All we talk about is Search Engine Optimization (SEO) & the Creation of Online Presence.
Nevertheless, there exists a real world.
What does ROI mean in advertising?
Return on investment (ROI) in advertising is a digital marketing measure that tells you the amount of return on a particular investment in marketing campaigns relative to the investment’s cost. For example, if you spend $1 on a marketing campaign and earn $3 from the campaign, your ROI is 200% or 3:1.
Businesses and individuals have become engrossed in Digital Marketing and have waved an adieu to the good old Offline Advertising. Local & Small-scale Businesses must gain visibility in the local community. Creative and targeted Offline Marketing is a wonderful avenue to perform the same.
How Do You Measure ROI For Offline Advertising?
ROI for offline advertising can be measured using google analytics to measure web traffic from offline promotions, digital checks-ins, allocating discount codes, creating a strong digital presence, using dedicated email Inbox, tracking phone calls, conduct surveys.
What is a good ROI for advertising?
A good ROI for advertising is above 400%, or 5:1, which means that if you spend $1, your earnings will be $5. However, large companies’ good ROI for advertising is above 50% because they have different goals, budgets, expenses, and tactics to reach the target.
Here is a list of the top six techniques to bridge the divide between Offline Marketing Campaigns and Online Conversions.
1. Use Online Tools Like Google Analytics To Measure The Web Traffic From Offline Promotions:
Custom URLs and Vanity Domains are two of the most amazing avenues to build a bridge between Offline Marketing Campaigns and Online Conversions. In the next step, utilizing online tools like Google Analytics will help you study your Web Traffic generated from Offline Promotions.
Let us quickly understand the definition of Vanity URL.
A Vanity URL nothing but a Web Address whose purpose is to express a Business or an individual’s individuality. It should be memorable, pronounceable, and crisp. A Vanity URL redirects visitors to your established Homepage or a campaign-related Landing Page. Initially, you have to purchase your Vanity URL, and thereafter, you can begin your Marketing Strategy to promote your business.
On the other hand, if you are not willing to buy a Vanity Domain, comfortably go ahead with the Custom URL. The good news is that Google offers a URL Builder Tool to serve this purpose.
Using this, Identifiers can be added to URLs, which will show up aggregate data in your Google Analytic’s Dashboard.
Aggregate Data includes how each visitor managed to find you or their channel of origin.
In this case, it would be offline promotional materials that visitors have come across bearing this URL, such as a Brochure, Poster, Magazine, and Billboards.
2. Use Digital Check-Ins Or A Manual Headcount Of The Attendees At Promotional Events:
Here, we are mainly talking about Local or Small-scale Businesses that interact directly with the clients and customers.
Such close-knitted interactions pave the way to organize events as a part of the Promotional Strategy.
Nonetheless, the efforts and the expenditure to arrange such a gala event will not materialize until you know the Return On Investment (ROI).
As a Business Owner, you should definitely devise a way to measure the result of such an event.
Since we live in an era of high technology, make use of Digital Check-Ins. Alternatively, you can opt for the headcount’s old school method to track the total number of attendees.
One can also measure the success of the Offline Campaign through the quantifiable actions of the customers.
–The number of phone calls placed asking for Quotes.
-Scanning QR codes from Posters and Fliers.
-Mailing back a survey.
3.Allocate Discount Codes to the Advertisements on the Non-Digital Platforms:
Are you wondering how to promote your Business/ Company and the options you can opt for? There are numerous options.
- Print Ads in Newspapers
- Magazines and Circulars
- Advertisements on National Radio and TV Stations
Similarly, you can create unique URLs, Landing Pages and allocate Discount Codes to the advertisements on the Non-Digital Platforms.
Doing so will give an exact figure regarding Discount Codes’ usage, reflecting an impact on your online traffic and conversions.
Also, offering Discount Codes subtly nudges the visitors/ customers to interact with your Online Store.
4.Create a Strong Digital Presence on Social Media:
Undoubtedly, Social Media has become part and parcel of our daily lives.
If you want to sustain your business, you have to jump on the bandwagon and create an online presence.
After you’ve launched an Offline Campaign, you should put an effort and start creating relevant content for the Social Media Platforms. The users of these platforms will enjoy engaging with and sharing with their circles.
Do not forget to add a personalized hashtag & encourage your new followers/ subscribers to use the same.
Nielson has researched & published that 46% of customers look for more Online Information after coming across an Offline Ad.
5.Decode The Keywords And Phrases Which Triggered An Interest With Your Audience:
Post-campaign analysis has its fair share of fun. You can utilize numerous tools to decode the keywords and phrases which sparked interest in your viewers, readers, commuters, or listeners.
Interestingly, you can also find out the portions which failed to resonate with your audience.
Accordingly, you should mend the loopholes and strategize your future campaigns.
Did you know that an impactful TV Ad holds power to drive strong traffic?
You can also specifically research Keywords and Phrases which are popular in your industry to keep up with the competitors.
6.Conduct Surveys & Customer Correspondence:
Beginning with a Poll on Twitter to a Google Form for recent converts, there are many ways to ask your Clients & Customers about your products, service & Business Model.
Some of the top-notch questions to be included in a Feedback Form are:
“How’d you find us?”
“Where did you hear about this offer?”
Such surveys do the trick after a major Marketing Push.
Overall, some clever planning and plotting, impeccable strategies, and Analytical Tools are enough to gain some incredible results from Offline Promotional Campaigns.