Let’s start with what a digital marketing report actually is. A digital marketing report is a document that brings together all of your clients results, goals and historical data from multiple platforms into one place. It is structured in such a way that it provides your client with all the information they need based on the performance of their digital marketing efforts.
When should a digital marketing report be compiled?
A digital marketing report is there to help you and your clients understand whether your marketing strategies are working, or if there are areas in your strategy that need to be improved. In order to do this effectively, it is important to keep track of the performance of your campaign regularly and not just once a month when you send it to your client. If there are areas in your strategy that are not working then it is best to pick up on this before it is too late.
At the end of each month, it is important to provide your clients with a comprehensive but easy to understand digital marketing report. This report should answer all of their questions as it is going to be the key to client retention.
Why is a good digital marketing report so important?
It’s simple, a good digital marketing report is going to be the answer to how well your marketing strategy has worked for your client. Your report needs to be set up in such a way that’s easy for your clients to understand. No two reports will be the same as each client will have different goals, objectives and targets and the reports should always be orientated towards these goals.
Secondly, a good digital marketing report is important because your clients are busy, they don’t have the time to try and understand overly long and complicated reports each month. Rather provide them with the statistics you know they want to see with a concise summary attached to each of those metrics. Some clients might even prefer a quick call or online meeting whereby you can run through the report with them. This also gives your clients the opportunity to update you on how their business is doing and if there is anything new going on that could result in a new marketing campaign for you to work on.
Lastly, good digital marketing reports will help you maintain long-term relationships with your clients. Your report is what will help you maintain open and clear communication between you and your clients. Your report will be the document shared with your client that will show the results of their campaign, good or bad. By creating a report that is honest and transparent, you are building trust between you and your clients.
Let’s take a closer look at what should be included in your monthly digital marketing report:
1. A summary page
This can include a small introduction to the report telling your clients what they can expect the report to outline. It’s a good idea to mention the marketing campaigns that ran over the report period. This section can also mention the marketing strategies that were used over the month. Remember, this is a summary page and should not be filled with lengthy explanations.
2. Organic Website Data
This could include Google Search Console, Google Analytics or even some of the paid tools out there like SEMRush or Rank Tracker. It’s always nice to include a bit of data regarding the organic traffic a clients website received. As goal-oriented as a digital marketing report can be, it’s still nice for the client to see that the larger and more long term investments of SEO are paying off. Go into a bit of detail in this section about keyword ranking if this is what your client is interested in.
3. Organic Social Media Data
Social media plays a massive role in digital marketing reports, even if it is just the organic side of it. Highlight the importance of brand awareness in social media by adding in some metrics that show your client that their brand is being seen.
4. Paid Campaign Data
This could include Google Ads, Facebook Ads, LinkedIn Ads, Twitter Ads etc… basically any form of advertising that receives an interaction that will result in money being spent. This is the section that is going to answer all your clients’ questions about how well the marketing strategy you put together is working, where their money was spent and what worked and what did not work?
5. Goal Data
This data plays a very important role in your digital marketing report because this is what your clients want to see. Once your clients can see that your marketing strategy brought them leads/sales, your job is complete and your client retention is maintained.
So in a nutshell, an effective digital marketing strategy and a good digital marketing report go hand in hand. A good digital marketing report can be achieved by having a good digital marketing strategy but in order to create and maintain this digital marketing strategy, you need to be presenting your clients with informative reports which will show both you and them if your strategy is working or not. The report’s main purpose is to show all your efforts to your client and give them the proof that the goals are being fulfilled.