Find out what are the most important metrics to report and make a report that proves the value of Digital Marketing
One of the great differentials of Inbound Marketing in relation to traditional marketing is the detail in the measurement of results, which can be presented through a Digital Marketing report. After all, in the digital environment, everything can be measured:
- the number of hits to a particular blog post;
- the open rate of an Email Marketing campaign;
- How many sales each Digital Marketing channel generated for your company.
Since we can measure just about everything, it’s easy to get lost in so much data. In practice, it is common for many marketing analysts to use metrics that do not show the true impact of Digital Marketing on the company.
In this case, questions appear such as:
- What is really important to measure?
- What metrics should I prioritize?
- How to spend less time building Digital Marketing reports?
To help you, Blue World City has prepared this content that details the issues that can arise when you don’t plan ahead to answer these questions. In addition, we bring you a step-by-step guide to optimize your time when delivering the area’s insights through the Digital Marketing report.
Ah, but for the tips and best practices listed here to be put into practice, download the Digital Marketing Monthly Report Template right now. So you already have a complete model at hand to present the data that really matters every month!
What are the difficulties encountered when creating a Digital Marketing report?
We’ve already talked, here on the blog, about some essential metrics to help measure and prove the value of the Marketing area. But when trying to measure these and other metrics without having the necessary tools to do so, teams end up creating a big barrier to the construction of reports.
Although they are necessary for companies, often the form and difficulty of building them can hinder the delivery of results for the team itself. This happens for two main reasons:
- Many tools are used while they don’t talk to each other, like a Landing Pages construction tool that doesn’t connect to CRM for example;
- It takes a lot of time to gather the data and actually build the report, whether it’s exporting graphs, taking print screens, and putting together presentations.
The big difficulty is the amount of time it takes to build them. In addition, it is common to deliver reports that show what the team did and what the operating results were, but not necessarily list what really matters to the board.
What impacts can these difficulties generate?
Making the reports after a long time of work and with inadequate tools can have some negative impacts for your company:
- You can draw wrong conclusions. If the tools don’t connect, it’s much harder to relate the data, do good analysis, and reach the right conclusions;
- You miss opportunities. With too much information, too little analysis, and data that doesn’t really matter, huge opportunities for improvement and growth go unnoticed;
- It’s expensive. Someone will need to spend time doing this work. Not using time as productively as possible directly affects business costs.
How to spend less time and deliver much better insights with Digital Marketing reporting?
To be able to optimize time at this stage, your company will need three things:
- integrated analysis tools;
- well-defined analysis method;
- Template ready to create the report.
It’s essential to work with integrated tools to better correlate information, extract more complete data, and streamline reporting. This makes better use of time and generates more valuable insights into your marketing actions.
In addition to the tool, you need a well-defined analysis method. This means you don’t have to start from scratch with every report, ensuring you’re always measuring results in the same way, then focusing on improvements and growth opportunities.
But the best scenario is to have a ready-made template, which brings a standard template adapted to what you need to present. It also helps when using the tools to extract the data you need quickly.
Use RD Station Marketing
The RD Station Marketing is the all-in-one tool Marketing Automation leader in Latin America. With it, your company makes better campaigns, nurtures Leads, generates qualified business opportunities, and achieves more results. It is capable of generating daily and weekly reports so that you can understand the results of all your campaigns, optimizing what is necessary, and investing in what works.
So, instead of doing a series of isolated actions, without knowing which one works, you have the information of all your contacts and their actions in different channels, with analysis resources to prove that Digital Marketing What is the main benefit of having regular reporting?
If you are using several Digital Marketing strategies at the same time, whether through your website, with activities on social networks, or any other channel, regular analysis of the results is the key to continuously adjust your actions, always with the intention of achieving the main objectives or reinforce what already brings good results.
By regularly reviewing efforts and results, teams are able to make decisions based on real data, not just guesswork. That’s the main benefit. Thus, strategies are focused on the main metrics that keep the company on the path to success.
However, reports are also seen as something that takes a long time to produce and that no one will ever read. But how about learning the best ways to cut that time to create increasingly relevant reports?
5 Steps to Create Your Digital Marketing Report
Below is a suggested report creation method that we used in Digital Results itself and that has helped us a lot to maintain fast growth by analyzing the right metrics frequently.
1st step: Define very well what are the business metrics and the Marketing metrics
It is necessary that the reports bring the important metrics to both the marketing team and the board.
Business metrics show the impact of marketing work on sales and are the ones that matter for the company’s results. They go through the number of leads and sales generated, ROI (return on investment), sales cycle and CAC (customer acquisition cost).
Marketing metrics are more related to your day-to-day tasks, so they are more in-depth and focused on conversion rates, the effectiveness of acquisition channels and specific campaigns.
Step 2: Start analyzing the macro and then go to more specific analyses
First look at the business metrics and analyze the month’s performance, understanding if you delivered what you expected and what the current trend is.
Next, marketing metrics help you drill down into the analysis and see in more detail what delivered each of the results.
Want an example of how this is put into practice? Let’s say the ROI was below expectations (this is the business metric). Knowing which campaigns and channels most impacted this metric and brought the number down?
In this second part, you use the specific metrics of the Marketing area to discover the factors that provided a certain result, whether negative or positive.
Step 3: Identify the worst and best results
This third step helps you find your company’s biggest bottlenecks and opportunities. It is from there that it is possible to find the biggest growth levers.
Which acquisition channel generated the most sales? Which had the worst performance? These are the questions that your Digital Marketing report needs to answer as soon as possible.
Step 4: Prioritize the biggest levers
Here it is important to look for what can generate the most results with the least effort. Overall, the worst results tend to have the greatest potential for improvement. An Email Marketing campaign with a low click-through rate can deliver much better results with simple targeting and few text improvements, for example.
The best results can serve as good practices for other actions. Still thinking about the email channel, a campaign that was more effective in bringing sales in the month can be used as a reference for the next ones that need to be launched, whether using the same targeting, type of offer, content, or call to action.
In some cases, something that has worked well can also receive an even greater investment, bringing better results than today.
Step 5: Generate really complete reports
A good marketing report contains not only key metrics but also an analysis of those metrics, opportunities for improvement, and prioritization of activities.
With this, you can show the real marketing results and the next steps that will be taken by the team.
With a defined method and having more time to identify and act in the right spots, Digital Marketing will have a great impact on the company and will be able to prove its value. Thus, reports are no longer a mechanical activity and become great allies, focused on intelligence and improvements.
It is to make your work easier by following all these steps that having a complete template at hand will greatly speed up your report creation process.
So don’t waste time and download the Digital Marketing Report template now! With it, you will still have access to:
- How to present the main results of the funnel;
- What questions to ask to gain insights from the results;
- What to measure in each acquisition channel;
- How to present experiments;
- And much more!
Brings more sales and customers.