Are you trying to make a brand marketing report, but not sure where to start?
Brand reports can be an excellent way to track your company's online presence. It's like a comprehensive marketing report that doesn't simply focus on revenue.
It also highlights growth in other marketing areas like social media and organic content.
That's why, in today's post, I'm going to teach you how to create a brand marketing report.
We'll go over the 9 KPIs you need to add to your reports to make them as valuable as possible.
But first, let's get a little more clarity on what a brand marketing report is and why it matters.
A brand marketing report is a comprehensive analysis of your company's online presence.
It will outline everything from the number of followers you have to how many times people have found your business through organic resources.
You'll be amazed at all the insights you'll discover once you start tracking these areas. It can really help inform your marketing strategy.
When you create a brand marketing report, it's important to focus on the metrics that matter most for your business.
- How many leads is your website generating?
- What type of content are people engaging with the most?
- What's your social media growth rate?
These are all areas that grow your brand without necessarily having direct sales attached to them.
Now, don't get me wrong. It IS important to add revenue to your brand report.
But you also want to see how your brand is improving in other ways that still impact your company but don't show up in immediate sales.
Let's take a look at the 9 KPIs you need to include in any comprehensive brand report.
Your organic search traffic is the number of people who came to your site after typing in a search engine like Google.
You can use these numbers to see how many new leads you're gaining through SEO, or what percentage of total website visits this represents.
This KPI shows just how valuable it is for companies that focus on content marketing.
People are finding your business organically, which means they're already interested in what you have to offer.
That's why organic SEO leads tend to convert at a higher rate than other online visitors.
You can also use this knowledge to develop better content that matches search engine queries and increases the likelihood of people clicking through from Google.
Another way to track your organic search traffic is by lists of ranked keywords.
Lists of ranked keywords will help you understand which phrases bring the most people to your site, and they'll also let you know what content (if any) needs more attention in order for it to show up higher on Google's list.
This can be an invaluable tool when you're trying to determine what sort of content people are looking for.
You can then produce more posts like this, and it will help your SEO in the long run.
New vs. Returning Visitors are the numbers of people who have never visited your website before, and those who have returned at least once before.
These two groups will give you a good idea of what type of content is most effective for each group so that you can focus on producing more posts like it in the future.
For example: If you notice there are a lot of new visitors who have never visited your site before, but they're mostly converting to paid customers, you'll know which posts and types of ads you should focus on in the future.
It's also important to note that if somebody has returned more than once, it doesn't mean their behavior is any less valuable; they just have a higher chance of converting.
Re-engagement is one of the most important things you need to do with your marketing strategy, and this KPI will ensure that it's covered in your brand report.
As long as they're visiting once per week or more, their value stays the same even if they are already familiar with your brand.
Your follower growth rate is the number of followers you gain on social media each month.
This KPI will help you see if your content marketing strategy is working, and it's a great way to track how many new leads are generated from social media posts versus paid ads or SEO tactics.
If they're both generating about the same amount of leads, then you know that your social media strategy is working well.
If your follower growth rate starts to decline or if it's lower than the organic search traffic and new visitor numbers, then there may be a problem with what types of content you're producing on social media (or where those posts are being published).
You can then adjust your strategy accordingly.
Your engagement growth rate is the number of likes, shares, and comments you gain on social media each month.
This shows how effective your content marketing strategy has been over a certain period of time.
If more people are sharing or commenting on your posts than in previous months, then that means your brand's reach is growing as well.
This is also a great way to see if your content marketing strategy has affected the behavior of your current customer base in any significant ways.
Your click-through rate on social media is the number of people who visit your site after clicking a link in one of your posts over a certain period of time.
This KPI measures how effective you are at promoting content on social networks, which will give you an idea if it's worth continuing to promote content this way or not.
If your click-through rate is low, it means that people aren't clicking on the links you post even though they're sharing and commenting.
This could be due to a number of reasons: maybe all of your posts are too long or perhaps users feel like there's nothing valuable enough in the content to warrant them visiting your site.
It may also be that your content is too promotional in nature, which could turn people off.
Once you've determined the problem with your click-through rate on social media posts, you can make adjustments accordingly and try again.
Your email open and click-through rates measure how many people are opening your emails or clicking on links inside of them.
This will tell you if the types of content in your newsletter, which is usually a curated list of posts from your website, are valuable enough to keep sending out to subscribers over time.
If these numbers start going down, it could mean that your newsletter isn't offering enough value to keep people interested.
On the other hand, if you notice a sudden drop in open and click-through rates but no changes have been made to what types of content are being published or where they're being posted, then there may be something wrong with how subscribers are receiving these emails.
It could be that their inboxes are full or perhaps your newsletters are being blocked by spam filters without subscribers realizing it.
Whatever the reason, you should make any necessary changes to improve these rates as soon as possible.
If people aren't opening your emails, they will not see anything inside of them and won't click on
Your email growth rate shows the number of new subscribers you gain over a certain period of time, which tells you how effective your branding and marketing strategies are overall.
This KPI will help you see if people who have never been to your site before are being converted into customers through other channels, such as social media or SEO.
If they're converting at a similar rate as visitors and people who have been to your site before, then that means your branding campaigns are working well.
However, if the email growth rate is lower than both types of new leads combined (i.e., you gain more subscribers from paid ads or SEO), it's likely due to the fact that your branding campaigns are not bringing in enough leads.
This means you need to make adjustments accordingly, such as trying different content types or targeting a new audience demographic.
This is the end goal of every business, and it's important to know how your marketing efforts are affecting revenue growth.
In order to measure this KPI, you need to collect all of your monthly sales data over a certain period of time so that you can see if there have been any significant changes since you've started branding and marketing initiatives.
For example, maybe you've been using a new social media platform for six months and have increased your brand's following from 50 to 200 people over that time frame.
If the revenue hasn't changed at all during this same period of time, then it may not be worth continuing to invest in growing your followers on this platform.
On the other hand, if your revenue has gone up by 20% over that six-month period of time, then it's probably worth investing more in social media marketing if you can afford to do so.
At any rate, you'll know SOMETHING is working, and that's what matters. Because after that, you can go ahead and identify what's working well and what needs to be addressed.
Now that we've seen the 9 KPIs you need for any reliable brand marketing report, one question remains: how do you make them?
Let's take a look at that answer here in detail.
One thing I've noticed over the years is that marketers don't tend to spend enough time with data.
But it isn't totally their fault.
Creating marketing reports manually is often more trouble than it's worth. By the time you have the data at your fingertips (assuming there were no errors entering that data), you almost need to start making another report!
That's why I always recommend using a tool like Metrics Watch:
Metrics Watch is by far one of the best report building tools on the market. It comes with a drag and drop visual builder, so you don't need any code experience or technical skills to set things up.
Plus, it integrates with your favorite marketing tools, such as:
- Google Analytics
- Google Search Console
- Google Ads
- Facebook (paid and organic)
- Instagram (paid and organic)
- LinkedIn (paid and organic)
- And more...
This means you can build a comprehensive brand report in minutes. Then you can automate when you want that data pulled and specify who the reports should go to.
And that leads us to the best part about Metrics Watch: frictionless report sharing.
Metrics Watch is the only report building tool that sends reports directly to your recipient's inbox.
Not as a PDF attachment and not as a link to a 3rd-party dashboard.
Instead, your reports appear with visual graphs, charts, and lists directly to your recipient's email. This provides users with the data they need from a source they already know and love (email).
This direct sharing model removes a layer of friction from the entire process and makes it more likely people will USE the data your reports generate.
Want to see it in action for yourself? Click below to start your 100% risk-free Metrics Watch trial today (no credit card required):
And that's all for now! These have been 9 KPIs you should track for any brand marketing report.
I hope you enjoyed this post. If you did, you'll definitely want to check out the following resources:
- 5 Lead Generation KPIs to Start Tracking Today
- Email Campaign Reports: What You Need to Include
- Content Marketing Dashboards Explained
These articles will have everything you need to create better, more profitable marketing reports to grow your business.