Are you looking for the very best way to attract new customers in your own neighborhood? If so, it might surprise you to know that placing an ad in the Yellow Pages is one of the worst ways to actually do that.
Although it was a local marketing staple for decades, the Yellow Pages (and similar directories) no longer have the power to generate results that they once did. Even though listings are still expensive, and telephone directory companies claim they can help you with Internet marketing as well, the fact of the matter is that your time and money could be much better spent.
We know because we help companies transition from Yellow Pages advertising to something better all the time. And, we have seen time and time again that local search marketing offers a much better value. Here are just a few of the most important reasons why:
Internet marketing is growing (and print directories are shrinking).
It’s no secret that the biggest marketing opportunities are waiting online. That’s even true within a local area, since most people will turn to either Google or their smartphones to find a business, vendor, or restaurant (for example) rather than dig out a heavy and possibly outdated print directory from somewhere in their home.
The Yellow Pages and other print directories, on the other hand, are fading quickly, to the point that they have disappeared altogether in many markets. It pays to go where your customers are, and that’s online.
Local Search Marketing is faster than the Yellow Pages.
One of the most wonderful things about local online marketing is that you can click a campaign into place and start seeing results just hours later. Contrast that to the Yellow Pages and other print directories, which often have lead times that can stretch for weeks or months, and it’s easy to see why so many business owners and managers decide not to wait. In today’s economy, you want faster results, which means putting your marketing budget to use quickly.
Also, the faster nature of local Internet marketing means that you can change your messages and campaigns in an instant, rather than waiting for the next directory print.
Online ads are more targeted than printed listings are.
In the Yellow Pages listing, your business is theoretically there for anyone to find, but it’s also buried deep within a very long book and placed next to ads for all of your closest competitors. With online advertising and local search marketing, on the other hand, you can choose the types of people who see your ad, and when, based on search terms they enter into Google themselves.
As a result, local search ends up being a lot more efficient because your campaigns are targeted and focused.
If you really want to dominate your local market, hanging on to outdated print directories or paying for the generic Internet marketing advertising programs they sponsor isn’t going to cut it – you need something tailored for your business that actually works.
So, before wasting any more time and money, call us and let us show you what we’ve been able to do for other companies just like yours.
Edward Kundahl, Ph.D., M.B.A.
Ed can be reached at (or visit his websites)
855-943-8736 ext. 101