A lot of local marketers make assumptions about how consumers find them.
They assume that certain advertising methods generate phone calls.
They assume that word-of-mouth alone with keep them afloat.
They assume that the marketing they’ve done for 20 years will still work.
They assume wrong.
This blog discusses recent research that discusses an old school marketing channel and a new school marketing channel–neither of which produce customers. We know this from our call tracking software and from external research.
According to Harris Interactive, 86% of adults in the U.S. say they’ve not used a phone book in the last year. They don’t look through them at all. Not even once. I honestly can’t remember the last time I looked through a phone book.
According to Product Stewardship Institute, 76% of phone books are THROWN AWAY the day after they’re received.
One of our clients is a tire dealer that used to spend heavily in the Yellowpages. This company would buy full page ads in the Yellowpages–spending over $12K each year, on average. Once they implemented call tracking from Convirza they were able to determine how many calls their Yellowpages ads generated for them.
How many do you think?
200 a year? 100 a year? 1000 a year?
How about 12?
Yep, that’s how many phone calls the Yellowpages generated for this client. That’s an ROI of $1000/call. Not good. Not when online advertising can produce leads for $40/call or less (in most industries).
Social media is en vogue right now. Everywhere you turn, you hear how important social media marketing is. You hear about how every business needs to jump on board the social media train. But then there’s this…the actual data.
According to eMarketer, only 5% of customers say they have found a local business from social media.
Only 5% of customers find local businesses on social media. In short: social media marketing is good for many things, but evidently, customer acquisition isn’t one of those things.
Research shows that social media does help with customer retention and loyalty. And it does help with SEO. HOWEVER, the direct benefits are difficult to quantify and even more difficult to justify.
So, if they’re not finding you in the Yellowpages and they’re not finding you on social media, how are they finding you? We’ll tackle this question in the next few weeks with data we’ve gathered.
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