A doctor wouldn’t treat two different patients the same just because they were diagnosed with the same condition. As a doctor of marketing, shouldn’t your client campaigns be subject the same kind of nuance?
We’d argue yes.
Sure, there may be digital marketing guidelines and practices that are common across verticals, but that doesn’t mean there isn’t room to refine your reporting practices based on a client’s specific industry. When it comes to healthcare, there are distinct procedural and user behaviors that can be used to strengthen both reporting and your marketing campaigns.
According to a report from Econsultancy
, healthcare and pharma industries will spend $1.93 billion on paid digital advertising in 2016. Many digital agencies have the opportunity to work with companies in this space, whether specializing in the healthcare niche or having select clients in the field.
Healthcare clients are likely to have highly organized marketing staff who care about detailed data. They’ll want to see detailed breakdowns of campaign performance in regular digital marketing reports and hear thought-out explanations to justify recommendations.
In this article, we’ll cover a few tips to help you build better analytics reports for healthcare clients.
“If you can’t measure it, you can’t improve it.”
So wrote Peter Drucker, an “Austrian-born American management consultant, who contributed to the practical foundations of the modern business corporation” 
. The main reason why you should measure it is that it forces you to pay attention to your activity and identify what needs to be improved.
But before you get to that optimization point, you need to define what your KPIs are. They differ in every business, sector and organization.
If you partner with Megalytic to pursue digital marketing success for your business and your clients, you need to first define what success means to you. In my organization, Mercator Media
, we look at different parameters to define success for our clients. We are a B2B media company building audiences and creating new markets online and then selling advertising spaces on our 14 websites to influence that audience. We are able to give our clients access to over 160,000 professionals in the marine industry globally.
These ad spaces take different forms; they can be one of the following:
- a sponsored article about a client’s new product or event published on our news websites;
- a directory entry about a client’s organization with details on their specialty, address, contact details and lots of other useful content;
- jobs published in our jobs section for all relevant positions within our industry;
- a sponsored post on our Social Media channels (Facebook and Twitter);
These advertising spaces are products that allow us to survive as an organization, so you can only imagine how important they are for us. But we could not keep reselling them to the same clients if we were not able to measure what the clients consider relevant. And this is thanks to Megalytic. Let’s look at an example of what I am talking about.
When it comes to data-based reporting, templates aren’t just a good practice – they can be a lifesaver! Using repeatable formats with plenty of room for customization is the key to maximum efficiency. In agency life, with a thousand things to do every day, efficiency is everything.
A solid foundation is essential to making templates work. Taking the time to build a strong infrastructure that will serve you and your clients is worth the extra effort at the outset. We’re here to help make that even easier.
So, imagine today is the first day of a new quarter. You need to start cranking out digital marketing reports for all of your clients. But where do you start?
Whether you’re just getting started building reports or have been creating reports for years, we want to share some of our favorite tips on building report templates that highlight your agency’s awesome work. Like everything, the first step is to know your goals, so start by thinking about the data that you need to include in a report.
Sometimes, we still think of analytics as the geeky data for the analyst nerds. They love their numbers and their spreadsheets. The stuff that isn’t for clever writers, creative artists, genius developers, charismatic sales people, masterful account managers or fearless leaders.
Maybe. Maybe once upon a time that was true. But not anymore. Everyone, at every level, can benefit in some way from knowing how to log into Google Analytics and look at a report or two.
Employees throughout a digital marketing agency should have some degree of training in Google Analytics. While it’s tempting to assume that only staff directly managing projects like reporting or managing AdWords campaigns need this knowledge, relying on those front line analysts to “deliver the message” can sometimes work the same way as a game of telephone.
Google Analytics expertise is invaluable for people across the company. In this article, we’ll talk about how analytics knowledge ties into the daily routines of individuals in positions outside of the obvious SEO, PPC, and Analytics staff, with examples of how the data can be used for each.
No one wants to be treated like a number. It’s even awkward at a deli when you answer to “Number 37!” to order your turkey breast. But let’s be real: When it comes to business, making informed decisions requires you to be able to peel away the intangibles and focus on the cold, hard data.
Developing a digital marketing agency into a profitable business takes a combination of dedication, knowledge, and business skills. Certainly, leadership and culture play an important role in success, but one of the most crucial business skills a decision maker needs is the ability to understand data that relates to the core growth of an agency and what metrics to track for accurate measurement of results.
In order to truly understand the value of your agency’s online and offline engagement with potential customers, you must establish a framework that allows you to properly evaluate how your brand is growing and how various channels are contributing. In this article, we’ll cover a few key data points you should monitor to help build your agency.