Does your Web site live up to your Yellow Page ad?
Stacks of phone books
If your company invests heavily in yellow page advertising, or relies on it for leads, then you had better be giving your Web site some attention. According to a study from Telmetrics, 44% of the leads generated by print yellow page ads come from a consumer going to the company’s Web site after reading the ad.
So, what does this mean for your Web site? Well, for one, it should do a great job of communicating your core brand promise and why people should choose you over the competition.
Second, it should be customer focused. Your consumer, whether they found your site by reading a yellow page ad, searching with Google or some other means, arrived with a particular problem or question. Does your site answer questions and provide solutions or is it just a static brochure with your contact information?
What this research really speaks to is marketing integration. It is no longer enough to execute on a single advertising tactic really well and neglect the rest of the consumer process. Companies must consider how their marketing tactics work together and how to benefit from the synergy of multi-media strategies.
Next time you look at that yellow page contract, take time to consider your Web presence. Unless you’re okay missing out on 44% of your potential leads, that is.
Photo courtest of Flickr user frankh.