The number of people using the internet to look up contact information for friends and businesses is steadily increasing, which means the white and yellow pages are becoming nearly obsolete. In fact, there are a lot of local movements campaigning for the end of the phone book due to environmental concerns.
Yet most state laws still require phone companies to deliver them to every landline subscriber. But in all honesty, getting listed there really isn’t as important as it used to be. And paying to advertise there is an even bigger waste since, according to a survey conducted by Harris Interactive, almost 70% of adults “rarely or never” use it.
Placing an advertisement in the Yellow Pages requires you to commit for a full year, is expensive (especially when compared to other options like paid search and search engine marketing), is not a branding opportunity, and makes it hard to track the leads you are (or aren’t) generating, which means you have another completely subjective decision to make next year. Do you place ads or don’t you?
We say don’t. Local businesses may find it difficult to compete with national corporations who have money to blow on television and newspaper advertising, but there are a lot of ways we can gain visibility with the people who matter to our businesses.
So before the paper phonebook is finally laid to rest – and your business with it – let’s talk about some other ways you can advertise your local business that are a lot more useful when it comes to leads and sales.
Search Engine Marketing
Search engine marketing focuses on strategies that help your website gain visibility in search engine results. It includes content marketing, SEO (search engine optimization), and paid advertising on search result pages (PPC, or pay-per-click). It’s a form of inbound marketing that focuses on providing value to consumers so that they’re attracted to your business and trust you to meet their needs.
The key for local businesses is to really tailor your content and ads to the people and locations where you do business. You don’t need to reach millions of people, you just need to reach the right people – and search engine marketing can help you do this.
Some Other Forms of Internet Marketing
Social media marketing, content marketing, email marketing, app building, mobile advertising, podcasting, video creation, and public relations are all other kinds of internet marketing that can help you reach your target audience and increase leads and sales. They key is to do your research, build a strategy, create and commit to a strong brand identity, and develop content that reflects it and serves your goals.
Vehicle Wrap Advertising
Vehicle wraps are a lot less expensive than internet marketing or any other kind of traditional advertising. They’re also really effective if you work with a designer that knows what he or she is doing. Let’s compare the CPM (cost per 1,000 impressions) for vehicle wraps with some other common choices.
Vehicle wraps are so great because you’re only making a one time payment. There are no monthly payments to an outside company for marketing services, media time or space.
Your visibility is immediate in the communities where you live and work. Your advertisements move with you, which means you don’t have to set up signs or billboards somewhere and hope people notice them.
Even just parking somewhere and grabbing lunch gets you more impressions. If you partner with a nearby business that has prime visibility – like a corner gas station – you can work out a deal that allows you to park in a non-problematic area of the lot in return for something of value the station needs.
If your landlord limits the signage you can put outside your business, you can park out front without worrying about it and people will still know where to find you.
Another great thing about a vehicle wrap is that it’s an implied endorsement – and we all know that word of mouth endorsements are still the BEST form of advertising. If your vehicle is parked in front of someone’s neighbor’s house or a business they frequent, the wrap will act like an endorsement of your business – even if the person using your services doesn’t say anything about it. The fact that you were picked by someone the person knows is enough. It gives you credibility that no other advertising can.
Our blog is jam packed with information about vehicle wraps and the benefits they provide, so feel free to browse through and learn more. You can also take a look at our gallery to see some of the wraps we’ve done recently. If you have questions or know you’re ready to get your fleet wrapped, give us a call at (702) 566-8326 and ask for Doyle. He’ll give you the low down and help you get set up!