It is in every business’s best interest to advertise in whatever way works with their audience. Social media marketing, inbound content marketing, and even print marketing are all equally useful if your audience responds positively to the channel. Of course, to judge the effectiveness of your campaign, it is also important to track your return on investment (ROI) to know which channel is most effective and where improvements can be made.
Tracking the ROI of your marketing tells you how many clients you are earning through each method of marketing. And how many of those turned into paying customers to return your investment in marketing. Because ROI tracking is a highly technical analysis, many brands get the mistaken idea that tracking print marketing is difficult to do. The good news is that those brands are wrong. It’s easy to track your ROI from print marketing and determine exactly how many readers or mail recipients have signed up and converted to customers. Today, we’ll be showing you how to do this in 4 easy ways.
1)Embed QR codes into your print marketing
QR codes are phone-scannable patterns that transition digital print marketing directly into a website visit or even a mobile app download. You’ve no doubt seen them everywhere; they are the squiggly pixel-squares now on every restaurant table sign, flyer, and cereal box in the country, along with pretty much everywhere else. When a recipient of your print marketing scans the QR code with their phone, not only does it take them to a custom landing page on their mobile device, it also pings your analytics to tell you that a print marketing piece just won you a lead.
2) Provide unique coupons and vouchers
Then there are deals and opportunities. If you intend to entice print media readers with discounts, then provide them with coupons and vouchers that sport a unique individual code. Each time a coupon is used, you’ll know not only that a printed marketing tactic worked but also which exact printed marketing tactic and possibly even the specific printing. Whether the coupons are good in-store or for online purchases, their unique codes will help you track the ROI of the print marketing they came from.
3) Send customers to a unique landing page with UTM tags
Unique landing pages are another way to track your success with print marketing. No doubt, your print marketing will let readers know what website to visit to further explore whatever deal or opportunity you were advertising. When they punch in the URL provided, if it contains UTM codes, you’ll know exactly who and which print marketing tactic provided the lead. UTM tags are special addendums to a URL that sends a message to Google Analytics telling it where the lead on the landing page came from.
4) Ask for direct feedback in return for rewards
Finally, you can always just ask your clients when they jump online. A quick “Hey how did you hear about us?” will often get you the information you’re looking for about marketing channel ROI. But even more reliably, offer them a reward for more detailed feedback. Provide discount codes or special offers on desirable products or freebies in return for a quick ROI survey. Or your print marketing itself can take care of this by letting readers know that, should they hop online and buy with their printed code, they will get a complimentary discount for sharing their feedback.
When done correctly, print advertising and digital advertising can go hand-in-hand. One can easily support the other and print media can be great for channeling leads to your website and full-funnel online conversions. For more insights into combining traditional advertising with your online marketing campaign, contact AdCellerant today!