As marketers we spend time creating content, running our marketing campaigns, keeping a consistent blogging schedule, promoting content on social media, etc. The list goes on and on. With all these tasks to complete, it can be easy to lose sight of our goals. Sure, you know what monthly, quarterly, and yearly goals you’ve set, but how often do you analyze them?
Keeping an eye on your progress on a weekly to bi-weekly basis can help you make sure you are on course to achieving the goals you’ve set, and help you take corrective measure if you are not. Let’s take a look at 7 reports you can use to analyze your marketing results.
1) Number of contacts
This report shows the number of new contacts you are generating over a specific period. This metric is an important one to track because it will give you insight into many different things. For example, if you aren’t generating leads, your content may be old or stale.
Are you targeting the right persona? Are you creating content in the right format? The number of contacts metric will help you increase traffic, MQLs, and SQLs, so it’s an important metric to keep track of.
2) Blog leads by source
This report will show you what marketing channels are the most effective in generating leads for your blog. Keeping an eye on this report will help you determine which channels to use to increase engagement, and where you can improve. For example, if your organic search is faltering, you may not be targeting the right keywords or topic.
3) Traffic by source
This report breaks down the amount of traffic your website is generating from specific channels. By analyzing this report, you can decide where to focus your marketing efforts. For example, if your social media numbers aren’t very high, either you need to revisit your strategy or focus your efforts towards a channel that is doing well and generating traffic.
4) Visitor to lead conversion rate
To analyze the traffic coming to your site, you’ll need to take a look at your visitor to lead conversion rate. This metric will show you if the traffic coming to your site is or isn’t turning into leads. If this conversion rate is low, you may want to analyze how you are driving these conversions. Are you giving visitors enough conversion points on your website? If so, are your forms simply asking too much of new visitors?
5) Contacts by source
This report will tell you exactly how many contacts you’ve generated from your different marketing channels. You’ll get to see the impact of those various marketing channels and use it to draw conclusions of where to focus your efforts. Perhaps, your audience engages more over social media than emails, you can use that information as a way of promoting your next content offer.
6) Contacts by conversion
This report will let you know how many contacts you generate from specific pieces of content. It will tell you what ebooks, blogs, webinars, etc. are working, as well as what topics your audience is the most interested in. Analyze your top performers and low performers for similarities on topics, forms of media, days displayed, etc. to leverage that data in your favor with future offers.
Quite simply, your revenue report will show you how much money your company is generating per month. Increasing revenue is the ultimate goal of marketing, it is the metric that will get you an increase in budget. It’s important to keep up on this number to see where you stand, and it’ll also be a testament to how well (or poorly) your sales and marketing departments are working together.
Using the reports above, you should be able to determine whether your monthly, quarterly, and yearly goals are on track. If they are not, by checking them often it will be easier for you to dive in and analyze the problem, to try to improve your results so that you may still meet your goals.