How can you measure the impact of offline marketing on lead quality?

1 Define lead quality

Before you can measure the impact of offline marketing on lead quality, you need to define what quality means for your business. Lead quality is not just about the quantity or the source of the leads, but also about their relevance, readiness, and potential. A high-quality lead is someone who is interested in your services, has a clear need and budget, and is ready to take action. A low-quality lead is someone who is not a good fit, has no intention to buy, or is just browsing. You can use criteria such as property type, location, size, price range, and timeline to segment your leads and assign them scores based on their quality.

2 Use tracking codes

One of the simplest ways to measure the impact of offline marketing on lead quality is to use tracking codes on your offline materials. Tracking codes are unique identifiers that you can attach to your phone number, website URL, email address, or QR code. When a lead contacts you or visits your website through an offline channel, the tracking code will tell you which campaign or source they came from. You can use tools such as Google Analytics, CallRail, or Bitly to create and monitor your tracking codes. By comparing the quality scores of the leads from different tracking codes, you can see which offline marketing methods are more effective.

3 Use landing pages

Another way to measure the impact of offline marketing on lead quality is to use landing pages for your offline campaigns. Landing pages are web pages that are designed for a specific purpose, such as capturing leads, offering a free report, or booking a consultation. By creating landing pages for your offline marketing channels, you can tailor your message and offer to your target audience, and collect more information about them. You can use tools such as Unbounce, Leadpages, or Instapage to create and optimize your landing pages. By analyzing the conversion rates, bounce rates, and lead quality scores of your landing pages, you can see which offline marketing methods are more engaging.

4 Use surveys

A third way to measure the impact of offline marketing on lead quality is to use surveys to ask your leads how they heard about you and what they are looking for. Surveys are useful for getting feedback and insights from your leads, as well as verifying the accuracy of your tracking codes and landing pages. You can use tools such as SurveyMonkey, Typeform, or Google Forms to create and send surveys to your leads. By reviewing the responses and comparing them with your lead quality scores, you can see which offline marketing methods are more appealing.