Yellow Pages: 5 Reasons A Small Business Needs A Listing

Why is advertising in the yellow pages still relevant for small businesses? There are several reasons not to abandon phone directories in favor of a pure individualized marketing approach. While a greater number of people are turning exclusively to the Internet, there is still a large market of individuals without regular access or who prefer print references. Building a web presence also takes time and money, meaning in the interim you may be missing out on new clients who would have found you through other directories or in print. Here are five reasons why a listing in a national phone directory is still a good marketing tactic.

1. Budget
How big is your marketing budget? If you are like most new or smaller businesses, it probably isn't too flush with money. Limiting your marketing due to low funds, however, is a huge mistake. Taking advantage of the yellow pages though is a reasonably priced way to reach a wider audience that you may miss by focusing on the Internet or mailers alone. While it may be tempting to splash out the majority of your funds for a flashy website, you will greatly reduce your customer pool.

2. Client Base
How will do you know your client base? Have you researched the area carefully enough? Too often it is assumed that customers will seek out the service or product. Unless you have a monopoly on the area in a very in-demand field, you'll need to spend a good amount of time attracting new clients. The yellow pages in print and online can widen the net you cast. Many older consumers or those who aren't as computer savvy still rely on these directories for easy comparison and quick information.

3. Web Search
How many keywords make your company's webpage pop up first on search engines? The key to getting hits on your homepage is by ensuring it is optimized to appear first in several different engines. Therefore, including your business information in other directories will help increase traffic and raise your stats, putting your page at the top of multiple relevant searches. This is increasingly important, as competition can be stiff. People must be able to easily find your information without sifting through too many unrelated sites.

4. Backup
Websites go down, and so does electricity. If you rely on your website exclusively, you are taking a risk. Spreading information across several channels can safeguard you against these potential problems. Your webpage may also not be easy to navigate for all of your customers (some may have slow internet connections, not have the proper software installed, or your page is blocked by a firewall). Directories provide instant basic information for clients.

5. Name
The yellow pages is known for a strong reputation, loyal user base, and is trusted by many customers. If you are new on the scene, connecting yourself with a well-known entity can improve customer trust. People are familiar with the layout and know what to expect when they use the directories.