We love our digital marketing, but print advertising can still play a big part in an effective integrated marketing communications campaign.
Small businesses especially use print to reach local communities and target audiences through trade and specialty publications. But it’s important to measure results of any marketing activity and the return on investment (ROI) that comes with it – including placing print ads.
While visits and conversions are easy to track with digital marketing methods, marketers can struggle when measuring marketing ROI for print ads. Check out these four techniques for determining your ROI in print.
1. Invest in custom contact information
By creating a unique URL and phone number for an advertisement, it’s easy to track calls and page visits to determine which customers got in touch with your business after seeing the ad. Vanity URLs and phone numbers can be purchased, set up, and tracked through your website hosting platform.
2. Include coupons and discount codes
In a similar vein, publishing a coupon or discount code directly in the print advertisement is an easy way to track ROI. The number of customers that bring the coupon in when making a purchase or use the discount code on your business’ online store shows how many saw the ad and converted to purchase.
(Plus it’s great for business – who doesn’t love a good discount?)
3. Ask “how did you hear about us?”
Market research takes a little more work than measuring pre-collected digital metrics, but it’s worth it. Asking a customer how they heard about your business gives you a great idea of which of your company’s non-digital means of advertising are working – and which ones need to go.
Ask this question when customers are filling out forms on your website, while answering sales calls, and in post-transaction follow-up surveys. Keep track of the customers who had never heard of your company before they saw the print ad to determine how your ad is affecting foot traffic.
4. Measure website traffic
We know, we know. It lame – but it’s still effective. For a period of time, put a halt on growing other methods of marketing and make sure the only element of your marketing plan that changes is the addition of your print ad. Then track daily traffic and web sales before, during, and after you run a print ad to determine ROI.
Voila! Now you know how to measure marketing ROI for print ads. Using these methods, you can double check the effectiveness of your print ads and adjust your marketing strategy accordingly.
If your print ads just aren’t working, it might be time to go digital. If they are, then keep up the good work and strive to make your ads as effective as possible!
How do you measure print ad ROI? Any tips for us?
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