5 Marketing Reports You Should Use to Track Growth and Improve Bottom Line
If your business involves executing multiple marketing campaigns and you think tracking growth is becoming a challenge, it’s time to incorporate marketing reports into your workflow.
Accurate and detailed marketing reports offer valuable insights into which campaigns perform better and which ones need optimization. Having that much data can prove detrimental to your business growth, if you don’t know what to look for. This blog post will discuss five marketing report types, the KPIs to track, and the data to include in those reports.
SEO Rankings Report
SEO rankings refer to the position of your website pages on SERPs (Search Engine Results Pages). The purpose of tracking SEO rankings is to analyze your website’s visibility and organic reach. You may have new pages added to the website that needs optimization. Maybe your website’s old web pages might have broken links or outdated content that can affect the rankings. Including these details in the SEO report will help the SEO team pinpoint such pages and deal with them.
Other KPIs to include in your SEO Reports are:
- The number of organic sessions: Indicates the number of times users have visited your website through SERPs.
- Click-through rate (CTR): The percentage of people who click on your website link from SERPs.
- Average time spent on site: Determines how long visitors stay on your website after landing there through SERPs.
- Bounce rate: The percentage of visitors who leave your website after viewing a single page. A high bounce rate indicates that your website doesn’t offer relevant information, and the users are leaving it.
- The number of backlinks: Inbound links, or backlinks links, from other websites to your website. The number of inbound links indicates the popularity and relevance of your website.
- Domain Authority: Helps determine the credibility of your website. A higher domain authority indicates that your website is more likely to rank on SERPs.
PPC Campaigns Report
PPC or Pay Per Click campaigns are vital for boosting website traffic in a short period. The success of these campaigns depends on how well you target the ads and the quality score. You need to track PPC campaigns to get an idea of how they are performing. It will also give insights into which keywords are working and generating conversions.
Other KPIs to track in the PPC Campaigns Report include:
- Cost per click (CPC): The average amount you’ve spent on each click.
- Click-through rate (CTR): The percentage of times people who’ve seen your ad have clicked on it.
- Conversion rate: The percentage of people who’ve clicked on your ad and completed the desired action.
- Quality Score: A metric that determines how relevant and useful your ad, landing page, and keywords are to users. A higher quality score indicates that your ads are more likely to get clicks.
Social Media Report
It’s a no-brainer that you need to be where your target audience is online. Platforms like Facebook, Twitter, and Instagram are very active, and it makes sense to market your offerings there. That said, you need to track the social media report to get an idea of which platforms are working better for you and the content that’s getting more engagement.
For example, suppose you see that most of your target audience is on Facebook. In that case, you need to optimize your Facebook Ads and schedule a month’s posts in advance to ensure you consistently post and hook your target audience.
Don’t forget to include these KPIs in your Social Media report:
- Engagement rate: The percentage of people who saw your post and engaged by liking, sharing, or commenting on it.
- Mentions: Anytime someone talks about your brand on social media, whether they tag you or not.
- Hashtag performance: The number of times your branded hashtag has been used.
- Reach The number of people who saw your post.
- Clicks: The number of people who clicked on a link in your post.
Consider connecting with a creative marketing agency to help design engaging social media posts.
To stay ahead of the curve, you need to know what your competitors are up to. You can track their social media posts, the kind of content they’re putting out, their marketing strategies, and more. This will give you insights into what’s working for them and how you can improve your marketing efforts.
Key metrics to track in the Competitor Report are:
- Website traffic: Use tools like SimilarWeb to estimate the website traffic of your competitor.
- Social media engagement: Check the number of likes, comments, and shares on their social media posts.
- Content analysis: Take a look at the topics they’re writing about, the format of the content, and the tone of voice. This will give you an idea of what kind of content is resonating with their audience.
- Keywords: Use a tool like Google AdWords Keyword Planner to determine which keywords they’re targeting.
- Backlinks: The number of inbound links or backlinks from other websites to their website.
Lead Generation Report
The ultimate goal is to bring in potential customers for your business. You can do this through social media, email marketing, content marketing, and more as mentioned above. Once you’ve generated leads, it’s important to track them so you can follow up and convert them into customers.
Track these KPIs in your Lead Generation Reports:
- Lead source: The channel through which the lead was generated.
- Demographics: The age, gender, location, and other demographic information of the lead.
- Interests: The interests and needs of the lead.
- Engagement level: The level of engagement of the lead with your brand, based on their interactions with your website, social media, and email marketing.
Detailed marketing reports are key to driving your business’ growth and allow you to make amends in your marketing efforts if required. Be sure to use the above reports in your workflow for better results!