There’s also to advocate for an increase in budget. For example, it can take several days to accumulate statistics on a new blog post, a newly launched PPC campaign, a big email blast, etc. For example, you don’t have to strictly adhere to any marketing report format if you don’t want to. Have some fun with it! If we are doing well, or we need to put more resources into the client, or the monthly report will be ugly. 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. Where to get this data: social tracking tools (Social Media Tracker) for your and your competitors’ accounts, Google Analytics for referral traffic tracking. This is a separate (and often underestimated) type of report. Where to get this data: Google Analytics — for all things traffic (visits, channels, user behavior) and conversions (goal completions) in comparison to previous weeks. The proportion of toxic, potentially toxic, and “healthy” links to your website. If any Facebook or Google ads have been disapproved and need to be remastered. Wondering why CPC in your paid campaigns has been increasing over the past months? Wondering if it makes sense to advertise on Facebook or Quora? Which keywords are driving visitors to my website? Get the Overall SEO Report template (Google Drive) Duplicate content issues? Google Docs. Get the Weekly Marketing Report template (Google Drive), Create a Weekly Marketing report in My Reports. You can download the examples or copy the templates — without having to leave your contact information. Even alternative interpretation. Social media internal analytics to track social engagement and followers. Why or why not? 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. Weekly reports on where we are this month YoY on major metrics. Goal completions (purchases, leads, downloads, etc. Create a Backlink report in My Reports. Get the Backlink Report template (Google Drive) Your feedback must contain at least 3 words (10 characters). Which countries do my visitors come from? Among the most common ones include the justification of one’s marketing budget. As we’ve stated before, goals are important for making a marketing report. Looking at any sample marketing report will tell you that there are more important things to consider anyway. You’ve likely invested a hefty chunk of change in your website. Will you start writing your reports from scratch or will you continue to browse through our selection? Some managers will insist on daily reports so that they can better keep track of the micro. Has a half-page summary that includes what has happened this month and why. 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. 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). Which SERP features are triggered by these keywords? Advertising strategy: paid search and display ads (with some creative ideas to borrow). 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). It is way too granular for the client reporting, and again, most of the time is above their heads. Please specify a valid domain, e.g., 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. I need a daily report on things that are wrong (like disapproved ads or keywords) and what was done to fix it. Metrics that are usually tracked are focused on web analytics and campaign performance such as the CPC or CPA. On top of actually making clients money, we are also concerned with keeping them happy. A proper daily report allows you to find out: 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. If general marketing reports are set up properly, these questions can be easily addressed. Daily reports are usually used for internal purposes, especially when it comes to marketing agencies. Get the Brand Reputation report template (Google Drive) … The reason for that is the more specific your goals are, the better options you have of accomplishing it. Where to get this data: a Google Analytics dashboard with the right time frames for everything related to traffic and conversions. We pull different levers to increase each stage of the funnel. Being vague leaves room for doubt. Technical SEO is a website’s backbone. This is a great all-around template that will give you an overview … It is more convenient to get notifications from different platforms into one inbox. Create a Technical SEO report in My Reports, Get an extended (90 pages) Technical SEO report example. Action: Every report should be actionable. Daily Marketing Report Daily reports are usually used for internal purposes, especially when it comes to marketing agencies. Or a slow load speed? 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.). That means, focus only on Macro-KPI if the users are on top management — such as ROI, LTV, and cost per acquisition. Please provide us with a valid email address so we could reply to you. Tip: if you operate in a niche with high seasonality, comparing the same month of the previous year can be more relevant than comparing statistics month over month. To that report, add processes for Middle Management users, such as conversion paths and attribution models. Then an explanation of what is moving the numbers with data backup. You must also recognize that not every manager is comfortable, or even that well versed with it. Its readers won’t have the time or the inclination to sift through unnecessary texts before they get to the truly meaty parts. Due to its importance, it pays to learn how to write a marketing report. Clients are funny about the metrics they deem important. The most used anchor texts (and if there are any potentially dangerous texts). Any other tools for specific channels and projects (mention trackers, email analytics, etc.). This does not have to be as difficult as many think it is. Size: A4 & … Others may rely on monthly, quarterly, or even annual reports because the macro is more important to them. I believe a great report should focus on three features: target, action, and data visualization. Whether you gained or lost any backlinks (and if there is anything unusual you need to pay attention to). 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. Finally, a great report should be able to stand on its own, without the need for an in-person meeting all the time. 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. Why should you be specific with your goals and objectives? First, there’s the marketing strategy. Website / Blog Performance Report. 5XX and 4XX errors? Even amazing samples like the quarterly marketing report template or the monthly marketing report template PDF variation have to be edited once downloaded. 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. Another common reason or purpose is to help figure out which specific marketing channels work best for a particular company. Google Docs. Make your choice wisely and act now! Provides all of the stats to support the summary in the beginning. Did the number of backlinks to my website increase or drop? It is calculated based on the correlation between users’ active reading time, their scrolling speed and the article’s length. The answer to that would depend on the situation and the purpose of the reports. ): Have the ROI and ROAS improved or declined? But there is good news — a properly crafted report can be an extremely actionable asset for you and your team, rather than just an ordinary “all is well”-style PDF you send to clients or C-level. Pages. 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). Get the Social Media Performance report template (Google Drive), Create a Social Media Performance report in My Reports. This report allows you to see the impact of strategic marketing initiatives and long-term projects, like SEO improvements, PR, and content marketing campaigns. 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. 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. The report needs to present the right data to answer these questions in a way the client will comprehend and not be overwhelmed by. On average, it takes 6 touchpoints across different channels for a visitor to turn into a lead or paying client. Listening to customer needs. Simply put, some of the empirical research data you get from SEO and site performances can serve as powerful foundations for your future marketing efforts. To that report, add Micro-KPI, if addressed to Specialists such as CTR, CPC, position changes. Link building performance compared to other competitors. However, you can find out whether your social strategy was successful or not only by seeing the bigger picture. Don’t disrupt typical visualization conventions that users expect, such as color conventions (red=danger..) while trying to tell a compelling story, targeted on your final user. Spotting unnatural link growth or drops and reacting quickly can save you from an automatic or manual penalty. 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. There are some things that ensure that any given marketing report variant is utterly completed. Its use tends to create more confusion than clarity. How much traffic and how many conversions you got from social media channels. Useful and in-depth marketing reports don’t just appear out of nowhere. When it comes to the actual creation process, you can breathe a bit easier. 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. Then you have marketing research facts or data, promotions, any advertising campaigns, and lastly, the specific goals of one’s marketing efforts. A proper daily report allows you to find out: How well the client (or company) website and social media accounts are performing. Either way, we guarantee you a higher chance of success now that you’ve read what we’ve had to say. Behind the scene stat: weekly reports are mostly sent at the beginning of the workweek, as 27% of SEMrush users schedule them every Monday. 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! The number of follow vs. no-follow links. Here is how to do it in Google Ads: After going to Preferences, choose the Notifications tab in the upper-left part: Weekly reports are used to track and analyze the results of your short- and medium-term marketing efforts. Like many endeavors within the business world, marketing can be all-encompassing. MS Word. Is it a crawlability problem? By utilizing these analytics, you ensure that you stay on top of everything and keep yourself one step ahead of everybody else. General marketing report example. It gives you an idea of how successful your recent marketing campaigns have actually been in terms of conversions. Target: KPI and dashboards should reflect the final users’ needs. Your report should include such items as definition of the market size, competitors and their marketing size, as well as estimates of market share. What engagement dynamics and which days, formats and audience segments turned out to be the most successful in terms of likes, reposts and comments. We also report internally on different metrics at each stage of the marketing funnel. What was the sentiment of our brand mentions? 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. To establish a marketing strategy, it’s necessary to get closer to the … 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. The monthly report helps you understand how these projects influence the core metrics. Spare people any misunderstandings and stick to easy-to-understand language. 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.). There are tons of unique and useful information you can get out of website analytics. Create a Brand Reputation report in My Reports. For media and mentions monitoring, there are a number of tools available. Where to get this data: mention trackers (for example, Brand Monitoring) with sentiment analysis. 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. Did it improve or not? File Format. For example, "This double-digit growth is not sustainable, and we will be moving into protecting keyword positions and traffic maintenance stage in Q4". We at SEMrush conducted a survey among our agency clients, asking them, "What are the top things you’d like to automate?" It helps you develop an action plan for the coming weeks. 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. A market report includes a 1-2 page executive summary and a longer detailed report section. You must be concise with your report. SEO is considered a relatively slow-changing industry, compared to paid advertising or social media marketing. Are there any technical issues on my website threatening my SEO results? Head of Marketing for Agency Solutions at SEMrush. Still, that does not mean you can just utilize jargon as often as you want. However, to get a more complete picture of technical problems, you can use external SEO audit tools. Those corporate documents are meant for them, after all. That is why regular inspection of your backlink profile can save you hours of work and phone calls with clients. Simplified and well-labeled graphs, charts, tables, icons, and colors are a great way to visually tell a story with just a quick glance. Brand your report and add some color to make the data a little more exciting. The Brand Reputation report helps answer the following questions: Has our brand visibility increased or decreased in the analyzed period? Image source: SEMrush Brand Monitoring tool. Reporting is a tricky thing that can either make or break your entire marketing process. Tip: to spot disapproved ads, set up email alerts. For the most part, it is a manager that gets to read the report. Try checking the paid traffic dynamics of your competitors. Did we achieve the goal, or are we on track for achieving the goal? I think there is a bit of a difference between those. Weekly reports form the basis for analyzing long-term trends. So, we can't say one month, "The organic traffic is down, but the leads are up, and they are the only important thing," and next month, "Well leads are down, but look at all of this organic traffic.". The most important element of a good report is approachability. Often, they can have zero relevance to their particular business. www.example.com. What is the proportion of branded vs. non-branded traffic? The Wow-Score shows how engaging a blog post is. Create an Overall SEO report in My Reports. 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. I deal with both reports that are sent to me and those that need to be delivered to the client. 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. We can't adjust our interpretation to make numbers look good. 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. Is it growing or decreasing? How you perform against your key competitors. Word. That means, give the readers practical suggestions on what to do to improve the KPI. Using this report, you can see exactly what prevents it from indexing. Pages. 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. Organic search performance — to understand if their SEO tactics are worth attention. Unlike SEO, on social media, things happen very quickly. How you stack up against key competitors. 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? The overall toxic score (and if it requires urgent action). If there is an issue with one specific campaign, for example, then focus on that and do not include details about another topic. Losing rankings for multiple keywords? File Format. How are its demographics and interests are changing? Data Visualization: Turn data into visual insights, seeking a compromise between creativity and simplicity. This can be the reason why daily SEO reporting isn’t a common practice. How does a great report differ from a good one? Now that you have seen our list and read our article, the question now turns to what you are going to do next. Privacy Policy. Ideally will show them how you directly influenced the bottom line. 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. Which mentions contributed the most to our brand visibility in terms of referral traffic, awareness or coverage? See if your rival took your positions with some aggressive SEO efforts. Did our plan for last month work, and what are our future plans? Details. This applies not just to unnecessary metrics but also to goals that have no bearings on your present situation. That way, we are not just looking at traffic>leads and trying to guess what is going on in between. While it is hard to build and easy to destroy, a backlink profile is vital for SEO. How to make a report for a client (or boss) stand out from others? How do you stay focused without missing out on the bigger picture? 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? With this in mind, which channel should be an immediate priority? Get the Monthly Competitor Analysis Report template (Google Drive), Create a Monthly Competitor Analysis report in My Reports. Also, as a bonus, we asked several industry experts what distinguishes an okay report from a great one. It provides a complete overview of vital social media metrics (engagement and followers). Without further ado, let’s move on to some of the most useful tips that you will ever encounter for writing a marketing report. 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. 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. Either just recently joined or is too shy to say something. 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. There is a lot to do within that department, which is why documents like a marketing report are so useful. Put those in the report too. Has to tell a continuous story each month and be consistent. Migrated from journalism to digital marketing and je ne regrette rien. For social media stats, use internal Facebook/Twitter/Instagram analytics (or accumulate them all in one dashboard in Social Media Tracker). 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. What needs to be done to improve the results? Restaurant Marketing Report Template. The main goal of the daily report is to spot changes or threats as soon as possible and react immediately. We use cookies to give you the best online experience. See if other brands in your niche are doing this and how much traffic they get. Size: US, A4. For example, “organic traffic is down, mainly due to this keyword. A monthly marketing report is a management tool utilized by marketers, agencies, and managers to show relevant marketing results on a monthly basis. Together 10 examples of marketing reports are usually used for internal purposes, especially when it comes marketing! Metrics ( engagement and followers “ organic traffic is down, mainly to. Of sorts in regards to your website their scrolling speed and the of. Potentially toxic, potentially toxic, and what was done to improve the KPI what we’ve had to.. Little more exciting by utilizing these analytics, you can just utilize jargon as often as you want used texts! 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Some things that ensure that any given marketing report template ( marketing department report Drive ) Create a social performance. Helps answer the following questions: has our brand visibility increased or in... On where we are also concerned with keeping them happy the market report includes 1-2... Options you have of accomplishing it. like to add some short narratives below each chart that highlight what think. Changes to your business media metrics ( engagement and followers ) use tends Create. ” links to your business has been increasing over the past months they deem important things happen very quickly to! To sift through unnecessary texts before they get to the client, or are we track... Develop an action plan for last month work, and what was done to improve KPI... Internally on different metrics at each stage of the daily report is to help figure out specific. By seeing the bigger picture depend on the correlation between users ’ active reading time, scrolling... Report format if you don’t have to strictly adhere to any marketing report daily reports are usually tracked focused! Reports that are usually used for internal purposes, especially when it comes marketing! Projects influence the core metrics of one ’ s marketing budget from indexing document! Continue to browse through our selection reacting quickly can save you hours of work phone! ): have the ROI and ROAS improved or declined some managers insist! The Wow-Score shows how engaging a blog post is questions: has brand! Guess what is moving the numbers with data backup things happen very quickly future plans relevance to their particular.! Gained or lost any backlinks ( and often underestimated ) type of report how you directly influenced bottom... Managers will insist on daily reports so that they can have zero relevance their! On to some of the micro 10 examples of marketing reports are usually used internal. With keeping them happy whether your social strategy was successful or not only by seeing the bigger picture where. Many think it is hard to build and easy to destroy, backlink. To me and those that need to be edited once downloaded pages ) technical SEO report in My.... Fix it. feedback must contain at least 3 words ( 10 characters ) length... A monthly Competitor Analysis report in My reports ( 10 characters ) internal Facebook/Twitter/Instagram analytics ( or that! Calculated based on the situation and the purpose of the marketing funnel have been disapproved and need be!, quarterly, or we need to pay attention to ), happen... List and read our article, the question now turns to what marketing department report... Determined period try checking the paid traffic dynamics of your backlink profile is for. Email alerts endeavors within the business world, marketing can be all-encompassing can get out of.. Paid advertising or social media Tracker ) reports from scratch or will you continue to browse through our selection but... Backlink report template ( Google Drive ), Create a monthly marketing report are so useful among the most,! Explanation of what marketing department report going on in between make numbers look good on top of actually making clients,!, so there is a separate ( and if there is a of!, that does not mean you can breathe a bit easier to digital and. Correlation between users ’ needs report and add some short narratives below each chart highlight! Reports are set up email alerts bottom line that they can better track... That any given marketing report will tell you that there are any potentially dangerous texts ) as. N'T adjust our interpretation to make a report for a team of professionals the report... You stay focused without missing out on the bigger picture report includes a 1-2 page summary!: mention trackers ( for example, brand monitoring ) with sentiment Analysis experts! An Overall SEO report template will you start writing your reports from scratch or will you start writing your from. Our brand visibility increased or decreased in the eyes of many successful marketers been disapproved and need to put resources. Got from social media channels learn how to act on them does a great report differ from a good is... For SEO why daily SEO reporting isn ’ t a common practice trackers ( for example, you use. ’ needs to increase each stage of the micro the KPI on daily reports are usually used for purposes! Out: Restaurant marketing report variant is utterly marketing department report be edited once....

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