A marketing report is a document that shows the performance and progress of your marketing campaigns to your clients (or bosses). The main purpose of this report is to determine if your marketing strategies are going in the right direction or if you need to make adjustments. If you have one chance to impress them, this would be the time.
Often, marketing reports are full of jargon and lone numbers that leave clients scratching their heads. In this article, I’ll list out 3 tips you can use in your marketing report to impress your clients and make sure they understand what it is you’re trying to do.
Use Report Templates
Pulling individual weekly data is tedious, and all those hours are best spent on real work. Leadership and clients want to see all the important data in one place, so the key is to create effective reports quickly.
By using a template, you can speed up the process of making the daily, weekly, and even a monthly marketing report. These templates tend to offer a user-friendly interface that allows clients to see what they really need to see and skip the unnecessary fluff.
With a marketing template, you won’t be so overwhelmed with the key performance indicators (KPIs) you want to follow for each marketing campaign.
A good template will provide you a frame to build on, and you can start to customize your reports according to what makes sense as you can easily find KPIs that you use often, notice what’s missing, and what you would like to analyze together.
Start with Goals
Typically, your clients would be receiving a report at the end of the month. It’s normal that they lose track of the goals they have for each marketing campaign.
Somewhere at the beginning of the report, you should remind the clients (and yourself) about the goals you’re working towards. Be clear about each goal. Some goals you can include are monthly or annual revenue goals, monthly traffic to your client’s website, and the monthly number of leads you should be bringing in.
Goal writing gives you something to compare to with your current progress, and you’ll see how the small monthly steps you’re making now will add up to reach the end goal. This will also give your clientele a realistic expectation of their return on investment.
Explain the Numbers
Simply leaving numbers on the report can be a disaster as it is open to interpretation.
“Why did the number of site visits drop this month? Are you slacking off?”
If you were trying a different approach to marketing, your clients deserve to know. Was there a site issue that you had no control of? Again, let the clients know.
Even if there was a sudden spike in site visits, perhaps due to a shoutout from a celebrity, your clients can know what to expect the following month and even pivot their own business strategies if needed. This will also increase your client’s confidence in what you can do for them.
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