websites vs yellow pages
DESCRIPTION
GOOP presentation as part of the Victorian Small Business Festival. Websites Versus Yellow Pages. A must see for all business still reliant on Yellow PagesTRANSCRIPT
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14 August 2012Geelong, Victoria
Karl Morris
Websites Vs Yellow Pages
Websites that work for your business
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VS
@www
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Intent Based Marketing Models
“A model best exemplified by the Yellow Pages or classified section of local newspapers.”
John Battelle- The Search
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Intent Based Marketing Models
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Brand awareness and influencing purchase
decision.
Content Based Marketing Models
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Content Based Marketing Models
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A brief history
Old
New
Intent Content
Paid inclusion
Free & performance based
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How many people are online?
Nielsen Netview March 2012
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How many people are online?
Nielsen Netview March 2012
Name Unique Audience(000)
Active Reach (%)
Brand Rank by Audience
Total Sessions
Google 14,056 86.97 1 443,831
Facebook 10,962 67.93 2 317,089
You Tube 8,890 55.01 4 75,914
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Nielsen Netview March 2012
How many people are online?
Directories
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Nielsen Netview March 2012
How many people are online?
Directories Name Unique
Audience(000)
Active Reach (%)
Brand Rank by Audience
Total Sessions
Google 14,056 86.97 1 443,831
Facebook 10,962 67.93 2 317,089
You Tube 8,890 55.01 4 75,914
Blogger 4,185 25.90 11 18,031
Yellow Pages 2,318 14.34 26 5,280
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Over 4.4 million make over
12.5 millionSearches usingYellow Pages® a week²*
4.5 millionSearches a weekAre made withyellowpages.com.au²
8 millionSearches a weekAre made withYellow Pages® Book²
Over 254,000Searches a week² are madeWith Yellow Pages® MobileAnd the number is growing
Yellow Pages, Geelong Print Directory, Pge 779, 2012/12 Edition2. Roy Morgan Single Source Australia, last 7 days average, 14 years and above, July 2008 – June 2010. * Yellow Pages® including Yellow Pages ® Book, online and mobile products
How Many People are using Yellow Pages?
2. Roy Morgan Single Source Australia, last 7 days average, 14 years and above,
July 2008 – June 2010. * Yellow Pages® including Yellow Pages ® Book, online and mobile products
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Not all your customers come from marketing?
What percentage of your sales is from repeat customers and direct word of mouth versus your marketing efforts?
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How Many People find you with Yellow Pages?
Product Price $50 $50 $50Gross Margin (Assumed) $15.00 $15.00 $15.00Margin Percentage 30% 30% 30%
Yellow Pages Ad Cost (Assumed) $6,000.00 $10,000.00 $15,000.00
Margin Per Item $15.00 $15.00 $15.00Unit Sales Required / New Customers 400 667 1,000
Total Sales Required (new customers only) - just to break even
$20,000 $33,333 $50,000
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Yellow Pages.Advertising Medium or Marketing
Business“If you can’t beat ‘em join ‘em.”
Yellow Pages used to sell ad space in their mediums.
Do they profess to do marketing on your behalf?
Is this a conflict of interest? They should either: • sell advertising to a client or• buy / do your marketing
They can’t do both.
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Transition for SMEs?
What is the transition for SMEs from traditional intent based advertising models to today’s online options?
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Secrets of a Good Website?
1. Key words (via analysis, not guessing)
2. Site Design for Google (not for your ego)
3. Google Analytics
4. Make your site accountableA. Google Rankings (monitor)B. Google Analytics (they are free)C. Consider mobile friendly website
5. Ongoing tweaking
6. BLOGGING
Ask a simple question:“What do you want to achieve with your website?”…Keep that in mind and you can’t fail.
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Getting a Website?
Things to be wary of:
1. Is your web developer a graphic artist in disguise?
2. Always ask a potential web developer for samples of clients on the home page of Google.
3. ‘Welcome to’ on the home page of your website is NOT ACCEPTABLE.
4. Typing your business name into Google does not qualify as ranking on Google.
5. What is the ongoing support structure and turn around times?
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SOCIAL NETWORK
SHARE
DISCUSSPUBLISH
MICROBLOG
Social Media Checklist
wwwSocial MediaTRAFFIC
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Your digital strategy
Ask a simple question:“What do you want to achieve with your
website & Social Media?”…Keep that in mind and you can’t fail.
1. Get a website (Google friendly and with Google analytics)
2. Start Blogging on YOUR website (not on other blogging tools)
3. Start using e-newsletters (where applicable)
4. Social Media
P.S. Performance based advertising (PPC)
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Thank you
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