This post is the start of a series we’re doing that will compare the ROI and efficacy of various traditional and digital marketing methods to help you determine which is right for you each month. To see what RevLocal and online advertising can offer your business, click here. I’m betting you’ll find digital marketing is easier to track and has greater returns. Still, you should give digital marketing a try and see which is more profitable for your business. If you are set on advertising your business in the Yellow Pages, even after reading these numbers, we can’t stop you.
70 percent of Americans don’t even open the phone book.Phone book advertising is less effective than online display advertising, which tends to have a conversion rate of less than 1 percent.It’s difficult to track ROI and depending on the ROI calculation, it may not be profitable for your business to advertise in the Yellow Pages.The phone directory industry is still worth billions.Larger brands can afford to put their business in the Yellow Pages.Some demographics still use the Yellow Pages to find local businesses.You’ll have to do the math for yourself and figure out if it’s worth it for your business to advertise in the phone book. Ten more calls (or one more sale) and you make a whopping $10.
That means 67 people would have to call your business from a yellow pages ad in order for your phone book advertising to break even. If your ad is $200 and your average sale is $30, and it takes 10 phone calls to make a sale, 200/30=6.6 and 6.6x10=~67 people. Then, figure out how many phone calls it takes to make a sale. Ok, take the cost of the ad and divide it by your average sale. That’s right, we’re not even going for profit here.
#PHONE BOOK YELLOW PAGES HOW TO#
Here’s how to figure out how many phone calls you’d need from one phone book ad for you to break even. How to Determine Your ROI From Phone Book Advertising Still, if you’re advertising in the phone book, it’s a good idea to figure out the ROI (return on investment) from the phone book. It looks like older demographics, as well as people in rural areas, are still using their phone books to find local businesses, but it’s unlikely you’ll find Generation X, Y or Z picking up anything but their phone to find your business. Still, even with all these numbers reminding us that the phone book is (so far, at least) less effective than local search marketing, they keep printing the phone book. "The phone call is important, but knowing how the customer got to the phone call is crucial for local businesses trying to determine which of their marketing efforts bring the most return." Here's what our Product Development Manager, Mike Christie has to say about being able to track all your marketing efforts. Not to brag or anything, but we have an analytics platform that comes equipped with interactive dashboards, Google My Business tracking and a place where you can manage and follow up with leads. You can also monitor website traffic and much, much more. With local search marketing, though, you can track how many people have viewed your listings and clicked to call or get directions. You have to commit to a year of advertising, and unless you ask every single person who calls you how they found you, there’s no way to track leads coming in from the phone book. We know that phone book advertising has its challenges. And display ads, on average, have a conversion rate of less than 1 percent.Still, phone directories are a huge business. Even as far back as 2014, less than half of the population was using the phone book regularly.And, according to Brightlocal’s yearly survey, 90 percent of consumers have used the Internet to find local businesses in the last year.70 percent of Americans don’t even open their phone books.has replaced the phone book with an online search, and that number is growing as mobile usage skyrockets. Auxilium Technology found that more than half of the U.S.So, how do phone book advertising and local search marketing compare? Today, we’re going to look into some more research and show you how to determine the ROI of your phone book advertising to figure out if it’s worth it for your business. We’re going to take a look at the return you’ll get from phone book advertising as well as how it stacks up against digital marketing (local search marketing, specifically). If you’ve been weighing the pros and cons of advertising your local business in the Yellow Pages, this article is for you! Is it worth it, or are the Yellow Pages dead?
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