Yellow: it’s the color of caution, cowardice, and liver failure. But for decades, people all over the world have turned to the jaundiced listings of the yellow pages to find business services. The world has changed in myriad ways, but that ol’ yellow phone book is still holding open doors and sitting under booster seats. In today’s modern marketing, do the yellow pages listings have any significant bearing on sales or a business’s reputation?
At Satori, we think not. YellowPages.com was an ambitious attempt make the service a contender in the digital age, but the site has had to keep up with Angie’s List and similar paid services to match what the modern consumer expects. Reflected in the success of these businesses, the modern consumer doesn’t want whatever plumber is listed under “A” in the phone book—she wants the best plumber, and doesn’t care to sort through ads to find them. To convolute the situation further, the way people use the internet is changing thanks to smartphones and tablets. Today, over 31 million Americans access the internet ONLY through a mobile device. Over 80% of Americans access the internet through a mobile device on a regular basis.
If you’re not using a paid business reference service, it’s easier to judge a business based on their reviews and activity on social media than from a 4×4 ad in a quarterly phone book. Knowledge is in the hands of the consumer, and social media controls the social currency of your business. That means if your business doesn’t have a Facebook page, your number’s unlisted.
(Yes, even YOUR business).
With ratings and reviews, photo albums, and an easy-to-use platform to respond to customers directly, Facebook in particular is now expertly geared to filling this purpose. Even for B2B companies: the CEO and Office Manager of the company whose business you want is on Facebook in their off time. The reach of social cannot be overstated.
And it goes beyond just Facebook: having a complete social presence on a variety of platforms is key. For example, Google “coca-cola.” Go ahead, we’ll wait. You’ll see the first un-paid result is the Coca-Cola website. The second? Twitter. About five down the list is Facebook, and a little further, their YouTube page.
See YellowPages.com anywhere? It’s hidden on the second page of results, after several job-hunting social platforms. Google understands what the average googler wants—and that’s active sites that are relevant to them. This pattern works for Gallery Furniture, as well. Google this Houston-based company, and you’ll see Facebook and Yelp are high results, bested out only by the official Gallery Furniture website.
Between the digital revolution and the mobile revolution, your business can’t afford to isolate itself from social media. Call the experts at Satori Marketing for the best modern advice on how to make your social transition seamless—and how to finally get that number seen by the people you want.