So when was the last time you used the yellow pages or any kind of phone book? We all have them, from the Talking Phone book or the Verizon monster yellow page door-stop. To be sure, there are times when it can be convenient — if you know exactly what you are looking for by category… a yellow page book can be handy indeed. If you can find it when you need it, the YP generally offers a response across thousands of categories. For us old fogies though, especially when your reading glasses are not nearby, finding both the right listing in 6 point type and the yellow page book may be a challenge simultaneously.
Given the ubiquity of a desktop computer these days, we generally know where we have parked them and head there first. And with the ease of internet search, particularly when you start with a Google and Yahoo search bar, it just seems so much easier and immediate in finding the right local retailer or service provider you may need. With the power of local search, consumers are increasingly relying on a search engine to navigate them to the right listing, or business web site. And as broadband goes mainstream, fewer people are simply NOT using printed books when searching for products, and services anymore; the immediacy of search and ease of use, increasingly dictate an online search first before we hunt for the YP.
So as a small business why not put your efforts and marketing dollars where consumers are actually searching? On the web and in the main two or three search engines!
Whether the American economy is good or bad, small business drives our overall macro economy and hiring opportunities. As we navigate through a treacherous 2009 business climate, we still find in our call center that many small businesses either do not have a good website, or worse still they have no website at all! We know that small business owners are among the busiest people, and adding search marketing and web site development to their list of post 5’oclock chores just is not going to happen. Some claim they do not have the time, finances, technical wherewithal, or marketing smarts to
develop a good website. In a tough economic climate like 09, small business owners simply cannot afford to take up the challenge of find more potential customers. Local consumers are continually searching the internet looking for products and services and a small business owner needs to know about that intent and business opportunity. And rightly or wrongly, they often judge whether or not to do business with your company on the basis of your website or search presence.
So how does the harried, small business owner get that web site or search presence? One of the least expensive ways, is to simply create through a service like eLocal Listing, a one page website that is great fodder for the search engines. We call these one pager business descriptions, a Profile, or a micro site. The search engines love them and in just a matter of minutes, we can usually get a small business owner fully fleshed out for the search engines for something under a hundred dollars a month. It does not have to cost thousands to develop a website, but you do indeed need a presence to be found in today’s online world. A fully developed Profile with the right keywords pushed to the right search engines is one way that a local business can compete with mature websites and larger companies on an equal footing.
A Profile when done right is more than a simple website, it’s your online Listing. An eLocal Profile is more than a simple ‘brochure’ website. It has the right keywords, basic business description, hours, credit cards, service areas, and details about the company that would be helpful to a consumer searching for goods and services. And since the web is such an interactive visual, we will often include a video with the company’s name and phone number featured in it. Our Profile is engaging and entertaining and pushed to several video destination sites, like YouTube. By getting the Profiles featured in the search engines and destination sites, we build a great presence for a business in its proper business category and locality. By engaging site visitors and driving the phone or foot traffic to the local business, we give the owner a real chance at converting the searching consumer into a real business opportunity. In this business climate, driving traffic to your business phone, doorway or website makes good sense, especially when you can do it for less than a hundred dollars a month.
So while the print listing may not yet be dead; in a tough economic cycle, an inexpensive eLocal Profile, or perhaps a more detailed web site is the right choice to make to get your shot at the local business opportunities that come by way of search.
How much dust is on your Yellow Page book? Got your specs handy?
