There hs been a lot of discussion lately about conventional phone book ads and Internet marketing/social media. There is a shift occurring in America right now, and much of the way we live is changing. A big part of this is how we get information. A majority of people use the Internet or different mobile applications to find local listings, but many dentists still pay large amounts for phonebook advertisement. Let’s compare phonebook ads to online/social media use.
- Phonebook ads can cost thousands and thousands of dollars. Social media like Facebook and Twitter is Free
- Phonebook ads don’t have others opinions or ratings listed for each ad. Social media and Google provide reviews for each listing
- Phonebook ads only give you a certain amount of content. The Internet is infinite. You can post videos to your local Google listing, and even more to your Facebook page.
- Phonebook ads do not have a share button. When you find something interesting on the web you can send it to all of your friends with the push of a button.
- Phonebooks do not fit in your pocket. Facebook mobile usage is way up and almost 50% of users access through the site from a mobile device. Many mobile users perform local searches from their devices even when they are home.
- Phonebook price structure is set for a certain period and often requires contract changes. A Facebook page can be manipulated several times a day and it is free. Internet marketing is flexible and bids can be changed at any time.
- Phonebooks can not tell you who is actually looking at your ad. Page insights from Facebook can tell you the age, sex, location, and common interests of a visitor who views your page.
No single marketing plan is a panacea. Many dentists will still benefit from phonebook advertisement, and that is wonderful. Do whatever works for your practice. Be careful, and don’t turn a blind eye to the current trends.
{ 2 comments… read them below or add one }
Hi Dennis,
Thank you for your comment. Actually in a survey of 25,000 people – only 14% said that they used the phone book to find a service professional.
Combined Google, Yahoo and Bing have over 2 billion local searches looking for products and services – 90% of those consumers find qulified business on local searches.
As far as my Twitter site goes, my actual site that I use for my dental practice, I do not want “dentists” on there. I am communicating with my local community not trying to communicate with other dentist
I am able to add 7-10 new patients a month (FOR FREE) using Social Media. The key is knowing how to quickly implement and how to be successful – I do not have to pay thousands for Radio or Direct Mailing, or Phone Book advertising. I get more patients for free, than I ever managed to get through traditional advertising.
I appreciate your blog on this subject of privacy. Most of us are not aware of what is happening.