BY MIKE DUBE
Director of Marketing, Lancaster
Who here is old enough to remember the Yellow Pages? Back in the day, if you were looking for products to stain your deck for a weekend project, you would pick up the Yellow Pages, flip to the “P” section for paint and choose the paint store with the biggest ad. You then probably scribbled the address on some scratch paper, returned the Yellow Pages to its home next to the rotary phone and made your way to the store, following your trusty paper map. The scary thing was, you had no idea what products that store stocked, if the store was open, if their reviews were good or how much it would cost.
Fast forward to today—all you need to do to find the right retailer for this weekend’s project is reach for your cell phone. With the right search words, you can find the store, see the available products, read other shoppers’ opinions, make sure the store is open and even click on the address to get turn-by-turn directions. However, all that information doesn’t just magically appear. It takes effort and sometimes a small expense to build a positive online presence. Remember, that full-page Yellow Pages ad didn’t just show up either. It came with a price. At the time, it was a necessity, just like having an online presence is today.
Here are three recommendations to be sure your operation turns up at the top of the list.
First, have an active social media presence. Whatever your platform of choice—Facebook, Instagram, TikTok, LinkedIn—the key word to attract potential customers is “active.” Posting new products, promotions and photos of your staff and customers’ finished projects is a good place to start. You can also reshare content from suppliers or social media influencers who are using products you sell. For additional exposure, you can buy ads on Facebook or Instagram to target viewers in your area.
Next, claim your online business pages. Setting up your store’s profile on Google Business or Yelp only requires a few key details, including your address, phone number, store hours and website. Claiming these pages allows you to monitor and respond to reviews, and if you spend a little money for a Google ad, you can appear near the top in a search. And don’t be shy to ask your satisfied customers to write a review. A positive review can make all the difference.
Finally, rely on your industry partners. If you’re struggling to know what kind of content to post, use your suppliers to help. Working in marketing at Lancaster, we regularly have customers request product images and information to support their online presence, and we are glad to help. If our customers are successful, then so are we.
Along with the “Yellow Pages”, I used a few terms that you may not be familiar with, like “paper map” and “rotary phone.” If you’ve never used those tools, then you probably already understand how to improve your online presence. But if you have ever “let your fingers do the walking” through the Yellow Pages, you may need to consider changing the way you reach customers.
Remember, half the battle is won once you get them through your doors.
