ns match the number and kinds of customers your ad actually brings you?
Your strategy needs to take consider all the ways you attract new customers. Recognize changed customer preferences and buying habits for your specific type of operation. The issue isn't whether or not to
advertise in the Yellow Pages. If you've been there you should continue. But switch some of those dollars into marketing methods that connect with buyers who won't look for you there.
Follow these steps, with them all sending a clear, consistent message
Get listed in Internet Yellow Pages (IYP), there are many of them, some are free
Make sure your website provides the information search engines require for Local Search. Learn how to do that at
yellowpagesage.com/localsearch.html Beef up your website with the information customers look for (or join a portal of local businesses)
Submit articles about your enterprise online, find extensive assistance at
promotewitharticles.com Keep track of what's delivering new business.commit to asking every new customer and caller how they found you. That's the only way to know which method is winning, or where to shift emphasis and money for the next year.
Pursue ways to increase business from your existing customers
The value of Yellow Page advertising is mainly to attract new customers. People who know you already are more likely to find your number in the business white (alphabetical) listings. Start working harder to strengthen those relationships so they stay loyal. Efforts spent to serve them better (or to get referrals from them) does more for profits than constantly chasing new customers can.
Get started well BEFORE the directory deadline
Some day soon it's time to renew your directory listing for another year. Let this be the year that you've figured out your strategy well in advance. Make you new strategy a front-burner, squeeky-wheel priority. Yellow Page Smarts,
yellowpagesage.com/smarts.html explains how to make your Yellow Page ad and Internet marketing support each together effectively.
If your next directory deadline hasn'.come yet, there's still time to change your ad for next year (like add your website address address - a study found 60% of directory users only call Yellow Page ads with a website!). If you're alread.committed, spend the next year getting the rest of your strategy in place. Your timely efforts ca.compensate for the decline in Yellow Page advertising's effectiveness. And you won't be caught off guard.
©, 2004, Lynella Grant
About The Author
Dr. Lynella Grant Author, Yellow Page Smarts, Make more money from your Directory ad in tandem with your Web site. Get a YP ad critique. 719-395-9450 mailto:
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