As the Director of Sales & Marketing at Telizent I’m often asked to evaluate the ROI of our various marketing programs and make recommendations for future spending. Over time it has become evident that SuperMedia has consistently outperformed many of our other marketing channels and as a result we have steadily increased our SuperMedia budget over the past 5 years. Our annual SuperMedia spend is exceed by a single month of revenue generated from just one or two of our larger wins each year. Although total return on investment changes every month we continue to service each customer, it’s in the hundreds-of percent return on our SuperMedia advertising investment.
We hear a lot of negative things about internet yellow pages these days but based off of our experience if you invest in the right places with targeted campaigns you can still reap a significant ROI. If you are a start-up company with a small marketing budget this may be the answer to gaining immediate visibility in your industry. Once you start generating revenue from these paid advertising campaigns you can begin to allocate more of your budget to optimizing your website for organic search.
We have taken a similar approach at Telizent and although organic search now results in many of our larger wins we have continued to see a consistent return on our SuperMedia investment.
What’s your experience with internet yellow page advertising and how does it compare with your other marketing channels? If you found this post useful, please leave a comment, share with your peers, or subscribe to the news feed to have my future posts delivered to your news feed reader.
