In This Section
There can really be no argument that the Yellow Pages are on the way out. Some of the smaller market books have already been shut down and there have been a parade of businesses that have been reducing or not renewing their contracts over the last years. No one under the age of 40 uses the Yellow Pages to get information. Our advice has been as follows:
You may ask, “Why phase it out if it continues to work for your business?” Answer…you do not want to remain dependent on the business generated from Yellow Pages because there is a day coming soon when they are not going to print the book. The organic marketing methods of the web do not happen overnight. It takes to time to get an audience, construct effective paid online advertising strategies and develop an effective social media program. Don’t get caught, develop your on line strategy now!
I used to ponder over a decade back how search engines were going to resolve the problem of “there can only be one”. One at the top that is. Now with Hummingbird, no individual is getting the same search results for the same query. Google is profiling the seeker to provide the best results for that individual. A big part of this equation as you market your business is having a quality target audience for which your message is relevant. That audience and the folks that are networked with it will be the most likely to see your site come up in search results. Good on line reviews from that audience take it a step further. Is this anything new? No! We have always trusted a referral from a friend, family member or relation more than anything else. In small towns the town square has always been there, but now on line it is has come back everywhere through places like Facebook, Google, Pinterest and Twitter.