An introduction to digital marketing reporting

An introduction to digital marketing reporting
26
Nov 21

Eamon Allan

Analytics, Data and Insights

Social Media

Search Engine Optimisation

At League Digital, we have various tools that we use for digital marketing, including our SEO, paid media and social media platforms. And to make sure that they're working and furthering the goals that we have for our clients, we use our reporting tools.

In digital marketing, reporting is crucial to ensure that we are on the right track for a successful campaign. If you do it right, it will help you with everything from optimising the performance of your marketing elements right down to improving your content.

What reporting tool should you use?

Reporting tools can include analytics reports, SEO reports, social media insights and more. And what you use to measure your performance depends on the platform and how you are using it. There are analytics tools that are built into platforms like Twitter or Facebook, and they are good for showing you the data that relates to them. Then there are tools like Databox, which allows you to track performance and gain insight from multiple sources, including Google Analytics, Salesforce, HubSpot, Mixpael, Facebook, Shopify etc.

Optimise your marketing elements

One of the most important aspects of reporting is that it gives you insight into your audience and whether you are reaching them. After all, for the maximum impact, your message doesn't have to reach the most people, necessarily, but it should reach the right people who will be positively affected by it and buy your product. It's quality rather than quantity.

To be as effective as possible, the message can be tailored for the audience so the tone and the selection of information included will appeal especially to them. With digital marketing reporting, you will see which content, including blogs, ads, social media posts and landing pages, performs best with every demographic. And then, you can make similar posts to gain traction with your audience. So, for example, you might find that longer-form pieces are going over well with the professionals who are reading your LinkedIn in pieces. You could try focussing your efforts on these pieces and making more of them instead of the Instagram posts that are not receiving as much attention.

Improve your content

If you are working on a content strategy for your business, it's a good idea to start by reviewing aspects of your website performance. You might have a brilliant social media strategy, but customers might drop off at the last hurdle if they do not feel engaged on your landing pages. With Google Analytics, you can get a lot of helpful information about the visitors to your site, including their age, gender and the information they are interested in. You can get a good idea of how long they stay on a page by looking at bounce rate and time on page. Check the numbers for unique website visitors and compare them to the figure for website visitors. This will show you which of them are visiting your website for the first time. If your visitors are attracted by a particular piece of content or drawn in with a successful social post, you will be able to find out. You can even see what their geographical location is and what device they are using.

So using Google Analytics gives you an insight into what the most popular content on your site is or what content isn't going over well. Use reporting to help you improve your content by replicating what has worked well with your target audience and offering them more of it.

Automated email reports

Here's a pro tip: If you'd like to get regular updates on your reports, you can set up Google Analytics email reports to receive regular updates. This will help you stay abreast of all the latest data related to your website without much effort on your part. And the good thing about these emails is that they can be automated, which means that you don't even have to access your Google Analytics account. Simply go to "Scheduled Emails", and you can set the emails up in advance. Easily share digestible information with your stakeholders, including demographics, trends, site performance and any changes in traffic caused by your new campaigns. Here's a helpful guide to setting up Google Analytics emails from a blog by Databox.

And speaking of Databox, we're thrilled to be one of a super-select few Databox Premier Partners. In fact, we're one of just 3% of partners to achieve this status. We leverage Databox's powerful analytics and reporting to build more data-driven, agile marketing strategies for our clients.

Our reporting game is strong, so why not take advantage of us to get your digital marketing campaign on track for success? Get in touch with us.

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