Create a digital marketing report your supervisor will love
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| Create a digital marketing report your supervisor will love |
Measuring and communicating the results of your marketing work in a digital marketing report is the key to success. Let's see how you can achieve this with a little bit of effort.
As a digital marketer, you have a direct impact on the growth of your company. A birthday campaign's informative target media and a product page optimized for the right search engine can be a great motivator for sales activity. But how exactly do you demonstrate your influence on top management? By measuring the results of your marketing efforts and communicating them in a digital marketing report.
Regular reporting is very important for your success
You can use reports to show how your social media campaigns, search marketing tactics, and other digital strategies are driving business results. If you can use the data to objectively demonstrate that you are helping to increase the number x by doing y over a period of time, it will be much easier for you to get approved budget allocations and more. Such communication is also necessary between you and senior management to ensure that this business is moving in the right direction and that these goals are being achieved.
Regular reporting is very important for your success
Would you like your report to be submitted weekly, twice, monthly or quarterly? Provide your manager with at least a few performance metrics each week. It can be difficult to get the information needed for a full report from the schedule in a short period of time, so it is normal to submit one, two reports per week or two per week with a detailed briefing per month. The minimum reporting period must be quarterly. This is likely if your manager is responsible for his managers (management team, directors, and shareholders).
4 important questions to get through your briefing
The manager usually doesn't want to know the ins and outs of everything you do. They typically answer four basic questions:
The first question: how much money do we spend?
Second question: how many people do we reach?
Question 3: How effective are our marketing efforts?
Fourth question: what is the financial return on our marketing investments?
If you can help your manager answer these four questions, they will be invaluable.
If you have components of seasonal balances or other important cycles, go back to comparing the same period last year (February 2017 vs February 2018), as it provides a better context than a mom change. Also, add columns to change the percentage from month to month (mom). For example, in the table above, we can see that 1% of mothers increase their marketing spend in February.
The good thing is that this 1% increase translates into a relative increase in reach, website visitors, new prices, and new customers. In fact, the cost of getting an additional customer drops by 2%! This factual information can be very powerful when trying to get a bigger budget of better tools and resources for your department.
Next step: do it yourself
This article is just a starting point. Customize the templates above to suit your needs. Seminars and e-books, for example, make up the majority of your digital marketing strategies. You need to add webinars and ebooks downloads to your report and other social channels to include them.
If you are not sure where to find some of this information or how to calculate a lead price, for example, you have many resources at your disposal, such as the Digital Analysis and Advanced Web Analysis courses of our Foundation.
Finally, ask the manager for feedback. Is there any information you think you will lose? Do they want more information? Your relationship will evolve over time as you and your team figure out what's most important, and that's ok. Make sure you are ready to try it out and be open to comments.
What do digital marketing leaders do?
Digital marketing certification managers are responsible for developing and overseeing online marketing strategies for businesses from small startups to large companies. They are responsible for overseeing projects and conducting digital marketing campaigns from start to finish. They are likely to be responsible for leading and serving teams as the primary point of contact for customers in a B2B context.
They are basically the business owners in a digital marketing office, so they need the right skills if you can manage and strategize your content. At a higher or lower level, they may need to have a solid understanding of SEO, Analytics, Advertising, Business Practices, Social Media, Email Marketing, Web Development, and Marketing.
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