Using Directories Effectively
Help Prospective Purchasers Find You – Online and Offline
When someone is looking for a provider of a product, where do they look? They might see a well-timed advert in a newspaper or a magazine, but often they’ll either go online or look in a paper-based directory. Even if they go online, they may look up an online directory like yell.com.
This means that there is a massive amount of prospective purchasers actively looking for a supplier – and it could be a supplier like you.
There are two secrets to getting noticed above competitors;
- Choose the right directories and classifications.
- Tailor the advert to what searchers are looking for.
Remember, directories should be your first choice of advertising and marketing as people using them are actively looking for providers of a product or service.
Choosing the Right Directory
Directories can be classified in a number of ways;
- General business. This can be like Yellow Pages, classified into different categories to make it easier to find a provider.
- Local area. Many communities have a listing of the businesses in that area.
- Trade - specific. This could be a listing of accountants, for example, or insurance companies or builders.
- Industry-focused. These would provide listings of suppliers or services that an industry would be interested in, e.g. services for accountants.
These directories can be either online, offline or both. A company should analyse its customer’s behaviour and then determine the right classification of directory and also whether the online or offline versions would be better.
Tailoring the Advert
The advert will be listed alongside competitors offering potentially the exact same products. A seacher needs something to indicate to them why they should contact you rather than the person next to you. In addition, you will have a limited amount of space in which to promote yourself.
If you’re advertising in a specific section of a directory you don’t need to waste space telling the searcher what you provide. For example, if you run a cleaning supplies company, don’t say ‘we provide cleaning supplies’ if you’re advertising in the Cleaning Supplies section. The searcher already knows that, otherwise you wouldn’t be advertising in that section of the directory.
Instead, say why they should contact you, e.g. ‘full range’, or ‘free delivery’. In fact, your unique selling point. Read more about this concept in What’s your Unique Selling Point?
Also, identify who is most likely to buy from you and tailor the directory advert to them rather than making it too general. Read more about this in Finding out Who your Customers Are.
Finding the Best Directory
The first step is to identify how prospective purchasers are likely to look for potential suppliers and advertise there. In the online environment, try searching for providers of your product and see which directories rank highly. Then you can consider the costs of each and establish a plan within your budget.
Directories don’t always play a role in every company’s marketing activities – they don’t suit everyone. For guidance in establishing whether they could work for you, read Marketing your Hobby.
