Most business owners will never know the true value proposition of an internet directory.  But not to their own fault, internet directories will come in and perhaps promise the world, mislead, confuse but over all make you feel good you’ve made a good decision to devote your advertising dollars with them.  Most likely you’ve purchased a short term good feeling, and when that good feeling fades and your brain produces that physical ill feeling you’ve done something horribly wrong in the pit of your stomach, you are left with a bill.. most likely a very high bill.

Does this mean that yellowpages.com, superpages.com or yellowbook.com are bad providers?  No.  They do a good job at internet directories, and like most huge companies, have a duty to their stockholders to produce massive profits.  Their sales people have a duty to provide for their families.

So what is the value proposition of the internet directory?  Advertising exposure.  Exposure to the narrow market, that means people who are looking for what you do.  What should you expect when you do business with an internet yellowpage company?  Exposure.  The big idea is that by showing your name to people who need your services, you hope to get some business out of it.  Your goal is to get that exposure for as little cost as possible, remain within your budget so you don’t get burned and remain happy and hopefully get some business out of it.

Where does this concept go wrong?  Most internet yellowpage companies are now offering solutions beyond their realm of expertise.  Let’s take a look at the “guaranteed” traffic programs that most internet yellowpages are now offering.  They are providing clicks from search engines.  Promising you traffic to your website at a consistent rate where your price will not fluctuate.  Good idea right?  Not if you know the internet.  Those who know internet marketing can pick apart their campaigns, their traffic, their sources and keywords.  There is a huge difference between traffic and Qualified Traffic.  If you ever sit with an internet directory rep who is pushing this solution, ask them “how do you determine the keywords, conversion rates and effectiveness of the keywords”.   Once that curtain is pulled aside, you’ll see the wizard isn’t all he’s made out to be.

If you need a pay per click campaign, if you need search engine marketing; stick with an expert.   In the long run, hiring a good internet consultant can save you time, money and frustration in the long run by giving you non-partial advice to help you grow your business.

Internet directories have advertising value.  Here is what you need to know:

1. They are selling exposure.  That is all.
2. Your cost is based upon several factors: Placement on page, geographic area and the extra bells and whistles they can tag on to your ad. (some bells and whistles can actually affect where you rank on their page.)
3. Page one is where it’s at.
4. Don’t expect a phone call or a single click to your website  and you’ll always be happy.  Expect exposure, great exposure. Yes, that exposure can and often does lead to a phone call, or clicks to your website, and that can lead to business.. but keep your expectations in reality.
5. Always start small.  Chances are you’ll be spending less than a hundred a month and you can always upgrade. If you start high and it’s not working, you can’t downgrade. After the first two months, take a look at your exposure.  Compare it with others on the page.  If you are tracking phone calls, compare them.  The businesses above you should be getting slightly more.  Only then make your decision if it is worth the cost to move up on the page.
6. Don’t advertise in areas you don’t do business.  Don’t over buy unless you plan on expanding your business.  There is no sense in paying for an entire state if you only do business in one county.
7. Don’t purchase any add ons or supplemental services.  You owe it to your business to speak to experts in every field of advertising that you are delving in to.
8. If you are only going to advertise on one internet directory.  Make sure you pick the one with the most exposure.

Internet yellowpages still have their value and offer great advertising exposure, just make sure that’s all your buying from them.