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 just 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 for the dusty yellow book has long been on the wall, of course. A survey back in 2011 found that 70% of US households never used the Yellow Pages. The ease and efficiency of Google 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 challenge for business owners today is to keep up with the pace of change and ensure their marketing isn’t languishing in the same era as the Yellow Pages and awaiting a similar fate.
As a business owner, your potential customers have access to many more service providers than ever before. To survive means standing out. Here are a few ways in which to do just that:
- Search Engine Optimisation or SEO will, if done correctly, get you on the much coveted first page of Google and bring with it the eyes of many potential customers.
- The first impression is crucial. Once a customer has landed on your website, the use of professional imagery or an introductory video (both of which I can help you with) combined with sharp branding is the key to impress and keep your website long enough to show off your services.
- Your offer. Target your audience with well crafted content, appealing to their 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 for those who are interested but aren’t quite ready to commit, offering an email subscription keeps them in touch with the promise of news and offers.
- Social media. Reach customers through your network, tap into relevant communities and continue to promote your brand and its values.
So there you have it – 5 points of action to transform any business’s marketing into something fit for the internet age.
Get in touch with me if you help with your business visuals, and comment on this post or follow me on social media to share your experiences with meeting the ever changing marketing demands.