Is your boss demanding more detailed monthly reports to keep track of all marketing efforts? Are you unsure exactly what metrics to include in these new reports?
Don’t panic! We have the metrics you should include in your report to impress your boss each month. An effective marketing report shows the progress of an important goal with informational insights – not just fluff.
Reporting means your boss should know how well the website and campaigns are performing, what it means to the business, and what can be improved in the next period. It’s an important way to ensure sales and marketing are working together to accomplish collective goals.
First things first, define the company’s goals and key performance indicators (KPIs) and make them known throughout the report. When it comes to reporting, don’t overload with too much data. Too much data can result in confusion or distract from what’s actually important.
The reports we create for most of our clients include four parts: social media, paid search campaigns (AdWords), SEO keyword ranking, and Google Analytics. (Of course, not all reports will be the same. Yours will depend on your industry and marketing channels.)
Social Media Report
Facebook, Twitter, Instagram, and others have their own “insight tools” to view how well your social posts and ad campaigns perform. You have the ability to track impressions, clicks, reach, and more. You can understand what types of content does or does not do well with your audiences. Monitoring allows you to change your social strategy if you are lacking engagement. Being able to explain why each metric is relevant to your company is key.
We report the effectiveness of each social post and ad campaign on a monthly basis. Report your paid and organic reach, impressions, engagement, and clicks to your website as you see fit. Then your boss can clearly see how your social media advertising efforts are driving brand awareness and website traffic.
Paid Search Campaigns/AdWords Report
AdWords reporting is critical to monitor so you can optimize your ads and not waste money. You can change bids, start or pause campaigns, or rotate in a new ad copy, then analyze the performance, and adjust if needed.
How are your keywords performing? We recommend including search query performance in your report. How well does the keyword trigger clicks?
Ad group performance and campaign performance should be in your report. Your boss can see all at once the ads and how many impressions and clicks they receive. An ad copy might be lacking in performance. This way you can adjust text, keywords, or the image to improve results during the next month.
Google Analytics Report
Google Analytics can be very overwhelming as there are many ways to view your data and compare your data to a previous point in time. To create custom reports, use Google Analytics to report and understand your audience, acquisition, and behavior on your site.
Your boss is most likely interested in increased visits, bounce rate, conversions, and how traffic is being driven to the site.
- What do the visits to the website look like in the past month?
- Has the bounce rate increased or decreased? By how much? Why do you think that is?
- Is your audience converting? Are they purchasing an item? Are they giving you their contact information?
- What channel is sending the website the most traffic? Organic? Social?
SEO Keyword Ranking Report
Knowing how your audience searches for your business and how you rank in Google is crucial. Choose what keywords you will be monitoring and analyzing. There are tools out there that will report how your keywords rank and if those keyword rankings increase or decrease for you. Check on how your rank changes if you make any updates to website content, page titles, meta descriptions, etc.
Remember, don’t just assume your marketing is working.
Posted on: October 18, 2016