There was once a time in the not-so-distant past when ripping a phone book in half was considered a huge feat of strength. As a big, bulky book, the Yellow Pages were once a guide to the world around you where everything was just a turn on the rotary dial away. However, in recent years this once mighty book has grown considerably smaller, leading many small business owners to wonder if it still makes sense to invest in Yellow Pages advertising.
Until around 2007, the Yellow Pages were one of the easiest ways to get your business found, and the more you spent on advertising the more credible your business seemed. With the rise of smartphone technology and the mobile web, 90% of the US population now has a veritable wealth of information at their fingertips at any given moment. Instead of flipping through a phone book to find assistance, society now prefers to consult Google for instant gratification.
Should I Invest in Yellow Pages Advertising?
Tradition has remained steadfast and many small business owners still believe that the size of their ad in the Yellow Pages has a positive impact on how often their phone rings. But does it really make sense in this day and age? As you drive past a home and see that now-smaller phone book sitting on the porch collecting dust in its plastic wrap, consider these important factors:
- Ads Are Set In Stone – Phone books are printed annually, meaning that once you commit to Yellow Pages advertising you won’t be able to make changes or adjust the advertising you have invested in. For instance, what if your business gets a new phone number mid-way through the year or you finally launch a website? Once the phone book is printed, you are stuck with your chosen ad for the entire year.
- High Cost, Low Reward – Advertising in the Yellow Pages isn’t cheap and, if you don’t spend beaucoup bucks, your business could easily get lost in the sea of others. To make matters worse, the average Yellow Page advertisement will only provide around 80 inbound calls annually or roughly 7 calls each month. If you invest in an $800 advertisement, that means you are spending $10 for each call you receive.
- Dated Systems – In modern times, it’s much easier for a consumer to pull out their cell phone and search for their requested information than it is to lug out a phone book and search for a business. While Yellow Pages has started to “adapt” by creating an online directory and mobile app, which can be useful if utilized correctly, the traditional print phone book is just too dated now to receive the support it once had as a staple in the American home. However, it is worth noting that if your target demographic isn’t tech-savvy, the phone book may still be a great option for YOU.
Is There a Better Way?
As technology continues to advance and more consumers search for information online, marketing has continued to grow as well. While print advertising in the Yellow Pages is set in stone, digital marketing is heavily customizable and can be adapted to your specific needs at any given time at a fraction of the cost. Instead of spending your money on a phone book advertisement that requires customers to actively seek you out, you can now find them first.
You can always get in touch with the experts at Skynet Solutions for help with your online business listing, website development, social media marketing or any other marketing services you need to help make your business succeed. With our diverse range of skills and experience, we are sure to have the tools you need to make 2018 your business’ best year yet. You can fill out our online contact form on our website to get started today. You can also connect with us on Facebook, Twitter, Google+ and LinkedIn!