The rate at which the internet disrupts established industries is pretty incredible. Nevertheless, the venerable Yellow Pages printed business directory has held on – until now. Its demise represents not only the end for this long lived publication but also a entire approach to marketing.
Currently appearing through the letter boxes of homes throughout the UK is the final ever Yellow Pages. If you’re anything like me, the Yellow Pages is something that’s immediately stored away on its arrival each year, only for it to be thrown away, untouched and unused, the following year when the next edition drops on the door mat.
The writing has been on the wall for the yellow book for some time, of course. A survey back in 2011 found that 70% of US households never used the printed Yellow Pages and it’s fair to assume those statistics have only become increasingly stark in the years since. In contrast, the ease and efficiency Google offers for finding far more information about businesses and services makes a dated printed publication seem increasingly like a curious relic from a bygone age.
The pace of change in marketing is greater than ever and this presents a challenge for business owners. Either keep up with modern consumer habits or find yourself languishing in the same era as the Yellow Pages and awaiting a similar fate.
Fortunately, the opportunities for promoting business online are far richer and wider reaching that was previously possible but in a crowded market space it’s imperative to stand out with a credible and attractive offer.
With this in mind, here are my five top tips for getting your business marketing fighting fit to appeal to modern consumer trends:
- Search Engine Optimisation
Search Engine Optimisation or SEO is the key to getting your website found by your target audience. At the heart of SEO is matching what you offer with what potential customers are looking for and using this language throughout your website. Get it right and you’ll find yourself on the much coveted first page of Google search results with customers ready to check out your services.
- The first impression
Once a customer has landed on your website you have just a few seconds to convince them that your business is an attractive and credible option. The most effective way of achieving this is presenting the business with dynamic and eye-catching images or video (both of which I can help you with) combined with sharp branding. Succeed, and the potential customer will stay on your website long enough to check out your services in detail.
- Your offer
Now you’ve got the attention of your potential customer, make use of well crafted web page copy and multimedia content to appeal to the customer’s needs and the problems they want solving.
- The call to action
Naturally you want visitors to your site to get in touch or purchase but not every potential customer is ready to commit on the first visit. For them, offering a email subscription option keeps them in touch with the promise of news and offers. When the time comes to buy, you’re only a click away in an email.
- Social media
The social media channels of Facebook, Twitter, LinkedIn, Instagram, Pinterest and others provide new options for staying engaged with your clients and reaching out to new prospects. There’s the potential to tap into communities of interest and promote your brand and its values in new, engaging ways.
So there you have it – the 5 steps to achieving modern business marketing and relegating old habits to the paper recycling.
Get in touch with me to find out more about harnessing the power of images and video to get your business noticed.
Do also comment on this post or follow me on social media to share your experiences of meeting the ever changing demands of marketing your business.