Marketing Professionals have been predicting the demise of yellow page directories for years. They claim local search results in the likes of Google and Yahoo!, together with digital versions of the big yellow books will signify that the end of the phone book.
Traditional yellow page directories have some serious flaws, of course. The cost is exorbitant. Ads are not editable. A print advertisement is a one-way conversation with no method to quantify your achievement, or perhaps to know if you’re reaching your intended audience. And the range of the yellow pages is shrinking, with an increasing number of consumers opting out of receiving them. There is even a movement to do away with yellow pages entirely.
Where does that leave your advertisement?
Many print directory publishers are moving to the world wide web, as is to be anticipated in this digital age. In the event, you follow their lead and keep to advertise in this new medium? That depends upon your advertising objectives.
The same as with print directories, you will have to know who your target audience is, how they’ll be searching for you, and also what your overall objective is before embarking on a brand new digital advertising adventure.
If your intended audience is over 70, you might not have a lot of luck with online advertising. The older generations are considerably more inclined to have a phone and to continue to utilize printed yellow pages. If your target market is younger, then it’s likely that 83% use a search engine first if you’re searching for a local enterprise.
What about your objective? Would you want to drive visitors to your site, or simply get your phone number out there, so folks understand how to reach you? If you are simply trying to have your name and number on the market, a fantastic place to start might be Google neighborhood directory listings, which are free and simple to set up.
Once you’ve decided to place an ad in an online pages jaunespages jaunes france you’ll have to compare the wide variety of options out there.
* Can you change your ad through your contract?
* Can you list your business in multiple categories without extra fees?
* Would you delete your ad if you find it does not work for you?
* How does the writer help to maintain your record on the front page of search results?
* Does the publisher provide anything of significance to people besides directory listings?
* Will there be generic advertisements alongside your ad, competing along with your ad for clicks?
How will you monitor your yellow page marketing efforts?
You’ve no doubt seen those advertisements that say “mention this ad and get 10% off your first order.” Advertisers do that to measure the success of their advertising program. With an internet ad, it could be a little easier. Your yellow pages writer can most likely tell you exactly how many views your ad gets, and in case you have a business website you can track how much traffic comes out of the yellow pages list. This is especially important when you advertise in more than one directory.
The yellow pages are not dead, but they are certainly changing. Make sure your advertising plan changes too, or else you are going to be left behind.