The calls are starting to come in from clients asking us “should I buy Yellow Pages advertising?” My answer is the same. “Let’s look at your websites visitor data and see how many visitors are coming directly from yellowpages.ca. Then you can see if the number justifies the amount you are considering spending with them.”
So what does our collective client data indicate this year? Not one client has been happy with their Yellow Pages numbers. The data also reveals that people are mostly searching through Google, not going through the Yellow Pages directory. Where do you search?
So before your old habits of buying Yellow Pages (or print media) take over, go to your website's analytics data and search under “referrals”. Then look down the list and see which sites are delivering the most visitors to your website. If it's Yellow Pages by all means buy. If it's not shift the money where the return is the best.