Sometimes, we all struggle with creating marketing reports. Whether you’re creating them for your own company or a client, it can be really exhausting and time-consuming. You can lose a bunch of our precious time and accomplish nothing.
In this article, you will find out:
- Why creating marketing reports matters.
- How to create insightful marketing reports for social media and SEO.
- Different tools and templates for faster and easier reporting.
Why do we need to create them?
Either monthly or biweekly, many bosses and clients request from marketing reports, so they can have good insight into our marketing campaigns.
For them, the most important things in marketing reports are:
- How much money have we spent?
- How good were the results we achieved?
But there’s even more to marketing reports than that. They’re all about the channels, CPC, budget, website conversion, results, and other important metrics we used. Something else that matters in every marketing report is monitoring our daily, weekly, monthly, and yearly goals. Are you going in a good direction? Do you need to change something, or everything is perfect?
But aside from very, very good insight into your marketing, are there other reasons to create them?
They help us make better decisions.
With reports, we can see good and bad things about our campaigns. We can ask ourselves a bunch of questions, which will (hopefully) save our businesses.
“Why is the bounce rate on my homepage so big? What can I do to make it lower?”
If we have done A/B testing for several campaigns, reports can help us determine which campaign will perform better, and where we should invest more money.
Now that we know why creating marketing reports is very important in every business, let’s see how we can create them! 🙂
Tips for Creating the Ultimate Marketing Report
Even though we’ve already proven that creating marketing reports is essential, it isn’t easy. In the text below, I will explain all the significant topics your report must include, along with techniques to make them shine.
Let’s assume that you’re creating reports for your clients or an executive in your company. If so, PowerPoint presentations (or Google Slides) are the best solutions!
Pay very close attention to your presentation design. Try to include all of your company’s branding standards.
The design of your marketing report should be eye-catching, so everyone who’s reading it can fall in love with your presentation!
Here’s one example of a title slide of a marketing report:
As you can see, the title slide above was created using the following branding standards:
- The Company Logo should always be placed in the corner of your presentation, whether it’s the title slide, the 8th slide, or the last slide.
- This company is called ScaleWizz Growth Hacking Agency. The name of the company refers to scaling (i.e., scaling profit or scaling revenue), and their main service is Growth Hacking. So they frequently use climbers and hikers in their branding strategies.
- The main colors of the company are dark orange and dark blue, which you can see in the background.
Note: If you’re making marketing reports for your company, then you should use the branding standards of the company you’re working for. On the other hand, if you’re making marketing reports for your client, you should follow the branding standards of your company (not your clients’ standards).
Your agenda is another essential part of your presentation. Make it easy and readable for your partners, so they can quickly skip ahead to any part of the presentation.
Carefully list all the topics, and number each slide.
Monthly Progress Review
It is really important for a slide to be clear, so make it as minimalist as possible. The review slide is basically the resume of the entire presentation, so it should provide all valuable information, including reached milestones and completed goals.
Briefly (i.e., in a few sentences), explain your monthly progress:
– Reached goals and finished projects.
– Completed tasks
– Future assignments and new projects
– To-dos for your teammates, executives, or clients
If you noticed, I bolded the word “briefly” because, in future slides, you should explain and provide detailed reports for different marketing campaigns (such as SEO, Social Media, PPC, keyword monitoring, and competitive strategies)
In the following topics, we will try to explain how to create reports for different marketing channels. But for every report, there is one common rule:
Do not use unnecessary data.
Only use the most important information. Don’t bother your teammates or clients with irrelevant data.
Creating Social Media Reports
At the very beginning, determine what are your KPIs and most important metrics are. They can be:
- ROI – Return on Investment
- CPC – Cost per Click
- Reach – How many people view your ads
- Engagement Rate – How many people interacted with your content
- Followers Growth – The daily or weekly growth of your followers on social media
- Content – how much, how often, and where
- Conversion rates
- Mentions of your brand on social media
When you’ve established what your most important metrics are, it’s time to import them into the presentation!
In the reports for single channels (like social media or SEO), try to avoid the following things:
– No more than 3 slides per channel
– Less text is better. If your report has a bunch of text, no one will read it. Try to insert as many graphs as possible.
Pull your data from Facebook Ads Manager (or some other social media dashboard like LinkedIn or Twitter), and insert it into the slides.
Try to avoid screenshots. Instead, insert your data into graphs.
For this article, I used Google Slides, so these graphs are incorporated into Google Sheets. But if you want to make something more stylish, you can always design them on other platforms or in Photoshop. The decision is yours.
I frequently use Google Slides because it’s easy to make presentations there, and you can comfortably read the graphs.
Creating SEO Reports
SEO is a crucial part of every website. An effective and insightful SEO report must consist of 3 main topics:
- Progress – What you’ve achieved in the past week or month (i.e., your finished goals, completed tasks, and reached milestones).
- Insights – Your opinion about the things you and your client or team should care about. Highlight the issues that still need work over the upcoming months.
- Recommendations – Your suggestions for reaching the next milestones and goals.
Carefully list everything above. and make it legible and understandable for everyone.
There are a lot of things you should put in your SEO reports, but here are some of the main metrics to care about, which your teammates and clients definitely wish to see:
- SEO Health: The main problems that affect your SEO.
- Backlinks: The number of links that redirect to the website, and how much traffic they’re delivering.
- Competitors Backlinks
- Ranking Progress: Understand your rankings and traffic. Which web pages are ranked well, and which aren’t? How much traffic is each webpage delivering?
- Competitors’ Rankings: Compare your keywords’ rankings and performances with your competitors’. Which keywords are ranked well, and which ones aren’t? Everything matters.
- ROI: Tangible Conversion rates produced from SEO.
Pull your data from different platforms, explain it, and make recommendations for the future. Don’t make your report difficult to understand. Let it be readable and funny.
Competitors App is a good tool for comparing your SEO, Brand Mentions, and keywords with your competitors’. In fact, iit allowsyou to find all the information you need about your competitors, so you can create better and more competitive strategy reports.
Make your presentations easy, fast, and funny.
We all hate making presentations. I’ll be the first to admit how much I hate it. But it doesn’t need to be too much difficult or boring.
Easily ensure good online reviews for your team or clients by learning about campaigns on Filestage. Sometimes you don’t need to put all your unnecessary data in reports (such as videos or images of the campaigns).
In this way, you can skip all the boring approval processes and save time.
Reportz is another good tool for reporting. It allows you to automatically pull data from your dashboards and make reports in a matter of minutes. No more spending hours on spreadsheets and graphs.
You can make your reports in various ways, but always remember the following things:
- Make them well-designed, and maintain your branding standards.
- Keep them short, and avoid all unnecessary information.
- Make them readable and easily understandable.