Why a Monthly Marketing Report is Important for Your Business

Posted by Alicia Mayle

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Jul 20, 2017 11:29:34 AM


When you think about end-of-the-month marketing reports, you probably groan. It’s a lot of time spent sitting at a computer, looking at numbers and trying to make sense of those numbers.

For a lot of people who aren’t crazy about analyzing numbers, it’s can seem like a daunting process; however, it’s a simple process, and it’ll only take you about two hours to create.

Why is a report important for your business, and what data should be put into it?


How, When & Where: Monthly Marketing Report

Where do I get our data from? We utilize analytics from Hubspot, Facebook, Twitter, Instagram and Google Analytics.

How do I create our monthly reports? I gather all of the data and then create the report in PowerPoint.

When do I create our reports? I take the first week of every month to get the reports done.


Services Provided + Hours

Developing a services provided and hours spent working page is essential. This page will let the client know exactly what each team is working on. Sometimes, we have to do a lot of behind the scenes, split-second pieces of work.

In the monthly marketing reports we create for our clients, we break down each team and list out what each team did. For example:

Website/Graphic Design Development Team:

  • Developed creative for new campaign
  • Developed social media strategy with social media team for new campaign
  • Developed new logos
  • Updated website

Content Development Team:

  • Researched and wrote “#” of blogs
  • Developed rolling content calendar

Video Production Team:

  • Post production video work

Social Media Development Team:

  • Curated “#” pieces of content for “client”’s social media channel, Facebook
  • Developed “x” campaigns with “x” individual advertisements

What’s the difference between total hours contracted vs total hours performed? When a client is first taken on, we agree upon a total amount of hours a client wants us to spend on their marketing.

Total hours performed is a bit different. Sometimes we do go over the hours that we are contracted to work. It’s because maybe the project was a bigger than we originally thought it would be or maybe we needed to redesign something. It happens.


Overall Performance 

When I create a monthly report, this is one of the very first pages I include in the report. It’s a cohesive page that gives an overall look at our client’s performance.

  1. Landing Page Performance: This will included page visits, submissions, new contacts and conversion rates.
  2. Blogging Performance: This page will have # of blogs published, # of views, # of e-mail subscribers and any # RSS subscribers.
  3. E-mail Performance: We document the # of e-mails sent, # opened, # click throughs and the click percentage.
  4. Facebook Page Performance: This includes page views, page likes, reach, post engagement, video views and number of actions on the Facebook page.

Total Leads/Contacts

monthly marketing report

Our goal is to bring our client’s new contacts/customers. When I create their monthly report, it’s incredibly important to list outwho these new contacts are. I also list out what funnel (service they came through) and source (organic, social, direct, etc).

Funnel: When you think of your business and the services you provide, they are individual, yes? At InnerAction Media, we call these individual services funnels.

Source: We bring contacts in from everywhere. Organically by our awesome use of keywords, directly from those contacts just typing in a URL, by way of social media advertising and digital advertising.


Top Five Blogs

If you couldn’t tell, we love blogging for several reasons. Blogging:

  • Adds indexed pages to your website
  • Helps you rank on Google
  • Positions you as an authority figure
  • Helps you answer commonly asked questions

I always include the top five blogs in our monthly marketing report along with the date they were published and where most of the traffic is coming from.

This will not only tell you what blogs are doing best (due to promotion, organic traffic, etc), it will also show you if you’re blogging enough. If you aren’t blogging enough, this page may be filled with older blogs, which isn’t always bad.

Having older blogs could mean that they are still performing well organically.

At InnerAction Media, it’s important to us to consistently write relevant and timely content as this helps rank on Google.


Social Media

I create a Most Popular Facebook Posts page so we can show our clients which posts are doing better organically and through paid ads.

I will go into Facebook and look at the Facebook Page Insights. This will give me those top five posts and its metric

  • People reached: How many people saw your Facebook post
  • Video views: If it was a video, how many people viewed the video based on a 3-second time stamp
  • Reactions: Likes, comments and shares
  • Post clicks: How many people clicked on your piece of content to go to your website.

I then create a  Facebook ADS Manager page. This page houses the overall Facebook AD Analytics such as total link clicks, post engagements, video views, reach, impressions and cost per result.

When I work in Facebook ADS Manager, I first create campaigns based on what I want to optimize those pieces of content for. For example, last month I created two separate campaigns for traffic and engagement. Traffic will take those people on Facebook to a website, and engagement will keep those people on Facebook, engaging with your company.

I pick the best performing campaigns and highlight those in our monthly marketing report.


SEO & Keywords

How do people find your business? They Google you. If you don’t have the right keywords, you won’t be found.

We create a 20 keyword list and then chart what page of Google it is ranking on and what space.


Moving Forward | InnerAction Media & Creating Monthly Marketing Reports

Marketing is always changing, so we have to change with it and stay on our toes, which is why we create a moving forward page.

In the Moving Forward page, we list our all of the foreseeable actions we will be taking in the next month for our clients, along with any comments/concerns that we may have.

We try to be transparent with our clients so that we can make the best possible decisions to increase their contacts and revenue. This is why we include all metrics, good and bad, so that when we’re moving forward, we can change our strategy to get the best possible outcome for everyone.

If you want to talk about how we can help you improve your marketing efforts, click below to set up a FREE 30-minute marketing audit.

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Alicia Mayle

Written by Alicia Mayle

Alicia, a graduate of West Virginia University, received her degree in journalism, specializing in public relations and advertising. Alicia is responsible for coordinating and developing content for our clients, as well as managing their social media strategy and promotion. Throughout the month, you can find her looking at client campaign analytics, researching relevant awareness months and building out audience profiles to understand clients' target audiences. When Alicia is not developing, promoting or analyzing content, you can find her at the grocery store gathering supplies for the the latest dinner idea, playing chess and talking about the perfect cup of coffee or just trying to learn something new.

Topics: Digital Marketing