Are You Struggling With Tracking Your Offline Marketing?
Lots of people we meet say we are spending all this money on marketing and we don’t even know if it’s working… that is just crazy! To think that you could be pouring money down the drain with no real way to track the performance of your campaigns.
We are reaching out with a guide to help you determine the cause of your failure and the way that we can turn it around for you! (Please note that this is not a perfect guide as there is never going to be a 100% foolproof way to track marketing performance without stalking every potential customer… just kidding).
If you advertise via offline methods such as TV, billboards, brochures, newspapers, or even buildings you are going to want to find out how effective your marketing is and what sort of ROI you are getting from each campaign.
Unique Phone Numbers
This can be a great method for tracking certain campaigns, particularly with a strong CTA. If you are regularly engaging in things like mail drops or direct mail with limited time specials and promotions. Having a unique and tracked number will allow you to determine the number of calls that any particular ad has had and if you can manage to feed it back into your CRM through the caller id you can determine the revenue generated through the campaign.
These are a great way to drive traffic and determine the source of the traffic. Using this technique you are using a different URL than that of your business standard URL. This will allow you to track the number of visitors to your site. To use this technique well we find that it works well when you use a memorable URL. A good example of something like this would be something like a plumber in Sydney, Australia having their website as www.barrysplumbing.com.au and then using a redirect with an additional URL called www.sydneyplumbingexperts.com.au.
As this URL is very memorable you will be able to use it on things like radio or TV and have a custom landing page that is dedicated to the CTA that you used in the campaign. This method is very effective if you are looking to drive traffic to your website.
Shortened URL’s and QR Codes
This method is great for digital offline (where you want to track click throughs from a link off an affiliate site) or where you are looking to track people who find your website through print media via billboards, flyers, letters, etc. With this technique you make a QR code that is pointed at a shortened URL for a specific campaign. You can use this campaign to track website visits and like the redirect method it works very effectively with a custom landing page. This method will still work for users who are protecting their privacy as you are able to accurately continue tracking the number of clicks or visits.
This method can work well but in today’s day and age it can be hard as there is so much information readily available online. The theory behind it is tracking the number of uses and assign them to a particular campaign. The risk that you run with this campaign is that people may post the discount code on sites like www.ozbargin.com.au or through social media which would mean that you would not be able to track the performance of the ad as this would unnaturally inflate the number of uses.
Using Analytics For Tracking Increased Direct Traffic
If you are not comfortable or confident in any of the other methods this is one that you can very simply implement without any real difficulty. This method involves tracking the increase in traffic to your website via direct visits. This method is the least accurate but is the easiest method to implement. Using this technique you are simply looking at the increase in traffic and determining if it is significant.
Using analytics you can annotate the data and enter where new campaigns have launched to see the difference in direct traffic. This will not be very accurate as there are many factors that can come into play when considering increases in traffic.