Effective Naturally

It's that time of year for many of our clients - Yellow Pages!

Are you about to sign those forms as a habit?

If you've recently been contacted to lock in your Yellow strategy (both in print and online), the chances are you've had a few years of making your ads bigger but might now be starting to really think about value for money. Thousands of dollars are being wasted in many businesses each year by not looking at how they can spread their search preferences better.

Whatever money you're spending in your marketing budget, it's important that it creates a positive return. Put yourself in to the shoes of the customer you're trying to attract. For some, the Yellow Pages might still be the perfect advertising tool and part of a holistic strategy to marketing. But think about value, how many quality customers it sent you last year, and compare each item in your marketing spend to see how they each kick start positive word of mouth.

Tips for better Yellow investment:

1. Print or online. You'll get offered a package with both but it's important to consider how your customers will search for you. Are your customers typically web-savvy and constantly using the internet or Yellow Pages app to find numbers? Or do they prefer flicking though the book and finding you in the category they need? Also keep in mind that you should get a complimentary listing online with your print directory.

2. Stay up to date. Actually go online and check your listing. If it's wrong call 13 23 78 and advise them of the changes. You should receive a call to let you know it's been updated. Then check it again. Incorrect information is often worse than not being there at all.

3. Measure it. You can't always measure every marketing strategy. Word of mouth is hard to measure for example. But you can measure Yellow Pages online. They'll provide a chart of how many clicks went through to your website or phone number. Multiply the cost of the clicks against the price that you are paying for your package to see how much you are paying for this – is it cost efficient? Also, you may find that people start their call with ‘I found you in the Yellow Pages…’, so keep a record of this. If you know what works for your business, then you can focus on this being your strongest marketing avenue.

4. Content is important. Sometimes your ad is doing you harm because it looks bad or it's just the same as everyone else. Remember good marketing stands out. If you have dot points that are just the same as everyone else, there is no reason for someone to choose you over your competitor. Check out last year’s ads of your competitors and make sure you're different to them.

5. Keep it current. If you’re going to include images in your ad make sure they’re good and that they represent where you are right now. Imagine telling everyone you're innovative then having products photographed in the book from a year ago! Remember that online content can be updated within a short time frame, so you don’t want to get caught out with old information.

6. Clean & Crisp. Most people look to Yellow Pages (both online and print) because they need a solution. Don't give them an essay to read! You just need enough information to help them believe in you and call you first.

7. Balance with Google. Sensis (head company of Yellow Pages) has now become an official Google Adwords Premier Partner for small and medium enterprise. Adwords is Google's main source of revenue so it makes sense that Sensis would think if they can't beat 'em, join 'em! Adwords are the small ads of around 25 words It's important to remember that Sensis is a reseller of Google Adwords so it is possible to do it for yourself cheaper. What you're paying for are their expertise, but if you don't exactly know what it will do or how it will provide a return it's best not to sign in to the contract so you can seek other advice first. Next week we'll explore the things you must know about these digital products and make them simpler to understand. It's a great value advertising format that you shouldn't be ignoring!

In closing - Yellow Pages still has a place, but where it once stood as the marketing form you couldn't do without, there are now more opportunities to stand out in the mind of your target customer that could work better for you. Sensis have diversified their product offering, but as with all advertising you must weigh up the cost and return. Always remember that marketing should never be a cost, it should always be a clear investment.