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How to Spend a $10k Yellow Pages Budget

goggoYou probably heard the news last night, Telstra’s Sensis business is cutting over 600 staff and outsourcing most of those jobs to India and the Philippines.

It hopes to turn the struggling print-based media business, which produces the Yellow Pages and White Pages directories, into one that is better suited for the digital market.

Good luck with that Telstra.

If you are a current Yellow Pages Advertiser, the obvious question is what should I do with my Yellow Pages advertising budget?  Should I redirect it to Yellow Pages online products, or should I get smart and manage my own digital future?

For what it’s worth, this is how I would spend a modest $10,000 advertising budget.

HOW TO SPEND YOUR $10,000 ANNUAL YELLOW PAGES BUDGET

  • Upgrade your web site to a modern, self-managed content management system like WordPress – $2000
  • Get some professional copywriting, graphic design and photography for the new web site – $2000
  • Buy some professional SEO and web site conversion optimisation for the new web site targeting well researched keyword terms – $4000
  • Go on a marketing tax deductable fact-finding tour to a neighbouring emerging nation (New Zealand, Indonesia, Malaysia or Vanuatu) – $2000

You may think $10,000 is a lot of money, but realistically it wouldn’t buy you much space in the Brisbane Yellow Pages where a quarter page ad is around $30,000 to $40,000 per year.

Note that these costs are a once off and give ongoing benefits, not an annual throw of the dice like Yellow Pages.

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