Contrary to popular belief, print doesn’t have to be dead.
There is something that digital collateral will never be able to replace; the feeling of holding a physical card, flyer or brochure in your hands. Additionally, there are still posters and signs printed and hanging everywhere you look.
I have a client who advertises their business in trade magazines and at tradeshows, and until today, they haven’t been able to quantify what the advertising money they are spending is returning.
Tools you can use to track print ROI
My client had a last minute sale for which they needed ads created. One of the ads was for a digital vendor listing and the other two were a print and digital magazine. The reason I am writing this is because the print magazine was involved, and I had to be creative.
Being the digital marketer obsessed with tracking the performance of campaigns, I did what I could with tools that are quick and easy to use.
The hope is that readers will scan the QR code that was included in the ad.
All campaigns should include links that are tagged with UTM parameters. Without them, you’re really not doing your due diligence to track performance. If you’re like me or any of my clients, it is important to know how the money spent is working. I use oogur to build all my Google Analytics trackable links.
A few tips before you start:
- Determine the name of your campaign: What are you promoting? What month/season/year/product/event is it pertaining to? Come up with a campaign name that you’ll use to group all the emails you’ll send, ads you’ll create, social posts you’ll share, blogs you’ll write, etc…. Add this as your utm_campaign.
- Create a unique link for each specific place you’ll share a link: Including Facebook, Twitter, LinkedIn, MailChimp, Pardot, the specific magazine that you’ll advertise in, the specific poster you’ll print and hang…. Use this as your utm_source
- Remember that the utm_medium is the category of source or place that you’re sharing the link. The medium in this example could be poster, brochure, social media, etc…
- If you are using different images on each of your deliverables, differentiate those links by specifying the creative or CTA in the utm_content.
QR Code Generator
The QR code was created with a tool I searched and found. There are a bunch of them out there. When creating the code, I used the UTM tagged and shortened link that I built in oogur. The client will not only see shortened URL clicks inside oogur each time someone scans the QR code, but will also see the campaign performance in Google Analytics all the way down to the specific graphic name (utm_content).
I also set the client up with a Leadfeeder account. Leadfeeder is pretty fantastic. The application will allow the client to segment incoming traffic by UTM data. It connects with Google Analytics, so the marketing team’s work becomes visible to the sales teams without the sales team needing to run any reports in Google Anlaytics.
Why does this matter? It will arm their sales team with valuable insight into the companies that visited the site from the ad. It will display the pages visited and who works at the company (based on a LinkedIn integration) so they can reach out with relevant conversation to ideally shorten the sales cycle.
The moral of this story: Using oogur is a small step that should be taken by your marketing team to set your sales teams up for success.
The only thing missing from the equation is call tracking that Aloware provides. We’ll get there for the next campaigns. That is a game changer. If you’re not already tracking calls with dynamic phone numbers, you’re missing out on some pretty sick information that your sales team would really love you for.
#printdoesnthavetodie #printisntdead #digitalmarketing #roi #sales
- Date - October 5, 2018