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How Marketers Show the Value of Their Work: A 3-Step Guide

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how marketers show the value of their work a 3 step guide

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.

Final word

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.

Socialmediatoday.com

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Pitfalls of the Social Media Advertising Model

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Pitfalls of the Social Media Advertising Model

Paul Romer, Nobel Prize-winning economist and Boston College Professor of Finance takes us through social media’s advertising model and the ethical …

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Reddit Shares Performance Data and Growth Strategy Ahead of Coming IPO

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Reddit Shares Performance Data and Growth Strategy Ahead of Coming IPO

Reddit’s IPO is almost here, with the company filing its S-1 registration with the SEC today, which outlines its current finances and strategic goals, ahead of the pending listing.

And there are some interesting notes in the data provided.

First off, Reddit, which will soon be listed on the New York Stock Exchange under the symbol “RDDT”, claims that it has over 73 million daily active users, and 500 million monthly visitors.

Which is a highly unusual split of daily to monthly active usage.

In general, most social platforms see a 1:1.8 ratio of daily/monthly users, with some variance. Facebook, for example, has 2.11b DAU and 3.07b MAU (x1.45), while Snapchat has 414m DAU/800m MAU (x1.9).

Reddit claims to have a variation of x6.8 DAU to MAU, which is way out of proportion for those averages.

Could that be correct? Could Reddit be seeing a heap more visitors who don’t come back to the site daily?

I mean, I guess, when you factor in people who might be using Reddit to supplement their Google searches, so may visit infrequently. But it’s not exactly a great endorsement of the magnetism of its product if the vast majority of people who look at the app are not interested in coming back regularly.

Reddit reported reaching 430 million monthly actives back in 2019, then switched to sharing daily active user counts from 2020 onwards (it had 52m DAU then). My assumption was that Reddit made this switch because it lost users as a result of changes to its rules, which led to the expulsion of thousands of its most controversial communities. But Reddit’s data here suggests that it hasn’t necessarily lost ground, it just opted for an alternative reporting method. Though it does seem odd.

The documentation also provides a narrative overview of the platform, which it refers to as “a digital city.”

As per Reddit’s S-1:

Reddit is a global, digital city where anyone in the world can join a community to learn from one another, engage in authentic conversations, explore passions, research new hobbies, exchange goods and services, create new communities and experiences, share a few laughs, and find belonging. People are diverse and have multiple interests. Just like in a city, where citizens are part of multiple subcommunities, on Reddit, users often belong to multiple communities.”

“Exchange goods and services?” Not sure what that refers to exactly, but…

Reddit also refers to its “constantly evolving human archive of information”, which it recently sold to Google for $60 million per year.

Which is also interesting when you consider this listing:

Reddit IPO

OpenAI CEO Sam Altman owns 8.7% of the current Reddit shares, which gives him significant sway in the company’s decisions, and it’d be interesting to know what Altman thinks about Reddit selling its user data to Google for use in its competing AI applications.

Presumably he’s okay with it. Which seems unusual in itself.

On specific subreddit usage, Reddit says that:

  • Over 500 subreddits have at least a million subscribers
  • The average active minutes for logged-in users on Reddit is around 20 minutes per day, though that increases to over 35 minutes a day for those who’ve been active on the platform for over five years, and up to 45 minutes a day for those who’ve been active for over seven years.
  • 85% of Redditors say that the platform is “where they learn about the topics they love the most”, while 83% say that conversations on Reddit are more on-topic than any other social media platform

In terms of revenue, Reddit says that it generated $804 million in revenue in 2023, an increase of 21% year-over-year.

Reddit believes that it has significant opportunity to increase its intake in the coming years, particularly due to its current revenue split, which shows that it’s heavily reliant on US users.

Here’s Reddit’s current Average Revenue Per User charts:

Reddit IPO

Reddit’s audience is split almost 50/50 between the U.S. and everywhere else, and as Reddit expands its ad business, that should facilitate more monetization opportunities in other regions.

Reddit also says that it’s exploring new technological developments to enable more ways for customers to invest to grow their business.

Then there’s the Google data-sharing deal:

“We are also in the early stages of monetizing our emerging opportunity in data licensing by allowing third parties to access, search, and analyze data on our platform. In January 2024, we entered into certain data licensing arrangements with an aggregate contract value of $203.0 million and terms ranging from two to three years. We expect a minimum of $66.4 million of revenue to be recognized during the year ending December 31, 2024.”

So Reddit does have some additional avenues of monetization, and it’ll be interesting to see how the Google partnership plays out, and whether that helps to expand Reddit’s exposure and traffic as a result.

Reddit hasn’t provided an overview of the number of shares that it’s looking to offer at this stage, though it has included a plan to offer shares to its power users within its S-1 listing:

We will invite users and moderators to participate in the directed share program in six phased priority tiers. We will assign each eligible participant to a tier based on that participant’s contributions to Reddit. User contributions will be measured in karma (a user’s reputation score that reflects their community contributions). Moderator contributions will be measured by membership and moderator actions on our platform. Tier 1 will include certain users and moderators identified by us who have meaningfully contributed to Reddit community programs. Tier 2 will include users who hold at least 200,000 karma and moderators who have performed at least 5,000 moderator actions. Tier 3 will include users who hold at least 100,000 karma and moderators who have performed at least 2,500 moderator actions. Tier 4 will include users who hold at least 50,000 karma and moderators who have performed at least 1,000 moderator actions. Tier 5 will include users who hold at least 25,000 karma and moderators who have performed at least 500 moderator actions. Tier 6 will include all other eligible users and moderators.

That’s an interesting approach to get more user buy-in, and for a platform that is still reliant on volunteer labor for its moderation and management, that could be a critical assurance move.

Reddit does note that it’s seeking a $5 billion market capitalization valuation, dependent on various factors, with more details to come closer to the listing.

Which is a high price tag for an app with questionable value, but it’s not beyond the realm of possibility, and it could be where Reddit ends up when the next stage is announced.

Reddit’s initial public offering be launched after the SEC completes its review process, which is now well in motion, and set for next month.

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Florida lawmakers push to ban social media for children under 16

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Vietnam plans to ask all social media users on platforms such as Facebook and YouTube to verify their identities

Social media. — © AFP/File Olivier DOULIERY

Florida moved Thursday towards enacting what would be one of the strictest bans on children’s use of social media in the United States after the state Senate passed a bill to keep those under 16 off such platforms.

The controversial bill seeks to protect children’s mental health against the “addictive features” of such platforms, amid fears over online dangers including from sexual predators, cyber bullying and teen suicide.

The legislation, which was approved 23-14, will now go back to the state House. It has already passed there, with the House speaker championing the legislation, but changes made in the Senate need to be approved in the lower chamber.

Florida Governor Ron DeSantis has expressed concerns over whether banning social media for children under the age of 16 violates parents’ rights – Copyright AFP Philip FONG

It would then have to be signed by Republican Governor Ron DeSantis, who has expressed skepticism about the legislation. Similar efforts by other states have previously been blocked by courts.

“We’re talking about businesses that are using addictive features to engage in mass manipulation of our children to cause them harm,” the bill’s sponsor, Republican Erin Grall, told the Florida Senate on Thursday.

But DeSantis, who has previously said he is sympathetic to fears over the impact of social media on children, voiced concerns about parental rights.

“A parent has the right to opt in,” he told a press conference Thursday.

The governor has argued many times that parents should have more control over decisions affecting their children, particularly in education.

Under DeSantis Florida has passed laws to curtail teaching about sex education and gender identity in schools and to eradicate diversity programs in state-funded universities.

Scores of books have been removed from the state’s school library shelves in recent months, deemed inappropriate for children by conservative parents and school boards.

Some critics say such a law targeting social media use would violate the First Amendment of the US Constitution, which guarantees freedom of speech.

Last year a federal judge blocked an Arkansas initiative that sought to require parental consent to open a social media account.

Most social media networks already have a minimum age of 13 to open an account, though they do little to ensure compliance with the provision.

If the regulation is approved, the platforms will have to block children under the age of 16 from creating accounts and close those already opened.

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