When was the last time you used that big yellow business phone book? I don’t mean as a doorstop or a booster seat for your toddler either. I mean picked it up to look for a business to server your needs. Yeah, that’s what I thought. If you basically never use it you’re not alone. The Yellow Pages, once the go-to for local information is relegated to the recycle bin, and some cities actually want to outlaw it’s delivery unless the user has opted to recieve it.
If you Google a local business you’re much more likely to find it on one of many business review services like Yelp and so many others. Here you can not only find the business but reviews from people who have used it and their recommendations for other busineses. You can make a much more informed decision than just viewing an ad that promises “Great Service!!”. You can hear if people really think they DO have great service, or not.
There’s been a huge culture shift over the last 5-10 years in the way customers locate and learn about your product. People are in control of what information they recieve more than ever. Over 200 Million people are registered in the “do not call” list, 50% of recipients say they do not open direct mail pieces sent to them. The days of massive direct marketing campaigns is being phased out of many marketing plans.
Even more important today for a local business are the number of customers who use their mobile device to find a business near them. A recent study by ATT and Nielsen found that over 43% of searchers on mobile devices actually walked into a business and 22% went on to make a purchase. With the advent of location based ads, I expect these numbers will skyrocket. How does your website look on a mobile device?
Study March 2011, AT&T Nielsen
Times have changed. Inbound marketing is replacing the old traditional outbound methods (AKA spray and pray) of long ago, and you need to be changing with it.
The new marketing world is made of mobile accessibility and inbound marketing practices. Are you ready?
