Every manager, whether a project manager or account manager, is faced, at the end of each month, with a task that is very much part of the job description. To what do I refer? The monthly report presenting the digital marketing results. This can become a sensitive issue and, sometimes, a difficult one. The truth is that perhaps they’re not focussing on what really matters, winning over the customer and their satisfaction.
Now, you must be thinking “erm…how does it go? The customer’s always right?” The answer’s simple and comes in ten points.
The purpose of a report is to analyse the performance of a company and the marketing used, through data obtained throughout a given period, based upon a previously outlined strategy – within which we have expected results and clearly-defined goals.
Often, the problem of beginning a report is defining its starting point and which points to mention. I think the best way to structure it is to follow what I like to call the Ten Commandments of a Digital Marketing Report.
If you’re interested in this topic and want to know a little more, beyond this article, click here: https://blog.lahar.com.br/marketing-digital/como-fazer-relatorio-de-marketing/
1st Summary
Firstly, a Summary page, on which we should highlight the most important metrics, along with a general vision of the ongoing project. This summary must focus on what the general situation was with regard to Marketing in this month. A concise summary and an easy read.
2nd Current strategy
Not a mandatory point to include but good practice for the client to apply at all times to ensure the strategy and KPIs set are being followed. It should include who the target market is, which the main channels and opportunities are, the end goal and what is being done to achieve success.
We should also, if the opportunity exists, comment on the competition and any alteration that the market in question has witnessed.
Finally, there is an advantage for the rest of the report: anyone who sees it will understand all the analysis conducted throughout the Digital Marketing Report more easily.
3rd Conversion Metrics
Without doubt, the focus of a client’s concern, the metrics that can alter their results, are those of Conversion. It should also be the main focus of the Report, where, through analytical graphs and numeric data, the client is shown that progress and an improvement on previous results is taking place.
The idea in this analysis is not to overload the client with information, rather to focus on certain metrics, on which we focus both positively and negatively, to maintain and improve the digital performance of the client. Should the client want further information, then it is best to conduct an extra report focussed solely on the metrics requested.
4th Traffic Metrics by Channel
With the previous topic in mind, it is important to take the time to analyse and demonstrate where the traffic is coming from. Thus, and knowing that the majority of visitors/future customers come through referrals, paid leads and searches, we can provide the results in a more detailed way, such as, for example, the performance of campaigns carried out, among other analysed metrics.
5th General Vision of SEO
If an SEO service has been hired, it can be included in the report. The focus will be on what was done to gain the results achieved and how they improved, an analysis of the site can also be added to show improvements compared to the previous one.
6th Blog Leads
If there is also a service dedicated to the client’s Blog, this point should be included in the Digital Marketing Report. As a source of both traffic and leads, we must report both in order to maintain coherence, monitoring how the target audience reaches it and which channels are successful, or which have to be improved, such as the content of the Blog in itself.
7th CPC Campaigns
Based on the use of paid channels, more specifically CPC (Cost Per Click) campaigns, we must also address the issue of these metrics in the digital marketing report presented. The cost per conversion, impressions, investment in ads and the return we get from this investment are the main metrics presented by default. By comparing these in each channel used, we can find the best channel for the client to invest in in the future, along with how to do so.
8th Social Media General Vision
Social Media analysis is one of the most important parameters for the client, taking into account the KPIs set. Through the data in the Report, we can see the growth of pages, what the engagement rate is and which content gained the most interaction and interest from the audience on each platform, such as Facebook, Instagram, LinkedIn, among others.
9th Goals and ideas for future campaigns
Once the presentation of all the results is finished, we can implement new ideas and goals to be achieved, based on KPIs, in order to maintain the growth of the client’s company/brand. Providing examples of future campaigns to be put into practice is a good way to keep the client interested. This creates the opportunity to follow and get involved in the improvement and growth of their Digital World.
10th Financial Projections
Following on from the previous point, we complete the report by noting an estimate of what should be invested in the next month, depending on the budget made available by the client and the expected return of the future campaigns discussed above.
This concludes what I call the 10 Commandments of a Digital Marketing Report, I hope they help pave the way for new challenges!
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