In my business I’ve spoken to hundreds if not thousands of small business owners who have switched from spending loads of money on public relations strategies off line to online PR instead. In just about every case the result has been less money spent on the efforts and a greater return on investment. There are several reasons for this.
If you haven’t heard, there’s a revolution going on. People are ditching the Yellow Page for the Internet and their mobile phones. If they use the Yellow Pages at all, it’s for a booster seat at the table for their toddler, or a stepping stool.
Yellow Pages ads cost money. In some cases, a lot of money. And I talk to small business owners every day who say they haven’t got any calls from their Yellow Pages ad in (1, 2, 3, 5, or fill in the blank) years. So why spend the money?
If you’re spending $500 a year on your Yellow Pages ad and you’re not getting any return on that money, why not take it and put it toward an online PR campaign instead? A couple of online press releases generally generate enough buzz to put that Yellow Pages ad to shame. I’ve seen it too many times.
In the future, every business will spend money online. The only question is how much.