While digital marketing is predominantly aimed at helping your business make more money online, you can certainly use your online presence to drive offline business, as covered in this tutorial specifically in relation to social media.
There are a number of ways to measure the success of your digital marketing efforts if you’re interacting with customers offline, including:
Asking your customers at the time of sale or during first contact how they discovered your company.
Capturing data through your website, using enquiry or sign-up forms, and then monitoring whether these customers convert online or offline.
Using specific promotional offers that you advertise online but that require an offline conversion to redeem.
If there is no means of converting through your website, still ensure you use Google Analytics data to measure traffic, and analyse how this correlates to revenues and profits.
Remember that the path from online awareness to offline conversion might not always be a direct one. For example, if your website aims to get people to phone you, the phone call is the measure of your digital marketing success. If the phone calls then aren’t converting, this is another area you should then be looking at.