Directories - What Advertisers see!

Companies and webmasters must get bombarded with sales staff from directories. Yell, Thomson and the smaller players regularly ring me, but do they know what the advertiser wants or do they just sell to anyone regardless?

Here's what the advertiser sees and thinks (some of the concerns I've got from potential advertisers, phone calls, feedback etc)

• Just another directory - nothing new here
• This directory will hassle me until I buy
• They will hassle me after I buy
• Sales people just extract my details & hassle me
• My details will get sold on - I'll be spammed forever
• Your ROI is not good enough and directories are expensive
• Come back to us when you're more established

Webmaster Tip: Advertisers will ask these questions even though they won't say them out loud:

Can you save me time - Can you make me money - Reduce my stress

These are some of the barriers the general directory will face, and the above 3 points are worth noting and acting on.

But do advertisers expect too much from a directory, and what do they look for? This is my take on what the ultimate directory must be:

• Totally unique
• Master of one subject
• Provides exceptional advert services
• Reasonably priced
• Be able to stand on it's own - without help from search engines
• Future expansion potential

Also many webmasters complain about not having enough traffic, or low incomes - so why not just build something worthwhile in a directory, then they'd have something decent to sell and thus get more sales. Seems fairly obvious to me.......


Webmaster Tip: At bottom of the Barrel? - then find another Barrel!

 

you come up with some good ones EK

re getting hassled, info onsold etc etc then your just dealing with kids or low skilled outfits.

Can you save me time A directory owner does not control how it's client allocates or uses their time
Can you make me money a directory owner can not make you money, they can facilitate by promoting your product or service but to say can they make you money is the wrong angle. if some one here says they can let me know and i will put some $ in your account and expect a return.
Reduce my stress a directory owner can not be accountable for a submitters stress level, hell we would put the valium industry out of business if that were the case.

 

Most businesses are looking for a return on investment. If a listing in your directory gives qualified leads and/or enhances their search engine positions then business owners will be interested. The other things on your list are nice...but somewhat hard for business owners to calculate. Bottom line, your "can you make me money" line is the one that makes the most sense.

 

What clients want most of all is traffic, they have a set amount in their heads and will pay only so much. If they see a new directory, they'll assume it's a start-up and expect to pay less or get much more in return.

Some want nothing but freebies for life - yeah, I've had the "Do we get a lifetime listing for £20?"

I sometimes think they expect every website to be Google...... I've had them threaten not to buy anything unless we match what Google or Yell offers - wow! Surely they know that's not possible to match those traffic levels.

 

a lot of directory owners fail to monetize on additional site features (ie blogs, localized searches, etc.) and focus only on subscription...its a flaw that only goes back to the traffic question and sometimes its best to sell on traffic quality, not volume.

 

Selling on traffic quality, I assume you mean traffic that matches the product? If so, it's only possible if the directory has enough traffic hitting the site.

A unique product/service serving a smaller sector is the ticket to success and the way forward.

 

Those who sell ad shall give the buyers a trial. Most of the sites offer very higher price for their banner ads.