Offline marketing tools such as magazines, TV commercials, billboards, vehicle wraps, etc. can be a great way to generate exposure and market your brand. However, most businesses believe it is difficult to measure how successful these campaigns are. That isn’t the case.
The expansion of tracking tools and customizing online presence now make it possible for brands to begin tracking offline campaigns. While many businesses find it challenging to develop creative methods to craft compelling ads, Google Analytics can help companies track the effectiveness of their offline marketing. This article explains various methods to track your marketing campaign and ensure your message is successful.
Importance of Offline Marketing Campaigns
The rise of the online market has led to the assumption by many marketers that traditional or offline marketing is dead (or at least dying). These companies make the mistake of not considering offline marketing in their product planning and service campaigns, and instead focus on the best way to use social media or click-bait to generate consumer interest.
While the importance of digital marketing cannot be denied, it’s a mistake to assume it’s the best or even most effective way to market your brand.
Interacting with consumers face-to-face or allowing them to physically interact with your brand allows you to establish a relationship and build consumer loyalty. Additionally, these physical interactions allow you to receive instantaneous feedback and reach an audience that doesn’t spend all their time online.
Custom Landing Pages
One of the best methods to track offline marketing campaigns is by creating a custom landing page. A custom landing page that is set up specifically for your campaign allows you to focus on the main goal of your advertisement and target it toward a specific audience. You will also be able to monitor the results of page visits.
For example, if you have a retail store that sells outdoor equipment and you place an advertisement in magazine dedicated to hunting, you can create a custom landing page focused on specifically on hunting.
To create a custom landing page in Google Analytics, go to Content > Site Content > Landing Pages. There you can track the number of visits to the page and how long visitors stayed on the page.
Another effective method of tracking offline campaigns is by using shortened URLs. Shortened URLs allow you to track visitors from offline sources without having to create a new landing page. Instead, you use Urchin Tracking Modules, or UTM parameters, to track your campaign using Google Analytics.
To do this, you’ll first need a URL builder such as this. Once you have a shortened URL, place it in your direct mail campaign to begin tracking user traffic to your site. To view tracking results in Google Analytics, go to Traffic Sources > Sources > Campaigns. You can also use the Goal Sets at the top of the window to see how many conversations you have received.
If you’re not quite ready to create a new landing page or generate shortened URLs, another option to track offline campaigns is to create custom discount codes. For example, promo code GLASSES15 can be a custom code for consumers to receive an additional 15% off their glasses purchase.
With these custom discount codes you can track redemptions and the revenue generated from orders using the codes. It can also pick up orders that have been tracked with different sources which have come from your direct mail campaign.
While some companies aren’t ready to create new landing pages or offer discounts, there is still one last option: annotations. Annotations in Google Analytics allows you to leave a note to yourself about something that happened on a particular date, such as the release date of a direct mail campaign.
Once you have created an annotation, direct traffic in Google Analytics shows you visitors to your site that cannot be traced to other online sources, such as social networks. If you see a significant increase in traffic around the time of your marketing campaign, you can at least get a sense of how much impact that specific campaign had.
Measuring offline marketing can be extremely important to your brand and overall marketing goals. By not considering options such as custom landing pages, shortened URLs, custom discount codes or annotations, you may be missing out on significant opportunities to attract and retain valuable customers.