Easy Method To Build Good Marketing Reports

Marketing reports are essential for the evaluation of a marketing strategy. You use it to explain to your clients or supervisors the performance of your marketing campaign. An excellent report with excellent marketing outcomes helps pitch new ideas and strategies to your clients.  

However, writing an efficient marketing report is complex. Therefore, to help you build a good marketing report, we have compiled five easy steps for you to follow. 

Decide the Format of the Report 

To enhance the effectiveness of your report, you need to choose an excellent format in which you will present it. Google Slides and PowerPoint are some of the best software that you can use to create slides that contain data and notes. With Google Slides, you can sync charts and graphs that are in Google Sheets with your slides. Some tools also have formats that guide you on how to build good marketing reports.

Some analytic tools allow you to export your data into the report, but you should not lose data or distort the information. Therefore, exporting them in small volumes will be the best thing to do.

Define The Goals

Defining goals is a crucial step in writing your business report. Knowing the goals helps you know which questions and metrics to include in your report. It also guides you on what to write to not include useless information or metrics. 

When choosing goals, the following points can help you. 

• Identify the method you are using to grow your brand awareness, such as building an online community.

• Is there a need to justify spending or require a bigger budget?
• Do you need to optimize the use of resources by concentrating on marketing channels with the highest returns?
• Which resources do you need for marketing functions?
• What are the deficiencies of your marketing strategy?

Once you have collected the data, come up with relevant goals that you will use to determine the key performance indicators (KPIs). 

Select Best KPI for Each Goal

You should now develop a list of key performance indicators (KPIs) that can help you measure each goal’s success or pinpoint areas for improvement. If your goal is to grow your brand, your KPIs might be the number of new contracts signed within the period, the value of those contracts, and the total amount of sales. 

You can use KPIs that will enable you to check the ROI to know which marketing avenues were the most successful. They may be the channels that led to a higher traffic flow to your site or the cost-per-click (CPC) that you gained from each pay-per-click (PPC) campaign.  

Always analyze the marketing platforms to choose the most appropriate metrics for each goal.

Introduce The Report

Start by explaining what you aim to achieve from the report. Include relevant history that enables the audience to understand it. Also, include info on any other campaign that you had and the success that it had. Inform your readers of the challenges that motivated you to write the report. 

It is essential to make your points short and clear while stating all the takeaways. Include the reporting period. 

Compile Goals and KPIs

After coming up with a list of the goals and the KPIs, it is time to compile them in your report. You need to bring the information from various sources such as social media accounts, websites, email marketing campaigns, and so on to one place.  

Visually represent the data in an easy-to-understand format. Depending on the design that you are using, you can either do this manually or automatically. If you are using Excel, copy all the data and draw the graphs and charts you need for the report. However, this is time-consuming, and you may make many errors unless you are extremely careful. 

Alternatively, you may use report-building tools available to compile the report. These tools make your work easy and reduce errors. 

For each goal that you include in the report, ensure you also have: 

• Its KPI: What did you use to measure success for the particular objective and if you achieved it.

• Metrics and data: A summary of all data showing the achievements, graphs, and charts to illustrate the data.
• Success and challenges: briefly give the main points of the implementations that worked and those that did not.
• Takeaways: The essential points to consider in each goal
• Decision points: Add any decisions that you may want your readers to deliberate.

You need to ensure that the report is data-backed and has enough evidence to support your data.  

Conclude The Report

When you have everything written in the report clearly, it is time to conclude it. Restate the achievements, challenges, and takeaways noted. Summarize each vital point to enable your readers to get the concept.  

Also, include your recommendations in the summary unless you want your readers to come up with their own.  

Conclusion

A good marketing report must have goals, website analytics, email marketing data, and leads and customers. Additionally, it should explain the numbers in the report and social media data. 

Keep in mind that the report is for your customers and bosses. Let the message be clear and concise.