yellow pages – Fresh Traffic http://freshtraffic.ca Winnipeg SEO Services & Digital Marketing Firm Mon, 16 May 2016 17:12:54 +0000 en-US hourly 1 Yellow Pages & Free Press – Why They Don’t Work for SEO – Final Chapter http://freshtraffic.ca/yellow-pages-free-press-why-they-dont-work-for-seo-final-chapter/ Tue, 02 Feb 2016 15:42:29 +0000 http://freshtraffic.ca/?p=2607 Habits are hard to break. Some more than others. I suppose its the change itself that is the really difficult part.  Then in walks your Yellow Pages or Free Press rep.  Ahhh.  A familiar face in the new world of...

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Habits are hard to break.

Some more than others.

I suppose its the change itself that is the really difficult part.  Then in walks your Yellow Pages or Free Press rep.  Ahhh.  A familiar face in the new world of Interwebs, Likes and mobile devices.  Your cheque for marketing services practically writes itself as you’ve been paying 1 or both of these entities since your Pappy’s Pappy’s Pappy started this business moons ago.

At one point these products made sense.  How else could a consumer quickly locate a list of plumbers or car dealers to consider doing business with?  These were a person’s only options:

“I want a car.  Let’s see what mad deals are being advertised in the Free Press.  Even better – I’ll go to their “Auto” section, which I know will provide me all I need to know about the world of cars in Winnipeg.”

 

“Uh oh…my toilet is overflowing.  Better grab the Yellow Pages and look up a plumber!”

Yep, that’s how it was done.  Old faithfuls.
But when was the last time you did this?  Bet its been a while – unless?…
you fell you into a well and lost phone reception and thankfully landed on a stack of old Yellow Page directories and Free Press issues that cushioned your fall and allowed you to make a fire to keep you warm and send smoke signals till you were rescued.
Other than that common experience, I’m guessing you no longer reach for these past resources when you are in need of a product or service. Do you think your customers do?

So – why are you still so quick to pay them to handle your marketing?

The answer – better the devil you know.  And that’s exactly what they’re banking on.  Why else have they changed their tune to suddenly be “internet marketers”?  Because they know you’re used to writing them a cheque.

I know there is a part of you – deep in the pit of your stomach that can’t help but ask “do they really know what they’re doing?  How can they make me a leader online if they are open to working with my competitors?

 “Free that inner voice!  Let them soar to the surface.  That is Dr. Reason trying to smack you into reality.  Yellow Pages and Free Press are simply preying on Winnipegger’s reluctance to change.

Tell me if this sounds familiar:

“How about I give you a full page ad for the price of a 1/4 page ad if you try out our internet marketing services for the year?”

To which you reply:

“Oooo…wow!  I used to pay a whack of cash for that size ad.  Now I’m getting that and internet marketing.  I should go buy a lottery ticket.”

You should because you’ll lose that money too.  At least these two transactions will have something in common.

Quit falling victim to your fear of the internet by using old media as your bridge

This is exactly what they are preying on.  All they want is your money – that’s why you haven’t seen the same sales rep 2 years in a row.  Because they churn em and burn em – there’s no relationship with your business- they don’t care if you succeed – they don’t care if they already are working with 2 other direct competitors of yours – they only care about your money.

Its time to break your buying habit.
Meet new faces.
Kick fears ass.
Trust me – you’ll be just fine

Written by DG Hercules

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Yellow Pages & Free Press – Why They Don’t Work for SEO – Part 2 http://freshtraffic.ca/yellow-pages-free-press-why-they-dont-work-for-seo-part-2/ Wed, 27 Jan 2016 03:05:10 +0000 http://freshtraffic.ca/?p=2604 In Part 1 we looked at the problem of exclusivity in relation to the SEO services provided by Yellow Pages and the Free Press.  The problem being they can’t offer it.  Both organizations have business models reliant on pulling dollars...

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In Part 1 we looked at the problem of exclusivity in relation to the SEO services provided by Yellow Pages and the Free Press.  The problem being they can’t offer it.  Both organizations have business models reliant on pulling dollars from as many companies in an industry as possible.  

Hmmmm…so how do they make any one company a leader?  


The short answer is they can’t.  The long answer is they can by selling “preferred listings” on their own competing sites…. but ….just for a very short period of time as they’ll need to rotate all your competitors in top positions – as well as you – since they too pay for this luxury marketing service.  What a glorious opportunity to squeeze a few more dollars out of their customers, masking their advertising model’s deficiency as an advantage…at least momentarily anyway.  

These guys should really be in Cirque de Soleil with such mad juggling skills.

Yes – both Yellow Pages and the Free Press have websites that compete against you as a business.  In the case of the Yellow Pages, its across every industry; with the Free Press its only the most active marketing industry in Winnipeg – Auto sales.  

Free Press Auto Section:
Its not enough that almost every daily issue relies on the pockets of dealers to fill the advertising positions in the paper, but on top of this monetary dependency, the Free Press also built a whole website section for selling cars AND actively invest to make sure it lists in top positions on the search engines for anyone looking in Winnipeg.  

Yellowpages.ca:
Their entire site is a directory listing you and your competitors AND they actively invest to ensure that their yellowpages.ca lists in top positions on the search engines.  They use this as a way to sell you their “SEO” services.  “Look at how good we list.  You should pay for preferred listings on our site, so you get seen ahead of your competitors.” Would make sense if they didn’t have 50 reps running around selling the same promise to anyone with a cheque book. 

 

Then why would Free Press and Yellow Pages call on my business to sell me SEO services?  
 
I’ll let you answer this one for yourself.
 
Next up – Part 3:  Breaking the Habit 

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Yellow Pages & Free Press – Why They Don’t Work for SEO – Part 1 http://freshtraffic.ca/%ef%bb%bfyellow-pages-free-press-why-they-dont-work-for-seo-part-1/ Wed, 27 Jan 2016 03:00:20 +0000 http://freshtraffic.ca/?p=2601 So…you’ve ran a business in Winnipeg for over 10 years.  That means you’ve experienced the entry of the internet and are realizing it’s affects on your sales and marketing.  Like most Winnipeggers, you struggle with change. Not a slight –...

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So…you’ve ran a business in Winnipeg for over 10 years.  That means you’ve experienced the entry of the internet and are realizing it’s affects on your sales and marketing.  Like most Winnipeggers, you struggle with change.

Not a slight – just a reality.  Along comes the reps for Yellow Pages and/or Free Press, that organization you’ve always trusted with your marketing dollars…except suddenly they’ve changed their tune.  They are now internet marketers.  But what about print?

Your Spidey senses start to tingle – “Why are these guys selling me internet marketing?  How is this related?”

Good question.  The answer is your money.  That is the only relative part of this equation.  You’ve always given it to them for marketing and that’s what they’re banking on.

So let’s dive deeper into why you should follow your senses.

Part 1:  Exclusivity

Internet marketing – and specifically SEO – is based on making your company’s website top in your market on the search engines for whatever service or product your provide.  Let’s use the car industry as our example – a golden nugget for both Yellow Pages & Free Press.

Traditionally (and sadly still in some cases) dealers  scramble to buy the largest & loudest ads to try and scream their promotion ahead of all the other dealers that are advertising in the same directory or newspaper because – traditionally – that’s where consumers looked.  Dealers didn’t have a website to sell their vehicles, so they relied on these mediums to tell their story.  And with drool brimming – these orgs ate up the marketing dollars.

But now dealers have a website to push their promotions and they have the net to be found by consumers.  Any dealer can build a site, and there is next to no cost aside from hosting to have a presence on the web.  The big advantage here is that once a consumer is on your site, they are not being enticed by other dealers’ promotions.  You have an isolated opportunity to sell.  Exclusive ears & eyes.  But this is only part of the exclusivity I am referring to.

Now to awaken your senses – how can the Yellow Pages or Free Press offer you any level of exclusivity marketing online?  The answer is they can’t or they wouldn’t exist anymore.  Their whole business model is based on pitting you and your competitors against each other in a closed environment that they control, in turn, milking dollars out of you by talking about how big Jim’s ad is going to be and that you better go big too or you won’t be seen.

Its time to listen to your senses.  Neither the Free Press nor the Yellow Pages can provide you exclusive service to make you a leader online.  They will work with your competitors, they will promise you all that they will make your websites leaders on Google, but you know better.  How can they make 5 car dealerships #1?  They can’t and they never will because they are in the business of MASS MARKETING.

In Part 2 we explore the fact that they directly compete against you with their own products in your industry.

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