What Your Marketing Agency’s Reporting Should Mean To You
Your Marketing Agency Provides You With Extensive Reporting–Now What?
One word that should mean more to your company than many other words. Why? Because reporting should be one of the top decision drivers when determining where to go next. Reporting can tell you what works, what doesn’t work, and what may work if you give it a little more time.
But reporting is also a very broad term. You can report on something small, say, an email newsletter’s open rate, or you can report on the success of a three-month campaign that employed multiple channels to achieve one common goal. Regardless of the depth, reporting should provide value to you and your company. Without value and key takeaways, “reporting” the numbers means close to nothing.
Reporting will be specific to YOU and your goals
When you begin working with a marketing agency, it’s important to take the time to sit down an map out goals. This way, your marketing team will know what type of information and reporting is going to allow you to get where you need to be. For many of our inbound marketing clients, the top priority will be achieving conversions. But there are many other metrics you’ll want to pay attention to as well, these will depend on your goals. If you are focused on UX, of course you will want conversions long term, but time on site and bounce rate will be two metrics that will be quick wins and early identifiers of success or failure of new optimizations. At the end of the day, the marketing agency should make an effort to understand your goals and help you understand what they are doing to help you get there.
One of the best ways to summarize this work every month is with reporting that tells a story. It should not just be a bunch of number with no clear direction of next steps. That is not valuable, and will not give you what you need to understand the ROI and progress towards your goals that the marketing agency is providing. More often than not, you will probably have to defend marketing to someone at your company that may not understand its value as well as you do, and without the valuable reporting, we understand how that can be challenging.
The top five things to look for in your reporting are:
- What campaigns performed well
- What campaigns underperformed
- Why did this all happen
- What are the next steps
- How does this affect my goals
All of these questions should be solved in an easily digestible manner.
Now that you know what you should be receiving with reporting, the next step is to understand why reporting should be your primary focus when working with a marketing agency.
Numbers don’t lie
Reporting can be the answer to many questions your team has about the success of marketing. It’s likely that you, reading this, understand the value of marketing, but sadly not everyone does. Use the numbers that you are understanding in the reporting your agency provides to help share that story with your team.
Tracking is key
If your agency knows what they are doing, one of their top priorities will be to set up tracking within the first 30 days of working with you. This ranges from Google Ads tracking to Facebook to Heat Mapping to CRM tracking and reporting. But say you are looking for another piece of information that isn’t clear when reviewing the reporting for the campaigns. For example, maybe you want to know where people are coming from when they call your company. Guess what? There’s a tracking method for that! Don’t be afraid to ask for what you need. The agencies goal is always going to be to provide the most valuable data to clearly paint the picture of the marketing campaign performance.
So now understanding the importance of reporting and what it should mean to you and the future of your business, are you ready to take the next step? If your company is one step ahead of the came and is already tracking data in a CRM like HubSpot, but may need a little help understanding it and figuring out how to optimize the many available features, that’s where we can help!
We are currently offering a Free HubSpot Audit. Following the audit, you will receive our detailed observations plus, some helpful feedback and recommendations when it comes to every aspect of your HubSpot portal. Take these findings and take your business to the next level. Give us a call or fill out the form to learn more.