- Cover
- Title
- Copyright
- Trademarked Terms
- Contents
- Introduction: Who Should Read This Book?
- Before We Begin: How to Read This Book
- Part One: The Basic Tools of Lead-Generation Marketing
- Part Two: Lead-Generation Marketing Tactics
- Chapter 6: Introduction to Online Lead-Generation Advertising
- Chapter 7: Search Engine Marketing
- Chapter 8: Social Media Advertising—Part I: Facebook and LinkedIn
- Planning Your Social Advertising Approach
- Researching Your Target Audience on Social Media
- Advertising on Facebook and LinkedIn
- Three Essential Steps of Web-Based Social Advertising Campaigns
- Understanding the Ad Campaign Setup Tools
- Defining Your Target Audience
- Creating Your Ad
- Setting Up Your Campaign
- The Bid Process and Web-Based Social Media Ads
- Testing Your Social Advertising Campaign
- A Word About MySpace and Other Social Media Tools
- Chapter 9: Social Media Advertising—Part II: Twitter Advertising
- Chapter 10: Display Advertising
- Adding More to the Ads
- The Internet Advertising Bureau
- Five Steps of a Display Ad Campaign
- Step 1: Research Target Websites
- Step 2: Choose How to Approach Your Target Sites
- Working Directly with Websites and Content Networks
- Ad Networks and Ad-Serving Technologies
- Step 3: Create Your Ad
- Step 4: Deploy Your Campaign
- Step 5: Test Your Campaign
- Chapter 11: Selecting and Targeting a Mailing or Contact List
- Chapter 12: E-Mail Marketing
- Chapter 13: Direct Mail Marketing
- Chapter 14: Cold Calling
- Chapter 15: Trade Shows
- Chapter 16: Integrated Lead-Generation Marketing
- Notes
- Index
-
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