It’s no secret that mailers, billboards, radio ads, flyers or whatever else your can throw into the outbound basket cannot be tracked. Clubs spend gobs and gobs of money on these tactics every month, and if just a couple of people show up with the mailer in hand, you get deceived into thinking that your outbound campaign was successful. But no matter what you do you never actually know the numbers.
What if you could find out the true numbers? What if you find out that your mailers aren’t working as well as you think they are and, over the past however many years, you’ve lost a lot of money. Or, perhaps your mailers are working just as well as they have in the past. Either way, wouldn’t you like to know?
Inbound Marketing Saves the Day (once again)
When you put out a mailer, do you place a URL on the mailer that leads directly to a landing page that is dedicated to converting the prospect? If you’re not ultimately leading prospects to landing pages, you’re converting a seriously low amount of people into prospects or members.
Just to be clear: Most clubs place their home page URL on their mailers. Home pages don’t convert prospects, landing pages convert prospects. If you send people to your homepage, you’re giving them an extra step to follow through on during the conversion process. The more pages you give people to visit the higher the likelihood you will lose them in the process.
Now that we’ve established where people need to be sent, you need to be able to measure the success of your outbound campaigns. The best thing to do is set up two or more landing pages for each outbound promotion: one for inbound conversion and more for each of your outbound promotions.
Let’s say you’re promoting a membership drive, and you’re offering a $1 Enrollment Special. The first thing you should do is create a landing page on your website that gets people to fill out a form to be able to take advantage of your special. Then take that same page, duplicate it and slightly change the content so that search engines can distinguish the copy between pages; it is not a best practice to duplicate landing pages without altering the content. Of course, when you duplicate the original landing page you want to change the URL as well so that it’s distinguished from the original.
So now you have two landing pages: one to send all digital marketing to so that you can track conversions from the Internet and one that you want to place on all outbound strategies (mailers, billboards, radio, posters, etc.). This way when someone receives a mailer with a URL they will convert through an outbound landing page. Now, as long as you’re using inbound tracking software, you can track the success of your outbound marketing, which is probably something you’ve guessed at all along.
Now there is a method to measure the success of your outbound tactics. Now you have a method to at least get some data to help you make decisions with regards to your marketing budget every month. And, now, inbound marketing can help you with tracking your outbound marketing you can put to rest the insecurities you may be feeling about the future of your gym’s advertising tactics.