How do you know what to do? You grew your business in the Yellow Pages and you think that you are still getting a decent amount of calls from the Yellow Pages. You’ve been contacted by a few online marketing companies telling you that the yellow pages are dead and everyone needs to be online. Why I don’t agree that the Yellow pages are dead, I do agree that in order to keep up with the digitization of media you do need to get your business online.
For decades now, businesses both small and large have spent a significant portion of their marketing budget being listed in print directories like the Yellow Pages. Over the years, it has proven to be an effective method of advertising as many consumers turned to phone book directories to get in touch with service providers.
Over the past few years however, many business have stopped renewing advertising in the directories due to the perceived lack of effectiveness. I believe that there is only one way too know if either method of advertising is working for YOUR business:
TRACK YOUR CALLS-The only way to know 100% whether or not your advertising is effective is to track it. If you do advertise in the Yellow Pages you should put in a specific call tracking number in each specific ad. Most yellow page companies will offer that for free, however, I would recommend you only accept the “free” tracking lines if they have call recording capabilities because otherwise you have no idea if the calls were solicitations or if they were actually customers looking for you and for your business. Putting call tracking lines online is a little trickier, however, ReachLocal has a solution for you. All of our campaigns are tracked and reported 24/7.
Only YOU know if YOUR Yellow Page or YOUR Online Advertising is working for YOU. If you’d like to track your traditional advertising please give me a call, I have a cost effective solution for you. If you’d like to learn more about Online Advertising give me a call to set up your FREE ONLINE WEB PRESENCE consultation.