In our opinion, one of the most valuable aspects of our Digital Marketing subscriptions is your monthly reporting. Each month, you can expect to receive a report that looks similar to the Digital Marketing Report Card that you received when you were first considering AllTrips for marketing.
First, we cover your website health. What is your site speed? Are you malware free? Are you backed up for security? These kinds of questions can easily go unanswered and unnoticed by small business, especially during busy seasons. We are there to check for you to make sure your site is being displayed in search engine results and providing a great user experience.
Next, we move onto website traffic and conversions. We don’t only measure for the current month here, but we compare to the previous month and the previous year, if we have the data for it. This tells you if you are growing and improving. We don’t hide or sugarcoat data in this section. If you are not performing as well as we think you could, we will let you know and offer actionable advice, or specific reasons why you are down. For example, your website visits may be down because you dropped an advertising source that wasn’t providing a good return on your investment, but your bookings are up. If we have the data, we also calculate your return on investment based on advertising costs and conversion rates.
The following section of the report measures your engagement. If you have a blog, are you writing posts consistently? Are they optimized? Consistent, optimized blogging can really help your search engine results. How are you performing on social media? Has your fan base increased? How many people have you reached this month? Social media is a fun way to get involved with your past, present and future customers and increase your company’s brand awareness. We also keep track of your reviews and your average scores, and note if you are responding to reviews.
Next, we perform several Google searches for your business’s main keywords to see how you are showing up each month. One new feature you may have noticed on Google is the carousel. This is showing up for many (but not all) travel-related businesses. If it’s showing up for your keywords, you need to be in it! We’ll make sure you are, and if you aren’t, we will work to get you into it. If the carousel isn’t showing for your industry, we will still look to make sure you have a good presence in search results.
Before wrapping up the report, we take a look at your email campaigns to see if you’ve sent any and if you’ve had new subscribers. If you have sent an email newsletter, we report on number sent, click through rate, social media shares, and more. If you haven’t sent a newsletter in a while, we will make recommendations on when to send your next newsletter and a few content ideas.
Now, you know how your business has been doing online for the past month! We’ll end with a brief re-cap of the month’s highlights and suggestions for what to work on next month. We always welcome any questions you have or suggestions for data that you would find useful included in future reports.