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Your leased website advertising can replace your
Yellow Book ad.
A leased website is less expensive for you and can be updated
when needed while your Yellow pages' ad can be changed only once
a year.
Providing an up-to-date, easy to navigate website for your
customers is essential to growing your business.
Just think about this: You're using a Web marketing tool
to read about Yellow page advertising! Why aren't you
reading about it in the Yellow Book?
Based on our
experience with Web marketing, and as Web searchers, here are a
few common answers to that question:
For Consumer
products:
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It's convenient.
-
I don't know where my Yellow Book is, I
think I threw it out.
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I'm looking for something very
specific.
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I like to research my needs
before talking to a sales person.
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I'm shopping from work - it's
easier to use the Web than a phone from cube land.
-
I can't find out about the
product/service I'm interested in through the phone book and
-
Nobody would help me if I called a company to
find out more about this product/service (aka. Phone-tree
black hole)
For
Business to Business products and services:
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It's convenient.
-
I like to research my company's
needs before talking to a sales person.
-
I don't know where my yellow
page book is, I think I threw it out.
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I'm looking for something very
specific.
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I'm putting together an RFP
(request for proposal) list and I'm researching who to send
it out to.
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I can't find out about the
product/service I'm interested in through the phone book
*While any advertising source delivering a positive return on
investment for your business is worth pursuing, there is a
definite trend toward online research for both consumer and
business to business purchases. Here are a few things to
consider when deciding how your marketing budget should be
divided:
|
Feature |
Yellow Pages |
Web Marketing |
|
Trackable Results |
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Difficult
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Can be used by setting up tracking phone number or
"mention this ad" incentive
|
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Extremely Easy
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Website stats can be tracked in real time for many actions
including number of visitors, where they went, sales,
subscriptions, etc.
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Can also create printable coupons or "mention this site"
incentives for off-line sales
|
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Searchable by all relevant search terms. |
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No. You pay to be listed under a Yellow pages defined
category appropriate for your business
|
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Yes - your site can achieve high search engine rankings
for terms describing your business, but also terms
describing each individual product and service your
company offers.
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Additionally, you can drive job seekers to your company's
job pages by marketing that section of your site to
appropriate job seekers.
|
|
Ad Size |
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Limited options and expensive to include more than a
comment about your company
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Larger ad size gives impression of business success and
importance
|
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Entire website of content to describe your company's
products and services.
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Higher search engine rankings gives impression of business
success and importance
|
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Contact options available to consumer. |
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Phone call or visit to company
|
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Subscribe to site, bookmark site, eMail direct link, print
Web page, call, visit, etc.
|
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Testimonials |
|
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Free and effective marketing tool
|
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Downloadable White Papers |
|
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Yes - great way to build credibility for Business to
Business sales
|
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Modifications? |
|
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Often as needed
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Useful for new products and services updates or seasonal
changes in business
|
|
Ad reach. |
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Metropolitan area for each phone book
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Phone book users within that area
|
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International reach, but easily regionally targeted as
needed
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Target the demographic of web searchers - high income and
use phone books less every day
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Effective advertising is largely based on getting your message
in front of your potential customers when they're willing to
listen. Both forms of advertising do that, but the Web
clearly allows you to say a lot more to those customers.
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