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?
Essentially, spell out to the client exactly why they hired you!
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.
If you are offering SEO as a service, this is where you would give a brief overview of what SEO is and how are you boosting clients' rankings?
This is where you will also discuss target audience and elaborate on how their customers are being reached. Are you focusing on email marketing this month or improving conversion rates from their blog?
Give a brief overview of what has been accomplished this month in regards to their overall marketing strategy. You can always elaborate further (and you should) in the metric sections.
If there have been any changes to your market or audience in the past month, address those here as well. Consider adding information about your competition if you find it relevant.
This is one of the most important sections of the report. It will lay the groundwork for how well your client understands the rest of the report. If the client doesn't understand what PPC campaigns are, then the rest of the numbers in the report that follows will be meaningless too.
3. Conversion Metrics
Ultimately clients are most interested in the metrics that impact their bottom-line.
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. When reporting with AgencyAnalytics, we make it simple to compare each metric to the previous period, so you can easily spot strengths and weaknesses over time.
4. Lead List
If the project is lead-driven, then you should list out the leads that you've generated this month. An alternative would be ecommerce data if it's an ecommerce campaign. This is a simple way of proving the value of your work.
It should show which channel the leads were driven from: SEO, PPC, direct, etc. This helps the client understand exactly who you're converting through your marketing efforts.
With a tool like CallRail or Call Tracking Metrics you can also list out the calls that were placed to to business as well, and their origin.
5. 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.
6. 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.
7. PPC Campaigns
If you manage PPC campaigns for clients, then dedicate a report section to metrics that are specific to paid channels. Or you can just provide them with a PPC report instead!
Key metrics to include for each PPC channel are:
- Cost Per Conversion
- Click-Through Rate
- Ad Spend
- ROI (or ROAS, return on ad spend)
Compare these metrics to each channel. If a client has a limited budget, this is a perfect opportunity to deliver a lot of value for a client by making a recommendation based on these metrics where they should be focusing their ad spend budget.
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 you client 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, and your sales and SEO teams will appreciate being kept in the loop in this area as well.
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.
10. Financial Projections
This section will never be 100% accurate, but should include all the information present in your marketing plan.
You'll want to discuss any future promotional expenses you anticipate spending, as well as their expected return on investment. This area should address the goals you listed in the previous section but go one-step further by including the projected costs of meeting those objectives.
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