News Source: http://www.aimclearblog.com
Published: Sep 17, 2007 - 07:16 am
Story Found By: aimClear 1712 Days ago
Category: Vertical Search
8 Comments
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News Source: http://www.aimclearblog.com
Published: Sep 17, 2007 - 07:16 am
Story Found By: aimClear 1712 Days ago
Category: Vertical Search
8 Comments
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Comments
There is a factor I see few Yellow Page Marketers discussing, types of local businesses. There is a smart group of people here, we all likely use local search, would we ever use a phone book? That depends. Based on my research and using the list above: Attorneys (no way), plumbers (maybe), financial advisor’s (forget it), electricians (small jobs maybe), pizza parlors (book is fine). Everyone will have different answers, but there is certainly a pattern we can all benefit from.
Cool!
I still use the Yellow Pages for some local search, but I also value input from my neighbors when selecting a vendor. For instance, our roofer did the roofs of neighbors’ homes, so he’ll be doing ours. The Yellow Pages had too much choice while Google and gang wasn’t worth looking through. Eventually, I see phone directories/yellow pages disappearing or becoming greatly scaled back. Much as newspapers have seen their peak days, so have catalogs, magazines, and other hard copy periodicals.
I’ve chatted a lot with small businesses about local marketing and the general concensus is that offline directories are of a declinging use for marketing. Still probably have a higher ROI than SEO for small businesses (given the cost involved and the fact that some business areas still don’t have high search volumes), but even so there are better ways to market a local business. PPC seems to be the current golden child of small business marketing - offers a much more flexible and measurable approach for budget concious business owners.
For some businesses the ad spends in print were rather large. Many fear the transition and opt for going with online strategies developed by YP companies rather than independent SEOs. Independents are going to have to gain the trust of small business owners before they’ll open their wallets. Be aware that many small businesses receive calls, faxes, direct mail daily from companies running SEO scams and shady practices. To build a relationship, by sure to differentiate yourself from the glut of daily junk communications.
The bottom line is that it takes us lots of ongoing research to even IDENTIFY the evolution of old and introduction of new channels.
As you both pointed out, whether to use the physical yellow pages or not depends on the demographics you’re trying to reach. There are still many people who only shop locally and live totally locally. Others have a lifestyle that covers many cities, states, or countries. Printed yellow pages are far more useful to someone who would only need one.
I’m aware of some research being done in Canada that shows users are reaching for the print directory, however instead of calling, they’re looking for local websites. Their model is changing and their product offering has improved so yes, they still matter.