As a digital marketing and/or PPC agency, you will share your clients’ goals, such as to increase return on investment (ROI) month on month or to multiply the amount of website interactions.
With this in mind, it’s important to report on these goals through client reports to ensure that not only are your campaigns performing as they should be, but that your clients fully understand what is happening with their campaigns each month, which can work to build on your client-facing relationship.
To help you improve your digital marketing reports, we have put together a guide on how to create comprehensive and engaging monthly marketing reports that will be sure to leave your clients feeling impressed.
What is a digital marketing report?
Consisting of the most up to date data that is relevant to your clients PPC campaigns and digital marketing strategies, a digital marketing report is a crucial document for agencies as it can provide you with a complete overview of activity, whilst presenting an important KPI analysis tool to determine campaign success.
Such a document can also help to support your agency growth, as you can pitch new ideas and fresh campaigns based on the monthly results. In turn, this can also drive your client’s growth, giving them a clear pathway to follow to bring in enhanced results.
Why is it important to have a properly designed digital marketing report?
A report is not just a monthly piece of work to be pushed out – it is a reflection of your work and the goals you have been able to achieve throughout the past month.
Not only can these reports be useful for your existing clients, but they can also be a fantastic way to pitch to new potential prospects.
With only 25% of marketers not currently reporting on how their campaigns are generating revenue, it's clear to see the importance of a properly designed digital marketing report, due to the sheer volume of PPC managers utilising them in their day-to-day work.
How to create a digital marketing report
To create a successful and impressive digital marketing report, you should ask yourself the following three questions before you begin:
- Will this report help my client to better understand their website performance?
- Will this report speak directly to the client’s business goals?
- Will it accurately identify areas for improvement, as well as highlight successes?
If your reports don’t tick off any of these points, we recommend you follow the below steps to ensure that you’re delivering insightful reports.
Understand your clients’ businesses
In order to create a fully customised report that is tailored to your client, you must first take the time to fully understand them, what they do, and what they’re hoping to achieve from their business.
Determine what data to use
It's important that the data you include in your digital marketing reports is relevant and provides both you and your client with measurable insights.
For example, you may want to include the following:
- Conversion goals, such as purchases, enquiries, or form submissions
- Visitor trends, including volume of sessions and demographics
- Engagement trends, such as bounce rate and average session duration
Once you decide on the data you want to include in your reports, you should also figure out how you want to display the data once it has been gathered – this may well depend on each client, whether they are more detail oriented or prefer to have a high-level overview with simply displayed, easily digestible stats.
Always include action points
Reports are more than just a presentation and reflection of the month’s campaigns; they are also an opportunity to provide actionable items to keep the campaigns moving forward in a positive direction.
For example, if you notice certain search terms have seen an increase in volume, you may want to suggest optimisations around these terms, such as the creation of specific landing pages that feature these keywords.
In doing so, your client will be provided with actionable points on how to tailor marketing efforts more closely to their target customer, allowing the understanding of how to improve the client's own ROI in digital marketing efforts.
Take advantage of agency reporting software
There is plenty of digital marketing reporting software available to help you optimise your digital marketing reports, such as the Diginius Insight Software.
Designed in-house by our team of digital experts, the Diginius Insight software provides businesses with agency reporting tools to allow better analysis and presentation of data.
Th software works by removing the need for multiple unconnected platforms such as Google, Microsoft, Facebook, and Instagram, as well as marketplaces such as Amazon, and instead, keeps everything organised in one single interface.
This can help to streamline the creation of your digital marketing reports each month and ensure you’re reporting on every piece of important information gathered from a plethora of digital marketing data sources.
Do you need help optimising your digital marketing reports?
As such an important element of your agency, it’s important that you’re fully utilising your digital marketing reports.
If you’d like to find out more about our Diginius Insight Software, or you’re interested in outsourcing your PPC responsibilities to a dedicated team of PPC professionals, please feel free to get in touch with us today.
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