How to elaborate a proper marketing outcome report

How to elaborate a proper marketing outcome report

Your digital marketing work has to be presented, compiled and analyzed in a proper way, in order to improve over the latest results, as well as to showcase your company’s accomplishments. Learn how to build an outcome report.
Just as important as the collection of data are the conclusions we can draw from it. Likewise, the way in which this data is delivered can be crucial to avoid throwing dirt on so much effort.

What is an outcome report?

A performance report is a document that explains concisely the interpretation of the metrics and statistics that we extract from the different actions we implement as part of our marketing strategy.

Types of performance reports

Before we start detailing how to prepare a performance report, it is important to consider the types of reports that exist:

According to their length and necessity

  • Executive report: this is a short report, with the necessary information but not
    exceeding 10 pages.
  • Long report: this type of report requires more writing, it delves into hypothetical
    situations, analysis, research, etc.

According to its content

  • Informative: this is a report that can be understood by anyone, without the need for
    prior knowledge.
  • Scientific: this type of report is presented by those who work in the field of research or
    science. The language is very rigorous, and the information presented is scientific.
  • Technical: maintains the rigor of the scientific report but is usually used for more
    specific purposes, such as, for example, to evaluate a situation before making a
    decision. It is widely used for presentation to organizations or entities, both public and
    private.
  • Mixed: a report that serves both to inform the general public and to be presented to
    institutions.

Depending on how they are written

  • Analytical: as its name suggests, the analytical report presents an analysis of a certain
    situation or action.
  • Expository: in this case, the objective is simply to present information.
  • Persuasive: this report aims to convince. The objective is to persuade the reader to
    make a certain decision.

Characteristics of a performance report

Now that you know the types of report, it is important that you know what it should look like
and what its main characteristics should be:

  • Clear: it must be understandable to whoever reads it, with a simple and coherent
    structure.
  • Concise: it is possible to offer detailed information, but it is not necessary to embellish
    it too much. It is preferable that the language be concise.
  • Objective: whatever the type of report, it should always be objective and rigorous. A
    tip is always to cite the sources of information: in this way, the reader of the report
    can be sure that the data presented are reliable and objective.
  • Replicable: anyone should be able to replicate the report and verify the information it
    contains.
  • Sober: the language should be in accordance with the type of report. In most cases,
    sobriety is a good companion.

How to make a performance report

Now that you know what types of reports exist and what the main characteristics of a good report are, it is time to learn how to write one.

Determine the purpose or raison d'être of the report

Before you start, stop and think: what are you writing the report for? What is the objective? Writing a persuasive business proposal is very different from writing an annual report with statistics.

Think about who will read the report

Never lose sight of who the report is intended for. Writing it for someone inside the business, such as your team leader, is not the same as writing it for someone outside the business, such as a potential investor.

Obtain the information and organize it appropriately

Once you are clear about the purpose of the report and who is going to read it, prepare an outline of the content you want to develop later. It does not need to be too detailed or specific: it will simply be a great help to structure the content in a logical and coherent way. This will make the report easier to read and more understandable.
For example, your outline could be
Table of Contents
Introduction
Main point number 1
Bullet point 1
Bullet point 2
Bullet point 3
Bullet point number 2
Bullet point 1
Bullet point 2
Bullet point 3
Bullet point 4
Bullet point number 3
Bullet point 1
Bullet point 2
Conclusions
Materials
Sources of information

Present the results and main findings

This is the point that requires the most detail: present the results, all the information gathered. This is the moment to explain the research carried out and tell the result, the findings obtained.

Complement with visual elements

Closely related to the previous point: present your results in a very visual way, easily understandable and quickly analyzable.

Make an executive summary and check that it is written in a coherent way.

To make it an easy-to-read story, making an executive summary once the full report has been completed will be a great help.

Let's Start

TOGETHER

We offer digital marketing strategies for:

SEO Budgeting

Each project is different. Some websites need constant maintenance and optimization, while others require minimal attention. This means that the price of SEO services is calculated based on the time and research required to obtain quality finishes. The SEO budget depends on the size of the website, the degree of optimization and the scale of optimization that a website, blog or e-commerce requires.

The level of optimization of a website considers the amount of research, technical analysis, keywords, link building and maintenance on and off the site.

For their part, web stores need more optimization than personal blogs to maximize traffic and conversion rate, so they need more comprehensive packages.

Finally, the optimization scale implies the geographic reach of the website, as it implies different tactics depending on the strategy.

Consider applying SEO to your website and making it the heart of your digital marketing strategy. Contact us to discuss how to multiply the income of your company.

Off-Site SEO

External SEO is concerned with improving the ranking of a site on search engine results pages through promotional techniques such as:
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  • Marketing in social networks and brand promotions. These actions involve strategy and tactics in social media, both in organic and paid actions to give boost, visibility, credibility and traffic to the website, blog and e-commerce.

On-site SEO

On-site SEO involves optimizing the content of the website, blog and e-commerce at a structural level to make it more trackable and friendly for users and search engines. Includes optimization of title tags, internal links and URLs.

Some On-site SEO actions are:
  • Include keywords in the URL, in case the plugins don’t.
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  • Use keywords at the beginning of the title tag.
  • Use keywords in subheadings in the content of your notes, as Google also searches for keywords in the heading tags.
  • Optimizing images and alt text that describes what’s in the image helps to identify the images and media in your site content.
  • Use synonyms and keywords that would be relevant to search items. When Google presents search results, it also looks for synonyms for the main keyword and other accompanying keywords.
  • Use internal and external links. Internal links connect the content of one web page to another on the same website. On the other hand, external links connect the content of your website with another website, enriching the content and adding value to searches.

Keyword Research

Keyword research is about locating the most searched words and phrases by users. This means that it is essential to tag the content of your site so that search engines can easily locate them.

The keywords used should target frequently used search words and phrases that are relevant to your content and add value to searches. The more keywords that are used and the more relevant they are to users, the easier it will be to find your website, blog or e-commerce. Also, if your website has a higher reputation, it will also be more relevant and better positioned.

Also, it should be taken into account that the position of the keyword in the URL affects its ranking and that the length of the keyword also influences the web positioning. Shorter URLs are easier to find and obviously rank higher.

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Technical Analysis SEO technical analysis involves an in-depth review of the technical elements to improve so that Google and other search engines can index and crawl your website, blog or e-commerce.

The most common trouble spots are:
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  • Optimize your site so it can be easily viewed from mobile devices, tablets, and desktops. Let us remember that we are in times of “mobile first”.
  • Fix broken links and make 404 errors friendly. Broken links can significantly hurt your SEO ranking because users and Google will have a hard time reaching your site and cause a drastic decrease in web traffic and sales.
  • Verify if you have an SSL certificate and a site with HTTPS encryption, which implies the protection of your data and those of your users from malicious programs and trackers on the Internet. It is an excellent ranking signal as it guarantees a secure connection with Google and reduces the abandonment rate.
  • Optimize page loading speed. This is essential, since if your sites take a long time to load, not only will you have a bad ranking in the Google list, but your users will quickly leave the site and you will lose potential sales.

Preliminary research

Preliminary SEO research focuses on finding out what’s on your website. This checklist is the content you have and discover the best way to select relevant bookmarks to optimize your website, blog or e-commerce. It includes the topics of your content, the types of media present, and benchmarking, that is, researching sites with similar content.

The goal of SEO is to differentiate yourself from your immediate competition, making your content on your website unique. This means that if your website has valuable content and responds to organic user searches, it will be easier for web crawlers to find.

The research done dives into the website’s specific market and the audience it is trying to reach. This step takes many factors into account and is one of the most expensive considerations in your budget.

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You deserve to have your own custom designs. We’ll create a design that’s uniquely yours, with a brand message that reflects your personality and goals.

Capability Statement

The design of a Capability Statement is a challenge, you need to be concise to summarize all the important information about your company on one page, think of your Capability Statement as if it were your resume.

Brochure

We create the brochure of your company, brand, product or service from scratch specially designed to show your value proposition to the target audience.

Business Card

Make your business card design stand out. We take the time to understand what you need so you can have an impactful card that will make your company stand out.

The Branding Kit

We make sure that our clients have a professional and unique corporate brand that allows them to promote their companies and increase their chances of success.

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We take great care in every detail to make your brand unique! Our logos are handmade and then digitally designed, always thinking about the concept of the brand and target audience.
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