A Detroit Beauty School Takes On Local Search

David Pressley Cosmetology School, beauty school, YP, YP listing, local search, search marketing, SEM, Detroit
Posted by: Barrie Rosen – Executive Director, B2B Communications

Local search plays a big role in how people find the products and services they need to get through their day. That’s why it’s important for businesses, big and small, to be a part of the local search game. However, staying on top of ever-changing search trends can be a lot for business owners to handle, much less while staying focused on managing the day-to-day demands of their business.

Michelle Gutek, owner of the David Pressley Cosmetology School in Detroit, majored in marketing back in college. Since then, though, the marketing world has changed dramatically, so much that she feels there’s no way she could take it on alone. The David Pressley Cosmetology School has been in business for more than 50 years – and its long-term success is greatly attributed to positive word-of-mouth referrals. Even so, Gutek has seen a drop in enrollment in recent years.

“We knew we had to be at the top of the search results page to attract more customers,” she says. “We deal with Millennials. I felt strong enough to put my money into local search because I knew this would be the best way for me to connect with this audience.”

Gutek turned to YP for help, relying on YP’s search engine marketing (SEM) solutions to make sure her business appeared at the top of search engine results when people searched for keywords related to her business. Her YP Marketing Consultant helped launch a program of search ads across the major search engines, integrating the effort with display ad campaigns on desktop and mobile. YP also provided recommendations for ad content, creative, and promotional offers to help motivate searchers to call the school, fill out information forms, or connect with recruitment staff.

The result: “The phones were ringing, and I was getting more email leads. My appointment book was filling up.” The search campaigns attracted not only the potential students Gutek needed to boost enrollment numbers, but also locals interested in paying for beauty services at the school’s student salon. Enrollment increased by 30 percent and, as a result, she was able to add more classes and invest more into her business to fuel additional revenue growth.

Michelle’s story is what YP is all about. Our mission – and our passion – is to help businesses grow. With over a decade of experience in digital search marketing and more than 100 years dedicated to being the champion for small businesses around the country, YP’s been successful in helping business owners, like Michelle, free up more of their time and energy to focus on the parts of their business they care about most – like interacting with customers. Thank you for sharing your story with us, Michelle – we are so proud of the work the David Pressley School of Cosmetology and YP have done together.

Visit YP Marketing Solutions to learn about how our full suite of marketing solutions products and services can help give your business a boost.


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