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Measuring the Newspaper Vs Seo ROI

by Teez
10 replies
Hi everyone just looking for some ideas here.

Got a team of Marketers/Busines Developers from a number of local businesses who want to use SEO (Primarily cos they can see the Digital Wave approaching and don't wanna be left behind as its pretty much their job to keep a breast).

Things they all have in common :

They pretty much only know about Traditional Methods.

Turns out nobody they came across for help actually explains to them in language they understand but rather just sells to them right off the bat till they met moi .

They have no way to even measure the ROI on newspaper ads they've been running.

So here's the task they wanna measure the Yellow pages ads and newspaper ads ROI campaigns as well as the SEO campaign over a period of time.

Now they all have a main phone number they use on their ads so my thinking was ok lets not change the phone numbers but there must be a way to
1. Have the phone numbers on their ads get forwarded to a specific number or phone.

2.Have a new number on the website eg get an 0800 number (cos we all like to call for free) and have that forward to a different number.

3. Measure ROI that way .

But I hear getting the 0800 numbers is a bit of a cost so that put some off so I said to ask if anyone had any suggestions or any ideas that could be easily implemented and preferably cheaper or free.

Also if anyone has a better suggestion for measuring seo please feel free to share or if you have some tip on google analytics aswell.


Hopefully these answers will help all of us and I hope everyone noticed the not selling straight off the bat but taking the time to educate works a lot in your favour.
#measuring #news paper #newspaper #offline #roi #seo #yellow pages
  • Profile picture of the author vndnbrgj
    You can get a virtual number from somewhere like CallFire or Hosted Numbers.
    However, I don't think that is a fair comparison. It's like comparing apples to corn. Sure you can eat them both, but they are unrelated. SEO and Newspaper Advertisments are both marketing but are unrelated.
    For example, my chiropractor has two reports.
    One for his site, which is SEO'd for chiropractic care.
    One for his ads in print for his chiropractic office, but it talks about wellness as a whole.
    Different market, different message.
    The people on the net are looking for chiropractic care.
    The people reading the print ads, need chiro care but don't know it.

    Right message for the right market.

    Then you can test each to improve each...which is what you should be doing anyway.
    If they are both working, use them both.... ? ? ?
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    • Profile picture of the author Teez
      Originally Posted by vndnbrgj View Post

      You can get a virtual number from somewhere like CallFire or Hosted Numbers.
      However, I don't think that is a fair comparison. It's like comparing apples to corn. Sure you can eat them both, but they are unrelated. SEO and Newspaper Advertisments are both marketing but are unrelated.
      For example, my chiropractor has two reports.
      One for his site, which is SEO'd for chiropractic care.
      One for his ads in print for his chiropractic office, but it talks about wellness as a whole.
      Different market, different message.
      The people on the net are looking for chiropractic care.
      The people reading the print ads, need chiro care but don't know it.

      Right message for the right market.

      Then you can test each to improve each...which is what you should be doing anyway.
      If they are both working, use them both.... ? ? ?
      Hi yea I agree right message for right market but essentially the goal of both is to generate leads knowing which is and which isn't or what volume is generated from each will be the goal of this exercise, should be fun and thanks for the input.
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  • Profile picture of the author mijagi
    How about simply asking your lead/customer where he or she found your phone number?
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    • Profile picture of the author jimbo61
      Originally Posted by mijagi View Post

      How about simply asking your lead/customer where he or she found your phone number?
      Really is as simple as that. I believe it was Henry Ford who said "50% of my advertising is wasted, I just wish I knew which 50%".

      You cna use a different numebr in each ad, a cheap and cheerful way via VOIP which tracks call volume redirections..
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      • Profile picture of the author Teez
        Originally Posted by jimbo61 View Post

        Really is as simple as that. I believe it was Henry Ford who said "50% of my advertising is wasted, I just wish I knew which 50%".

        You cna use a different numebr in each ad, a cheap and cheerful way via VOIP which tracks call volume redirections..

        Hi Jim yep it really is that simple but unfortunately one size won't fit all in this case that's why we kinda need an under the radar detector.

        Because these are different industries some professional services eg solicitors others plumbers some leads you can ask over the phone how they found you others you'd really want them to come in first before asking so got to get the balance.

        Yea using two different numbers would have been the straight forward approach but the actual business owners don't want to change the numbers (they are traditional media and adopting the digital age is a very big step) there is a belief or myth that ''changing the number might have an adverse effect because it affects uniformity''

        I think the coupon suggestion could be very useful because say there's a number in the ad and a different number on the site there's no way to track if they looked at the ad and then went to the site and then called the number on the site.
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    • Profile picture of the author Teez
      Originally Posted by mijagi View Post

      How about simply asking your lead/customer where he or she found your phone number?
      Hi Mijagi yes that would work if it were 2 or three at a time its a bit on a top end small business /larger scale that's why that won't be able to work.
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  • Profile picture of the author EnzoBlaque
    This is very simple, when generating Leads it is 100% imperative that you know where they are coming from. Without this information, you'll never know which marketing activity to scale up and which to drop.

    The best and most efficient way to measure your efforts is to add coupouns to your Newspaper ads. Just add something simple like 50% off your next haircut (or what ever it is you sell) add a code to this offer and ask them to quote this when they phone in.

    We call this the Coupon Test.

    The same thing can be done with SEO. Just add the same offer to the website but create a different code so that when prospects contact you, you'll know if the Lead was generated by your Website or the Paper.

    Enzo
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    • Profile picture of the author Teez
      Enzo thanks a lot for this I think this coupon test could work very well.

      Thanks a lot for this.


      Originally Posted by EnzoBlaque View Post

      This is very simple, when generating Leads it is 100% imperative that you know where they are coming from. Without this information, you'll never know which marketing activity to scale up and which to drop.

      The best and most efficient way to measure your efforts is to add coupouns to your Newspaper ads. Just add something simple like 50% off your next haircut (or what ever it is you sell) add a code to this offer and ask them to quote this when they phone in.

      We call this the Coupon Test.

      The same thing can be done with SEO. Just add the same offer to the website but create a different code so that when prospects contact you, you'll know if the Lead was generated by your Website or the Paper.

      Enzo
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      You can't be scared of rejection on the quest to perfection.

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  • Profile picture of the author Sander Zaydman
    Ifbyphone.com lets you track the number. Here is a little tip. By a couple of different numbers. I think they allow for different numbers based on the plan you choose. Put that number in different ads and now you have way to test which one is better.
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    • Profile picture of the author Teez
      Originally Posted by Sander Zaydman View Post

      Ifbyphone.com lets you track the number. Here is a little tip. By a couple of different numbers. I think they allow for different numbers based on the plan you choose. Put that number in different ads and now you have way to test which one is better.
      Thanks for that Sander and might I add I'm a big fan of your post about Chambers of commerce to get leads (I think it was) .
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