By: Dr.
Lynella Grant |
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.
© 2004, Lynella
Grant | |