When digital media took over the planet, many marketers decided that print marketing was no longer as effective as it once was. After all, it’s more difficult to track print marketing campaigns than digital ones.
Only if you overlook the dozens of ways you can combine the newest technologies and techniques with your traditional marketing strategies. Let’s discuss five great ways your business can track the success of your next print marketing campaign.
Specific URLs on Your Print Marketing Materials
Any time you click a link from one website to another, website owners get information back about the habits of their users. You can use this same tactic with your print marketing by encouraging readers to visit a specific URL in your call-to-action.
With either a landing page or a URL shortener, you can track how many people have visited your website after reading your printed materials. This way, you’ll gain valuable data on the effectiveness of your campaign and how many people actually engage with your material. Plus, you might even get their business!
Google Analytics for Your Marketing Campaign
Google Analytics isn’t just for digital advertising campaigns. One of the strongest tools out there for marketers, Google Analytics can be used specifically to track improvements in traffic and engagement both before, during, and after you launch a direct mail or other print advertising campaign.
If you see a significant increase after potential customers have received your print media, you can tell pretty quickly that your campaign is a success. If Google Analytics shows little to no results, it may be time to go back to the drawing board.
Coupons and Discount Codes
You know how great a call-to-action can be for any piece of marketing. Providing a path for your existing and potential customers is the best way to convert leads to sales. But if you also add in an extra incentive for them to take that action, you’ll see some serious results.
By including a coupon code on your mailer, you’ll encourage them to take action quickly. Then, you can track how many people used the code and what they purchased with it. With these numbers, you’ll know your specific return on investment from your print marketing efforts.
Another part of any good call-to-action is a recommendation for customers to get in contact with you. If you include a unique number on your mailer, you can set up a software that takes count of every call that comes through.
This is also a great way to experiment with A/B testing. If you have multiple mailers going out at the same time, this software can help you learn which one was most effective. It’ll also give lots of great additional data, like how long each call lasted and where it may have come from.
Talking to Your Customers
At the end of the day, your customers are people like you. Many marketers lose touch with that reality after years in the business. Simply having a discussion with existing customers can teach you a ton about how well your marketing campaign has gone. It’ll also inform you as to which parts of your campaign appealed to them the most.
If you’d like to learn more about print marketing campaigns, reach out to the experts at Linemark. We’ve spent decades helping businesses throughout the country with their commercial printing and direct mail needs. Contact us today!