Most everyone has heard of and knows about the Yellow Pages. Its use as a resource for finding businesses has been ubiquitous for generations — at least in the past. Flip to the section you need, and there was everyone in the area who could help you with your problem.
However, fast forward to today, and the Yellow Pages have become a bit irrelevant, at least in its traditional phone book format. You know the encyclopedia-like book we use to hold doors open, or more often just recycle.
Like the other search engines out there, the Yellow Pages has improved their platform to meet modern demands. In 2013, they rebranded to YP.com, or more simply, YP — meaning the massive book is available in the hands of the masses at the tap of an app.
While YP is a good resource to market your brand, they aren’t the only player in the game. There are other solutions that can more effectively increase your visibility.
What the Yellow Pages Can’t Provide
Yellow Pages is a brand, and that brand has a history. It has stuck to a similar formula for showing off its listings, and you need to determine if that is the best way to present your business.
What is your elevator pitch? Can you sell yourself and what you do in 280 characters or less?
Yellow Pages have long allowed businesses to describe themselves in a simple image on a page. Now that they have full web pages, it is limited to a few lines describing a few of the essentials. Nothing on the walls of pages bring attention to any particular company, save for a few reviews that may show up. Here, you don’t have the opportunity to highlight your brand.
Because of this, it is very easy to get lost in the crowd of other, similar businesses. Larger companies can have a broader reach and may be able to encroach on your area even if they are on the other side of the state or in another state altogether (depending on your industry, of course).
Suddenly, you are just another business in the area. You are swarmed by larger companies who pay to have ads on the page or who can be bumped to the top of the search. It’s hard to stand out on YP, and it’s not going to get easier any time soon. Luckily, you have more options than time in the current economy.
3 Alternatives to Explore with Your Home Improvement Marketing Dollars
If YP can’t raise your brand awareness or set you apart from other companies, what do you do? Thankfully, there are several great options for increasing brand awareness, where you can differentiate yourself from the crowd.
How many commuters hit the highways every morning? Think about the people getting stuck in traffic, waiting for a train, or making a coffee run for their office. Radio is a constant in many people’s lives and intermingled in the talk shows and songs are the commercials of local businesses who are reaching out to hundreds of thousands of people on their way to their destinations.
That’s why we work with you to showcase your handiwork. We can target the right listeners and help them envision the possibilities with your brand in their lives. Radio advertising has the magic of bolstering the imagination, and we can put you at the heart of it.
Is your website up to date? Do you even have a website? More than just a simple page on some host site, having your own website means you control the content. The more valuable content you add to your page, the more likely that you will be at the top of web searches.
With a solid webpage in place, you can target the right customers. If they are searching for home improvement in your area, and they land on your page, the longer you keep them there, the warmer the lead will become.
You can track how much web traffic you receive and begin to focus your content on the market that is wanting to interact with your brand the most. If you need help, we have you covered. Our digital promotions team is here to help your business grow online and offline.
3. Social Media
After you get your website running, you need to begin establishing a social media presence for your business if you don’t already have one. People spend hours browsing social sites, interacting with friends and family, and getting ideas for their next big project. A page dedicated to your craft, and free of all other clutter, will be one of the best ways you can show off your quality work.
Make a unique post a few times a week to show your potential customers that you are active and passionate about helping their home improvement dreams become reality. You can also encourage previous customers to showcase the professional job you did for them.
Before you launch on every social media platform that’s out there, consider your target audience and choose a platform that makes sense for them. It might mean you spend time on Facebook, Instagram, or even Pinterest to showcase visual content. Rarely is it worth it to build an audience on every platform.
You can even run your most popular posts as advertisements on popular social sites, broadcasting your abilities to a greater audience. If all of this seems overwhelming, don’t stress over it. Our social media professionals are ready to get your business interacting with past, present, and future customers.
What’s Right For You?
All in all, the Yellow Pages can be a great place to provide details about your business. Homeowners do search there, but it's not the only place they look, and there are many options to explore. If you’re ready to set yourself apart from other home improvement businesses out there, we know the steps to take. Contact us to start a conversation.