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How to Present Digital Marketing in a Performance Review

January 7, 2021

First, let’s look at how often you should have a performance review with your boss. If you are a marketing director, manager, or anyone who has their hands in the day-to-day marketing of a company, you should be having a performance review every quarter, not every month.

Every month does not give your campaigns enough time to reach out and touch enough new people, and then nurture those people through the sales process. Do your reviews every quarter.

A good performance review is made up of two different parts.

Report on what’s happened.

First, report on everything that’s already happened in the campaigns that you’re running from the initial launch to the present day. Focus on four things:

  1. Reiterate the initial goals that were established at the start of the campaigns.
  2. Present an overview of the channels utilized and the campaigns that ran. Why did you pick each channel for each campaign?
  3. For each channel in each campaign, give details on the performance – KPIs like impressions, clicks, cost per click, engagement, etc. Explain what you learned from running the campaigns and how you made adjustments along the way to help improve the statistics from launch to the present day. If you’re not making adjustments, then your digital marketing efforts are probably not producing the results you want.
  4. Report on the progress that you’ve made towards achieving your goal. Did you meet it? Exceed it? Or did you not meet it? Regardless of the answer, explain why and be honest. Explain why you were able to achieve the goal so quickly or why the campaigns may have underperformed. This explanation in combination with the reporting metrics gives a very clear picture of where the company currently stands and sets realistic expectations for what it’s going to take to hit the goal.

Suggest steps for further growth.

Once you’ve reported on what’s already happened – the channels used, the campaigns that ran, and the metrics associated with the campaigns – you are ready to suggest the next steps. Share your recommendations to meet or exceed your goals based on how the campaigns have been performing.

Examples of suggestions might be increasing the budget, changing the overall messaging you’re using in the campaigns, changing the calls to action on the website, or produce more of a certain type of content. Perhaps you produce more videos because you can run video ads for a cheaper price. Maybe you need to create a new campaign for a different market segment. These are all plausible next steps and suggestions we make to our clients regularly.

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