GOOP presentation as part of the Victorian Small Business Festival. Websites Versus Yellow Pages. A must see for all business still reliant on Yellow Pages

1. Websites Vs Yellow Pages
®
Websites that work for your business
14 August 2012
Geelong, Victoria
Karl Morris

3. Intent Based Marketing Models
“A model best exemplified
by the Yellow Pages or
®
classified section of local
newspapers.”
John Battelle- The Search

4. Intent Based Marketing Models

5. Content Based Marketing Models
Brand awareness and
influencing purchase
decision.

6. Content Based Marketing
Models

7. A brief history
Intent Content
Old
Paid
inclusion
New
Free &
performance
based

8. How many people are online?
Nielsen Netview March 2012

9. How many people are online?
Name Unique Active Brand Total
Audience Reach Rank by Sessions
(000) (%) Audience
Google 14,056 86.97 1 443,831
Facebook 10,962 67.93 2 317,089
You Tube 8,890 55.01 4 75,914
Nielsen Netview March 2012

10. How many people are online?
Directories
Nielsen Netview March 2012

11. How many people are online?
Directories
Name Unique Active Brand Total
Audience Reach Rank by Sessions
(000) (%) Audience
Google 14,056 86.97 1 443,831
Facebook 10,962 67.93 2 317,089
You Tube 8,890 55.01 4 75,914
Blogger 4,185 25.90 11 18,031
Yellow Pages 2,318 14.34 26 5,280
Nielsen Netview March 2012

12. How Many People are using Yellow
Pages?
Over 4.4 million make over
4.5 million
12.5 million Searches a week
2. Roy Morgan Single Source Australia, last 7 days
Searches using Are made with
average, 14 years and above,
Yellow Pages® a week²* yellowpages.com.au²
July 2008 – June 2010.
* Yellow Pages® including Yellow Pages ®
Book, online and mobile products 254,000
8 million Over
Searches a week Searches a week² are made
Are made with With Yellow Pages® Mobile
Yellow Pages® Book² And the number is growing
Yellow Pages, Geelong Print Directory, Pge 779, 2012/12 Edition
2. Roy Morgan Single Source Australia, last 7 days average, 14 years and above, July 2008 – June 2010.
* Yellow Pages® including Yellow Pages ® Book, online and mobile products

13. Not all your customers come from marketing?
What percentage of your sales
is from repeat customers and
direct word of mouth versus
your marketing efforts?

14. How Many People find you with Yellow Pages?
®
Product Price $50 $50 $50
Gross Margin (Assumed) $15.00 $15.00 $15.00
Margin Percentage 30% 30% 30%
Yellow Pages Ad Cost (Assumed) $6,000.00 $10,000.00 $15,000.00
®
Margin Per Item $15.00 $15.00 $15.00
Unit Sales Required / New
400 667 1,000
Customers
Total Sales Required (new
customers only) - $20,000 $33,333 $50,000
just to break even

15. Yellow Pages. ®
Advertising Medium or Marketing Business
“If you can‟t beat „em join „em.”
Yellow Pages used to sell ad space
®
in their mediums.
Do they profess to do marketing on
your behalf?
Is this a conflict of interest? They should either:
• sell advertising to a client or
• buy / do your marketing
They can’t do both.

16. Transition for SMEs?
What is the transition for SMEs
from traditional intent based
advertising models to today‟s
online options?

17. Secrets of a Good Website?
Ask a simple question:
“What do you want to achieve with your website?”
…Keep that in mind and you can‟t fail.
1. Key words (via analysis, not guessing)
2. Site Design for Google (not for your ego)
3. Google Analytics
4. Make your site accountable
A. Google Rankings (monitor)
B. Google Analytics (they are free)
C. Consider mobile friendly website
5. Ongoing tweaking
6. BLOGGING

18. Getting a Website?
Things to be wary of:
1. Is your web developer a graphic artist in disguise?
2. Always ask a potential web developer for samples of clients
on the home page of Google.
3. „Welcome to‟ on the home page of your website is NOT
ACCEPTABLE.
4. Typing your business name into Google does not qualify as
ranking on Google.
5. What is the ongoing support structure and turn around times?

19. Social Media Checklist
SOCIAL
NETWORK
MICROBLOG SHARE
Social
TRAFFIC
www
Media
PUBLISH DISCUSS

20. Your digital strategy
Ask a simple question:
“What do you want to achieve with your website &
Social Media?”
…Keep that in mind and you can‟t fail.
1. Get a website (Google friendly and with Google analytics)
2. Start Blogging on YOUR website (not on other blogging
tools)
3. Start using e-newsletters (where applicable)
4. Social Media
P.S. Performance based advertising (PPC)

21. Thank you