5 Reasons NOT To Use Yell For Your Internet Marketing
The Yellow Pages was once a major part of any businesses marketing plan – it dominated the 80’s and 90’s. If you operated in a local area you wanted to be in your local book, and companies wanting nationwide exposure would spend hundreds of thousands of pounds each year to appear in every book in every area throughout the UK.
The dawn of the internet changed everything though, and by the mid 2000’s the Yellow Pages books were getting smaller and smaller as advertisers pulled out to invest their marketing budgets online.
Despite creating Yell.com, and a website design and Adwords marketing department, the company continued to struggle and in 2011 the FT announced that Yell were in debt to the tune of £2.7 Billion.
As someone recently said to me;
‘If you want a copy of ‘Fly Fishing’ by J.R. Hartley these days, you’d go to Google, Amazon, or the iTunes store.’
A few weeks ago I got the opportunity to meet with a Yell.com representative – a client of ours had a meeting scheduled and asked if I could come in on the meeting as their advisor to help them understand what Yell were offering. Yell.com had built their website, they had listings in their online directory plus some paid search advertising too – but they were concerned the Yell.com rep would use lots of technical jargon and spin, and they wanted someone they trusted to help them make sense of it. In effect I was acting as an interpreter.
During the meeting I discovered exactly why you should never invest heavily in Yell.com if you are serious about your online marketing. Here’s why:
1) You Are Just A ‘Number’
2) You Just Rent Your Website From Yell, You Don’t Own It
3) You Can’t Make Changes
4) You Can’t Monitor The Results
5) Wasted Budget
You may have a relationship with Yell which goes back for years and years - they may be a name you’ve always trusted, but that doesn’t mean you owe them anything, and it certainly doesn’t mean you are getting the best result for your business.
So if you want to get found in your local area online, use an independent digital marketing agency that will give you the support and attention you need to drive your business forward, not the dying beast that is Yell.