Best Practices Of Creating A Marketing Report
Last month, DashThis, the global automated marketing report software company, asked us what piece of advice we would share with fellow marketers about creating the best marketing reports for their clients.
We rallied together to write up our dos and don'ts of marketing reporting, and we’re delighted to be one of 49 agencies featured out of thousands in DashThis’ latest blog. You can read the full blog here: 49 Reporting Best Practices From 1000+ Marketing Experts Around the Globe.
Our Best Practices Of Creating A Marketing Report
But it doesn’t end there. We had so many great pieces of advice to offer, that we thought we’d share some of them. Listed below are several of our insights on the best practices of creating marketing reports for your clients:
- Decide from the outset what's important to your business and focus on tracking those things regularly. A single report is helpful, but it's when you track data over time that you can really see patterns to identify opportunities and weaknesses.
- Don't try to track everything. It’ll become overwhelming and time-consuming and might stop you doing it all together!
- Don’t assume clients know the terms or metrics you are using. Even though they are obvious to us, the client might not know what we are reporting on and not admit it.
- Being transparent with the figures is vital. Highlight the good and the bad. This can influence strategy and can inform your clients on marketing activities that don’t work for them, or what areas of marketing need more focus and attention.
- Include analysis and explanation of what the numbers in the report mean - key insights and takeaways. This will help you and your clients map out future marketing activities.
Create A Marketing Report That Helps the Client
When it comes to creating a great marketing report for a client, there are so many variables that need to be taken into consideration. You need to look at everything from highlighting how the marketing has affected organisational goals to how it can be broken down to make it as easy to understand as possible. Take the time to get to know the clients and their business and create something that can help drive their marketing forward.