- Keep Tabs on Traffic Sources
In the digital world, traffic refers to virtual visitors coming to your digital storefront – website. It is imperative to understand where your traffic is coming from and whether it is boosting conversions or not. It stops you from wasting time, efforts, and money on developing unsuccessful marketing channels while unfolds the ones generating the highest traffic. For instance, if more traffic is coming from email clicks, invest more resources in email marketing.
Likewise, you can also check how much traffic your competitors get
and from what sources. In turn, you can adopt similar tactics and enjoy higher traffic. Besides this, break the traffic stats into bounce rate, email campaign performance, top referrers, and new clicks. You can use these metrics in the report to make suitable recommendations. Is the bounce rate high on mobile? Give suggestions to use accelerated mobile pages (AMP). It will assist in crafting a more sound and relevant marketing strategy.
- Retention vs. Acquisition
At times, in the race of making new customers, brands forget about their old ones. According to Markin Blog
, the likelihood of selling to a new prospect is 5%. In comparison, the probability of selling to a prevailing customer is 60%. So, don’t you think adding user retention and acquisition metrics is vital in a marketing report? Brands and clients need to know whether they are acquiring new customers or users are coming back to them.
Moreover, calculate the return on investment (ROI) on the budget allocated for customer acquisition. If they are no significant returns, consider dividing it equally between retention marketing. Alongside this, you can verify the context of customer’s shopping behavior to optimize marketing actions accordingly. If freebies and promotional offers captivate audiences, attract old and new customers with gifts.
- List Conversion Metrics
Unsurprisingly, brands are mostly interested in metrics that impact their bottom-line. Therefore, include a separate section of conversion metrics in the report. It will unravel the percentage of people who gave their contact information to a brand due to marketing efforts. You can also check info on other metrics such as ‘leads by channel’ or ‘revenue’ to identify the source of lead prospects. At the time same, compare paid and organic leads to determine which one offers maximum conversions.
Moreover, focus on understandability to ensure the company’s executives and brand managers can comprehend the report readily. Include plenty of charts and graphs to give an overview of trends. You can also create monthly comparisons to demonstrate how profits are increasing over time. Similarly, use statistics to back up your goals and arguments.
- Include A Social Overview
Undoubtedly, social media marketing has become inevitable. More than entertainment, social media forums act as a digital market, where buyers and sellers meet. Thus, your marketing report should have an analysis of key social media metrics. Begin by giving a performance overview of every active social media channel – Facebook, LinkedIn, Instagram, etc. Here, you can discuss the increase in organic followers or impressions.
Nevertheless, your primary focus should be on engagement metrics to give an in-depth understanding of how successful the brand is on every channel. With the help of graphs, demonstrate how social media generates new lead prospects. You can also support this claim by attaching a ‘social’ web traffic report. Don’t forget to account for social actions – likes, shares, comments, and clicks as they influence engagement rates. It will paint a full picture of the brand, highlighting the two most crucial social media marketing goals – engagement and new leads.
- Give A Brief SEO Synopsis
Since you are creating a marketing analytics report
, you have to cover pretty much everything. The SEO synopsis depends on what SEO services you are providing. Do you optimize on-site? Are you leveraging technical SEO? Firstly, share an overview of the increase in rankings and dive deeper into strategies adopted to achieve these results. Here are a few things you can talk about, but make sure to keep it as straightforward as possible.
- Loading Speed: State how many seconds it takes for the client’s webpage to load. If it takes longer than three seconds, give some improvement suggestions.
- Backlinks: Create a table showing new backlinks for the month. Mention their domain score to demonstrate they are coming from credible sites.
- Site Audit: Include an updated site audit to show the website’s progress. It will display the click-through rate, bounce rate, and increase in traffic.
- Explain Goals & Ideas for Future Campaigns
Every marketer strives to achieve a set of goals to help the client accomplish its ultimate vision and mission. Therefore, you have to include a section for goals and ideas in your monthly marketing analytical report. In addition to educating executives, it helps in tracking the progress of marketing campaigns. Likewise, you can revisit these goals and make amendments to drive better results and higher profits.
Besides this, it is always a wise decision to highlight your plans for marketing campaigns. It will involve stakeholders, giving them a chance to ask questions and follow up on the progress. You can also discuss financial projections regarding upcoming promotional expenses. Alongside the anticipated costs, calculate expected returns because the client is more interested in the ROI marketing campaigns bring into the business.
Being a marketer, you can assess the campaign’s performance by digging into digital tools. But clients, business owners, and companies are not tech-savvy. They need an in-depth report every month to assess performance and make data-driven decisions. Therefore, leverage qualitative and quantitative data to analyze and evaluate marketing strategies. Include an overview of every campaign – social media, SEO, email marketing, and throw light on key metrics like traffic, conversions.
How many marketing campaigns are you running currently? Perhaps, three, four, or even fifteen. As digital marketing is getting more versatile, marketers use every forum and tool to spread the brand’s message. After all, an engaging social media profile won’t bring any conversions without a fully optimized website. Thus, brands have to run multiple marketing campaigns simultaneously.
But can you track, monitor, and measure each campaign’s performance? Although digital tools give insights and results, it is not enough to measure a campaign’s success. As a result, every marketer has to prepare a monthly marketing analytics report to overview every drive. Whether it is Google AdWords, content marketing, or SEO – generating reports will let you put all marketing strategies on record.
In addition to highlighting strategies, list down key performance metrics such as conversion rates, traffic, customer retention, etc. You can also explain the problems the marketing department is facing and brainstorm solutions. If you want some guidance over report generation, you are in the right place. Here are six tips for creating a monthly analytics report.