How To Write A Marketing Report

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Phil Hughes

How to Curate the Best, Most Efficient Marketing Report

Businesses already spend quite a hefty amount on marketing.

After all, it either makes or breaks the business.

If you’re a business owner. You need to overview your marketing ideas. So you can draft a solid marketing plan. With the goal of helping you change prospective clients into long-term customers.

A marketing report. Sometimes named a marketing plan.

Is a set of data reviewed by a marketer. To analyze the performance of the business’s marketing campaign(s).

A report can include various tactics to test out.

The most important part is to track key data. To see if you have come up with a solid marketing strategy.

To help your business make the most out of your marketing report.

Here are a few suggested steps that you can follow: 

1- Map Out Your Marketing Report 

The most important part of your marketing report should be the data you decide to add to it.

The most important part of your marketing report should be the data you decide to add to it.

It’s best to get an outline of this done. Way before you begin drafting an all-rounded marketing report.

An example outline of what to focus on could be:

  • The purpose of the marketing report.
  • What it should highlight.
  • How it’s helping to attract ideal customers.

Starting with the purpose. There are three common reasons why you want to draft a marketing report.

  1. You wish to plan a new marketing campaign
  2. You want to know why a marketing campaign isn’t working
  3. Invest further to improve the plan and outcomes

Whatever the reason is.

Taking what we’ve talked about into consideration. Will help you find a clear path of what to include when drafting your report.

2- Deciding The Essential For The Report 

Carefully consider what to include in a marketing report

Next, work out what your marketing report needs to detail. And the question(s) are you trying to answer?

This isn’t about how many products you selling. Or new customers for your services.

It’s about how your business gets the word out. With the benefits for your customers

This could include things like

  • Identifying your target market
  • Overview of customer profiles
  • Needs and wants of your potential customers

You can dig deeper and think about things like age, gender, interests, and relative income of the potential customers. And existing markets you’re trying to target.

The clearer picture you have of the people you want to serve. The better you will be able to reach those types of people.

TIP: Look into what the market already offers to your potential customers. And take your research further from there. This will help you find the grey areas where you can intervene and market your product.

The important part of this is defining how you will reach your intended audience.

You need to make sure that you can turn your audiences into loyal, long-term customers.

3- Pay Attention To Market Research

How To Write A Marketing Report

When planning the outline of your marketing report.

Don’t forget what’s important. It’s about finding insights that will help your business.

You can do this by reviewing how you currently market your product. How well are you turning people who haven’t heard of you? Into long-term, loyal customers.

It comes down to knowing what you’re doing.

And how effective each technique is.

Knowing where you lack is a great way of stepping up your game against your competitors. Especially as it helps you get the upper hand over them.

After all, knowledge is power.

Once you have assessed the effectiveness of your marketing. You’re one step closer to curating the best marketing report that your boss has ever laid eyes upon!

Or, for that matter, you have laid your eyes upon if you’re the boss here.

4- Take A Solution-Oriented Road To Your Product

Reviewing Marketing Data Got a Whole Lot Easier

At this point, things could have got complicated.

Your north star is to focus on how your product is a solution-oriented approach. It’s focused towards your potential and targeted customers. And their needs and wants. 

Confused?

Well, how exactly your product is going to help the customers?

Is it going to be a completely new and innovative product in the market? Or is it going to be an improved prototype of what is already in the marketplace?

This step is all about getting clear. Which isn’t an easy thing to do.

When you have detailed how you’re going to solve your customer’s problem with your product. You need to figure out ways to highlight your competitive advantage. Along with all the features and benefits of your product that set it apart from your competitor’s.

Don’t worry! It is not as difficult as it sounds.

Examine your competitors’ products against yours and review what you do better.

The goal here is to identify your advantage and make your marketing campaign focus on it.

5- Keep It Simple

Keep things simple when creating your marketing report

If you find it complicated.

Chances are, others are going to have a hard time understanding the goal of your report.

This is why you need to keep it simple. 

A short summary of your research so far will be enough. You don’t end up confusing yourself as much as others!

Trust me. This happens more than you think. Especially when marketers lose focus on the goal of their marketing report.

6- Drafting A Concrete Marketing Report 

Creating the first draft of your marketing report

Finally!

Here it is, the step you have definitely been waiting for!

You’re now ready to finally start drafting a concrete and effective marketing report. 

Here is a checklist to help you keep track of what to add and what not to add in the final report:

  • Executive Summary:                                                   1 to 2 pages 
  • Detailed Report Section:                                             3 to 4 pages 
  • Goals and Objectives of Marketing Report.
  • SEO Data, Leads, And Potential Customer Data.
  • Social Media and E-Marketing Data.
  • Surveys with Full Data Statistics and Explanations.
  • Trends and Future Inclinations. 
  • Summary of All Findings:                                          1 to ½ pages
6.1. Executive Summary 

Start with at least a one or two-page executive summary.

Your summary should hit all the major points of the detailed report section.

Here’s the harsh truth. The majority of people are going to read the executive summary. And end summary of all findings with much more interest than the rest of the report.

So be sure to add all the statistics you can to support your findings here. 

6.2. Detailed Report Section 

This is where all the magic of the marketing report happens!

Start by:

  • Documenting what your company does
  • Its extensive product portfolio
  • Overview of all its past, ongoing, and future marketing activities.

Make sure to detail the goal of your research in your marketing report. You know what you want to achieve. Put that front and centre so it’s easy for others to get on board.

What else should you include?

Add details of SEO data. Leads, and potential customer data collected during market research in this section.

Your website analytics are the perfect foundation towards building strong marketing strategies.

Next, mention social media platform trends, backed up with data. This will also help understand where existing marketing campaigns lack focus.

Don’t forget, that the power of social media is relentless. Setting up a strong social media marketing campaign will help your business grow.

In this detailed section. Give insights into the different surveys your brand conducted. As well as the source of the surveys. They could be on your website, advertisement surveys, and even email marketing campaigns.

Any information from focus groups can prove to be valuable. Especially if it helps in giving a clear sign of target customers and market. 

6.3. Summary of All Findings 

As the title suggests. This should include a summary of all the findings of your marketing research.

Display your marketing conversion data. Figures that show the size of potential customers you wish to reach through your report.

You can do this by monitoring the site traffic your business encounters on a daily basis. Especially if your business model relies on e-commerce.

You can include statistical data analysis. Along with market research data interpretation in the end.

Don’t forget, having a page full of numbers and fancy values does add to the value of the report!

7- Giving Full Focus To Future Trends

Considering future trends

Up until now. Your marketing report has focused on past and current marketing techniques and practices.

This is where you’re going to give full focus to the future trends.

And new insight into your target market and its potential customers. 

Instead of showing how effective your marketing campaigns were in the past. It’s time to focus on adding changes that will help make them effective in the future.

After all, the market is never standing still in one place. It’s an ever-changing and unpredictable; hence, it demands constant improvements and alterations. 

TIP: Your competitors are working through the same processes to ensure that they stay on the top. Unfortunately, it is the stark reality! It’s important for you to find innovative, out-of-the-box techniques. That will help you get the upper hand.

8- Marketing Returns on Investment (ROI)

Marketing should bring a return on the investment

This is one of the things that’s overlooked when creating a marketing report.

Most, if not all people want to know what they are getting in return.

Don’t overspend on marketing and advertisements.

Try to maintain a balance that allows you to increase your revenue. through marketing without breaking the bank.

Make sure you consider the value you’re able to get for spending on your marketing efforts.

And that’s about it!

These are all the steps you need to review before starting your marketing report.

If your report answers the following questions, it is time to put faith in making it public:

  • Does the marketing report reach out to the needs of all customers? 
  • Can the marketing report published be a source of achievement for the firm?
  • Will this marketing report help reduce the chances of the marketing campaign falling flat? 
  • Will this marketing report help approve more budget for business marketing activities? 

You can come back and refer to this blog as a checklist while you’re still drafting your report. So that you don’t miss any of the important things.

Conclusion: How To Write A Marketing Report

Be sure to use your marketing report to make efficient changes to your business.

But only if needed. Otherwise, use the report to prove that your marketing efforts are working.

If you’re unable to achieve either of these. You need to check what went wrong during the whole process!

Your marketing report should not be any other report that you share with your stakeholders.

Instead, one that helps you transform the course of your business.

At the end of the day. A marketing report is there to help you curate your business’ marketing strategies. In a way that they are beneficial to your business in the long run.

P.S. If you like to know more about what sorts of data to look into. And to include in any of your marketing reports. Check out our guide: What Is Marketing Analytics and Data?

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