Yellow Page Advertisers: Your Calls are Going to Decrease
-Here's the Remedy
Response rates to Yellow Page advertising are declining
There's no getting around it, traditional Yellow Pages are in
trouble. Fewer people use them every year. Even the best-
pulling ad in the section isn't getting the number of callers or
sales it used to. At the same time, the monthly cost to maintain
your same-size directory ad keeps going up.
Simply tinkering with ad size (or options like color) can't
compensate for the adverse developments. Declining usage impacts
each directory category differently. Some (like contractors and
lawyers) are declining more steeply than others. Emergency
service providers (tow trucks, plumbers) are holding their own.
While categories like cell phones and lawn furniture are growing
rapidly, with increased consumer demand.
Advertising only in the Yellow Pages is no longer a safe bet
- Over half of all customers go to the Internet first to find
product information and sources - even if they intend to spend
their money locally - People increasingly trust the Internet as
a source of information about major purchases (and has overtaken
the newspaper for used car sales) - Internet Yellow Pages (IYP)
are kept up to date (unlike print directories) and can be
searched from anywhere - their usage is growing 25% a year -
Local Search lets search engines (like Google) include small,
local businesses in their search results (even without them
having a website) - over 25% of all search queries request Local
Search results - A large percentage of young adults or business
buyers never consult the Yellow Page directory at all - and they
control an expanding chunk of dollars spent
Rethink the role Yellow Page advertising plays for your
enterprise
Take a serious look at how much you rely on the Yellow Page
directory to bring new business. Are most or all of your
promotional dollars spent there? Do your expectations match the
number and kinds of customers your ad actually brings you?
Your strategy needs to consider all the ways you attract new
customers. Recognize changed customer preferences and buying
habits for your specific type of operation. The issue isn't
whether or not to advertise in the Yellow Pages. If you've been
there you should continue. But switch some of those dollars into
marketing methods that connect with buyers who won't look for
you there.
Follow these steps, with them all sending a clear, consistent
message
1.Get listed in Internet Yellow Pages (IYP); there are many of
them; some are free 2.Make sure your website provides the
information search engines require for Local Search. Learn how
to do that at http:www.yellowpagesage.com/localsearch.html
3.Beef up your website with the information customers look for
(or join a portal of local businesses) 4.Submit articles about
your enterprise online; find extensive assistance at
http://www.promotewitharticles.com
Keep track of what's delivering new business. Commit to asking
every new customer and caller how they found you. That's the
only way to know which method is winning; or where to shift
emphasis and money for the next year.
Pursue ways to increase business from your existing customers
The value of Yellow Page advertising is mainly to attract new
customers. People who know you already are more likely to find
your number in the business white (alphabetical) listings. Start
working harder to strengthen those relationships so they stay
loyal. Efforts spent to serve them better (or to get referrals
from them) does more for profits than constantly chasing new
customers can.
Get started well BEFORE the directory deadline
Some day soon it's time to renew your directory listing for
another year. Let this be the year that you've figured out your
strategy well in advance. Make your new strategy a front-burner,
squeeky-wheel priority. Yellow Page Smarts,
http://www.yellowpagesage.com/smarts.html explains how to make
your Yellow Page ad and Internet marketing support each together
effectively.
If your next directory deadline hasn't come yet, there's still
time to change your ad for next year (like add your website
address address - a study found 60% of directory users only call
Yellow Page ads with a website!). If you're already committed,
spend the next year getting the rest of your strategy in place.
Your timely efforts can compensate for the decline in Yellow
Page advertising's effectiveness. And you won't be caught off
guard.