Finding Yellow Too Expensive?
I’ve been a big fan of the Yellow Pages, often recommending them to others as a great way to advertise themselves, especially if they use their online listings which tend to provide many more leads that the paper book.
It’s a sign of the times. Many more people go online to find a new product or business service provider. In some countries, the old Yellow Pages book is on it’s last printing in 2010. However when we look logically, where are most people going when looking online for a business or home service provider? Is it Yellow Pages or Google?
Studies tell us that Google is king here, with many more people using them to find local businesses than Yellow. In some sectors over ten times more people. Googles services do more for business and for a fraction of the cost of any Yellow Pages listing – Book or online. don’t believe us? Here’s a view from another online marketer in the US. This trend is global…
It’s the end of an era for Yellow Pages books and for urban business, a listing in their yellow books is hard to cost-justify.
However, we don’t recommend dropping your Yellow Pages online listing. In fact if you don’t have one, organise it asap (after canceling your yellow book listing). Spending $100-$200 (max) per month on their Gold online listing is still worthwhile, and those who have made the change from paper to online report 2-3 times more leads per month, for a lower monthly cost.
Google + Yellow.co.nz - The Dynamic Duo
But if most people are going to Google.co.nz instead of Yellow.co.nz then why keep yellow? Somewhat ironically, Google sees you as more credible and hence worthy of a higher (free) Google search listing, if you’re appearing in large third party trade directories. i.e. Just having a Yellow Pages website listing, can get you a higher result in Googles free organic and places listings, where most people search!
Strange but true. It’s something your Yellow Pages rep won’t know about or even believe…. To avoid crushing their ego and getting into arguments, best keep this gem to yourself.