To ensure that your marketing efforts are effective and yield a return on investment (ROI), it is crucial to measure every dollar spent. Without proper measurement, you may find yourself drifting aimlessly from one campaign to another, unsure of the impact or success of your efforts.
This underscores the importance of creating a comprehensive marketing report. We’re here to provide some tips on preparing an end-of-year marketing report that will help you assess your ROI and understand the impact of your marketing investments.
Your end of year marketing report is your roadmap
Your end of year (EOY) marketing report is the culmination of all your marketing efforts for the last 12 months. It shows in detail your performance throughout the year, highlighting not only your successes but your failures as well. These insights are crucial to your team and company planning for next year’s strategy and budget.
An EOY marketing report should include data and performance insights from all the marketing channels you use to promote your brand, products, or services (e.g., email, paid ads, SEO, social media). This way, you will know whether you are going in the right direction or need to improve.
It must show if you are on track to meeting your goals and key performance indicators (KPIs). Which social media campaigns drove your audience into action and which didn’t work? Your report must also show where your marketing budget is being spent, so you can decide whether you will need a bigger budget next year.
At the end of your EOY marketing report, list your new priorities, identify initiatives that should be dropped and define your short and long-term expectations.
Why your end of year marketing report is important:
- It holds your marketing team accountable for hitting or missing goals set for the previous year
- It helps align marketing goals with realistic benchmarks for the upcoming financial year
- It is a reminder of how important marketing is as a function of the overall organisation
- It provides insight into the budget and manpower needs the marketing team will require.
- It reports successes in a “facts and figures” format that other non-marketing teams understand
Where to get your data
Website performance – You can get your website’s performance results from Google Analytics, such as website sessions, conversions, bounce rate, time spent on site and customer journey.
Paid advertising – Each platform you use, like Facebook Ads, LinkedIn Ads, Twitter and Google Ads, has its own analytics.
Email – Like social media platforms, email platforms also have their built in analytics where you can find out clickthrough rate, conversion rate, bounce rate, email sharing/forwarding rate, overall ROI, open rate and unsubscribe rate.
Creating an end of year marketing report can feel overwhelming due to the time and effort required from you and your team. However, there is a silver lining—you don’t have to tackle it alone. You can seek assistance from experts in this field who can guide your company through the process.
For those who have trouble reaching your goals and need an effective marketing strategy, we are here to help and inspire you. We’ve done many EOY reports over the years and have helped our clients revamp their marketing strategies to reach their business goals. Schedule a free, no-obligation consultation with our senior marketing expert.