Track Your Flyer Marketing ROI

August 19, 2016 - 20 minutes read

tracking the return on investment of marketing campaigns

This is the fifth article of a 7-step training series about flyer marketing. Have you read the previous article How to Develop an Effective Flyer Design?

In our last post, we taught you how to develop the design and content of an effective flyer. Before you begin printing your flyers, you should also take some time to incorporate tools that track your flyer marketing return on investment (ROI).

The truth is that you will never know if your marketing campaign is going to have a good ROI until you get the flyers out there and wait for the results. That is the nature of marketing.

Sure, if you created a flyer that was a copy of another campaign you did elsewhere (i.e. through the mail, Facebook, a magazine, etc), you may have an idea of what results to expect. Even then, though, there are a number of ever changing factors (i.e. timing, medium, target population, etc) that may cause one campaign’s results to differ from another almost identical campaign.

You may be frustrated hearing this. After all, what is the point of marketing if you can’t know what results you are going to get? Well, even though you cannot completely predict your advertising results ahead of time, you can accurately track the results once the campaign gets started. That way, you can learn what works and doesn’t work from one campaign, and have a little more predictive power for your next campaign.

In this post, I will show you three different ways that you can track your flyer marketing ROI.

Why tracking your flyer marketing ROI is vital

A lot of businesses will put out flyers and ask their target audience, through a Call-To-Action (CTA), to call their business or sign up online for some deal or appointment. Well, how are you going to know who took an action because of your flyer versus other marketing you are doing? Sure, you can ask each person where they found out about you. But you won’t always get accurate answers.

tracking return on investmentThere are many memory biases, which basically means that people don’t always remember things accurately. Someone might first see your billboard, next see your yard signs, and then receive a flyer on their door. The flyer may prompt them to look up your website to learn more because they’ve heard of you a few times. When they call your business, they might simply say they found you online since that is the last step they took. That phenomenon is called “recency bias.” People often most easily remember and talk about what recently happened.

Now, it’s good to know that this customer looked at your website. However, if you don’t also know what else they saw that also prompted them to call you, your business might decide to spend more money on your website SEO and Google ads instead of your billboard, yard signs and flyers. Proper attribution is important but difficult to get from your actual customers.

Luckily, there are several systems you can use to track where your customers are coming from on your own.

Monitor phone calls with a tracking number

Some of you may ask your target audience, through your flyer, to call your business. As a business, you will want to know which calls came from your flyer or other marketing tactics.

using a tracking phone number to track flyer marketing ROIWe suggest that you place a tracking phone number on your flyer instead of your business’ main phone number. A tracking phone number is a virtual number that you rent (they’re cheap). List this virtual phone number on your flyer. If a prospect calls the number, the call will immediately go to your business’ main line. Your receptionist will pick it up on the other end. The difference is that by going through this intermediary number, you will be able to see how many people called your virtual number. You can even record the calls and listen in to your salespeople’s conversations with prospects. Either way, you will know how many calls resulted directly from your flyer since that was the only place the virtual number was listed.

There are a few ways to set up a tracking phone number. We use a service called CallFire. You sign up and rent phone numbers that are available; try to find a number with your area code so it’s a local number. You simply set up a new virtual number and select which phone number you would like all the calls to be forwarded to. It costs as little as $3 to set up. You then pay monthly for a small maintenance fee and a few cents per minute (when people call). In your account, you can see an activity log that shows the number of calls you received, days those calls occurred and (optional) recordings of those calls.

Another option is to use Google Voice’s FREE service. You can set up a free phone number that rings one phone or all of your business’ phone lines. Even the phone call minutes you use are free so it’s really a no-brainer. You can even turn your current phone number into a virtual phone number that forwards to different phones (this is a little more complicated but possible).

Don’t just use a tracking phone number on your flyer campaign. Try to integrate different tracking phone numbers into each marketing campaign you run so you can see what results come from your different avenues.

Some businesses are hesitant to use tracking phone numbers because they worry that their customers will be confused by different numbers. As long as you don’t delete any phone numbers once you begin using them, this isn’t a problem. Your customers can save the number in their phone and still reach you a year or more later. Honestly, the customer doesn’t care if your business uses multiple numbers as long as there is a friendly customer service rep on the other end.

Using a tracking phone number is well worth the time and cost of setting up. Without this powerful response data, all your marketing efforts will continue to be a stab in the dark.

Track website visitors with a landing page

Now, let’s talk about the people in our society who don’t like making calls. We all know that more and more these days, potential customers (especially those in younger generations) choose to do research online and fill out digital contact forms instead of picking up the phone. How do we track the people who view a flyer and then go online to look up our business?

The answer is a landing page. A landing page is a focused webpage that exists either on your website or is hosted on a shared platform. If it is on your website, it usually has a url like this: www.domainname.com/landing-page-name.

A landing page traditionally has three main intentions: 1. provide relevant information for a visitor 2. capture the visitor’s information through a contact form and 3. track website visitors. Let’s break it down.

1. Providing relevant information

laptop-951954_640A landing page is a webpage that is created specifically for a single marketing campaign (like a flyer campaign). It’s basically an online extended version of your marketing piece. Let’s say you are providing some brief information about your business on your flyer and a special coupon too. If a potential customer receives your flyer and wants to find out more, you can refer them to your online landing page. Simply print on the flyer “Learn more at www.domainname.com/landing-page-name” or something like that.

Some potential customers will then go online and type in that specific url (the website address you listed) to learn more.

A good landing page clearly provides relevant information your prospect needs to make a decision. It gives no more or less information than that. Much like your flyer content, you do not want to overwhelm your landing page with too much information. Keep it clean and simple, but provide a little more value than you did on the flyer so that it’s worth your prospect’s time to look up this webpage.

2. Capture contact information

contact form exampleLike I mentioned before, some people are reluctant to pick up the phone but are more comfortable filling out an online contact form. As a result, you should definitely include a simple contact form on your landing page. Of course, you will need to give your potential customer a reason to fill it out.

Many tricks work. You can ask people to opt-in to schedule a free appointment or consultation. You can encourage sign ups by offering a coupon (that will be sent to their email) or a free guide/gift. Or it can be a simple “Contact Us” form.

Choose whatever you would like for your contact form Call-To-Action. Just make sure that the contact form is very visible and simple. It’s best to position the contact form near the top of your landing page (above-the-fold) so that people do not have to scroll down to see it. Secondly, don’t include too many fields on the contact form. Getting their full name, email address and phone number is usually all you need. The more questions you ask of people, the fewer people will fill it out.

3. Track Website Visitors

First of all, are you tracking your website visitors with Google Analytics to see your website views, trends, and other data? I hope the answer is yes (but if not, get on that immediately).

Well, the best part of listing a landing page web address on your flyer instead of your website homepage is that you can then track how many people check out your business online after receiving a flyer. Simply check Google Analytics or any other tracking software and look at the data for that specific web address or url. Much like the tracking phone number, the landing page url should only be advertised on your flyer. That way, you know that all the views and contact form entries you are getting on that webpage are coming from your flyer audience! This is an easy and great way to track the attention resulting from your flyers.

Designing your landing page

Hopefully you’re getting excited about all the cool things you can do with a landing page! Now, let’s talk about creating one. 🙂

computer graphic banner

If your website is managed by a marketing agency or website designer, you can start by asking those professionals to design a landing page for your marketing campaign. If that is not an option or too expensive, I’d suggest using a service called LeadPages to design your own landing page. LeadPages is a paid service (starting at $37/month) that provides tested landing page templates that can be customized for your business through a simple online customizer. You can create a landing page and then either transfer the HTML to your website OR simply host it on LeadPages and use the url they provide.

real estate landing page

Much like the flyer, you will want to design the landing page to include all necessary information a prospect needs to make a decision. The page should include a catchy headline, your contact information, branding information (i.e. your logo, brand colors), product/service information and any offers you are advertising. Try to make the design of the landing page match the flyer but with slightly different information. For instance, you could add customer testimonials to the landing page, or other social proof (i.e. awards, BBB rating, etc). If you can include a video of your business, that is an especially powerful and engaging piece of content for landing pages. Definitely include links to your business’ social media pages as well. Finally, make sure that it is responsive and looks good on desktop, mobile and tablet devices! If you would like even more tips about landing pages, check out this article here.

Track ROI with physical proof

I’ve recommended two awesome but tech-heavy approaches to tracking your flyer marketing ROI so far. The last tracking method I want to mention is a standard strategy that has been used many a time. Simply ask people to bring in the whole flyer or a portion of the flyer (coupon) to redeem an offer or get some special gift. Collecting physical proof is still a great way to know who received the flyer and became a customer as a result. Feel free to get creative with this approach as well. Just remember that some people may misplace/damage their flyers or have difficulty coming to a place to present it.

Conclusion

Ideally, you should do a combination of the three tracking methods I mentioned in this article for your flyer campaign and any other marketing campaign you complete. Tracking phone numbers, landing pages, and physical proof are all excellent ways to figure out how many people are contacting your business because of a flyer. Using all 3 methods will allow you to track almost everyone who takes action after receiving the flyer, regardless of their contact style. Maybe you know some other great ways to track your ROI as well. If so, we’d love to hear from you as we’re always looking to learn even more!

This article is part of a 7-step training series on how to create a successful flyer marketing program for your business. To receive the rest of the articles by email, just make sure to register below!