact i like the most about the book is that it touches upon every aspect of local business marketing from creating a website, to PPC, SEO and more...The book authored by Yodle, in my review fairs a "Good read"....for me the chapters that talk about "social networking" and "PR" were the most helpful, as those are relatively new marketing channels I am trying to better use to attain business goals... In my review, Yodle and this book are "highly recommended".
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1 of 4 people found the following review helpful By R. Anderson on December 29, 2010
Format: Paperback
'Yeah, I know Apple, Nike, and GM can do great things with the internet, but I'm just a little local _______, what could I possibly do with it?'

Here's the answer!

A walk through of what every local shop should do online. They do a good job of setting expectations and laying out what to do.

Like the other ______ for Dummies books, they do a great job of laying out the issues and giving you a step by step plan.
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