Landlines are becoming a thing of the past, and with that everything that goes along with having a home phone... including the phone book. Do you have a phone book or any recent editions of the yellow pages at home? If you do, where is it? Is it sitting under the rotary phone that you still use... probably not.
It shouldn't be news that the Yellow Pages are becoming less relevant than they were 5 or 10 years ago, but that doesn't mean they don't still hold value for your business. We're going to explore why they may or may not be right for you and your business.
Demographic is everything
One of the often overlooked tricks to marketing and advertising a small business successfully is simply knowing the demographic (the customers) you're targeting. If most of your customers tend to be older, that's important to know because running Facebook ads probably isn't going to get your business in front of them. In 2018 the demographic that is still actively using the yellow pages and other print-based service directories is going to be an older demographic and those in rural areas. If that's your target, it's probably worth considering for your business.
Yellow Pages online
As advertising has moved beyond print and more into digital, the Yellow Pages has followed right along. The demographic here is going to be younger than traditional print-based service directories, but not as young as something like Facebook. YP has an online presence that ranks high in search and does a good job of providing a free avenue for your business contact info to be discovered online. Yellow Pages also has a mobile app that gives easy access to the business directory to potential customers on the go. On top of that, YP claims 60 million people visit yellowpages.com every month. That's a lot of potential customers and a lot more eyeballs.
Is it worth it?
Well, anything free is probably worth doing. It's simple enough to get a yellowpages.com profile set up and it's free. If you decide to take the next step and do some advertising, one of the most important things you can do is ask customers where they found you. It doesn't do you any good to spend $1000 on an ad or marketing campaign and not know what jobs you got as a result of that campaign, so always ask them where they found you!
What we think
Paper and print may soon be a thing of the past, but print-based advertising directories like the Yellow Pages are still useful to plenty of people out there. Our recommendation is to know your demographic, which can help inform where you should be focusing your marketing/advertising efforts, but you should also take advantage of as many free profiles and platforms as you can. Yelp, YP, craigslist, Facebook pages, and many others are all great ways to get customers and get traffic to your website or calls coming into your phone.