Throughout the marketing to sales funnel there are a number of different metrics that can be measured to see whether your efforts are being successful. While with digital marketing there are all kinds of metrics you can easily access to measure your campaign performance, offline marketing campaigns are a little trickier.
METRICS TO MEASURE OFFLINE MARKETING
Offline marketing activities such as print ads, direct mail, advertorials in publications, vehicle wraps etc., are a case in point. How can you really measure the success of these marketing activities without any data? You may know that you handed out information to 100 delegates at a trade show and 15 booked a meeting or demo on the day: but how can you tell whether subsequent enquiries your business receives over the next few months are because of exhibiting at the event or come from other channels?
Short of asking everyone who emails or calls you ‘where did you hear about us from?’, how can you tell what’s successful and what’s not?
Fortunately there are ways to measure marketing success that are easy to implement and will help you make better decisions about your offline marketing spend in future. Try these:
Custom Landing Pages
Instead of directing prospects to the home page of your website by including your standard URL, a custom landing page for each activity you do will enable you to measure traffic to your website from that campaign.
A custom landing page also provides a great opportunity to align your content with the ad, event, flyer or other offline campaign so that prospects get a tailored customer experience when they visit the page. For example, if you’ve handed out information at a trade fair, the landing page you direct people to could be personalised to say something along the lines of ‘It was great to meet you at x,y,z’, and then point that visitor to the next logical step in that customer journey.
Similarly if you sell various products and advertise a specific one in a magazine, your landing page should relate to that product range rather than everything you sell. This will help you convert prospects into leads by ensuring all the touchpoints in your marketing to sales funnel are relevant to that customer.
Top tip: remember to keep a log of your custom landing pages and where you are using them! Also QR codes are a great way of getting visitors to your landing page so they don’t need to key in the URL.
Call Tracking Numbers
Not everyone who sees your offline marketing campaign will want to engage with you online. In fact this may be an important reason for spending marketing budget on offline activities if your target customers are not as responsive to digital marketing. Therefore old fashioned communications are called for, such as telephone numbers.
But how can you tell if a customer is calling you because they’ve seen your campaign, or because they’ve found you in the Yellow Pages? Call tracking numbers are the answer, the telcom equivalent of a custom landing page. Instead of your normal business telephone number you can use a service that allows you to choose different numbers for different campaigns, and redirect them to your standard number.
Companies that provide this service also provide the metrics you need to see how many calls you’ve received from those tracking numbers, and therefore whether your marketing campaign is converting prospects into leads.
Top tip: Use call tracking numbers for all your different channels – for example, one number for your website, another on your Facebook page, a different number for a listing in a directory – as well as for specific marketing campaigns. This will help you spot trends, for example if you see a steady number of calls coming directly from social media it may be worth making your telephone more prominent or including it in updates if your target audience likes engage this way.
Bespoke Email Addresses
Just like a call tracking number, if you’re going to include an email address on offline marketing assets choose a bespoke email address – after all not everyone will email you saying, ‘I saw your ad in the local paper.’
Another effective way to see whether your offline marketing efforts are performing or not, is to create a unique discount code for each campaign. Not only will this incentivise your audience to take action, but a discount code be used online and offline.
A customer visiting your bricks and mortar shop can quote a discount code seen in a promotional offer, but just as easily use it at the checkout in your e-commerce store. Or alternatively if you want to encourage customers to engage with you in a specific way, you can limit discount codes to only apply when used online or in store.
It’s not just retailers that can use discount codes. B2B businesses can also incentivise prospects to take the next step in this way; or offer lead generating services such as free consultations or trials when quoting a special code.
Finally, you can also ask customers for feedback and discover how they found you. Try to get in the habit of asking ‘how to you hear about us?’ when a new prospect emails or calls, it’s a great way to get feedback on your marketing campaigns. This gives you an opportunity to engage further and find out what they think of your campaign, what they think about the channel (the magazine, event, TV show your commercial was shown during), and more about what marketing activities they respond to.
If you need help measuring metrics for your digital marketing campaigns, this post shares all!