The Effectiveness of Marketing Online Versus the Yellow Page Ads

The Effectiveness of Marketing Online Versus the Yellow Page Ads

While telephone directory printers still deliver their books door-to-door every year, spending money from your marketing budget to place an ad may not be as effective as it once was. Today, online marketing has taken over as the most cost-effective channel to promote businesses of all sizes: over 80% of people now use keyword and even Online Video search as a primary way to identify vendors of all types. While the Yellow Pages probably aren't going anywhere anytime soon, there are significant advantages to shifting your focus to Internet marketing. There are many advantages to start considering virtual marketing campaigns.

Focus on Your Local Market

Say, for example you own a local dental practice. When you look up your regional Yellow Pages, you'll find hundreds of dentists within your city and the surrounding region. So unless you want to invest thousands for a 1/2 page or even more for a full page Ad, your listing will be lost amongst all the others.

Marketing online is a very different prospect in comparison. As you do your keyword research and build a targeted website, the odds of your business website being found during a local Internet search become much higher. Not only can you be found at the top of the organic search results, you'll also have the option to get traffic from paid Ads where you only pay if someone actually clicks on the Ad. You will also be able to promote your business in other online sites like Local Online Directories and Google Places, which are the map listings that Google now displays for many local results. Video Marketing is rapidly becoming an affordable way to promote your company online.

Cost Effectiveness

Let's face it, running an Internet marketing campaign will save you hundreds, if not thousands of dollars per year. Some companies are spending well over $1,500 just for a small Yellow Page Ad, while others are paying more than $5,000 annually for 1/2 page Ads. Of course, without the larger Ad, you run the risk of getting lost amongst all the other listings.

The upfront cost of an Internet marketing campaign may be a bit higher as you set up your website, create content, create your social media profiles, and develop your email list. However, once you've made that one-time commitment your ongoing costs will become much less. You won't have to pay for printing or mailing and can change the focus of your campaign at any time. With online marketing you can also very accurately track your ROI and use very effective split testing so that you invest only in the successful campaigns.

Retain Your Existing Customers

Yellow Pages advertisements are just that - advertisements. Your Internet marketing campaign will attract attention to your business while at the same time allowing you to establish connections with both current and prospective clients. They can opt-in to your email list, comment on your Blog, or email you for more information. In comparison, your Yellow Page Advertisement will not encourage much in the way of ongoing social engagement.

In the end it simply comes down to which methods will generate the most new customers cost effectively for your business. You'll be amazed at how effective a well though out online presence will be for your business.

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