The Complete Guide: Offline Marketing Campaigns Analytics

4 ways to measure your offline marketing efforts
Mon Feb 19 2018
offline-marketing-campaigns

Even though the most of advertising is done online nowadays; there are still lots of cases where offline advertising can be effective. However, the main problem that you face when doing offline campaigns is how to measure their performance? And today in our article we want to tell you about a few methods of how to do that.

Customer Landing Pages and Shortened Custom URLs

No doubt, that your website is a great tool for attracting potential clients. However, usually, it presents only general information about the product you sell or the service you propose. But, any marketing specialist knows that the more targeted your advertising is, the more chances you have to get a client.

So, if you’re advertising your product in several regions, you should have a separate landing page for each region (and with different content!). These specific landing pages can focus on the goods that you’re aiming to sell in this particular area. Thus you have better chances to increase the conversion.

There are several ways of creating custom landing pages:

  • You can register a new domain name.

  • You can create a new page using the same domain name.

  • You can use other services for creating landing pages, like Instapage, for instance.

Let’s consider the following example: you’re selling sports goods. You have the website where there is the description of the whole range of equipment you sell. However, the person who lives in Alaska is not interested in surfing boards and, on the other hand, a man who lives in California does not need snowboards that you propose. So, the only logical way is the following: you should create two different landing pages and put two different website addresses on the billboards, magazine ads, etc, for these two different regions. In that way, the guy from Alaska will see the website address with snowboards, and the guy from California will see the website address with surfing boards.

Then, the question that comes next is: how to track the visitors of all these landing pages?

Firstly, you need to choose the service for tracking the links. There is a great variety of them. We use Google Analytics which allows using UTM parameters for your websites’ URLs for monitoring the traffic.

So, for tracking the links, you’ll need Google Analytics URL Builder. The link that you’ll create will look like the following:

https://sportsgoods.com/snowboards/?utm_source=offline_add&utm_medium=snowboards&utm_campaign=kensington_sq_billboard_AK

So, once the customer follows the link, you’ll know that he is interested in snowboards, and that he saw the link from your offline campaign and that the billboard where he saw it is situated on Kensington square on Alaska.

But the problem is that the link is too long and look ugly. So, we should make it shorter and easy to remember.

For making the link shorter, you can use bit.ly service or any other service you like. However, the initial short link that you’ll create will look like some random letters and numbers, e.x:  bit.ly/2EalJ24. Not easy to remember, right? But the service allows customizing your short links. So, if we remember the example about the sports goods shop, the custom links can look like the following ones: CASportsgoods.com - for a customer from California and AKSportsgoods.com - for a customer from Alaska.

After you’ve done all these steps, you can check the analytics of your landing pages going to Content > Site Content > Landing Pages in Google Analytics.

More to this, you can add a “noindex meta tag” to the landing pages. What does it mean? If you add a “noindex meta tag” to your web pages, it tells the search engine not to show them in the search result, so the user can get to the page only if they type in a direct link to it. In this way, you’ll get the real number of how many people visited your website from the offline adds. All you need to do is to enter <meta name=“robots” content=”noindex”> into the <head> section of HTML.  You can check HubSpot’s article: Using Noindex, Nofollow HTML Metatags: How to Tell Google Not to Index a Page in Search, to learn more about how you can do it.

N.B! If you register a new domain name as a landing page, you shouldn’t forget to apply Google Analytics code to it. More to this, if you use any side service for creating a new landing page, make sure that Analytics code integration is possible there! And of course, don’t forget to note somewhere what custom link was used for which offline marketing campaign. You don’t want to mix all the results, do you?

Generate a QR code

Another effective way of tracking your offline marketing campaign is by using a QR code. When the person scans the QR code, they’ll be sent to your website or landing page, and you’ll be able to track where they came from.

There are dozens of platforms that you can use for generating QR codes. Here is a comparative table of various tools:

Once you’ve got the QR code, again you’ll need a URL builder.  

Let’s imagine that you want to make the QR codes for the postcards and leaflets that you’ll distribute to your targeted audience. So, the URLs will look in the following way:

https://sportsgoods.com/?utm_source=offline_add&utm_medium=qr_code&utm_campaign=card

https://sportsgoods.com/?utm_source=offline_add&utm_medium=qr_code&utm_campaign=leaflets

Now, when somebody scans any of these QR codes, you’ll know exactly where he or she came from.

Discount codes

If you think that the variants listed above are too complicated for you and take a lot of time and efforts, then, perhaps, the best way of tracking your offline marketing campaigns activity is to use discount codes. It can be something like: “Enter this code and get 10% discount on the sports goods this month”. By creating unique discount codes, you’ll be able to track when, where and how many of them were used.

You can create a discount code using several services:

  1. Kissmetrics. You should create an event which is called Discount and a property called “Discount Code.”
  2. Google Analytics. For tracking discount codes, you’ll have to create custom variable. To learn more about this method, follow the link: https://goo.gl/Qf3kWt
  3. Discount Coupon Analytics app (if you use Shopify). It allows seeing which discount codes are most popular, track sales by discount codes and export reports into CSV by discount code.

What you should remember when creating discount codes:

  • They should be memorable.

  • Don’t forget to keep track of your custom discount codes. In that case, you’ll remember where you used a particular code, and it’ll also allow you to avoid repetition of the same codes.
  • Remember that the discount codes can be listed on other sites. People can submit them on RetailMeNot or any other similar sites that share online discount codes. In this case, that analytics you get may not be quite accurate.


 

Phone number

Keep in mind that when a potential customer sees you offline advertisement, he’s probably far away from any device and can’t go to your website immediately. However, he might have a mobile phone with him. So, don’t forget to include your phone number to increase the conversion rate. Certain services, like CallRail, provide marketers with solutions for tracking phone calls, record calls, and measuring call conversions with advanced reporting and analytics.

There is nothing challenging in tracking your offline marketing campaigns performance. With the help of right tools and well-thought strategy, you can turn an “offline world” into the place that will bring you as many clients as your online campaigns do. As you can see, there is a great number of tools that you can use for tracking offline marketing campaigns performance. However, if you don’t want to check several tools, but have everything in one place, address to us, and we’ll develop a custom solution specifically for your needs.

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