A couple of weeks ago, I participated in a Yelp sponsored survey to determine the relevancy of the Yellow Pages as an effective advertising tool for small business. The last time I checked (several years ago), advertising in the Yellow Pages was an industry generating somewhere between $13 to $17 billion in advertising revenue. I have not be able to find any more current data that I believe is reliable. I suspect Yellow Pages advertising revenue has fallen, but I can’t be positive.
While Yelp’s results are no doubt skewed, Yellow Pages advertising for stationery stores and most local businesses is becoming less effective as “search” has migrated to the internet and mobile phones. To determine how well your business is positioned to be found by online buyers, spend one minute and visit GetListed.org. The results may surprise you.
If you are interested in acquiring the skills and knowledge to succeed in local search, visit the Stationers Guild sister site at www.rite4u.com for additional information. Search marketing and local advertising is changing rapidly and a little time and a few bucks can make a great difference in attracting new clients.
Found below are the survey results from Yelp:
According to Yelp’s survey results “only 24% of our 3,500+ respondents said ‘Yes’ to the question, ‘Are yellow page phone books still relevant?’” That’s quite a find. Here are some others:
1) Most business owners don’t think yellow page phone books are useful to them:
“Yellow page phone books are useful to me as a business owner.”
Agree – 11%
Somewhat Agree – 17%
Somewhat Disagree – 19%
Disagree – 52%
2) Only about 10% of business owners use yellow page phone books more than once per month; 3 out of 4 don’t use it at all:
How many times per month do you rely on a yellow page phone book to find a local business?
“Zero” – 75%
“Once” – 14%
“Between two and four times” – 8%
“Five or more times” – 3%
3) Very few business owners believe customers find them using a yellow page phone book.
Estimated percentage of customers who find me using a yellow page phone book.
“0%” – 43%
“1-25%” – 47%
“26-50%” – 5%
“51-75%” – 3%
“76-99%” – 1%
“100%” – 0.1%
The conclusion: Business owners have clearly observed the shrinking relevance of yellow page phone books. As we continue to move away from printed phone books, online and mobile directories will continue to grow as the customer’s choice for local business information.