![]() ![]() These include: Web Design, Social Media Management, Search Engine Optimization, and pay-per-click advertising, (on top of the online and hard copy phone directories they are known for selling) ![]() They have changed the title, and now offer a suite of services that would make more sense to businesses. Instead, they want businesses to see them in a new light, as internet marketing companies. They don't even like to be categorized as “phone directory companies” anymore. A key reason as to why this is happening boils down to how the phone directory companies are now presenting themselves to the client. Given what I have just explained above, you might find yourself asking why on earth a business owner would agree to pay for not one, but two useless marketing channels bundled together. It is clear to see that the numbers don't add up, and what they amount to is not worth paying for at all. The reality is, the largest number of views are always of a particular category in the directory, rather than your actual listing itself. They'll throw numbers at you that will make your head spin. When you look at the Google Analytics reports for websites that pay for this type of online directory, it is almost always the case that there are zero referrals stemming from them, yet the phone book company will have you convinced that you cannot afford to not get found in their directory. In fact, Google will do its best not to show these online phone directories above search results for local business websites. Similar to the printed phone book, most people avoid these directories since they end up just being another step between you and the business' website you are trying to reach. One of the products that are typically “bundled” is a listing in the online directory the yellow pages company provides. ![]() They are skilled to the point that they can often still convince businesses to advertise in the yellow pages!īusinesses often still advertise in the phone book because in doing so, they get their ad or business listing “bundled” with other related products and services that the phone directory company offers. If you have ever met a yellow pages salesperson, you'll agree they are very skilled in their sales techniques. They'll do "the math" in an attempt to make sense of advertising in a way that is no longer effective. Thus, if you keep advertising in the phone book, you'll end up getting ten times more visibility. They’ll go on to explain that they also have 100x fewer businesses actually posting advertisements in the directory. The phone book salesperson will admit they only have 10% of the readership they enjoyed during the yellow pages' golden ages. They'll try to sway you to keep advertising in the printed directory and they use tried and tested sales ‘logic’ to do this. Your local phone directory provider (or "yellow pages" company) will try to convince you that some people still use their hardcopy directory. Phone directory companies have some clever tricks up their sleeve, to explain why they think it’s still a good idea to print and distribute hard copies. All jokes aside, if no one uses the phone book anymore except for during a party trick or maybe as kindling to start a campfire, why are they still printing them? ![]() The only thing the phone book was good for that day, was a good laugh. I forgot the trick and thus failed in my attempt to display a feat of strength. The last time I had a phone book in my hands was a few years ago when I tried to impress my father-in-law by tearing his phone book in half. Let's face it, Google® is the modern-day "yellow pages" we all use to find the products and services we need. Remember using the phone book or your local "Yellow Pages" to find everything from a plumber to pizza? If you're like me, you don't have any use for a hardcopy phonebook anymore. Ever wonder why local phone directory companies still print hardcopy phone books? The answer to this mind-boggling question, which we all ask ourselves when we find a new edition of the phone book on our doorstep, will surprise you. ![]()
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