How to Create the Best End of Year Marketing Report for 2021

November 18, 2021Sparxoo

As the year comes to a close and you begin to tie up loose ends on any projects, it is time to create an end-of-year marketing report for your company. Rounding out the year with a marketing report is all about capturing the big picture of your agency’s performance, including everything from what you did to how you did it, and what your next steps look like. 

An end-of-year report is broader than your usual style of memo, and it is nothing too specific or in-detail. It basically serves as an overview of company performance from the past year, and can be presented in a fun and engaging way. If you’re wondering how to craft a memorable end-of-year marketing report for your team, we’ve got you covered. 

Organization is Key

If you’re not sure where to begin, try checking out some examples online or use a template that fits your company’s reporting style. This can even become a habitual process for your team if you think your company would benefit from more frequent reports throughout the year. Another great way to begin looking for report content is to use tools such as SEMrush to track performance across multiple areas. 

Depending on what your agency specializes in, this report could include a competitive analysis on social media marketing, SEO, website engagement, paid search, or even your overall digital presence. These analytics can also be examined based on quarters or year-over-year if you want to create a more measurable indicator of success.

Highlight What is Relevant

Remember that this report is intended to be a data-driven overview of the past year. The conclusions that you make in your report should not just be opinion-based but should be backed up by relevant facts and figures. Just because your report is not overwhelming with details does not mean it is without importance. Instead of going in-depth about each project you did, highlight your key performance indicators.

Include KPIs such as site traffic, leads, and any other measurable details. These will help in analyzing your audience and identifying opportunities for new business. Outlining the new leads you have generated and nurtured within the past year is a KPI that is useful to all businesses, especially digital marketing and advertising agencies. Additionally, organizing the contacts who are interested in your services can also help you identify what the most sought-after aspects of your business are. Consider conducting a SWOT analysis to provide your team with a better understanding of the company’s performance. 

More Visuals, More Impact 

Every marketing professional knows that visual appeal is a game-changer when it comes to organizing information. Not only will graphic-based content make your report more impactful, but it will also make it more enjoyable to look at. Of course, you will still need to include relevant statistics and copy, but as an agency, there is an expectation that all reports are aesthetically pleasing to the eye. If you’re presenting this report, the deck should be mostly visual as well, as you will want to avoid reading off of your report verbatim. Presentations that rely more on illustrated content can help your audience stay engaged and remember more of the content discussed

Using Your Report to be More Future-Focused

Traditionally, December is one of the busiest months for businesses because it marks the ending of the fiscal year. In order to avoid any loss of progress during the winter months, it may help to visualize your year as December-November, rather than the traditional January-December mindset. Thinking about the upcoming fresh start of a new calendar year a month earlier than your competition gives you a big advantage in the business world. As your team members begin to set personal goals and resolutions, your company should be doing the same. Having a plan ready to go that is supported with a full-speed-ahead attitude will give your employees the energy to start the year strong.

As you begin to look to the future, you should be using your end-of-year marketing report to begin planning for next year. This report is a valuable tool to use when analyzing your key performance indicators on a broader scale. When reviewing overall success across the different areas of your business, you should be able to identify takeaways that can be translated into potential areas of improvement or growth for your industry.

Here at Sparxoo, we think that waiting to follow trends until they become popular is so last year. Rather, we prefer to trend ahead and set the industry standards ourselves. Our predictions for 2022 are more forward-thinking than previous years, as defined by new initiatives and digital progression. These new marketing techniques are far from just fads— the world of design has developed standards that will continue to shift the digital landscape in this upcoming year. Check out Sparxoo’s full 2022 digital marketing trends guide to read more about the top seven ways the industry is changing for the better.