If your business is anything like most companies, you always look for ways to save money and cut costs. And the good news is that there are plenty of options to consider. But before you choose a reduction in print materials as your plan, stop and think about the return on investment (ROI) these materials can bring to your bottom line. To some, print marketing materials (presentation folders, brochures, business cards, sales sheets, etc.) can seem old school in today’s digital world. But you may be surprised to know they still have a great deal of value.
How much value, exactly? Well, that’s the tricky part for many companies. Recent advancements like personalized direct mail and integrated printing have prompted more businesses to stay the course in print marketing. However, understanding and tracking the ROI their print marketing campaigns support remains a challenge.
With that in mind, here are a few tips to help you measure your print marketing ROI and ensure business growth.
Imagine The Possibilities of Print Marketing
- Brochures
- Business cards
- Direct mail
- Sales sheets
- Flyers
- Postcards
- Letterhead
- Posters
- Catalogs
- Presentation folders
Brumley Printing is the best choice for commercial printing in Fort Worth. Call (817) 336-5551 today to see what we can do for your business.
8 Ways Track Your Print Marketing ROI and Improve Your Printing Success
1. Use Tracking Phone Numbers
If you engage in multiple types of print marketing, like direct mail campaigns, local directories, banner signs, doorhangers, and more, set up unique phone numbers for each method so you always know which one delivers results. Google Voice is easy, straightforward, and free, but you’ll need to create separate Gmail accounts for each tracking number, which makes it more complicated to track your results. You can also consider a paid phone tracking service like Call Tracking Metrics, Marchex, CallRail, or What Converts. These services allow you to set up multiple trackable phone numbers and offer a wealth of data about the prospects who call your business.
2. Ask Your Customers
When a prospective customer calls, do you make it a practice to ask where they heard about your business? While there’s a chance the answers to this question may be vague, it’s still a great way to measure the effectiveness of your online and offline marketing efforts. You can use a form sign-up on your website, ask them in person, or ask when they call.
3. Create a Landing Page
Instead of directing potential clients to your home page, create a separate page—known as a landing page—that corresponds to your print marketing piece. On that page, you can have a form, email request, telephone tracking number, or another way to collect leads. You will see the ROI of your printing expenditure by seeing the number of visitors to the landing page, the number of phone calls, and the number of leads collected. You can take this one step further by having a QR code on your printed piece to direct potential customers and clients to the landing page easily.
4.Vanity URLs
To piggyback off the previous tip, another very effective way to track the ROI of your print marketing is to use vanity URLs for each print campaign and redirect them to the specific webpage you want to direct visitors to. To do this, you’ll need to purchase your URL(s) from GoDaddy or another source like Hover. Make the URL short, simple, and easy to remember. Here’s an easy guide on how to set up the 301 redirects. To track the performance of your campaign URLs, set up Google Analytics on your website if you haven’t already done so.
5. Include Coupons and Mail-In Forms
You can incorporate these into your printed direct mail pieces, flyers, or door hangers. Again, it’s easy to track how many are used and returned to you.
Call (817) 336-5551 to partner with Brumley Printing for all your commercial printing needs!
6. Include a Call to Action
Ensure your print marketing pieces and landing page give a clear, easy-to-follow call to action (CTA). The CTA directs potential customers on next steps. Examples include order now, use this coupon before X date, enter your email to receive our newsletter, mention a promo code for a % or static discount, etc. Tie the CTA to the individual print campaign and track the results.
7. Review Upward Improvements
Reviewing the number of customers, inquiries, website traffic, and sales indicates a positive ROI on print marketing. If you notice a correlation outside of your measurable tracking, there’s a good chance those increases were tied to the printed marketing material distributed to potential customers.
8. Talk to Your Printing Company
Your printing company may be able to help improve the print marketing materials. Can a different, clearer bar code improve data collection? Can personalization for each recipient be incorporated into your direct mailer? What suggestions do they have for improving the look, readability, and effectiveness of your order? Sometimes, a change in paper or finishing in cost can create a sharper, more attention-grabbing product.
Even in today’s Internet and social media driven world, there is still value in print marketing. Printed materials offer a cost-effective way to reach potential customers and build awareness of your company’s offers. By measuring ROI versus the actual cost, you will learn the value of continuing to choose print marketing for your business.
Need a Print Marketing Partner? Brumley Printing Can Help
Is your business ready to choose a commercial printing company that offers all the bells and whistles, including being a reliable source for what works best in today’s ever-evolving marketing world? Brumley Printing has been helping Fort Worth businesses with their printing and marketing needs for over 30 years.
When you choose Brumley Printing as your print provider, be assured that you are getting high quality and great value. We provide a range of methods to meet your project’s unique needs and demands. Plus, we offer unprecedented service and guidance to every client.
To get started, give us a call at (817) 336-5551 or contact us.