For a long time, Yellow Pages have been an effective tool for local advertising. From coupons to full page ads, businesses attempt to reach prospective customers.
We all have heard the popular slogan, “Let your fingers do the walking.” There were numerous successful commercials based on this slogan.
Over the years I remember the offices I’ve worked at would always get new Yellow Pages, but recently the amount Yellow Pages have been reduced.
I personally haven’t looked inside a Yellow Pages book in at least four years. I think that has now become more the norm. If the Yellow Pages (both print and online) market share has reduced, wouldn’t it make sense to invest your advertising dollars in more effective mediums?
In Scott Stratten’s book, UnMarketing, he has points out that marketing in Yellow Pages is aiming at the bottom of the barrel:
People who use the Yellow Pages on occassion will only go to them if they don’t already have a service provider, they don’t know of anybody who could perform the service, don’t know anyone who knows anyone, and has never even heard of anyone in the field. So no relationships, no word of mouth, nothing. And even if someone got to that point, you would still have to get noticed.
Instead of promoting your business in your local Yellow Pages, consider the following options:
- Facebook Ads
- Google Ads
- Google Places
- Search Engine Optimization (target local keywords)
How do you market locally using the web? What are your uses for Yellow Pages?