YellowPages.ca now offers Videos for your Canuck Website!
First, I’m not a bit surprised at this reaction to what we think is a dwindling yellow pages advertisers market…that the YPG folks have found that offering up custom produced video for their advertisers might reduce the advertisers who are leaving their business solutions.
I’ve already blogged here quite a few times on the YPG and their marketing of the yellow pages and their online directories to Canadian SMBs here and here and here too. If you need some background then on this kind of corporate BIG firm thinking from a marketing viewpoint, then I’d suggest maybe that you click those links to read up on same.
To make my point here, I’d offer up the following evidence….
In their own words, the YPG folks have stated this new thrust into SMB marketing via full page adverts in major Canadian dailies, in the following pull-quote —
Yellow Pages Group has launched a new business-to-business print campaign in Vancouver, Edmonton and Toronto that touts its Video Broadcaster online tool to potential advertisers.
The full-page yellow ad that ran in today’s The Globe and Mail uses the tag line “We’re being watched” and drives small and mid-sized businesses to GetFound.YellowPages.ca where they can learn how the tool works and how much it costs.
Web banners and big boxes are also running on Yahoo.ca.
As you can see, they clearly state that their new site at getfound.yellowpages.ca offers up a full explation of both the program and the costs. They offer up a step-by-step program too on how to get a quote and sign up too.
So your video will be inserted into your yellowpages.ca site, and be available for all to see IF and WHEN they come to that link from a yellowpages.ca business search.
They also note that the “link” to your video will be “shared” across Social Media outlets too like FaceBook and YouTube for example. So, yes, I went there too to take a look/see…and honestly, I was impressed with the quality of the video I saw as well as the pricing, yet to me, that’s not the point.
So what is the point?
Well to me, who’s also involved in SMB marketing but from an online SEO slant, I already know that adding video about a client’s business can help turn web traffic into conversions. This is a given. But the mere addition of a video, even a great, well written and produced video to site without the SEO to get traffic to come to view same, is the “cart before the horse” type of strategy…IMHO!
To date, the company has made more than 15,000 videos for businesses across Canada.
Yellow Pages’ network of sites attracts over 9.6 million unique visitors each month, Marsolais said, adding that consumers are visiting the site to research potential purchases, which could translate into sales for the advertiser.
Well, yes, surely 9+ million visits a month is a fair bit of traffic…but when you compare same to any of the top search engines, who do about 10 billion searches a month, you can see that this is a teensy teensy bit of traffic. Yet, it is enough to think about attempting to get some conversions out of, for sure, and yes, it’s shopping traffic so the conversion rates are higher. But really, is this kind of addition of video or even still pix going to draw traffic?
Not in my mind it’s not. The only way we’ve ever found that such marketing tactics work for a SMB owner is if there is traffic to view same. Traffic that is in the “buying” frame of mind, who’ve found your site among others after a search and are comparing both tangibles concerning products/pricing that you offer on your site as well as an overall “feel” that they’ll get from a website visit. Videos can help, sure…but ONLY if there’s traffic…and until the YPG can add SEO to your monthly bill, I think that such a foray into online videos is like a wasting-of-time-idea, eh!
In fact, to just think back a couple of days, I’d say that our Canadian newspapers have a much better “shot” at marketing SEO to their advertisers than the YPG does to theirs….but the truth of that opinion, lies in the near future, I’d say.
You? What do you think of such SMB marketing tactics by old-world entities like the YellowPages Group?Google