How Yellow Pages helped an unlikely social butterfly build their business on social.

Grand Auto Wreckers, in Lonsdale, SA, are Datsun parts specialists and the number one source of Nissan 4×4 parts in Australia, delivering to customers right across the country.

Partnering with Yellow Pages for over 20 years – Grand Auto Wreckers have historically relied on fairly traditional marketing products, with an ad in the print books and more recently expanding to online with a paid listing on Yellow Pages Online.

Three years ago, however, Director Anthony Norris started talking to Yellow Pages about social media as a lead generating tool for the business.

Why social media ads?

Like many proactive business people, Anthony was keen to take advantage of the explosion in social media in Australia and reach a younger audience.

“We wanted to target the right audience – people looking for the products and services we offer to help them get their car back on the road,” says Anthony.

“I knew social was going to be a big marketing platform, so I wanted to be on top of things,” Anthony says.

And he was right.

Grand Auto Wreckers and Social Ads.

As Anthony tells us, “Over the past 3 years our targeted Social Ads have produced a load of networking opportunities and lots of people ring us specifically from seeing the ads.”

Social Ads delivered a 186% increase in clicks to Grand Auto Wreckers’ website from January to February.

The impact of coronavirus.

In the past few months Anthony has seen an increase in leads coming from both his social media platforms and via eBay. While not surprising, given how much time Aussies have been spending online recently, this highlights how important it is to maintain a consistent social media presence.

Where to now?

Given that Anthony thinks social generates about 20-30% of his business, he’s sticking with the plan.

“We notice that, as soon as a new Social Ad goes out, we get a spike in calls,” he says.

www.facebook.com/grandautowreckers/

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A family owned business in South East Queensland, specialising in custom designed patios, decks and carports, Lifestyle Patios have been showcasing their variety of designs in their Social Ads campaigns since 2004.

Ahead of the pack, Lifestyle Patios started working with Social Ads 16 years ago and have seen results ever since! “It’s worked consistently well the entire time,” says Lee Sims, office manager.

“It’s approximately 25% of our lead generation so it plays a very important role.”

Tried and tested.

The business’s most successful social ads campaign is direct selling through advertised specials, which is measured via customers clicking on the ad link and then filling out an online form.

And in terms of format, Lifestyle Patios has found over their 16 years on social that single image posts deliver the best lead results for the business.

Social trends.

When quizzed about some ‘hot’ social topics, Lee says the business would be open to using influencers if they’re the right fit and work to generate leads.

And when it comes to feedback, Lee says the business has never had negative comment in the 16 years they’ve been on social, but would definitely offer a reply and solution if they did.

Works while Lifestyle Patios is working.

Like most small business owners and managers, Lee’s work involves wearing many hats. Yellow Pages’ social expertise allows Lee and her team to focus on what they do best – running the business, while Yellow Pages takes care of connecting them with more customers.

“We don’t have time to run the social media aspect of the business so Yellow Pages frees us up to work on our core business. We leave the plans to you guys as the experts.”

www.facebook.com/lifestylepatios.QLD/

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Operating for 14 years, Austrack Campers is a trailer and hybrid camper manufacturer with showrooms in Queensland and Melbourne. The business’s focus is on delivering top quality products at reasonable prices.

Partnering with Yellow Pages since 2017, Austrack were already using SEM, SEO and Yellow Pages Online. Wanting to expand the audience base even further, it was decided to trial a Social Ads campaign.

More than likes.

While Austrack already had a social account, Austrack director, Linden Lawson understood the need to get a professional in to help turn the platform into a valuable sales tool for the business.

“Yellow Pages has an expert understanding on targeting areas for more results. Plus their approach on content and post timing is all strategically based. There’s no guess work.”

What does social success look like?

“Our Social Ads campaigns delivers a bit of everything,” says Linden.

“Form fills on Facebook for product enquiries, which we receive via a list from Yellow Pages every day. Plus we also get lots of straight requests and website clicks.”

In terms of content success, Linden lists videos as their preferred post style, “Pictures say a thousand words but videos takes it a step further.”

After nearly a year running the campaign, Linden says social ads now play a “massive” role in marketing his business, “and it’s growing day by day.”

Since the campaign started in March 2020, Facebook leads have increased by 265%.

In addition to a lead generation campaign, Yellow Pages also designed a social content marketing campaign which has seen Austrack’s Facebook followers increase by 51%.

2020 and beyond.

When asked for his tip on emerging social trends, Linden says, “I’ve noticed businesses are starting to post more fun, light-hearted content, which is gaining traction. Social media is also becoming more interactive, therefore engagement with potential customers is more important than ever.”

“Fundamentally, social media is super important to any business – it’s targeted and engaging, and it gives you more bang for your buck.”

www.facebook.com/austrack/

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Operating since 1986, Allstate Pest Control in Adelaide, SA has had a long partnership with Yellow Pages, listing in Yellow Pages from the beginning, and adding a range of digital products over the years, including Yellow Pages Online, SEM, SEO and Social Ads.

To find out how one of our long standing customers is operating in the current economic climate, we talked to Chief Executive Officer, Vasili Tsoutouras about his business, how Yellow Pages has helped, and what his marketing plans are for the future.

Building a strong relationship.

Responding to a changing world in terms of marketing has been key to Allstate’s success, and Yellow Pages has played a big role in introducing digital products to the mix.

Asked about the performance of the Yellow Pages products, Vasili says, “Well, we track our results down to a cost per phone call and the value is most certainly there. Hence our strong relationship with our Yellow Pages rep, David Costi, and with Tony Nicosia before that.”

And how important is digital marketing to the business? “It’s a no brainer, right?” says Vasili. “Without it, what would you have?”

Adapting to COVID-19.

While the need for pest control never ends, Allstate has definitely felt some ripple effects from the lockdown: “It’s impacted everyone and everything. Within our business, we’ve had wins and losses. I think in the end it’s hard to see a future where we don’t feel some sort of impact.”

Allstate has largely used social media and their CRM software to communicate with customers throughout the lockdown and, with Yellow Pages’ help, have pivoted their social and SEM messaging to “meet the ‘new normal’ and in-demand services”.

As part of Allstate’s proactive response to COVID-19, they launched a new disinfection services campaign when the virus surfaced in March – the first business to launch the service in SA.

A corresponding page was added to Allstate’s website and the focus of both Yellow Pages SEM and Digital Display products was changed to ‘disinfection services’, to further drive enquiries as demand for the service grows.

Has the new approach been successful? “Yes,” says Vasili. “ And I wish we’d always been as active on social as we are now – it’s been a big winner!”

And looking to the future?

While Vasili acknowledges there are always bumps involved in introducing new products into a marketing strategy, he attributes much of Allstate’s success to his strong relationship with Yellow Pages.

“David and I are always talking,” he says. “Our plans are ever evolving.”

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