If you aren’t careful, everything you spend on printed promotional material, such as business cards, flyers, brochures, direct mail pieces, and others could be wasted.
It’s one thing to print marketing collateral out and spread it around for branding purposes; it’s another thing to generate leads out of each piece of printed material you hand out to specific audiences and potential customers.
As a business owner, you could be attending trade shows, hosting meetups and events, sponsoring others’ events, cold calling, and generally meeting many potential customers on a daily basis. It’d be nice if you make all this effort count, right?
Here’s how to generate leads with all your printed promotional material:
Always Point to Landing Pages
If you were to put up print ads in four different magazines, two large billboards, and hand out flyers or brochures to at least 10 people per day, you’d soon lose track of where your leads are actually coming from.
Was it the billboards? If yes, which one?
Which of the four magazines did your prospects read to find your number and call you?
Of all the people you handed over those flyers to (and assuming you have more than one creative designed for flyers), which of those flyers worked?
Normally, you wouldn’t have a clue unless you do something about it. The best way is to print a specific web address of relevant landing pages that you’d build dedicated to your print campaigns.
For instance, offer 20% for your magazine ads and build landing pages specifically made that match this offer. Track all leads generated off these landing pages.
Use QR Codes
QR codes have been around for a bit now, but it shouldn’t stop you from using them. QR codes have been built to bridge the gap between offline advertising and digital media.
Put out offer specific QR codes on your printed promotional material in a way that they still point to landing pages. Only now, your prospective customers don’t have to “type in” the web addresses of your landing pages. Instead, they can just scan the QR code and visit the landing page which directly pops up on their phone.
For maximum impact, create campaign-specific QR codes that point to matching landing pages.
Use Special Phone Numbers
Pointing to digital assets, such as landing pages, might not always work, as it depends on your business and the types of offers you are making.
A few businesses depend on customers calling up for an in-person visit (dermatology/skin care, health checkups, dentists, etc) or if you’d need to visit a customers’ home for an inspection first (garbage pick up, furniture removal, or landscaping). While doing this completely digital is possible, we won’t assume this would be the only approach for all companies. In such cases, using special toll-free phone numbers is a great way to allow your customers to call you. Post that phone call, you can track incoming calls, link customer data to a CRM, and manage your leads.
How do you generate leads using your offline advertising and print marketing material?
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