With the convenience of web browsing on computers, smart phones and other internet devices, more and more consumers are turning to internet yellow pages to locate local businesses online.
Internet yellow pages sites, also known as IYP, are quickly beginning to outrank print directories due to their ease of use, ability to update, tracking and measurement capabilities and cost-effective ad options. Local businesses need to adopt an internet yellow pages strategy to remain competitive in their local markets, drive online traffic and keep the phone ringing.
Internet Yellow Page Sites Advertising vs. Print Yellow Page Directories
In recent years, usage of print yellow pages directory books is sharply declining in most business-to-business and business-to-consumer categories. As internet yellow pages sites have become more prominent, consumer usage has shifted from print to online. According to the Yellow Pages Association, internet yellow pages references grew to about 4.9 billion in 2009.
Some of the main reasons why consumers are choosing to reference local businesses on internet yellow page sites vs. print yellow page directory books include:
- Convenience. Internet yellow pages advertising can be referenced at any time on a computer, smart phone, iPad, mobile phone or any other internet device. Print directories are large and cumbersome to handle and the ink can rub off on hands when flipping pages.
- Accuracy. Because internet yellow pages can be updated at any time, information offered in web ads (such as location, phone number, products or services) can be updated real-time. Print directories have a one year shelf life and can often be outdated.
- Usability. Print yellow page books are delivered to residences within a geographic area and may limit range of available local businesses. IYP enables consumers to extend a search to include neighborhoods and businesses that may be outside of a local area covered by the print directory. Online maps, direct web links and direct calling features with VoIP make the usability of internet yellow page sites even more advantageous.
- Sustainability. Although most print publishers have been using recycled paper since 2007, many consumers find the printing and publication of large directory to not be as eco-friendly as online advertising.
As consumer usage of internet yellow pages continues to grow, local businesses should plan to shift advertising and marketing budgets to web advertising options with IYP. Directional advertising such as internet yellow pages can be very effective in generating leads and sales because buyers are actively searching for local businesses in your category.
Here are some strategies for maximizing the potential of web advertising strategies with internet yellow pages sites:
- Evaluate the competition in your advertising heading (such as Restaurants, Accountants, Flower Shops) and decide if it makes sense to completely eliminate print yellow pages advertising in lieu of internet yellow pages.
- Choose the internet yellow pages site offered by your primary local telephone company as your main source of IYP advertising. If budget allows, advertise in secondary national internet yellow pages sites (such as SuperPages or YP.com) to expand your market reach.
- Use a unique telephone number that only appears in your internet yellow pages ads to track and measure all phone calls that come from your web ads or listings on the IYP site. Although web tracking is often provided by advertising sites (or can be easily tracked with your own web analytics), it is a good marketing strategy to understand how many phone calls are generated from online ads to fully measure the effectiveness.
- Set up a unique landing page for web traffic generated from internet yellow pages ads that offers a targeted message, inquiry form or call to action. A targeted web page that speaks to consumers in a buying mood will have a higher sales conversion rate than your standard home page.
Costs for internet yellow pages ad spots vary greatly by heading, geographic area, type of online ad (banner, logo or premium listing) and selected internet yellow pages site. However, due to the lower production costs placing online ads on IYP sites is generally much more cost-effective than print directory advertising and is a good low-cost marketing strategy. Purchasing a web advertising spot that is comparable to your largest competitor may also be more attainable. When evaluating cost, consider the online advertising strategy of testing the performance of lower cost online ads on internet yellow pages sites and increase web advertising as needed.
Source:
YellowPagesAssociation.org
TLE101
Diane Seltzer - Diane is a branding, pr and social media marketer with experience ranging from advertising to corporate marketing and consulting.
