Directory advertising

Advertising in directories works for small businesses because so many people turn to directories when they need to find a company. As a reference source, telephone directories like Yellow Pages, Thomson Local and The BT Phone Book provide the contact details for businesses in a clear, well-organised way. Line listings are free and your firm can stand out from the crowd by paying for an Advertisement. 

Why it pays to advertise in a local directory 

Local directories have a long shelf life - they are delivered to the door of millions of people and are kept and regularly referred to. 

Your potential customers like using local directories because they're comprehensive. With free line listings, the chances are that most of your competitors in your area will be listed. It is essential to make sure that your business gets its free listing too. 

Often people know which firm they want to contact and use the directory to find the number. Make sure your customers can find your details. If they can't, it can create a negative impression of your business. Don't be elusive! 

Standing out from the crowd in a local directory is a challenge. When someone needs a service, whether it's a locksmith, solicitor or driving school, they turn to the relevant section and see hundreds of options. An eye-catching advertisement will help your company get noticed.

Making an impact with your directory advert 

Your directory ad can be anything from a simple classified advert positioned within the listings to a full-page colour display ad. 

To stand out, your directory advertisement must prominently feature your name along with your USP (unique selling point). Show what makes you special - service, experience, speed, price - or indicate what problem you can solve. Research shows that colour ads do not necessarily improve responses compared with those in black and white. 

Always include all your contact details and location. Indeed, location can often be a deciding factor. 

The advantages of advertising in an online directory 

Online directories enable you to promote your business to customers who prefer to search for information on the internet. Yellow Pages has www.yell.com Thomson has www.thomsonlocal.com and BT offers www.thephonebook.bt.com. Ordinary listings are usually free, but paid-for entries get more prominence. If someone searches for a florist in Nottingham, for instance, the advertiser listings will appear before the free entries. 

Web directories allow you to link your directory entry to your website. Your online directory entry or advert can also feature a local map and provide directions. 

Advertising in trade directories 

If you do business in a special trade or sector, it is essential to make sure you're listed in the relevant trade or business directories. Business directories have a long shelf life and the people who consult them are predisposed to buy goods and services in your sector. Your potential customers use these directories as industry bibles, and they are often the first place they will look for new suppliers. 

Like any directory, you will be listed alongside your competitors, so it pays to advertise to ensure you communicate what is special about your business. 

Some trade directories may offer companies who are already paying for advertising the opportunity to contribute an 'advertorial' piece about their business. This is free advertising, and gives you the opportunity to say in detail what makes your business competitive. It is worth asking about advertorial space when you place an ad, and can often be a good bargaining tool when negotiating your ad fees.

Measuring response to directory advertisements 

Some directories will deliver better leads than others. It's vital to measure the response and make comparisons. One technique is to use different freephone numbers for different adverts. You can also apply different codes to ads and track response that way. At the very least, always remember to ask customers where they heard about you.