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The end and beginning of the month are marked by data, measurements and results, sound familiar?
We speak, of course, of the results reports in your marketing strategy. In addition, not everything goes, because it is best to make sure that you incorporate all the data of interest.
At Kiwop, we want your business to be future. That is why we recommend you continue reading this article with everything you need to know about how to prepare a results report in your marketing strategy.
What are you waiting for?
But let’s start at the beginning, the basics before moving on to the how. And is, what is a report of results within digital marketing?
A results report is a compilation of the data you work on the marketing strategy of your company or brand and its consequent conclusions.
This results report must be presented in a clear, visual and concise manner. And, above all, include conclusions and points to take into account for the following month, always based on the data extracted during that period and exposed in the report.
Why? Well, because digital marketing strategies are optimized month by month or even week by week. And to carry out those optimizations and improvements it is necessary to know what has been done, how, why, what has worked and what has not. In this way, the strategies are being worked on to improve based on the famous trial and error method.
Of course! Before explaining how to prepare the results report, we tell you what points you must take into account to make it.
To demonstrate that marketing strategies bring results, a key point to incorporate are the users who access the web thanks to these actions, those who become leads and even if possible, how many of them end up being customers.
And when we talk about marketing strategies we mean that you take into account everything you work from this department: SEO, SEM, advertising campaigns, social networks, newsletters, blogs, etc.
Apart from concrete data, providing the percentage of how many of the users, leads and total customers come from marketing strategies will help you see if the actions are working and will help you calculate the ROI.
Another essential fact of the results report, and in fact one of the most important, is to calculate the ROI or Return on Investment. That is, how much the brand is earning in clean with marketing strategies.
To do this, we must take into account the salary of professionals destined to digital marketing, advertising investment or expenses in tools. The profits from the marketing strategy are subtracted from the sum of the expenses, it is divided again by this sum, and there we will have the ROI!
ROI = (profits – investment) / investment
If you are interested in this topic do not miss the Blog about ROI and how it influences digital marketing.
We know that taking so much data into account can be tricky. Therefore, there are applications or platforms that make it much, very easy to prepare these results reports. We show them to you!
is an all-in-one, because thanks to being a CRM and being able to link with platforms like Google Analytics, you can get a lot of valuable data and odernate and classify it according to what you are looking for.
Google Analytics is one of the most complete platforms to get all the data you want, whether to know SEO data, SEM, devices or even, in the new version of Google Analytics 4, the Sales Funnel. Of course, as long as we have Linked Google Analytics with other platforms or CMS.
If you want to know more about the subject we recommend the Blog about what are the differences between Google Analytics and Google 360.
is a simple but effective way to get automated reports. To do this, it is best to enable the Google Analytics plugin and in this way take advantage of all the data offered by this platform.
Google Data Studio
allows you to further personalize your data, connect and share it all on a single platform. However, it has a higher level of difficulty compared to other tools.
And now, how to prepare the reports of results in digital marketing? We’ll tell you!
The first thing is to know how many users have accessed your website, most visited pages, average duration or which of these users are new, that is, they access the page for the first time.
Another very important fact is to know how many leads have been achieved that month or that period of time determined. Or, in the case that you have an e-commerce, how many sales have been made.
For both traffic and acquisition, check well how users have accessed or purchased! In this way, you will be able to know from what medium or source they come and, therefore, to which specific marketing strategy or action each lead or sale can be attributed.
This data is essential to know the effectiveness of marketing or calculate THE ROI.
Of course, if you don’t compare other periods, you won’t know if you get better or worse. We recommend you always compare with the same period of the previous year, as long as the situation is similar.
Thus, you can have a clearer vision about whether you are going better or worse in sales or have a greater or lesser traffic on the web.
Results reports should be visual and simple to understand. In the end, for explanations and conversations, a meeting is already held.
Therefore, the ideal is to resort to graphs, and also know what type of graph to choose according to the data. For example, bar charts do well to compare more than two pieces of data and highlight the result, while pie charts do well to compare the percentage of the total of two or more results.
And we come to one of the most important points, the conclusions! Results reports are useless without them. To draw the conclusions, you can choose to have an analyst or, simply, examine well the data extracted in the report and know which techniques or actions have worked better and worse, to replicate or eliminate them.
You already know how to prepare reports of results in digital marketing, establishing the points to work and how to focus them.
Now it’s your turn.
If you need help or want us to solve any questions related to your business, we will be happy to do so.
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At Kiwop, we are specialists in content writing, digital marketing, web development and e-commerce.
Cheer up and…
Do not miss the opportunity to prepare the best results reports in your marketing strategy!