It’s one thing being excellent at what you do; it’s another thing to prove it. As a marketing professional, you constantly have to inform your clients or management team on how your efforts are paying off.
Here’s the thing: some initiatives bring results in weeks, some may take years. At the same time, a non-marketing professional may be unfamiliar with the specific numbers or formulas.
So, how do you, as a marketeer, show the importance of your work to others? In today’s article, you’ll learn how reporting helps to prove your work matters. Also, you’ll be introduced to the best reporting tools and methods.
Why does reporting matter?
Unlike the words “results are coming, we just have to wait,” data doesn’t leave that much room for interpretation. By providing actual numbers, you show the client or your manager what you did and how it paid off.
However, the way you present the results is what matters here. If you’re thinking, “Oh, I’ll just show them my spreadsheet,” – consider two things. One, non-marketing people may not understand what a 7% CR drop is. Is it a regular fluctuation, or do we need to take immediate action?
Two, people already spend a considerable amount of time looking at spreadsheets – don’t add yours on top of that. In all seriousness, some people find it difficult to get through an entire data report. They don’t finish reading it: either the data is too complex, or there are too many irrelevant numbers.
Hence, the best way to represent what you’ve done is by creating a performance report. Here are three steps to ensure your report is valuable, insightful, and visually appealing.
1. Choose the correct service
By visualizing your performance numbers, you’ll be doing your client (or boss) and yourself a favor. Not only does it help them understand the effectiveness of your work, but it might give you a new perspective. By compiling the numbers together, you may see what efforts pay off and which ones you should get rid of.
Choosing the right reporting tool is the key here. If you’re not looking for anything fancy, you may collect the data manually from each channel and present it using Google Slides. However, that will consume a considerable amount of time and leave room for errors or miscalculations.
Alternatively, you can use automated software that does the work for you. There are multiple tools you can choose from based on your needs and budget.
One such tool is Whatagraph: it automatically pulls performance data from your selected sources and turns it into a visual presentation. You can create reports for channels individually or blend data from different sources to see the full picture. Using professional software, you’ll be able to create the report in 10 minutes or less.
2. Include relevant elements and metrics
When you’re building the report, try finding the balance between covering everything that’s needed and skipping irrelevant information. Now, there’s no general rule to that, but most marketing reports contain the following elements:
- Title. Whether your report analyzes campaign performance or monthly leads, your title should reflect it – especially when you’re sharing the report with non-marketers.
- Reporting period. Select a timeframe your report is going to cover – it can be weeks, months, quarters, or even years. It’s recommended to place the date at the top of your report.
- Summary. The summary should include the key pieces of information: celebrate the wins and admit the wrongdoings. Here, you can add the number of new leads, goal progression updates, cost analytics, and ROI.
- Context and insights. Finally, make sure to provide context and insights: compare current results to past performance; address how you’re planning to overcome current obstacles.
3. Break down the channels
Finally, you should provide an overview of each marketing channel you run. Whatagraph, for example, offers pre-built templates for different channels, containing all the vital metrics. But if you’re not using reporting software, here’s a checklist for every channel along with its essential metrics:
- SEO: Organic traffic and conversions, keyword ranking, domain authority, backlink quantity (and quality), engagement, page speed, mobile traffic (and rankings), and organic landing pages metrics.
- PPC: Clicks, click-through rate, quality score, cost per click, cost per conversion, conversation rate, impression share, average position, budget attainment, and lifetime value.
- Social media: Number of posts, new followers (or the number of unfollows), reach rate, web traffic, likes, comments, shares, page, or profile views.
- Email marketing: Open rate, CTR, conversion rate, new subscribers, subscriber growth rate, email deliverability rate, inbox placement, spam complaints, reply rate, number of people contacted vs. open rate, unsubscribe rate.
You could say that it’s essential your client (or manager) somehow relates to the report: make the report visually appealing, tailor it to their needs, and minimize the marketing jargon.
All Sober’s explosive Facebook growth
Image courtesy All Sober
Opinions expressed by Digital Journal contributors are their own.
When we look at the data on emerging brands building a community through social media, the numbers show just how difficult it is to achieve growth and authentic engagement. In the past few years, most brands have found that social media marketing is an uphill climb.
According to a study from DigitalMarketingCommunity.com, the median engagement rate on Facebook for all industries is just 0.06%. However, there are exceptions. When we came upon the new addiction recovery platform All Sober, a site that officially launched in May, we were impressed by its social marketing strategy. We saw a growing, and more importantly, engaged community that was rallying behind a new startup. That initial impression was cemented further when we calculated its engagement. It was hovering just under 10% for the week—166 times the median percentage.
A deeper dive showed that this was not an anomaly, nor was it the result of bots or fake engagement. This was a true community buzzing around a common passion, which anyone familiar with the digital marketing space will tell you is becoming increasingly rare. Add to that the fact that All Sober’s platform and apps launched less than six months ago, and it became crystal clear that it had tapped into something very special to achieve this level of explosive growth.
Considering how difficult it can be for new brands to stand out on social media (especially Facebook), we wanted to answer an important question: What is All Sober doing that so many others are not? The answer is surprisingly simple.
What sets All Sober apart is its uncanny ability to elevate human stories and interactions to truly celebrate a very specific audience. Attention is a critical commodity in digital strategy, and the way All Sober has earned this level of lean-in and community participation is by honoring the accomplishments of people in recovery and putting a human face to the achievement of sobriety. For as long as people impacted by addiction have sought out help, the greatest strength of the community has been a strong sense of shared experience.
All Sober taps into that spirit and honors the successes of everyone on the platform. Its Facebook page has become a place for people to celebrate their “soberversaries,” cheering them on and inspiring the community to understand recovery is possible.
All Sober’s success is apparent, especially when compared to other, more established names in the space.
For example, on Sept. 9, All Sober had a post go viral entirely on its own—no ad budget was placed behind the content, and it was driven exclusively by the community. Four days later, the post had garnered 718,000 reactions, 45,500 comments and 16.6 million impressions—organically.
Naturally, this had an impact on the page’s overall engagement for the week. Despite having a fraction of the size of Psychology Today’s Facebook following (7.4 million likes), All Sober (31,000 likes) produced more than triple the engagement of this mental health juggernaut. And while one might think that this is an anomaly caused by a single viral post, All Sober’s outpacing of industry leaders such as Shatterproof (112,000 likes) and In The Rooms (154,000 likes) has been a constant since February 2022.
The difference-maker is coming in the form of positive content marketing and strategic amplification. Here’s what that looks like in practice.
Whether it’s a month of sobriety or 25 years, there is a sense of hopeful celebration that makes these social platforms a place for participants to engage and chime in with their own victories, stories and tips. This inspirational platform has drawn in massive numbers of people who participate every day on the Facebook page, and it is the driving force behind All Sober’s peerless Facebook engagement rate.
All Sober, like any new platform, amplifies content in the interest of gaining new, targeted, quality followers for the brand. But what makes its engagement numbers so remarkable is that none of the content itself is boosted. The organic participation makes All Sober a true innovator in the way recovery and sobriety is discussed online.
“It’s fair to say that most brands, to one degree or another, rely on advertising to help their message stand out,” said John Oates, president of JPO Digital, which works with All Sober’s social media team to grow the brand. “But the normal KPIs with All Sober are starkly better than most other brands that we’ve seen, and I think that is a testament to the quality of the content we’re able to use and the story that the brand is telling.”
“I feel like many brands neglect the value of true storytelling, of really drilling down on what value you can deliver to the people who are viewing your content. All Sober has leaned into that beautifully, and we’ve been able to build a fever-pitch following as a result.”
All Sober’s success on Facebook has inspired the organization to replicate that success on social media platforms like Instagram and Twitter, where it can continue to grow large followings with positive messages of shared hope and inspiration.
All Sober was born after its founders, Paul Gayter and Flora Nicholas, experienced the anguish of addiction firsthand.
“Our loved one’s addiction led us to experience the problems that hundreds of millions of Americans faced daily throughout the addiction-recovery life cycle: searching all over the internet for help and information in times of crisis, for recovery group support, for treatment options, for sober communities and sober life information, and for resources to help them get jobs, among other things,” Nicholas shared.
“During our recovery journey, we recognized that there were major problems at every stage of the addiction and recovery life cycle—that existing solutions for people in need were fragmented, highly specialized, not available on the scale that the problem demands, or nonexistent.”
As a result, Nicholas and Gayter dedicated their lives to changing the narrative and improving the process for people seeking recovery and getting the help they need to navigate addiction.
“The only way of alleviating the constant search for solutions was to bring together everything that people need and house it all in one platform. That inspired us to create All Sober,” Nicholas added. “And while we have many iterations left to implement, I’m proud to say that we built just that—a one-stop shop for addiction treatment , recovery and sober life.”
All Sober is spearheading a movement intended to make sustaining and maintaining sobriety accessible to the people who are impacted by the global epidemic of addiction. Gayter, Nicholas and the leadership team understand better than most what people go through and the types of resources they need for sustained success. Those personal experiences are the inspiration behind building this community and platform around hope, sharing resources, and positive engagement.
All Sober’s unprecedented social media success is a testament to its ability to tap into the inspiring stories of people who proudly celebrate their sobriety, while offering a forum and a wealth of resources for the hundreds of millions of Americans touched by drug and alcohol addiction.
By ending the stigmas associated with drug and alcohol addiction and embracing the community that understands just how common this disease is, All Sober has found a way to achieve enviable engagement numbers via a welcoming and open forum offering hope to those who need it.
All Sober’s explosive Facebook growth
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