Printing corporate brochures can do more than you think. In addition to impressing anyone who reads them, they can actually help feed website traffic, but how can you track results?
When printing corporate brochures, don’t forget to tie them into your online marketing campaign by including your company URL or social media info. Some business owners don’t realize the power of the brochure to drive online traffic (and sales) this way.
Most do, however, so it’s pretty common to see URLs on brochures these days … and it’s not the ‘pro tip’ we wanted to share. The pro tip is actually about tracking.
Printing Corporate Brochures with Trackable URLs
When you include a website address on your brochure, you introduce the possibility of feeding all those brochure-readers into your marketing funnel. That’s pretty standard fare these days for brochures, but how do you know whether it’s working?
If you put your company website address on your brochures, you’re on the right track. But let’s say you see an increase in web traffic – how can you know for sure where these new visitors are coming from?
Custom Landing Pages
The easiest way to track how well your brochures and other offline marketing efforts are performing is to use custom landing pages. They allow you to create a highly targeted landing page that matches the branding message and the target audience you had in mind when you created your brochures.
For example, if you own a jewelry store and you printed corporate brochures to hand out at a wedding expo, your target audience would be future brides. Therefore, your brochures might feature bridesmaid’s gifts, fancy earrings, necklaces, and hair accessories.
If you include a custom landing page URL in the brochures, you could send those visitors to a wedding-themed landing page. That way, you remain consistent in focus between the brochures and the website. Why send brides to your all-purpose home page when you can send them to a landing page that’s designed specifically to capture their attention?
For a landing page to truly succeed, make sure it captures your brand voice and coincides with the look and feel of your brochure. It should be a seamless transition and lead the reader to the next step in your sales cycle.
Some Tips for Creating Custom Landing Page URLs
When printing corporate brochures, one general rule of thumb is you’ll want to minimize text and use lots of images and design elements. That holds true for the URLs you include, too: minimize text by keeping them short.
Remember, people visiting these custom pages off the brochures will be typing them into their browsers, not clicking through. If the URL is too long, they simply won’t bother!
There are three ways to create a URL that’s easy to type in:
- Make it short.If your domain is www.momscupcakes.com, simply add a short page name after the main domain name: momscupcakes.com/free.
- Use bitly.com.com is a service that will take your long domain and shorten it for purposes like this (also used in Twitter, which limits the number of characters you can tweet).
- Get a custom shortened URL.Some people think “SPAM” when they see bitly URLS, so a custom short URL can be better. Also called “branded URLs” or “vanity URLs”, they resemble your original URL but are way easier to remember. For example, Disney uses “di.sn”.
Split Testing Brochures using Different URLs
Split testing strategies have been used by all types of advertisers. Many have used different phone numbers. But with the ease of creating different landing pages and URLs split testing takes on an even better tracking mechanism.
First, create two different versions of your brochure. For each variation use a different URL. This will give you some powerful results of what brochure layout and content gives you the most bang for the buck.
Bonus tip: Your website landing pages aren’t the only place to direct readers of your brochure. If you are running a social media campaign, there are URL shorteners for that too.
… many social networks and social media management dashboards also provide a way to shorten long URLs automatically.
We hope these pro tips help. Custom landing pages are a key element to a successful offline marketing campaign, and printing corporate brochures with short URLs will help feed those visitors.
If you have any questions about your printed brochures, don’t hesitate to ask us. We’ve been printing brochures for decades and know all the best tools and tricks of the trade. Contact us now to get started.