marketing department report

You must also recognize that not every manager is comfortable, or even that well versed with it. The Brand Reputation report helps answer the following questions: Has our brand visibility increased or decreased in the analyzed period? A default Home GA report, with the "Active Users Right Now" tab, is another great way to see the current situation and changes happening right now (though many marketing managers say it can become really distracting). Duplicate content issues? There are about 200 issues that can potentially harm your website performance; finding them all manually would be impossible, especially when a website has thousands of pages. What is the proportion of branded vs. non-branded traffic? Now that you have seen our list and read our article, the question now turns to what you are going to do next. It needs to reflect both the interest and knowledge level of your partners in a way that presents the information they want to see and not so much that it is overwhelming. Reporting was the most popular option, leaving all the others far behind. 5XX and 4XX errors? Organic search performance — to understand if their SEO tactics are worth attention. A monthly marketing report is a management tool utilized by marketers, agencies, and managers to show relevant marketing results on a monthly basis. Privacy Policy. How you stack up against key competitors. How does a great report differ from a good one? The most used anchor texts (and if there are any potentially dangerous texts). Word. Spare people any misunderstandings and stick to easy-to-understand language. There’s also to advocate for an increase in budget. This can be the reason why daily SEO reporting isn’t a common practice. We at SEMrush conducted a survey among our agency clients, asking them, "What are the top things you’d like to automate?" Among the most common ones include the justification of one’s marketing budget. Those corporate documents are meant for them, after all. … A proper daily report allows you to find out: However, to get a more complete picture of technical problems, you can use external SEO audit tools. Size: US, A4. Image source: SEMrush Brand Monitoring tool. How to make a report for a client (or boss) stand out from others? Details. Your post can go viral and bring you hundreds of new followers and comments, but so can a negative review of your company (you will see a lot of comments here too, but this is the kind of social engagement no one wants to get). Which countries do my visitors come from? Please specify a valid domain, e.g., Like many endeavors within the business world, marketing can be all-encompassing. The answer to that would depend on the situation and the purpose of the reports. This is a great all-around template that will give you an overview … Website / Blog Performance Report. Through these business reports, those in charge of an organization’s marketing efforts can stay on top of things in an easier and more effective manner. Those who want to learn more about this or get an excellent marketing report template from our list should scroll on and experience it all for themselves! That means, give the readers practical suggestions on what to do to improve the KPI. This applies not just to unnecessary metrics but also to goals that have no bearings on your present situation. How much traffic and how many conversions you got from social media channels. An example of a competitor analysis report: Tip: For more insights and step-by-step instructions on setting up the report see Automated Competitor Monitoring and Reporting with SEMrush. Action: Every report should be actionable. If any Facebook or Google ads have been disapproved and need to be remastered. www.example.com. You’ve likely invested a hefty chunk of change in your website. As you know, good numbers don't guarantee a client, but bad ones will always get you fired. Your report should include such items as definition of the market size, competitors and their marketing size, as well as estimates of market share. Did we achieve the goal, or are we on track for achieving the goal? We are in the same position for it, but the volume decreased, so there is nothing we can do with it." Which keywords are driving visitors to my website? Due to its importance, it pays to learn how to write a marketing report. Target: KPI and dashboards should reflect the final users’ needs. To ignore this would be to purposefully fail in the eyes of many successful marketers. By using this website you agree with, Tips for Building Stunning Reports and Standing Out From the Others, Automated Competitor Monitoring and Reporting with SEMrush, Get the Overall SEO Report template (Google Drive). If we are doing well, or we need to put more resources into the client, or the monthly report will be ugly. Questions to be answered in a good monthly report: An overview of a website’s traffic: Which channels performed best (and worst) in this month? Or a slow load speed? Has a half-page summary that includes what has happened this month and why. Another common reason or purpose is to help figure out which specific marketing channels work best for a particular company. Looking at any sample marketing report will tell you that there are more important things to consider anyway. We also like to add some short narratives below each chart that highlight what we think is important and why the results matter. The reason for that is the more specific your goals are, the better options you have of accomplishing it. The most important element of a good report is approachability. Where to get this data: social tracking tools (Social Media Tracker) for your and your competitors’ accounts, Google Analytics for referral traffic tracking. File Format. Provides all of the stats to support the summary in the beginning. Download. This report will help you (or your client) answer the following questions: What is the proportion of organic traffic changing compared to other traffic sources? SEO is considered a relatively slow-changing industry, compared to paid advertising or social media marketing. The number of follow vs. no-follow links. Did our plan for last month work, and what are our future plans? Whether you prepare a report for your client, your boss, or a colleague, there is always a risk of drowning in the data, drawing the wrong conclusion, and going in the wrong direction. A great report takes it one step further and tells the story of that data over a particular time period in relation to a goal. Include something educational, as no matter how many times you say things to clients, they will forget, so we need to repeat the same things many times. Regarding a template, filling out a report with dozens of technical SEO checks can be a really daunting task, this is why we recommend you generate reports right in your audit tool. Google Docs. When it comes to the actual creation process, you can breathe a bit easier. Pages. That means, focus only on Macro-KPI if the users are on top management — such as ROI, LTV, and cost per acquisition. Some managers will insist on daily reports so that they can better keep track of the micro. From what we see in SEMrush’s My Reports tool, users prefer sending reports on a weekly or monthly basis (69% and 35% respectively); only 8% of users use daily SEO reports. Losing rankings for multiple keywords? What was the sentiment of our brand mentions? This is why social monitoring ideally should be done on an hourly basis, as 64% of Twitter users expect their questions to be answered within an hour. Data Visualization: Turn data into visual insights, seeking a compromise between creativity and simplicity. The reasons behind the changes and how to act on them. Restaurant Marketing Report Template. Did it improve or not? How are its demographics and interests are changing? Where to get this data: mention trackers (for example, Brand Monitoring) with sentiment analysis. How you perform against your key competitors. Without further ado, let’s move on to some of the most useful tips that you will ever encounter for writing a marketing report. Spotting unnatural link growth or drops and reacting quickly can save you from an automatic or manual penalty. Make your choice wisely and act now! Weekly reports on where we are this month YoY on major metrics. Think of this document as a snapshot of sorts in regards to your business. It can take a year (or even more) to rank in Top 1, even for a team of professionals. Is it a crawlability problem? Still, that does not mean you can just utilize jargon as often as you want. For example, “organic traffic is down, mainly due to this keyword. Others may rely on monthly, quarterly, or even annual reports because the macro is more important to them. To that report, add processes for Middle Management users, such as conversion paths and attribution models. To establish a marketing strategy, it’s necessary to get closer to the … Wondering if it makes sense to advertise on Facebook or Quora? Get the Overall SEO Report template (Google Drive) Tip: to spot disapproved ads, set up email alerts. How active your brand was on social media in a determined period. Please provide us with a valid email address so we could reply to you. This does not have to be as difficult as many think it is. Then an explanation of what is moving the numbers with data backup. Where to get this data: a custom Google Analytics dashboard allows you to get a helicopter view of traffic dynamics (number of visitors, traffic sources breakdown, user behavior metrics, etc.). Create a Brand Reputation report in My Reports. A proper daily report allows you to find out: How well the client (or company) website and social media accounts are performing. ): Have the ROI and ROAS improved or declined? Often, they can have zero relevance to their particular business. Daily Marketing Report Daily reports are usually used for internal purposes, especially when it comes to marketing agencies. Either just recently joined or is too shy to say something. Why should you be specific with your goals and objectives? Its use tends to create more confusion than clarity. Where to get this data: a Google Analytics dashboard with the right time frames for everything related to traffic and conversions. Size: A4 & … It is calculated based on the correlation between users’ active reading time, their scrolling speed and the article’s length. The monthly report helps you understand how these projects influence the core metrics. Even amazing samples like the quarterly marketing report template or the monthly marketing report template PDF variation have to be edited once downloaded. Try checking the paid traffic dynamics of your competitors. There are some things that ensure that any given marketing report variant is utterly completed. See if other brands in your niche are doing this and how much traffic they get. Wondering why CPC in your paid campaigns has been increasing over the past months? Get the Social Media Performance report template (Google Drive), Create a Social Media Performance report in My Reports. It is more convenient to get notifications from different platforms into one inbox. There are free solutions like Google Alerts or more advanced paid tools like Mention.com or Brand Monitoring, with additional features like sentiment analysis and estimated reach. A market report includes a 1-2 page executive summary and a longer detailed report section. I deal with both reports that are sent to me and those that need to be delivered to the client. Whether you gained or lost any backlinks (and if there is anything unusual you need to pay attention to). I think there is a bit of a difference between those. Which mentions contributed the most to our brand visibility in terms of referral traffic, awareness or coverage? For example, "This double-digit growth is not sustainable, and we will be moving into protecting keyword positions and traffic maintenance stage in Q4". Useful and in-depth marketing reports don’t just appear out of nowhere. Put those in the report too. Where to get this data: Google Search Console provides you with a lot of data about site speed, mobile usability, AMP and other types of issues. Did the number of backlinks to my website increase or drop? Create a Technical SEO report in My Reports, Get an extended (90 pages) Technical SEO report example. Clients don't really care about metrics that much; the majority of them don't understand them or cling to the ones that don't influence their marketing objectives. Technical SEO is a website’s backbone. Here are the metrics and reports that will help you do that: The Social Media Performance report is needed if you want to know: What is happening to your follower base? Get the Weekly Marketing Report template (Google Drive), Create a Weekly Marketing report in My Reports. Either way, we guarantee you a higher chance of success now that you’ve read what we’ve had to say. Unlike SEO, on social media, things happen very quickly. That is why a great report for a client, in our perspective: I need a very clear understanding of what is actually happening with their business. For the most part, it is a manager that gets to read the report. This is a separate (and often underestimated) type of report. Brand your report and add some color to make the data a little more exciting. Head of Marketing for Agency Solutions at SEMrush. On average, it takes 6 touchpoints across different channels for a visitor to turn into a lead or paying client. Is it growing or decreasing? Finally, a great report should be able to stand on its own, without the need for an in-person meeting all the time. 8+ FREE MARKETING Templates - Download Now. You can use the market report to make changes to your marketing process. The main goal of the daily report is to spot changes or threats as soon as possible and react immediately. For them to get that, they need to cross-reference SEMrush, Google Search Console, Analytics, and a CRM system to make sure what they think is happening with numbers is correlated in each system. Why or why not? It gives you an idea of how successful your recent marketing campaigns have actually been in terms of conversions. Goal completions (purchases, leads, downloads, etc. For media and mentions monitoring, there are a number of tools available. File Format. Has to tell a continuous story each month and be consistent. The proportion of toxic, potentially toxic, and “healthy” links to your website. How do you stay focused without missing out on the bigger picture? When you state a specific goal like marketing one specific product to a highly specific target audience, for example, your efforts become more focused and effective. Details. There are tons of unique and useful information you can get out of website analytics. Marketing report is an integral business tool that summarizes the state of a market and latest marketing trends in a specific segment by covering a particular period of time. What engagement dynamics and which days, formats and audience segments turned out to be the most successful in terms of likes, reposts and comments. That way, we are not just looking at traffic>leads and trying to guess what is going on in between. Using this report, you can see exactly what prevents it from indexing. We put together 10 examples of marketing reports for daily, weekly, or monthly use. Create an Overall SEO report in My Reports. Your feedback must contain at least 3 words (10 characters). Then you have marketing research facts or data, promotions, any advertising campaigns, and lastly, the specific goals of one’s marketing efforts. Behind the scene stat: weekly reports are mostly sent at the beginning of the workweek, as 27% of SEMrush users schedule them every Monday. Google Docs. While it is hard to build and easy to destroy, a backlink profile is vital for SEO. This report allows you to see the impact of strategic marketing initiatives and long-term projects, like SEO improvements, PR, and content marketing campaigns. What needs to be done to improve the results? I believe a great report should focus on three features: target, action, and data visualization. Any other tools for specific channels and projects (mention trackers, email analytics, etc.). Where to get this data: competitor analysis tools like Traffic Analytics automate the data-gathering process, but also offer exclusive insights (like traffic and engagement metrics) that you can’t find by reviewing SERPs and social accounts manually. We pull different levers to increase each stage of the funnel. Get the Monthly Competitor Analysis Report template (Google Drive), Create a Monthly Competitor Analysis report in My Reports. There is a lot to do within that department, which is why documents like a marketing report are so useful. A big picture of traffic dynamics: whether the overall traffic increased or decreased, which channels brought the most visits, leads, and conversions, and how the situation has changed since the previous week. A brief overview of the main channels or campaigns: Did we manage to achieve the goals we had set? Social media internal analytics to track social engagement and followers. The Wow-Score shows how engaging a blog post is. Weekly reports form the basis for analyzing long-term trends. We use cookies to give you the best online experience. If there is anything that needs immediate attention (an organic traffic drop, a sudden growth in social media mentions, a spike in paid traffic, etc.). If there is an issue with one specific campaign, for example, then focus on that and do not include details about another topic. Being vague leaves room for doubt. To that report, add Micro-KPI, if addressed to Specialists such as CTR, CPC, position changes. It is way too granular for the client reporting, and again, most of the time is above their heads. Even if you deal with a great marketing manager, they need to get approval for the budget from someone who doesn't know the difference between bounce and exit rate. A backlink report will allow you to find out: The number of links and domains linking to your website and how this number changed over a certain time period. The great thing about competitive analysis is that it can answer many important questions about your own results: The metrics to track with the competitor analysis report are: Website traffic and visitor engagement — how it changed over a determined period of time and if there is anything unusual. Simplified and well-labeled graphs, charts, tables, icons, and colors are a great way to visually tell a story with just a quick glance. That is why regular inspection of your backlink profile can save you hours of work and phone calls with clients. Clients are funny about the metrics they deem important. Ideally will show them how you directly influenced the bottom line. Where to get this data: Google Search Console to track the number of backlinks, Google Analytics for top linking websites, external backlink checkers to evaluate the toxicity of your links, top anchor text, and other valuable information. What needs to be changed? Where to get this data: Google Analytics for all things traffic, Google Search Console for search visibility metrics, backlink and technical issues information, SEMrush for SERP features (and all the other metrics, if you are analyzing a website without access to its GA and GSC). If we didn’t, what were the reasons behind this? With this in mind, which channel should be an immediate priority? General marketing report example. Get the Monthly Marketing Report template (Google Drive), Create a Monthly Marketing report in My Reports. It provides a complete overview of vital social media metrics (engagement and followers). You must be concise with your report. Get the Backlink Report template (Google Drive) Where to get this data: Google Analytics — for all things traffic (visits, channels, user behavior) and conversions (goal completions) in comparison to previous weeks. Create a Backlink report in My Reports. On top of actually making clients money, we are also concerned with keeping them happy. First, there’s the marketing strategy. Even alternative interpretation. The report needs to present the right data to answer these questions in a way the client will comprehend and not be overwhelmed by. Even just a short phrase at the end of each Dashboard, such as: “invest more advertising budget on mobile devices, which drive the best conversion rates.” This makes the role of the analyst more pragmatic and results-oriented. Without documents like a marketing research report, for example, your company might as well be sitting in a dark cave, seeing nothing and unable to do anything of note. It should provide a plethora of data which should include how well your marketing efforts are doing, information on customers, the industry as a whole, your competitors, and more. As we’ve stated before, goals are important for making a marketing report. We can't adjust our interpretation to make numbers look good. However, you can find out whether your social strategy was successful or not only by seeing the bigger picture. Have some fun with it! You can download the examples or copy the templates — without having to leave your contact information. Listening to customer needs. Metrics that are usually tracked are focused on web analytics and campaign performance such as the CPC or CPA. Will you start writing your reports from scratch or will you continue to browse through our selection? Get the Brand Reputation report template (Google Drive) It helps you develop an action plan for the coming weeks. I need a daily report on things that are wrong (like disapproved ads or keywords) and what was done to fix it. For example, you don’t have to strictly adhere to any marketing report format if you don’t want to. Are there any technical issues on my website threatening my SEO results? Which SERP features are triggered by these keywords? A good client report communicates data in an easy-to-read and easy-to-understand format. Its readers won’t have the time or the inclination to sift through unnecessary texts before they get to the truly meaty parts. Daily reports are usually used for internal purposes, especially when it comes to marketing agencies. We also report internally on different metrics at each stage of the marketing funnel.

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