Create a Monthly Marketing Report that shows how your marketing campaigns and strategies are performing.
Everybody has a boss. And that boss wants to know how your inbound marketing is going. Sometimes that takes place in the 5 minutes prior to a Board Meeting and sometimes in an employee review. But the best way to keep the boss satisfied is to create a Monthly Marketing Report that proves just how valuable your marketing campaigns and strategies are and their performance.
The following example represents how we put one together using Hubspot software, but the data points are the same with whatever systems, technologies, and processes your company follows.
Items in a Monthly Inbound Marketing Report
Step 1: Linking Domains
In Hubspot, you can go to the Analyze Marketing tab, then Competitors, and then click on the View Historical Trends button in the top right of your screen. Select Linking Domains from the drop down menu and you’ll see how many links you generated during the last month.
Action Item: If the number of links decreased then you should start building relationships with relevant websites and blogs.
Step 2: Leads Generated From Keywords
Again under the Analyze tab, you go to Sources and change the date range to one month. In the table below the graph, look at the organic search data and note how many leads you generated from organic search.
Action Item: If your lead volume for organic search declined then you should start blogging more during the next 30 days.
Step 3: Leads Generated From Referring Websites
Again under the Analyze tab, go to Sources and change the date range to one month. In the table below the graph, look at the number of leads created from referring websites (referrals).
Action Item: If there is a decrease then you should examine your website calls to action.
Step 4: Leads Generated From Social Media
And one more time, under the Analyze tab, go to Sources, and change the date range to one month. In the table below the graph, look at the number of leads created from social media sites.
Action Item: If there is a decrease in the number of leads generated from social media, then you should start being more active in relevant social sites during the next month
Step 5: Landing Page Conversion Rates
Under Create, go to Landing Pages and track the conversion rate for each of your landing pages. Keep track of the conversion rates for all your landing pages.
Action Item: If conversion rates are decreasing you should examine why that might be and test new variations of specific landing pages using AB Testing.
Step 6: Blog Analytics
If you go to Blog Analytics, you can track the number of blog home page views for the last 30 days. Select one month in the drop down on the right and click “refresh graph. “ Note the increase of new blog subscribers (email and RSS) for last 30 days.
Action Item: If there is a decline in blog subscriber, you should start promoting your blog over the next month.
Step 7: Visits by Page
Under Analyze, go to Visits by Page, and change the date range to one month. Identify your top ten most visited pages for that month and track the number of visits for each page. Note if the top ten most visited pages changed from the previous month.
Action Item: Go to each page to make sure the pages have at least one relevant call to action.
Step 8: Marketing Reach
Under Analyze, go to Reach, and in the table below the graph note the percent change for each source. Take a screen shot of the graph to include in your Excel workbook.
Action Item: If your reach is declining then you should spend more time that month in your relevant social media sites and creating blog content.
Step 9: Paid Search Campaigns
You only need to complete Step 9 if you are using paid search in your marketing strategy. Go to Sources, change the date range to one month, and filter by Paid Search. Note the visit to lead ratio of each campaign.
Action Item: If some ratios are decreasing then you should adjust your paid search keyword strategy, change the ad, or modify the landing pages.
Step 10: Source Conversion Rates
Under Analyze, go to Sources, and change data range to one month. Then in the table below note the Visit to Lead and Lead to Customer conversion rates for each source. Take a screen shot of the graph and table to include in your Excel worksheet.
Action Item: If your conversion rates are decreasing then you should re-examine your content and landing page strategies.
Items in a Monthly Inbound Marketing Report
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Also published on Medium.