A recent study revealed that 37 percent of consumers use the Yellow Pages to find a local optometrist.
The study, conducted by the Local Search Association, revealed that while 57 percent used the Internet to search for an optometrist, 37 percent turned to their local Yellow Pages.
This contradicts media analysts claiming that Yellow Pages has lost its relevance in today’s digital age.
Clearly, focusing entirely on web marketing means missing nearly four out of 10 eye care consumers who still use the Yellow Pages to find contact lens, frames and eye exams.
Case Study: Roberts Eye Care
Fortunately, Roberts Eye Care in Vestal, NY, was not so short-sighted. He placed a half-page ad in our Broome and Tioga Counties Yellow Page directory:
To determine exactly how many calls their Yellow Page advertising generated, we placed a call tracking phone number in their ad.
2,556 Phone Calls in 13 Months
Between June 1, 2014 and August 24, 2015, Roberts Eye Care received 2,556 phone calls.
After deducting unanswered calls, hang-ups and ones that didn’t connect, the total number of answered calls was 2,336. That’s an average of 180 calls a month. But how many of those 2,336 callers became customers?
Studies have shown that 40 percent of consumers who contact a business in the Yellow Pages make a purchase.1 That’s because people who look online or in the Yellow Pages are already planning to buy.
But let’s be conservative. If only 10 percent of Roberts Eye Care callers made the median purchase2 of $133, that’s still $31,068.80 in gross revenue.
From an ad costing less than $5,000, that’s a $6 return for every dollar spent.
1 LSA Local Media Tracking Study 2014, March 2015
2 Key Metrics: Assessing Optometric Practice Performance, 2012
Market Across Multiple Channels for Best Results
This should serve as a wake-up call to businesses looking to reach local consumers. Those who market exclusively online risk missing out on potential business—particularly among the older demographic and rural communities, both of which retain a strong affinity to print phone books.
For optometrists looking for a marketing edge, the data presented here shows the importance of investing wisely across several channels, including Yellow Page advertising.