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  1. #1
    Brad North is offline Member
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    Default Yellow Pages or Search Engine Marketing?

    Is there anyone out there that have reduced your yellow page budget and increased your search engine marketing? How has this worked for you? How much are you spending each month of search engine marketing and how many rentals are you averaging? Thanks!
    StoragePro

  2. #2
    peten is offline Senior Member
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    Raleigh NC
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    Yes, we eliminated our yp ads and went with strictly with internet search in March 2009. It's been hard to guage with the recession. However, we lost our google search position for a while and that hurt us until we got it back. The other issue is rising google costs which are creeping up.

    Our proposed yp costs went from $1800/mo to $885/mo also.
    Last edited by peten; 27th October 2009 at 05:35 AM.

  3. #3
    shaekirk's Avatar
    shaekirk is offline Moderator
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    We had a double-truck that was first in our Yellow Pages, and our owner took us out completely this year, as well. We're saving about $2500 per month, and sinking about $1,000 into our internet marketing. It HAS been a difficult year to guage, but I really don't think it hurt us.

    Last year less that 3% of our rentals came from the "Book".

    The customer isn't always right, the trick is making them think they are!

    Shannon

  4. #4
    janicejan is offline Member
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    Based on experience search engine marketing had been really effective especially now that most people are so hooked up with the things they can do with internet.

  5. #5
    denoscommunications is offline Junior Member
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    Yellow Pages are slowly but surely losing the "juice" they once had. Internet searches through a variety of search engines such as Google and Yahoo are taking over the advertising world. If you are lucky, you can show up in Google's Local Business Results when someone searches for storage in your city, but not everyone enjoys these search results. We are a self storage marketing firm, and so many of our customers have come to us and they were not even found in the first few pages of search results and were wondering why their website was not producing leads! Nowadays, there are several internet marketing companies that you can pay to manage your search engine results and pay per click management campaigns. You can also add special techniques onto your website that can make your website show higher in search engine results. The world of SEO has definetely grown into a huge competition as self storage facilities are all yearning for that top search result!

    Amanda Medina
    amanda@denoscommunications.com
    www.marketing4storage.com

  6. #6
    sf_steve is offline Junior Member
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    There is definitely a perception that yellow pages is not quite as effective as it once was. I haven't done the research strictly on yellow pages but the truth of the matter is that return on investment is the determining factor.

    If you are getting enough leads from yellow pages to cover the cost then you should keep it. If you believe the more leads would come if you dropped yellow pages and focused on an internet marketing campaign that is definitely something to consider.

    I can make a jump to a conclusion that printed yellow pages aren't quite as effective anymore because more consumers are turning to the internet as their first choice.

    There was a study done about a year ago surveying people about their consumer habits. I think somewhere around 60% of the people surveyed used the internet first when looking for local products and services

    Hope that helps

  7. #7
    tnsd's Avatar
    tnsd is offline Senior Member
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    Dunlap, Tennessee
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    Talking I agree...

    Quote Originally Posted by sf_steve View Post
    There is definitely a perception that yellow pages is not quite as effective as it once was. I haven't done the research strictly on yellow pages but the truth of the matter is that return on investment is the determining factor.

    If you are getting enough leads from yellow pages to cover the cost then you should keep it. If you believe the more leads would come if you dropped yellow pages and focused on an internet marketing campaign that is definitely something to consider.

    I can make a jump to a conclusion that printed yellow pages aren't quite as effective anymore because more consumers are turning to the internet as their first choice.

    There was a study done about a year ago surveying people about their consumer habits. I think somewhere around 60% of the people surveyed used the internet first when looking for local products and services

    Hope that helps
    You have to crunch the numbers. If your YP ads are more than covered by the number of tenants you bring in, then it would make sense to keep it going.
    We have huge numbers of tenants that come in because of the yp ad. (We are in a very small town.) But our internet #s are also growing rapidly. We chose to down size our ad from a double-truck down to one full page in full color. And we're sinking more money and effort into the web.
    Melissa M Roberts, CSSM
    TNSSA President 2014
    STORAGE DEPOT, Facilities Director
    Dunlap, TN

  8. #8
    MusicCity Gal's Avatar
    MusicCity Gal is offline Moderator
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    We dropped out of YP two years ago and split the money. We put more into internet and more into the pockets of our tenants. We upped our referral incentives. This has worked extremely well for us. We did intensive research and in 2007, we only got 5 rentals from the YP. Our internet numbers have more than doubled in the last two years and so have our referrals.
    Stephanie Tharpe
    Operations and Marketing Specialist
    A+M Group, LLC
    Nashville, TN

 

 
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