Tracking Your offline Marketing efforts

The well known entrepreneur John Wanamaker once said..

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

While that was true in the 19th Century it can’t be said for the 21st, why? Allow me explain.

Before I go into the technicalities of the Internet and how you can use technology to track ALL of your marketing efforts there are a couple of fundamentals you need to be aware of.

Reason to Contact you

Whatever you say, wherever you say it and whoever you say it to, you need a clear call to action. You need to ask the prospect to do something. Without this you will, indeed be wasting, at least half, of your marketing money.

However, we humans are greedy, selfish buggers and we need to feel like we are getting something we want in return for taking that action. You may have heard the expression WIIFM or “what’s in it for me”, we need to feel value in the action we take.

All too often, I see adverts basically saying “we are great, we are better than the rest, come and buy our stuff” (of course, not literally but you know what I mean).

Give the prospect a strong reason to take the action you ask, then they are more likely to do it. You could offer…

  1. Valuable information
  2. Discounts
  3. Freebies
  4. Time or help

In essence anything the prospect will find valuable.

Make it easy to contact you

Keep it simple, if you are offering information, make it in the form of an easily downloadable PDF, don’t ask for their life story on the download form just name and email is fine.

Make sure you follow up

If someone gives you their email address in exchange for something, don’t forget to follow up. It is so easy nowadays with marketing automation software.

How to track

With a good reason to call or contact you, and an incentive to do so, tracking becomes easy. Let’s say you are offering a guide or whitepaper that the prospect just has to have. Invite the potential client to go to a particular page on your website. Hand out leaflets or get business cards with QR codes on, going to a particular web page on your website. You could even have a different QR code printed for each networking event you attend. Damiens Business card

If you have referral partners, ask them to promote your download, get some printouts done so that each referral partner gives their referees links to different pages on your site, again each is tracked but linked to that particular referral partner.

If you ask them to call a number, say from an advert you can  either have track able numbers or, in order for them to take advantage of your irresistible offer they need to ask for a particular (fictional person) so the ad says “call 01536 483298 and ask for Dimitri who is authorised to give you your discount”. When they call you can say “sorry Dimitri is not here, can I help you” but then you know the call has come from the ad that mentions Dimitri!

The key takeaway

Given a reason to call you and a resource they must have, you can always add a tracking page or link online.



Practising what I preach, if you want to hear 5 ways you can double your business text “Wannamaker” to 07962 308118 and I will show you for free no holds barred, no commitment. Do you think I will know what generated your enquiry? Oh yes indeed!


Published by


Danielle O'Dwyer - Joint partner of Business Growth Midlands