Business & Finance

Media Intelligence: How to create a marketing report?

What you include in your report will be determined by the type of report you want to make. If you're creating a digital marketing report, for example, you might concentrate on analysing the conversion rates of your email marketing plan or the cost-effectiveness of your LinkedIn ads. These would be two distinct types of reports, each with its own set of performance metrics. So, before you start putting together an account, consider the following:

  • What am I attempting to demonstrate? This will assist you in determining the focus area.
  • What is the purpose of this report? Knowing this will aid you in determining the metrics you'll need to include.
  • What kind of information do I require? This can help you figure out which marketing tools you'll need to collect data from.
  • What format will this report take? The format of your report may be influenced by how it will be seen.
  • Is this report required regularly? Again, this may have an impact on the report's format and style.

What Is a Marketing Report and How Do I Make One?

Now that you've learned about the advantages of marketing reports and what they are, you're probably eager to get started on your own. So, here are some pointers to get you started.

Determine the report's purpose.

Consider what you're attempting to achieve with this report. Is it more important to demonstrate the effectiveness of your marketing strategy or to justify your budget? Maybe you're looking to hire more people? As a digital marketer at Media Intelligence, I keep track of whether or not we're meeting our marketing KPIs through monthly social media reports. Growth in engagement, awareness, and follower count, for example, are just a few of the measures we've established. The goal of our report is to show how engaged our audience is with our material.

Define your marketing objectives.

Every marketing endeavour is driven by a goal, which is a precise, measurable, and time-bound statistic. According to CoSchedule, marketers that set goals are more likely to achieve them. "Marketers who set targets are 376 per cent more likely than those who don't report success. And 70% of goal-oriented marketers succeed in achieving their objectives." You may quickly define your marketing objectives using the SMART model. Particular, measurable, aspirational, realistic, and time-bound are the acronyms for specific, measurable, aspirational, realistic, and time-bound. Here are some marketing objectives to consider:
  • Increase the number of visitors to your website.
  • Boost your social media following
  • Increase the number of people who get your emails
  • Increase your conversion rates.
  • Increase the number of people who visit your website or interact with you on social media.
  • Increase the number of people who click on paid adverts.

Determine the appropriate marketing measurements or KPIs.

The marketing team uses marketing KPIs to monitor progress toward a given target. These indicators will assist you in determining the success of your marketing activities. It's critical that you select quantifiable, trackable, and relevant KPIs. The following is a list of possible KPIs to add to your marketing report:
  1. Number of contacts acquired
  2. Number of marketing qualified leads (MQLs)
  3. Number of sales accepted leads (SALs)
  4. Website traffic
  5. Website bounce rate
  6. Time on site
  7. Social media follower count
  8. Social media follower growth
  9. Avg. post engagement rate
  10. Avg. post reach
  11. Paid advertising spends
  12. Avg. cost-per-click
  13. Customer acquisition cost (CAC)
  14. Return on investment (ROI)
  15. Net Promoter Score (NPS)
Marketing KPIs are critical to your marketing strategy because they help you measure and enhance the success of your campaigns.

When Should You Submit a Report?

Because various stakeholders want to see different things, the answer to this question is entirely dependent on the stakeholders to whom you are reporting. Your coworkers, for example, will want daily details on a PPC campaign, whilst higher management will wish for a weekly or monthly high-level summary. Marketing reports are sent out on a weekly, monthly, quarterly, or annual basis in some cases. For various sorts of reports, here are some best practices:
  • Weekly/daily reports: Most likely, they are internal reports. To put it another way, the information you share with your peers. Data from PPC campaigns and social analytics are included in these reports.
  • Monthly/quarterly reports: These reports provide a high-level overview of your weekly/daily reports while also going into greater detail. Your C-suite wants to know if you're meeting your KPIs in general and is willing to help you fill in the gaps.
  • Annual reports: You should report on KPIs that you set at the start of the year every year. Everyone on the team will be interested in learning about the data's story throughout the year.

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