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Saturday, May 16, 2009
Should You Completely Abandon the Yellow Pages
More and more people are abandoning phone books for the internet. Many people still keep the latest books, but rarely if ever use them - choosing to do Google searches instead. When you combine that with the number and size of law firm ads in the Yellow Pages - as well as the cost of Yellow Page advertising, it may seem like a waste of money to continue to buy full page or double truck yellow page ads.
Here are some considerations:
Contact Network Affiliates today to learn more about evaluating Yellow Page advertising for lawyers.
Here are some considerations:
- Some people still use the Yellow Pages, but that number is declining each year.
- If you have a strong Internet presence - where you show up high on the Google, Yahoo MSN and Ask search results for searches like "_____ personal injury lawyer", "______ accident attorney", "malpractice attorney", etc., you should consider a significant reduction in your Yellow Page advertising budget.
- Not every potential client has access to the Internet. For example, a victim's family may be staying in the hospital for the first few days following a catastrophic accident. The Yellow Pages may be where they turn to find a lawyer. For these people, it may make sense to maintain a presence in the Yellow Pages - to make it easier for people to look up your name or your firm's name. While most people who already know you by reputation or through your advertising campaign will get your phone number through the Internet, many will look you up in the Yellow Pages or the White Pages. A small presence in the phone books - possibly just a Bold listing or an In-Column Listing should be enough to serve this purpose.
- At Network Affiliates, some of our clients still generate business through the Yellow Pages. In most of these cases, however, they are on the back cover or the spine. A few have found success by having a presence in smaller books outside of the main metro area. However, the vast majority of our clients are telling us that they want to find a way out of the Yellow Pages because they are not as effective as they have been.
- Tracking is key. You have to use unique phone numbers. When people call using these numbers, dig a little. Did they just look you up because of your ongoing branding through your law firm's TV advertising campaign or did they actually find your ad in the Yellow Pages.
- Several of our clients have significantly reduced their Yellow Page expenditures and seen almost no drop in intake volume.
- Yellow Page reps make it really hard to reduce the size of your ad. Often, they will even charge you more for smaller ads. Some of my clients have reported that this is the straw that broke the camel's back and caused them to completely abandon anything more than bold listings in Yellow Pages.
Contact Network Affiliates today to learn more about evaluating Yellow Page advertising for lawyers.
posted by
Harlan Schillinger
at
7:11 AM
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