My Client Cancelled His Yellow Pages Ads (and You Can, Too).

The other day I got an e-mail telling me that one of my regular blogging clients was cancelling his Yellow Pages ads (he was still buying them) because he was getting so much more out of his website. It was a very thrilling moment for me.

A lot of hard work had paid off, and it’s awesome to know that I helped save this gentleman many thousands of dollars in annual advertising revenue.

I can’t take all the credit, however. The client did a lot of things right, too.

He was in it for the long haul.

Blogging and social media marketing are not quick fixes. They take a lot of time.

I’ve been blogging for this client for two years. Before I began he had 600 visitors to his site. In his first year, I was able to take that up to 6000, and he was getting a lot of business. But he wasn’t yet getting enough business to cancel his Yellow Pages ads.

Now he’s getting 13,000 visitors every month. This is after two years of dutifully paying for one blog post and relatively light social media marketing services every single week, without interruption, floundering, or fail.

That’s about 1,000 a month in local visitors, mind you. The website is all locally targeted and he is a local provider, so this matters. It took a lot of world wide visitors to get him enough convertable local visitors. He didn’t let this deter him. He kept right on plugging.

Most clients do not think this way. They hire a freelance writer to write 5 posts, or 10, or 50. Then they wander around, trying to find a better deal, so their blog never develops a consistent “voice.” Or they realize they’re not going to get thousands of calls overnight, so they stop the program. I get it, because marketing is always overhead, and it’s the first thing on the chopping block when you want to cut expenses. But losing your patience and cutting the program early will cost you.

In fact, I feel this so strongly that I’m seriously considering avoiding any blogging gig where I don’t have at least a one year contract. Otherwise I’m just taking your money to write some stuff. I’m not going to be able to get you really good results, because one blog post, or four blog posts, or whatever just isn’t going to get it.

What I want, most of all, is for my clients to experience real, high-quality marketing results. I haven’t decided yet. But it’s worth considering.

He didn’t skimp on other services.

I have to divvy up some credit to the other professionals who were involved with this effort as well.

See, before I began blogging this client took the time to secure the help of a web designer who gave him a beautiful, branded web page design. He also worked with a local SEO professional. Blogging definitely helps SEO, but there are many other little arcane things that can be done. I didn’t take care of any of those.

Together, we formed a power team. Prospects found his site (SEO/Social Media). It looked great when they got there (design). Trust was built when they arrived (blogging/content). And the client got phone calls.

I understand you might not be able to afford some of this. I certainly can’t personally afford to do more except buy a blog template that isn’t free, for example. But you’re going to get the best results if you invest in all of these elements while maintaining realistic expectations about what your website is ultimately going to accomplish for your business.


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