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There was a time when it was thought that Yellow Page advertising was doomed because of the many, and cheap, Internet marketing options that people have. Nothing can be further from the truth. In fact, studies show that there is a growing trend towards consumers preferring to seek the Yellow Pages when they need something.
Push vs. Pull Marketing
Radio ads, TV ads, site pop-ups are examples of PUSH marketing where the advertiser TELLS the consumer what he or she should buy. In contrast, PULL marketing is consumer-driven advertising. For instance, if you need to buy furniture for your small business or need accounting services, then YOU are the one seeking out the provider of the goods or services right? Pay per click advertising and yellow page advertising are examples of pull marketing.
Lately, there is a growing preference for pull marketing simply because consumers are weary and tired of all the advertising that are 'forced down on them' everyday. So now more than ever is a good time to engage in yellow page advertising for your small business .
How Yellow Page Advertising Delivers Customers to Your Website
One: Consider the fact that about over 95% of US homes has a copy of the Yellow Pages. Now, wouldn't you want to be there when potential consumers come looking for you?
Keep in mind an import fact about yellow pages advertising, when people are looking at the yellows pages they are in a shopping mode, ready to buy. So don't make your yellow pages ad as just information, make it full of benefits and what they will get if they do business with you. If you are just going to give them a website address and or a phone number then you might as well not be listed at all make your ad stand out.
Two: It is the common belief that people looking at Yellow Pages are ready to buy... NOW. That is why they are actively seeking your products or services. So make sure they find you and to tell them why they should choose you.
Three: Not everybody has an Internet connection at home but they will likely have a copy of 'the book'. So by simply providing a telephone number or fax number, you do not loose any potential sales!
Yellow page advertising is effective and last all-year long and makes you visible online and offline.
Action Steps to Increase Your Site's Traffic via Yellow Page Advertising
- Identify your goals and your budget.
Identify if you want to go with hardcopy Yellow Page advertising, Internet Yellow Page advertising, or both.
- Create great copy.
- Use great images (if applicable).
- Measure responses.
Important Points to Increase Your Site's Traffic via Yellow Page Advertising
- Yellow page advertising is PULL marketing, which studies show is what many consumers prefer nowadays.
- 95% of US homes has a copy of the Yellow Pages.
- People looking at Yellow Pages are ready to buy... NOW.
- Yellow page advertising reaches out to OFFline consumers.
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