This time of year, the Yellow Page reps are busy on the phone calling businesses like yours to get them to renew ads in paper and online versions. A number of my own clients are cancelling any ad spending they currently do.
If you are among those who are spending hundreds, if not thousands a month on YP make sure you watch the video above. Unless your target market is — for example — seniors, chances are you are wasting money on anything but the free YP listings.
Check out this picture of a search for ‘yellow’ pages in Google hot trends for the US. This refers to online searches only and will encompass both searches for products and services and people looking for help from YP for one reason or another. In any case, you can see that the trend is dramatically down.
For alternatives, look to local online sites like popular directories and free used item websites. These can generate a lot of targeted business — a much better dollar spend than through the YP.
Also, don’t neglect your reputation marketing. That is, make sure you get great reviews from your customers and publish those reviews on the web through sites like Google+, Yelp and Yellow Pages (your free listing). This will get some ‘eyeballs’ to your business and some SEO ‘love’ from the search engines.
Bottom line: if you are still spending a bunch of money on the Yellow Pages , in most cases you need to quit already!