Internet Marketing for Accountants

Stop Wasting Your Money on Yellow Page Advertising

If your goal is to attract more small business clients, then stop wasting your limited advertising budget on yellow page advertising. That’s because there are more effective means to target small business owners and generate a higher return on investment.

Improve Your Marketing ROI

Think about it, how many yellow page providers are in your local area? Too many…

As a small business owner, what do you do when the yellow page books are delivered? In reality, most are quickly deposited into the local dumpster and one book may be placed into the file cabinet or into the copy center. That’s because businesses can use the internet to hunt for whatever they need and the yellow page book is becoming obsolete.

And if you are truly hunting for something, the internet will enable you to obtain more information prior to picking up the phone. Rather than calling several businesses and leaving a message, the internet enables you to find a better match for your specific search. And if a small business owner is hunting for an accountant online, your website should be more effective at communicating the services that you offer, what your qualifications are, and the types of clients you currently service. This is much better than a tiny yellow pages ad.

Here are eight reasons why you should stop wasting your money on yellow page advertising:

  • Yellow page advertising is a residential advertising vehicle and will generate mostly individual inquiries (very few business inquiries).
  • Yellow page advertising is fragmented and requires you to advertise with several yellow page vendors to be effective.
  • The advertising message is not very persuasive. Usually a line mention or tiny box ad. Large yellow page ads can be persuasive but cost you a fortune.
  • Fewer people are using yellow pages.
  • The internet is making yellow page advertising obsolete and forcing yellow page providers to scramble online and create an internet alternative. However, online yellow page advertising is not working either.
  • Cell phone, iPhone and Blackberry users don’t use yellow pages.
  • Yellow page advertising in large cities is outrageously expensive.
  • Yellow page advertising encourages price competition as the basis for making the decision. If you’d like to be placed into a directory for accountants, my recommendation would be to consider Intuit’s QuickBooks Pro Advisor Directory, Bookkeepinghelp.com, and Yelp.com.

  • By Hugh Duffy

    Hugh Duffy is co-founder and chief marketing officer of Build Your Firm, a practice development and marketing company for small accounting firms. Hugh has more than thirty years of marketing experience. He is the consummate marketing coach for accountants and takes pride in the impact that it has on their practice, and lives.