Where have all the Yellow Pages gone?

Where have all the Yellow Pages gone?

Sunday, 01 June 2008 09:51

Have you noticed how you rarely see the Yellow Pages or phone book on a office desk anymore?

I am visiting different workplaces all the time and I rarely see a copy of the Yellow Pages on a secretaries desk - or even in view. I presume that they are all shoved underneath the desk acting as footrests or in filed in a drawer.

Why is this?
Well, anyone sat near a computer is using the search engines to find the services they need. But looking at the new issue of Yellow Pages, it surprised me how thick it still was. It looks like businesses are still spending a chunk of their marketing money promoting their company in publications that they don't even use themselves!

Remember - your customers are just as likely to be using the same methods as you do to find the services that they require. If they are looking online and your details don’t appear, they will use someone else who does.

As an absolute basic, you should make sure that your website appears when someone types your business name into a search engine (particularly Google) - you will be surprised how many don't appear, try it yourself and see if you do!

Then, type in the service or product that you offer and see if you appear. If you don't - you are losing business to your competitors who do.

Remember that the internet is another Marketing tool and one that you should now be spending a decent portion of your marketing budget on rather than overlooking.
I am not saying stop the yellow pages advertising - but go for a smaller ad that directs readers to your website and put the money saved into better online marketing.

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