Most sites can bundle Yellow Pages print and online advertising together, creating some tremendous money-saving opportunities. Not only can you capture the customers you’re missing on the Web; you can optimize your print investment and give the customer more information by being able to view your print ad online.
Some sites will duplicate your ad at no additional cost. Your business profile page should contain all the necessary information in order to answer “do you” questions asked by potential customers:
- Do you take credit cards?
- Do you deliver?
- Do you give free quotes?
If you’re making an investment, you should keep track of your returns. To ease some minds and eliminate the “gamble,” many sites offer tracking options that include a dedicated phone number so you know exactly how many calls you receive. Some offer to match what you spend on their site and give you that dollar value to put toward Yellow Pages print advertising. Most will offer a discount on print advertising if you purchase on their site.
Now is the time to get in the game if you haven’t already. It may seem like a gamble, but the stakes are higher if you don’t play. We are already seeing advertising seep into the cell phone market. According to market researcher Informa Telecoms & Media, advertisers will spend more than $11 billion by 2011 on mobile marketing.
Internet Yellow Pages advertising is the least you can do today to keep up with technology. When was the last time you pulled over and used a phone book at a payphone? The younger generation is oblivious that many of us had to rely on coin phones with the swing up directories (remember those?) when we were on the road and urgently needed a number or address.
With cell phone access to the Internet, there is no time like the present to make sure customers can locate you. Don’t let the next customer find your competition and not you. It is a necessary form of advertising. You must “play” if you want to “win” the business.
Michelle Millis is senior client service manager of Michaels Wilder Inc., an advertising agency specializing in Yellow Pages, Internet marketing and talent recruitment for the self-storage industry since 1989. For more information, visit www.michaelswidler.com.