Monthly Marketing Analysis Checklist for Local Government
A comprehensive checklist for analysing the performance of all marketing activities over the past month and planning the strategy for the month ahead.
Supports Local Government Act compliance, freedom of information requirements, and public accountability standards.
Complete Checklist
- 1Compile all marketing performance data across channels for the monthCritical
- 2Analyse website traffic trends including sources, page views, and bounce rates
- 3Review SEO performance including keyword rankings and organic traffic changes
- 4Assess social media growth, engagement rates, and audience demographics
- 5Evaluate email marketing performance including list growth and campaign metrics
- 6Review paid advertising spend, impressions, clicks, and cost per acquisitionCritical
- 7Calculate the total cost of community member acquisition across all channels
- 8Measure the total number of leads generated and their qualityCritical
- 9Track the conversion rate from marketing leads to sales
- 10Review the marketing budget spent versus allocated for the month
- 11Identify the top-performing campaigns and content pieces
- 12Assess brand awareness metrics such as search volume and social mentions
- 13Plan the marketing calendar, campaigns, and content themes for next month
- 14Prepare the monthly marketing report for management review
- 15Adjust the marketing strategy and budget allocation based on findings
Frequently Asked Questions
What is a good return on investment for small council marketing?
A common benchmark is a five to one return, meaning five dollars of rates revenue for every dollar spent on marketing. However, acceptable ROI varies by industry, council maturity, and marketing objectives. Brand awareness campaigns may have a lower immediate ROI but contribute to long-term growth. Track ROI by channel to allocate budget to the most effective activities.
How do we attribute sales to specific marketing activities?
Use UTM tracking codes on all digital campaigns to track traffic sources. Ask new community members how they heard about you. Implement conversion tracking on your website. For businesses with longer sales cycles, a CRM system that tracks the community member journey from first touch to service request is invaluable. Perfect attribution is difficult, but directional data is still very useful.
What should be included in a monthly marketing report?
Include a summary of key metrics versus targets, performance by channel, notable wins and underperforming areas, budget spend versus allocation, community member acquisition cost, and the plan for the coming month. Keep it concise and action-oriented. Focus on insights and decisions rather than raw data. One to two pages is sufficient for most small businesses.
Need help implementing these checks into your daily operations?
Our team can build custom checklists integrated into your daily operations workflow.