‘YouDirectories News Article, Apr 2015, London, ‘Geo-location in 3D’.
Brand engagementMore consumers now also engage with brands on social media if they post photographs and our own Twitter feed serves as an example; https://twitter.com/YouDirectories In the case of business directory listings, you must display your products and services professionally. A good quality photo will enhance your business’ PR regardless if you end up using it for online or for printed directory adverts… DM fliers delivered door-to-door or given out at an exhibition or event are much more likely to be read rather than thrown away if there is a photo that grabs the attention.
Where can you get photographs /images from?YouDirectories recommend either: • Use your own photographs • Buy stock images, • Pay for a professional photographer YouDirectories see so many companies using their own photographs and it is instantly noticeable. If they don’t look professional then they make your company appear unprofessional. For example most images of store signage have been taken without using a light diffuser. Buildings appear dark or show the wrong shadows. Worse, the brand appears inconsistent (the pet hate of every public relations department) with some stores photographed head-on, some from the side, some in poor lighting, others over exposed etc. Stock photos can look perfect, but they can look ‘too-perfect’ (airbrushing or digital enhancements may not be noticeable to you or your agency but your consumers will notice). With stock images you will also need the correct license to avoid legal problems. Plus don’t forget if you can buy them, so can your competitors. Paying a good photographer will cost more, but the images are likely to be unique to your company with exclusive owners’ rights to use them. Most people mistakenly think that if an image has been copied from a search engine, it is unlikely the owner will ever find out they are being used… Sadly, this is not true. Many photos are digital rights managed and we can assure you their use is easily detectable. There are many free images available, however you will often find it difficult to obtain a good quality image plus of course everyone wants to use free images right? Many agencies such as YouDirectories will have a much larger image library than your PR department and can provide you with royalty-free images for whatever keywords you wish to show in the image. Often clients think they will have to pay if they ask their agency for images, but that depends on the agency. A good agency, will be able to help with your presentation or report, by supplying a great photo within the current agency service fee (i.e. no cost). In summary; you’re paying for business directory listings because the people who use those sites are more likely to be looking for a business to buy from. So make the advertising work better for you. Invest in the right photographs of quality and you will be using them for many years to come. Required reference:
‘YouDirectories News Article, Nov 2014, London, ‘The impact of photographs on business directory listings’
Piper Jaffray, Investment Bank and Asset Management, Taking Stock with Teens Survey, Oct 2014.Required reference:
‘YouDirectories News Article, Oct 2014, London, ‘Social media shift among teen market’
- The study revealed that consumers’ search behaviour has changed as the methods of searching for a local business have changed. The results show that the primary activity for consumers on mobile devices is search (56% for Search; 40% for Social Networking; 39% for News; 31% Weather; Entertainment news 30%)
- The study also found tablet owners becoming less mobile and less concerned with ease of use. Map based applications have become increasingly important in local search with significant changes in the look and feel of sites such as Bing Maps over the last 12 months.
- For businesses targeting online traffic, the results show local business searches via mobile phones were more likely to end with an in-store visit than PC or tablet searches. Those using a mobile phone or tablet were also more likely to make a purchase as a result of their search.
- As the mobile market continues to grow, these findings show businesses need to re-think how they engage with local customers. Consumers now expect accurate, easy-to-access information on local businesses via a variety of computing platforms
- PC and laptop searches have decreased over the past year.
- Portal sites (Google, Yahoo, MSN, Bing) have seen an increase as the primary source of searching for local business information (rising from 30% to 36% in the last five years).*
IYP (Internet Yellow Pages)
ROI (Return On Investment)Required reference:
‘YouDirectories News Article, Nov 2013, London, ‘Local search behaviour survey’
PYP (Print Yellow Pages);
IYP (Internet Yellow Pages);
CTR (click through rate);
CPC (cost per call).
SEM (Search Engine Marketing)Data source:
YouDirectories Jun 2013; IMMR Local Search Study Oct 2012Required Reference:
‘YouDirectories News Article, Jun 2013, London, ‘How online directories affect the bottom line.’
2013 Local Search Association Conference, Las Vegas, NV, USA. Ref: Article from the Local Search Insider, April 18, 2013.Required reference:
‘YouDirectories News Article, Apr 2013, London, ‘Print directories in a multi-platform world.’
‘YouDirectories News Article, Feb 2013, London, ‘Yahoo! joins forces with PagesJaunes’
“Our research suggests that print Yellow Pages should still be a key part of an SMB’s budget in urban areas and should still dominate the budget in a rural areas.” said Steve Sitton, president of Market Authority.The research continues to demonstrate that a balanced, integrated and multi-platform approach to local advertising is essential to any local business market plan and SEM professional. Data source:
Market Authority Inc. Ref: Article from the Local Search Insider, December 05, 2012.Required reference:
‘YouDirectories News Article, Dec 2012, London, Urban YP usage remains strong’.