Yell Business

The Future of Business in The Digital Era

In September 2017 it was announced that after 50 years in production, the final print run of Yellow Pages will start in January 2018, with the final ever edition distributed to the Brighton area in January 2019. It’s most certainly the end of an era, but it’s fantastic to see the Yell business completely embrace digital. But what can other businesses learn from this leap that Yell has made?

Recent internet use 2011 to 2017
Source: Office for National Statistics

When you look at statistics for online usage:

Every statistic you see suggests the trend that more people in the UK are going online each year, they are spending more time while they are there, and they are researching and buying more online. This shift has been across every age group.

People spend twice as much time online than 10 years ago, your business needs to be online too Click To Tweet

The point being that there are now an awful lot of people online and using the internet regularly. From a marketing perspective, you should always go where your audience is, and for most businesses, that audience is now online. So as a business you need to think digitally and how you are going to access your online audience.

Small and/or local businesses tend to be the most reluctant to get online. So I’ll focus on them in this article.

Reluctant About Digital

Click Image To See Full Version

Now, I know that not everyone is not keen to jump into digital, there are multiple reasons why business owners might feel this way:

There is a brilliant infographic outlining reasons why small businesses don’t have their own websites – I’ve put a small excerpt of the image here but you can click the image to see the full version. (P.S. The infographic is American, but the facts and figures are almost identical to the UK – so still very relevant!)

The thing is, that no matter what any of us think, the stats will always tell us the truth. They are telling us that people are online and that they want businesses to be online too.

What Do Customers Want?

In this great article from Score, they look at What Do Customers Want from Local Businesses? and spoke to 6000 consumers nationwide. The consumers told them what they would like from local  businesses, which is:

It’s Easier Than You Think

When learning something new, it can seem daunting. But the great thing about getting your business online is that there is so much help around!

Some places you can look for help:

The one thing I’d say though, is you really do need a website. A website doesn’t have to be expensive, you can use services like Yell Website Design to have a site built that doesn’t break the bank. It’s important to use a service that creates mobile friendly websites as 66% of people use their mobile phone to access the internet.

The next best thing is a strong social media page, depending on your business type then Facebook, Twitter, or LinkedIn might suit you best. It will at least give you an online presence that will then bring you up in the search results when people search for your business. These are free to create and fairly simple. If you need instructions, there are always handy videos and tutorials – just search in Google for “setting up a business Facebook page” or something along those lines.

 

So, go and be inspired by Yell’s leap into a complete digital world. Take your business online and connect with a huge portion of your audience that you may have been missing out on. Go where the audience is and entice them to be customers through their computers and smartphones!