How to Write a Marketing Report

Thứ bảy - 27/04/2024 01:08
Your business may spend a large amount of time and money on marketing. A smart business owner needs to assess how well their marketing plans are working. Specifically, your marketing efforts should get the attention of prospects....
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Your business may spend a large amount of time and money on marketing. A smart business owner needs to assess how well their marketing plans are working. Specifically, your marketing efforts should get the attention of prospects. Eventually, a percentage of those prospects should become clients. You can perform market research to ask your clients about the effectiveness of your marketing message. Companies summarize the results of their research in a marketing report. Use the results of the report to make improvements in your business.

Part 1
Part 1 of 3:

Evaluating Your Marketing Efforts

  1. Step 7 Examine how you currently market your product.
    The idea of market research is to understand how you market now and how well clients respond. Analyze the steps you currently take to market your product.[6] For example, if you market your product online, you may be using some of the following strategies:
    • You continually add blog posts, articles and other content to your website. Adding content drives traffic to your site. Your content also keeps a percentage of your audience coming back for new content.
    • Your site offers an opt-in button for readers to subscribe to additional content that is emailed to them. This group gets a weekly email from you with new content links.
    • You have an attractive home page that includes a picture of someone using your backpack phone charger. The site allows the user to easily navigate to your content page and to web pages with product information.
    • You provide an e-commerce option for customers. Clients can buy your product online and receive their backpack in just 2-3 business days.
    • This should also include information about the sales channels used, like online, bricks & mortar, types of retailers, etc. Analyze how well your product is doing in each of these channels.
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Part 2
Part 2 of 3:

Writing Your Executive Summary

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Part 3
Part 3 of 3:

Completing Your Marketing Report

  1. Step 3 Conduct surveys and compile the results.
    You can conduct surveys on your website or by using an email marketing campaign. You can also get information from focus groups. Your focus group should include people in your target audience.[9]
    • To get the most out of your focus group, carefully plan the exact series of questions you want to ask. Your marketing report should include the questions you ask and why those questions are important to you.
    • In your survey or focus group, ask people how they first heard about your product. If you’re the backpack company, you might determine that most customers find you when they read a blog post or article that is posted to your site.
    • Document the results of both your surveys and your focus groups. Your report should provide both questions and responses. Give the reader the percentage of each type of response. For example, maybe 40% of respondents first learned about the backpack company by finding a blog post or article that was posted on the website.
    • Your qualitative research (survey and focus group questions) may be 5 to 10 pages of your report. The responses to those questions will also be 5 to 10 pages of material.
  2. Step 4 Use your marketing report to make changes in your business.
    The purpose of your market research is to find out what is working and where you need to improve. If you can make the right changes, you can market more effectively without increasing your marketing budget.[10]
    • Evaluate the extent to which your customers view your product as different and better than the competition. If they don’t see a difference, dig into their responses and find out why.
    • Say, for example, that most clients see you backpack and built-in phone charger as about the same as a competitor’s product. In fact, your phone charger includes a reinforced case that makes your charger much more durable.
    • Decide on some conclusions. You conclude, for example, that your website needs to emphasize that your phone charger case is much more durable than the competition.
    • You decide to make changes to your website and your other marketing communication pieces. After a period of time, you can assess these changes to see how they have impacted your market share. Perform more market research to evaluate the impact of your changes.
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