Tips for Marketing Agencies on Reporting to Customers
For digital marketing agencies, verifying ROI to a customer can often be an uphill struggle. KPIs differ hugely from customer to customer, as they have to align with the goals of individual marketing strategies. Therefore, it could be difficult to demonstrate clearly the ‘progress’ or favourable ROI garnered by the efforts of your agency.
An extensive regular monthly report provides the metrics with which a company can determine both its sales development and the ROI it has added to the bottom line. Data-driven, goal-oriented metrics encourage professionals to remain truthful and hardworking.
Reports should not be perceived as arbitrary records that are sent to customers for the simple sake of abiding by the treatments. They are essential puzzle pieces that collate insight into your services and advertising-related tasks in one location.
Nothing makes customers happier than a graph charting the success of their projects. However, gathering and organising all relevant information into charts, and writing up corresponding client reports can be a strenuous job. It does take time and effort; however, it is only one of the essential processes that will benefit you and your customer. If done properly, it will pay off, as it can enable you to rise to the top of your business performance.
What is a Marketing Report?
A marketing report includes data from various systems that reveal the performance outcomes of your marketing approach. The purpose of your marketing report is to comprehend whether the advertising techniques you currently employ are effective, as well as how you could improve them, if necessary.
Consisting of objectives, advertising methods, and market research, it is used to interact effectively with a company’s marketing method. Discussions and evaluations of such methods are backed up by research and statistics. They also reveal the core of the marketing treatment, including research methodologies, restricted time approaches, purposes, and anticipated outcomes.
Why is Market Reporting Necessary?
By creating reports for customers and organising regular meetings, you can ensure that both your customer and your business are on the same page. Organisations can recognise the customer’s requirements and expectations, while customers are educated on the performance and approaches of the business. With clearer communication and greater transparency, they are both answerable to their roles.
Advertising and marketing reports can be subdivided into numerous groups, such as social media reports, Google Analytics reports, SEO, SEM, SMO reports, organic traffic reports, advertising campaign reports, and many more.
Advertising reports are vital to customers, as they allow them to recognize the worth of the services that you are providing to them. Include important and relevant metrics, as well as KPIs, to give your customers a bird’s-eye view of the performance of their marketing campaign. This enables customer expectations to be consistently met, resulting in a healthy, balanced and sustainable business partnership.
The 6 Crucial Metrics That Should Be In Your Marketing Report
Advertising, marketing, and sales system alignment can generate critical insight into marketing activity. Although different approaches are suitable to different KPIs, below are six fundamental sections that should belong to every marketing report:
Growth of Customer’s Base
In your marketing report, you might have shown that paid advertising tends to do much better than organic. This section offers you the opportunity to show the numbers.
It’s not enough to simply state that paid advertising and marketing is better than organic. In addition, it is useful to report on the increase or decrease in site visitors after the launch of paid advertising and marketing campaigns. This offers your customer quantifiable knowledge of the efficacy of your company’s services.
With the appropriate advertising and marketing reporting, you can showcase your company’s capacity for customer acquisition and business development with solid statistics.
Website Visits Sorted by Source
Where are your visitors coming from, and how are different source avenues (organic, paid, Search Engine Optimisation, etc.) working for you? This section of your marketing report will group all relevant information together so that you can set achievable micro-goals based on different channels or avenues for the future.
List Building Record
In addition to demonstrating the total amount of leads your advertising and marketing initiatives are drawing in, list building reports inform you about the leads themselves: who they are and what type of consumer they are. This information can allow your customer to determine, with confidence, how each lead can be nurtured throughout the sales lifecycle.
Results of Campaigns
Time to give some historical context while showcasing how brilliant your company has been this month. Contrasts this month’s work with that of the past six months or year. Progress most often takes place in small increments, which is why a broader perspective allows your customer and you to set reasonable expectations. You’ll also be able to utilise your month-to-month advertising and marketing record to optimise your advertising strategy continually.
Paid Media Web Traffic
Similarly, if you’ve run Paid Media campaigns (Google Ads, Facebook Ads, etc.), including major KPIs (key performance indicators) and achievements to date to indicate the extent to which such campaigns have succeeded. You can put the discussion of the remaining targets yet to be hit in the Appendix, or a separate section linked to this one.
Memorable Mentions
Finally, social mentions that illustrate genuine sentiment from social networks, testimonials or press are always a plus. Rounding up a monthly report with human touch gives your customer a sense of their presence in the lives of their customers. After all, not all sentiments or opinions can be captured by numbers or graphs.
Takeaways
Client reporting is the best approach to foster and improve your client-agency business relationship. Communicating your marketing efforts and results to your clients regularly allows them to gauge your efforts. Without a doubt, client reporting will help you grow your agency business.
A digital marketing report is not only the results of the marketing and advertising activities you’ve executed. Digital advertising and marketing reporting is essential to your agency’s success. Confirm that your work offers real-world results, and you’ll keep your customers delighted while being able to grow your business.
Client reporting is a conversation between you and your customers. The reports you create are the basis on which your discussions take place. Stellar reports are proof of the quality of your work, which will be much appreciated by your current clients, as well as future ones who cannot wait to work with you!
