Online Business Directories Help Turn "Browsers" Into "Buyers"

Friday, March 1, 2002

Online BusinessDirectories Help Turn “Browsers”Into Tg (NASPA)—Many small busi- nesses are finding that a crowded market can be a lonely place. Business analysts say it’s important to find a way to stand out from the crowd. In fact, a boost in advertising in a down economy—a time when most competitors are cutting costs—is the perfect strategy to differentiate a business and capture market share. The Small Business Administration estimates there are more than 25 million small businesses in the U.S., makingit extremely important for small business owners to distin- guish their companies from the competition. How can a business stand out efficiently? In the past, traditional advertising campaigns anda list- ing in the phone book may have done the trick. However, statistics show consumers shop differently today than they did in the past. Analysts now recommend small businesses list their businesses online to help them grow. The Internet can be a powerful way for a small business to reach customers. Millions of people are online everyday. “If a business leverages the powerof the Internet, the marketing potential is astounding,” says Dane H. Madsen,presi- dent ofYellowPages.com. Madsen’s company provides an enhanced online version of the traditional yellow pages publication. Yellow pages advertising has been seen for years as the important first step in a small business’ marketing plan. “Businesses can list themselves in the online directory and instantly be made avail- able to millions of users every ‘ te ay ee LSGe | lo ean 2 \ —> Small businesses can use Internet business directories to provide online coupons, maps to their locations and even video messages to consumers. day,” Madsen says. Potential customers can visit the yellow pages website and search by business name, category or area. When a companyislisted, it can provide a mapto its location, online coupons, a link to its own website and e-mail and even an audio or visual message. In addition, companies can use the site’s free creation tools to build and modify their ads quickly. Perhaps one of the greatest advantages the service gives a small business is familiarity. Madsen says because the yellow pages are already so well known, YellowPages.com has a strong brand identity and is easily remembered, so most consumers will automatically use it. For many small businesses, attracting that type of attention can be the difference between small gains andbig success. For more information, visit www.yellowpages.com.

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