Manizesto

Why are there are so many companies with “AAA” in their company name (like this)? So they can be the first business that people find in the yellow pages of course.

Phone books have had a huge impact on small businesses for several decades, not only in how they help bring in business, but in the entire approach small business owners have had with their companies. In fact, Most of the yellow pages are full of ads from small, local businesses rather than large companies.

The big question, of course, is whether or not it’s a good idea for you to advertise your small business in that ubiquitous book (or rename your company to be first in line!). Here are a few things you should ask yourself when making this important marketing decision:

1. What is your industry? Different industries will have a higher propensity to be successful in the phone book. Just think about the kinds of companies you have looked for in the past. Service businesses that you need right away, such as plumbing, electrical or heating, will probably do better than, say, manufacturing or B2B companies.

2. What is your budget? Advertising in the yellow pages is relatively affordable, which is why it’s so appealing to small business owners, but consider for a moment if your money might be spent better elsewhere. Unless you’re sure it will work, it’s worth testing other marketing channels such as paid search before committing.

3. What is your target audience? I haven’t looked in the yellow pages for ages, but when my mom comes to town, the first thing she asks when looking for a phone number is “Where do you keep your yellow pages?” (To which I reply: “Online”).

If your target customers don’t use the yellow pages, you should definitely not waste money advertising there. Look at the demographics and behaviors of your customers to see if yellow page ads make sense for your small business.

4. What are the trends? Online advertising is the fastest growing advertising channel by a long shot, with a lot of the money moving away from the yellow pages. Before dedicating your hard earned cash to paper ads (or change your company name :), make sure you’re getting the most eyes possible for the money.

And if you decide to go with the yellow pages, remember:

• Get a unique phone number and web address to track ad performance.


• Color and size matter. Bigger, colorful ads will get more attention.


• Be direct, clear and have one call to action. Avoid clutter, but ask potential customers to do something in the ad.


• Make sure you’re in them all. Most cities have more than one set of yellow pages, so make sure you expand your reach beyond one book.

You can see more tips from the SBA on yellow page advertising here.

Small business marketing tips can come your way almost every day if you subscribe to the Manizesto blog.

Photo courtesy of merfam.