3 Easy Ways to Track The Success of Your Print Marketing Campaign
Posted: 15-11-20213 Easy Ways to Track The Success of Your Print Marketing Campaign
A crucial step in all marketing campaigns is to measure and analyse the results from the campaign. It’s an important step to make sure that your campaigns are working as intended, that you’re spending your money on the right things and to be able to improve the effectiveness of your campaigns. Measuring your return on investment (ROI) is also a great way to gain buy-in and convince decision-makers that their investment is worth it. Google Analytics, Facebook pixel and other online tracking services make tracking digital marketing campaigns straightforward. You can track exactly where traffic/ conversions have come from, whether it was a specific ad or from your social media page. However, measuring the success of print marketing campaigns, and understanding exactly where purchases/ site views have come from, can also be easy. Here are our top 3 ways to track print marketing campaigns.
When measuring the success of your print marketing campaign, it’s important to know how you will track it, but also what you will be tracking. This will depend on your marketing goals which should be made clear from the beginning. It may be to raise brand awareness or to increase sales. You should create SMART goals for the campaign. A SMART goal means that the goal is specific, measurable, achievable, realistic and time-bound. For example, a goal may be to gain 5 new clients in 3 months or increase website views to 300 views in 30 days. Once you have your goals, you can then set key performance indicators (KPI’s) and measure the most important metrics.
Firstly, a great way to track your print marketing campaign is to create a unique landing page. A landing page is a page that appears when you click on a link from a specific advertisement, marketing campaign or marketing email. Obviously, with print marketing, the user can’t click on a link, however, you could create a QR code that sends potential customers to a unique landing page. You can place this QR code on your printed material such as direct mail, a product or service brochure or a flyer. Then, you can use a tracking service such as Google Analytics to analyse that specific landing page’s performance. Some important things to measure on this unique landing page could be the number of visits and conversion rates from that page. Prioritise the metrics which support your goals and KPI’s.
Another great way to track your print marketing campaign is to have a unique promo code for that specific campaign. It could be a code for free shipping or a discount code, then every time someone purchases a product or requests a service and inputs that code, you will know that the purchase has resulted from the print marketing campaign. If you are using this method, it’s important to know how you will be tracking the number of times the promo code is used. For smaller companies, it may be easy enough to manually enter every purchase that uses the promo code into a spreadsheet. However, it can be tricky to do this for larger companies, so having a system to do this may be necessary.
Finally, creating a unique phone number or email address and adding this to the printed material is another way you can track the success of the marketing campaign. Every time you get an enquiry/ quote to these unique contact details, you will know that came from the print marketing campaign. Again, it’s important to know how you will be tracking this. You may be able to do this manually or you may need to put systems in place to do this.
