In today’s digital age, many small business owners are rethinking their investment in traditional phone book advertising. Is it still worth listing your business in the yellow pages? Let’s take a look at some perspectives.
The Traditional Approach:
Jonathan Rice, a Green Plumber®, still advertises in his local yellow pages despite being environmentally conscious about the resources consumed by printing billions of pages. According to Rice, having a listing in the phone book has proven to be effective for his business. He even invests extra dollars to ensure his business stands out in the directory.
“In my business, people still look in the phone book. If I didn’t list in the phone book, I would have never gotten into Google Places,” says Rice.
Targeting the Right Audience:
Stella Johnson, who runs a tailoring and alteration shop, emphasizes the importance of having a presence in the phone book for attracting older consumers who prefer traditional search methods. Listing your business phone number ensures visibility in the white and yellow pages, aiding in brand recognition and customer acquisition.
“Many of our customers find us through the phone book. It works for us, and we aren’t going to stop now,” says Johnson.
The Intersection of Phone Books and the Internet:
Online platforms like Merchant Circle, Yelp, and Google Places use phone book listings to populate their sites. This means that even without a website, your business can be discovered online through phone book listings. Leveraging these free or low-cost online directories can enhance your online visibility and attract new customers.
Marketing consultant Bobby Freiler suggests that maintaining a presence in the phone book can still be valuable, especially for businesses in less competitive industries or locations. Updating your listing regularly and monitoring its performance can help you make the most of this traditional advertising method.
Embracing Change:
While the use of printed yellow pages may be declining, it is not obsolete. Freiler advises businesses to maximize their phone book listings by utilizing online directories, tracking analytics, and gathering customer feedback. By adapting to changing consumer behaviors, businesses can continue to benefit from listing their phone numbers in the yellow pages.
What are your thoughts on listing your business phone number in the yellow pages? Do you still find it relevant or consider it a waste? Share your opinions in the comments below!