Tuesday, January 26, 2021
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Why Your Marketing Report Defines a Successful or Failed Campaign

If your business strategy involves marketing (which it should), you’re probably interested in marketing reports and their findings. Interpreting these findings is essential for scaling your company and making a profit because these numbers can help you sell to your audience. Let’s discuss how reporting your marketing findings can make a difference in your campaigns.

What is a Marketing Report and Why do you Need it?

A marketing report is a group of spreadsheets and graphs that show the results of a marketing strategy. The scope of this report varies on the subject matter and the platforms you’re using.

The goal of marketing reports is to optimize your marketing strategies. To do so, you’ll need software that tracks analytics for your projects and website. It’s important to track metrics and goals daily, weekly, and monthly to avoid wasting time and money. Knowing your business metrics is critical. You don’t need to wait until the end of a campaign to do this. Keeping tabs on your projects will help you keep your marketing strategy strong, and you can pivot if something isn’t working.

What Should a Marketing Report Include?

There are many vital metrics your marketing report should include; just make sure you use a client dashboard to improve communication like the software by TapClicks. Having an easy to understand spreadsheet can make it easier for your business to improve.

Summary

The first page of the report should include a summary of the entire project. If you’re handing this to a marketing director or client, highlight the most critical metrics and leave comments for where improvements can be made. You should understand where your metrics are at any given point, so you stay up-to-date with the marketing campaign.

Conversion Metrics

A conversion metric is how often a click leads to a sale. You may need to track different metrics for various social media websites, emails, offline sources, or referrals. In this section, you can also track leads by channel, CPC for paid ads on Google Ads and Instagram Ads, and how much of the conversion is paid vs. organic.

Also read our article on how to analyze your PPC report for better results.

SEO and Blog Leads

Search engine optimization is how your website gets recognized by Google and other search engines. One of the most effective ways to rank high in SEO is by using keywords on blog posts that provide content for your readers. If a website ranks high, people are more likely to click on your website and are more likely to read your blog and buy your products.

Traffic by Channel and Device

This metric will separate where your traffic is coming from to prevent you from wasting time and money on websites that aren’t successful. You can use this to avoid the bounce rate. You may want to include traffic by channel and device with a social overview that focuses solely on how your social media channels perform. 

Current Strategy and Goals

Produce an overview of your project so you can address your marketing strategy with metrics like primary channels, current scope, the target market, and growth opportunities. You can use the other metrics above to complete the current strategy section, so do this last before moving on to your goals and financial projections.

After you’ve either completed the campaign or nearing its end, it’s time to list out your goals for the next month. Whether you hit your goals or not, it’s essential to keep track of this sheet to see where improvements can be made again. Using this strategy will ensure your brand keeps growing. Always revisit your business goals every month.

Financial Projections

Finally, include all of the costs associated with the current campaign and your estimated spending next month. Taking note of your financial projects will help your company stay within budget while also determining where to adjust in the future. Also, calculate your ROMI (return on marketing investment) in this section.

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