Whether it’s digital or in print, your marketing campaign is only as successful as the metrics that generated from your strategy. One of the reasons that digital marketing has become so effective is due to the large amount of tracking points that can be collected. Unfortunately, many marketing teams believe that tracking can only be done with digital campaigns. However, when used correctly, tracking is just as important (if not more) for print marketing campaigns.
Tracking print marketing campaigns can help you determine if your marketing dollars are resulting in leads and eventual revenue, as well as what specific parts of your marketing are responsible for those leads. Below are three ways that your business can start to effectively track your print marketing campaign.
- Vanity URL’s
Most print material these days comes with a regular web address. And for good reason. It’s a good way to connect the consumer that views your print materials with your online presence. However, it’s virtually impossible to determine which leads are attributed to the consumer going to your webpage based on your print material, or if they found another way there. A vanity URL solves this problem.
A vanity URL is short, easy to remember, and most importantly, it’s unique. For example, let’s say you run plumbing company. Instead of printing your standard http://www.this ismyplumbingcompany.com web address, you add a simple URL such as ourplumbing.com. You then redirect that to the plumbing page on your website. From there, it’s simple to track which visitors are arriving from the vanity URL and how well the print material is generating leads.
- Unique QR Codes
Another effective way to track your print marketing campaign is to make your materials digitally interactive. By allowing your audience to be interactive with your print piece, you can call users to take action that signals they’ve viewed your printed material. A great way to do this is through the use of unique QR codes.
By adding a unique QR code that takes users to a specific website or trigger a download of an app, you can use that interactive feature to measure overall engagement. Once you track and measure the data from this engagement over time, you can then tailor your print marketing materials to what is most effective for your audience.
- Human Dialogue
Although it may not be as modern as QR codes or as fancy as vanity URL’s relying on what your audience tells you is a tried-and-true method for tracking your print marketing campaigns. It’s simple: ask your audience how they heard about you, with “printed materials” as one of the options. This can be done as part of a form when they are checking out at your website, or even as part of a more formal survey that is sent out after they make a purchase.
Unfortunately, you likely won’t get extremely comprehensive results using this method. But collectively, this will help you determine the proportional impact each of your strategies has on bringing new people to your business. These questions will also help in validating more qualitative ROI results, and add a valuable additional method for obtaining useful information for your marketing team.
Employing these strategies will help your business understand whether your printed materials are effectively reaching your audience. And perhaps more importantly, they will help to create and launch better marketing efforts in the future.