To generate business, you must make your company's information available to customers and prospects. Business listings are every bit as important as advertising campaigns and public relations, and as with all other types of promotion, you should know the strengths and weaknesses of each option and how it works for B2C and B2B business.
Here are six methods to try:
1. Websites
There's no reason for a middle market company to lack a professional website now that development costs are relatively low. Be sure to include clear contact information through any common methods that a prospect might use (online, phone, fax and post).
2. Consumer Rating Sites
General and specialized rating sites (Yelp and TripAdvisor, as respective examples) can point customers your way. You may think small companies have the most to gain from these sites, but consumers don't necessarily differentiate between a startup and a well-established middle market company. They want to find out what their peers think, and ratings and reviews are a fast, easy way to get that information.
Your company may garner some low ratings or negative reviews, but that's simply part of doing business. People will rate and talk about your business regardless of what you do, so you might as well plan on fully engaging with these sites to use them in the most effective way possible.
3. Social Networks
Social media can be a great way to get discovered in B2B or B2C, but success is not straightforward. Talk to your customers and prospects to see which of the many available social networks they are most likely to use to find a company; these networks may be different from the ones they use for recreation. Your company's profile should have contact information, or at least a link to a website that offers it.
Like review sites, there is a certain level of interaction involved. If someone asks a question on your Facebook page or complains to your Twitter account, respond. Otherwise, you run the risk of appearing inactive or inattentive, which is no way to attract business.
4. Publications and Business Directories
This is a wide-ranging category. Whether you pursue consumer- and trade-magazine articles, specialized directories, resource listings in books, trade-association directories or other forms of published information, there are many opportunities to get your name out. Unfortunately, this blessing is also a curse because your team could spend an endless amount of time chasing opportunities that don't yield customer conversion.
Do some online searching for your company, your bigger rivals and your business area. Add in the word "directory," "resources" or even "category" to see if you can narrow down the search results to collections of listings you'd like to be in. Don't forget locally focused online equivalents such as Google Places and Yahoo Local.
5. Business Cards
One of the most old-fashioned ways to offer your contact information can work for both consumers and business clientele. Business cards provide all the basic information a prospect needs to reach you. Unfortunately, people too often collect business cards and then either throw them away or lose them.
6. Telephone Directories
These include paper listings and online directories. Make sure the local paper directories show all your locations with landline phone service. You may not realize that some of the online ones, such as Switchboard, make your up-to-date listings available. Be aware, however, that online directories' information can come from various sources, so you may have to do some Internet legwork to find out where to address a question of inaccuracy.
You can also take out ads in phone books or online services, though this type of additional promotion requires testing and analysis to see if it really drives business and is cost-effective.
There are many ways to place business listings, but finding the most effective method for your company takes time and a willingness to try out different avenues.
Which types of business listings have worked best for you? Let us know what you think by commenting below.
Erik Sherman is an NCMM contributor and author whose work has appeared in such publications as The Wall Street Journal, The New York Times Magazine, Newsweek, the Financial Times, Chief Executive, Inc. and Fortune. He also blogs for CBS MoneyWatch. Sherman has extensive experience in corporate communications consulting and is the author or co-author of 10 books. Follow him on Twitter.