While telephone directory printers still deliver their books door-to-door every year, spending money from your marketing budget to place an ad may not be as effective as it once was. The internet has taken on a huge role in the marketing of both online and offline businesses and now, regardless of the location, many businesses are finding it is important to have a strong web presence. While the Yellow Pages probably aren’t going anywhere anytime soon, there are significant advantages to shifting your focus to internet marketing. Here are some to consider.
Local Focus
Let’s assume you’re a plumber. If you open the Yellow Pages you’ll find hundreds of listings for plumbers from your town and the towns within a rather large radius. Unless you pay hundreds (or thousands) for a large advertisement instead of the normal text listing, your business may be lost in a sea of peers.
Internet marketing is different. As you do your keyword research and build a targeted website, the odds of your business website being found during a local internet search become much higher. You’ll have the opportunity to rank your website within natural search engine listings and to pay for visible search engine advertisements. You’ll also be able to feature your business in other local search sites, like the online Yellow Pages or Google Places (the map listing inside of Google you’ve likely seen).
Cost Effectiveness
Let’s face it. Running an internet marketing campaign will save you hundreds, if not thousands of dollars per year. Some people pay upwards of $1,500 per year for a small Yellow Pages ad while others are paying $5,000 or more for half-page or full-page advertisements. Without a large ad, it’s near impossible to stand out from the crowd.
The upfront cost of an internet marketing campaign may be a bit higher as you set up your website, create content, create your social media profiles, and develop your email list. After that, the cost of maintaining your online presence will go down considerably. You won’t have to pay for printing or mailing and can change the focus of your campaign at any time.
It’s also much easier to track the effectiveness of your campaigns so you can concentrate your efforts on the ones that are providing you with the best ROI (return on investment).
Customer Loyalty
Yellow Pages advertisements are just that – advertisements. Your internet marketing campaign will attract attention to your business while at the same time allowing you to establish connections with both current and prospective clients. They’ll sign up for your email list, comment on your blog, or email you for more information. Your Yellow Pages advertisement won’t help you to build ongoing relationships.
It’s all about ROI – determining which marketing methods will bring you the best results without causing you to spend a ton of cash. You’ll be amazed at how much more you can accomplish online.
