So, SWMBO, also serving as Director of Marketing, is lobbying to reduce our yellow pages add.
Currently we have a small block that list our services and shows my name. She thinks that the standard listing should be enough. The current 'ad' costs $75/month.
I agree with her that people aren't using the yellow pages anymore, at least not like before. But I believe they still use them..
What say you? $75/month for a nice ad or go for the freebie?
One of my concerns is that since I work under Outermost Land Survey, Inc. my name wouldn't sow up, so folks looking for me wouldn't find me anywhere... In my previous incarnation I was the survey manager at a relatively large firm (for this area)and a lot of clients know me only by name and not necessarily the new business (new as in ten year ow new..)
Just wondering what the thoughts are..
Don
Don,
That is a tough one. I have a yellow page add in the local phone book, but it includes an online listing as well. I don't think mine is anywhere near as expensive as yours.
Jimmy
I have to side with your marketing director. I so rarely use the yellow pages that I too have been cutting back on the advertising. So much so that I too will eventually be down to the freebie.
I hear what you are saying about your name but if clients aren't using the book it doesn't much matter.
I just canceled mine, there is no freebiees, at least with DEX, all I had was a name listing AND that was $40 a month, still, I never really got much when I had a "real" ad, in fact I think 100% of my calls from the phone book have always been price shoppers only. Since my business niche is pretty focused, that never was my market audience, YMMV. It is word of mouth, reputation and a web presence that pops up near the top of the search for the type of customer I want.
As a friend of mine said when he got the phone book last year, "this would of been pretty cool in about 1980" as he chucked it in the recycle bin.
SHG
> As a friend of mine said when he got the phone book last year, "this would of been pretty cool in about 1980" as he chucked it in the recycle bin.
I think it's been a dozen years at least since I used a print Yellow Pages.
Freebe only.
I think the only place yellow pages still come in handy is in rural areas where internet is not readily available...If you are relying on the internet...you better have a good web page that comes up on top of the list when your prospective customers are looking for your type of service.
I wrestle every year with the yellow page ads. My firm advertises in about 6 different phone books and I am never sure whether it is worth it or not.
Everyone certainly knows their business and their own niche. And no one enjoys the price-shopping calls. But I think that a lot of older (55 years +) people still grab a phone book when looking for services.
I read somewhere that 90% of all advertizing is useless. The problem is identifying the 10% to keep.
By having a business phone at twice the rate of a home phone, I get a listing but no ad in the yellow pages. I'm happy with that. I know my biggest client found me through that listing. Of course that was 12 years ago.
Don, could you get a separate listing "Donald T. Poole PLS" with the same phone number?
When I started my business I didn't want the price shoppers and I didn't want to do lot surveys anyhow, so I've never been in the Yellow Pages. Thirteen years of not paying for an ad has saved me a bundle. All of my clients are by referral.
Simple is enough, real name in phone book.
If you have two lines, list one as being your company name and the other your name.
I've never used Yellow Pages or any other ad other than business card and word of mouth.
I still get calls looking for a surveyor thru the internet search that catches me on our state society and our BOR page as surveyor list by county.
Half my clients are not in the phone book, they only have cell phones.
😉
> So, SWMBO, also serving as Director of Marketing, is lobbying to reduce our yellow pages add.
>
> Currently we have a small block that list our services and shows my name. She thinks that the standard listing should be enough. The current 'ad' costs $75/month.
>
>
> I agree with her that people aren't using the yellow pages anymore, at least not like before. But I believe they still use them..
>
> What say you? $75/month for a nice ad or go for the freebie?
>
> One of my concerns is that since I work under Outermost Land Survey, Inc. my name wouldn't sow up, so folks looking for me wouldn't find me anywhere... In my previous incarnation I was the survey manager at a relatively large firm (for this area)and a lot of clients know me only by name and not necessarily the new business (new as in ten year ow new..)
>
> Just wondering what the thoughts are..
>
> Don
Personally I believe your "Director of Marketing" is correct. However you also need to make a few minor changes to your web page. I made a Google search for your name as both "Don Poole surveyor" and "Donald T. Poole surveyor" Your web page was not in the top 10 hits. First and best hit was MALSCE with you listed as an officer and showing your contact information. Your web page title currently is "Outermost Land Survey, Inc." I would suggest you make that "Outermost Land Survey, Inc. - Founded 2002 by Donald T. Poole PLS" this should move you up in the list of most search engines.
As an example try any of the following search combinations of my name and see what happens. Any of these should get a search engine top 10 hit on me. "Dallas P. Morlan surveyor" "Morlan surveyor" "Dallas Morlan surveyor"
If you make that change then go to yahoo, Google and Bing and search for your name. If you see yourself listed in the first 2 or 3 pages click on the link provided. Several passes at this over a period of days will also move you up the list.
Your former contact can now "Google" you and find the right contact information.
For big ticket purchases similar to a survey I still use the phone book because I find the search results to be too tainted by paid for search hits and like to start with a simple list. I also find that a lot of businesses have websites that are annoying as all get out with flash or pop ups. I almost always do some follow up on the internet but a web presence is not a deal breaker for me, although I know it is for many.
I would keep the listing for sure, 900 per year for the add is not nothing however and to keep harmony in your household I think you should be able to quantify the results of the add somehow or let it go.
How far does 900 per year go in SEO I wonder?
What are Yellow Pages?
Yellow Pages???
Telephone books are so 20th century, LOL...
Seriously, I haven't been in the phone book since 1997-98, and haven't used one in almost as many years...
Obsolete... in my opinion... like print newspapers.... 😉
Our office is 12 miles south of the Kentucky state line and about 20 miles south of a growing college town with a population of 17,000, Murray. For the past 8 years we've had a listing in their yellow pages. From what I can tell, that ad has resulted in ZERO calls inquiring of a survey.
I estimate that 5-10 percent of phone calls for new work are a result of the phone book. Of that 5-10 percent, 90 percent of those calling are price shopping only and could give two rips about anything besides cost.
I've been reducing my yellow pages ads way down this past year, too.
I'd listen to your Director of Marketing and COEO (Chief of Everything Officer)
:good: Great advice Dallas.
A few more tricks:
Use your real name on SurveyorConnect and then post. Just be careful what you say. ;-).
Sign up (with real name) on Facebook, Google+, Linkedin or any other you can find. You do not have to spend any time on them, but have your phone number and email contacts listed.
Scott McLain
I try to remember to ask each person that calls me how they got my number/name. Compile a list and you will see where you need to spend advertising money.
The tips for getting your name at the top of search engines are great advise that I also use.
