Question

Topic: Advertising/PR

Effective Marketing In Niche Business Directories

Posted by aney on 11/12/2014 at 11:50 AM ET 25 Points
How effective is it to market in online niche business directories? We have ads in a particular directory, https://www.waterwastewaterdirectory.com/ and I wondered if anyone has experience with these types of directories that were effective? We haven't had much success with these and I wanted some pointers on whether these can be effective or if I should cut these loose and stick with larger searches like Google.

We have a very small niche market in pond and lake clean up and we market B2B, not to the end user. I don't want to continue to market in these areas since we don't see a return on them.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 11/12/2014 at 12:10 PM Accepted
    Can you measure the effectiveness of your online directory advertising (such as having a different landing page)? If so, you'll have data to rely upon other than hunches.
  • Posted by Gary Bloomer on 11/12/2014 at 12:53 PM Accepted
    What kind of traffic is your listing getting?
  • Posted by aney on 11/12/2014 at 1:27 PM Author
    Our numbers aren't good here on the directory above, but what I really want to know is if these smaller niche business directories are a good way to advertise. I want to do research on other directories that may be a good fit, but are these types of directories good marketing channels for small B2B businesses?
  • Posted on 11/12/2014 at 2:43 PM Accepted
    Q. "... are these types of directories good marketing channels for small B2B businesses?"


    A. Some are and some are not. On average, niche directories are probably fair, but the average includes the great ones and the duds, so don't rely on averages.

    What makes for success are three things: (1) the audience reached; (2) your advertising copy (including images); and (3) the appeal of your offer or call-to-action. The directory takes care of #1 (or not). #2 and #3 are in your hands. Before you judge a directory to be a dud, be sure you are delivering on the copy and offer.

    It would be a shame to dump a good directory that reaches your target audience just because your advertising (or offer) don't appeal to the target audience. Conversely even the best advertising won't be effective if it's delivered to the wrong target audience.
  • Posted by Gary Bloomer on 11/12/2014 at 5:37 PM Member
    You may be better off looking at print advertising in trade publications in which the same advertisers appear month after month. You can then apply tracking codes to specific offers in your ads.
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