If you measure your marketing actions correctly, you can make much better business decisions, acquire more prospects and drive significant growth. Without knowing the who, what, when, where and why, you could potentially be missing out on sales and conversions. However, the key is not to measure everything, but to measure what matters and understand what it means.
With a typical sales and marketing budget for B2B businesses ranging between 10.4% (product) and 12.6% (services) of turnover or gross sales, measuring the return on such an investment is crucial. In the world of content marketing, ROI is king.
Insight Analysis & Reporting
What represents success to you? It’s likely that your top goals might be more sales, more profit, and brand recognition. But for some brands, it may well be social engagement or brand awareness. In a business built on a recurring monthly revenue model, your ultimate goal could be loyal, committed customers. Then again, building trust might be the ultimate way to subsequently drive sales or conversions. There’s no one answer.
So it’s important to consider the business in context. Where are we starting from, where are we heading, what are the actions and tactics in play, and what external factors can have an effect on us? Only once we understand the bigger picture can we hone in on the metrics that really matter. A handful of KPIs is enough to understand the overall effectiveness of your marketing strategy and judge return on investment.
That’s not to say you don’t also need to look into the detail. Almost every online platform you use offers access to native statistics that you can analyse to better understand how it’s performing in the wider context of your marketing strategy. Micro-tactics can have a dramatic effect on a certain channel or with a certain medium. For instance, knowing whether or not to add an image on a LinkedIn post can increase reach by over 10 times.
Marketing reports will help you measure success and contextualise loss. It’s important to understand that certain actions (such as SEO) have a mid- to long-term effect that is hard to directly connect with a specific conversion, while other actions will have an instant correlation. Our job is to explain trends and show progress in a concrete way that demonstrates ROI.
Our Approach To Reporting
When we start working with a client, we discuss what success looks like and decide on the main KPIs we should track (usually five or six). All clients are given access to live data dashboards that they can check on whenever they need to. This gives them an overview of our progress to date. But we’re also tracking a myriad of other statistics that we feed into our strategy, and we’ll report on the important trends that are going on here as well.
At Engage Content, your goals are our goals. It’s important to remember that the more open you are with us about your business metrics, the better we can adapt your marketing strategy to get the results you need.
Our content creation services
Inspecting, cleansing, transforming, and modelling the right data.
Non-data research to understand the wider context of datasets.
Deciding which metrics to measure and what KPIs matter.
How each channel presents data and how best to access it.
Whether connecting via an API, writing a database query, or using a third-party integration.
What’s the best way to represent the data so it can be properly understood?
What do the results mean and how should this impact on the tactics and actions in place?
Communication results effectively to the team and the client.
Why Have Reporting & Analysis?
We’ve never had access to so much data. However, just looking at the data without understanding what it means isn’t helpful in advancing your marketing strategy. It’s important to know what to compare and how, and it’s crucial that when data trends upwards or downwards, you know if that’s a good or bad thing, or simply a reflection of some other change and therefore not statistically significant.
We’ll be able to demystify your data so you can make the right decisions when you need to. We use data visualisation (data dashboards) so you don’t need to wade through countless spreadsheets or reach for the calculator. Painless data is our main goal when it comes to reporting!