A monthly marketing report is essential to the success of any marketing strategy. However, it doesn’t need to be a tedious task every month.
Create a marketing report template that highlights your key strategies and successes. Additionally, take this moment to explain any problems you may have dealt with in the past couple weeks and brainstorm solutions.
These metrics and reports highlight how your marketing strategy is succeeding (or failing) from month to month. But more importantly, this marketing report presents data in a format that is easy for you to digest.
Here are the 9 sections that should be included in every monthly marketing report:
1. A Summary/ Highlights Page
A summary should always be the first page of your report. It should highlight the most important metrics and a project overview. Make it concise and easy to read.
You should have a general understanding of where marketing stands that month from the first page. Everything that comes after this section should just be more detailed information for the areas you’ve discussed on the summary page.
2. Current Marketing Strategy
While you are (hopefully) well versed in your marketing strategy and target audience, some of your stakeholders may not be. That’s why it’s a good idea to include a section in the marketing report that addresses your core marketing strategy.
Include a section that answers the following questions:
- Who is the target market?
- What are the primary marketing channels?
- What growth opportunities are currently being pursued?
- What is the current scope of this project?
Make sure the scope of the project is clear, and then reinforce confidence with the client that you have developed a well-thought-out strategy.
3. Conversion Metrics
The metric sections below should be the meat of your report and include plenty of charts, graphs, and statistics showing the numbers that back up your goals and progress.
Remember, half of the challenge of creating a great report is making it easy to understand. The last thing you want is information overload. Run reports on metrics such as:
- Leads by Channel (offline sources, social media, referrals, paid search, email marketing, etc.)
- Revenue (especially if your client has an ecommerce website)
- Paid vs. Organic leads
- Cost Per Conversion for Paid Channels (Adwords, Facebook Ads, Bing Ads, etc)
It’s always a good idea to compare metrics from month to month so you can see where you excel and in which areas you need to improve.
4. Traffic Metrics by Channel and Device
It’s imperative that you understand where your web traffic is coming from and how it performs so that you don’t waste time or money developing unsuccessful channels. Are most of your web visitors coming from email marketing leads, paid search, referrals, etc.?
Above we focused on total conversions, but here we will dive deeper into different traffic metrics. Important metrics to include broken down by channel & device include:
- Bounce Rate
- % New Session
- Top Pages
- Email Campaign Performance
- Top Referrers
Use these metrics as a foundation in the following report sections where you will go deeper into each channel and make recommendations going forward.
Is the bounce rate especially high on mobile? Recommend updating the website to be better for mobile. Does a particular blog post get a lot of traffic, but has a low conversion rate? Recommend that the blog post is revised or implement a lead magnet on that page.
Use these metrics to craft your marketing strategy going forward.
5. SEO Overview
This section will depend on what SEO services you provide. Are you optimizing on-site? Or do you primarily provide link building services?
Share an overview of how rankings have increased. Then dive deeper with additional information about what you have done to achieve these results. Include a table showing new backlinks for the month, or an updated site audit to show progress on the website.
6. Blog Leads
If you are brand is creating blogs or a content marketing strategy, it deserves a section all its own in the monthly marketing report.
Blogs generate both traffic and leads, so you should be documenting this data each month to make sure your blog continues to perform optimally.
Consider looking at how people are locating the content published on your blog and then analyzing which channels are most successful and which need improvement.
This should help you optimize your content strategy as well — are people sticking on the “how to” articles, or do they prefer your infographics?
A great way to track how blog posts have brought in new leads is to create a report section showing sessions and goal completions based on landing page. You can filter the report by Organic Search only to show how frequently users land and convert on a blog post via search.
8. Social Overview
Social Media Marketing is another important part of your overall digital marketing strategy with specific KPIs you should include in a marketing report.
Give an overview of performance for each active social media channel: Facebook, LinkedIn, Twitter, Instagram, and Youtube. Specifically focus on engagement metrics for a deeper understanding of how successful your clients are on each channel.
To demonstrate how social media generates new leads, you can include a web traffic report that is filtered by “social”. This will paint a full picture for your brand by showing two important goals of social media marketing: engaging existing customers and generating new leads or sales via social channels.
9. Goals and Ideas for Future Campaigns
Setting goals and then striving to achieve them is what will keep your brand growing, so you definitely want to include a section for goals in your plan each month. You can revisit the goals from month to month to see how you’re progressing.
It’s always a good idea to highlight any future plans you have for marketing campaigns. This is a good way to involve other stakeholders and give them a chance to ask questions and follow your progress if they choose.