Let’s be honest for a minute; reporting is NOT usually the most exciting part of our job, right?
Many times the dreaded reporting process gets pushed down the “to do” list until there are just no excuses left.
The complaints we often hear go something like this:
Reports take too long, it’s a waste of time because the client doesn’t read them anyway, and when reports are read, there is a lack of follow-through on the action items.
Reporting doesn’t have to be like this, though.
At Move Digital, we do marketing based on science, not speculation. We get excited about reporting because we wouldn’t know the difference without it.
Reporting plays an important role in the relationships with our clients.
3 Reasons Reporting Is Important to Your Business
#1 – REPORTING BUILDS TRUST
There is nothing worse for a client than signing the contract, handing over the check, and then not hearing from their new agency for weeks or months. This is where reporting comes in!
- Establish a reporting time frame, monthly or quarterly, for example, and then stick to it. This means there is consistent contact with the client and assures that work is being done on the account.
- Regular reporting keeps the client engaged in the marketing process, eliminating surprises or comments of concern before you get too far down the road.
- Reporting plays an important part in showing how well you understand the client’s goals and objectives. Agencies gain credibility when reports can explain the information in a way the client can clearly understand, relating back to stated goals.
What To Look For: Agencies can use the reporting process to make clients feel special by adding personal touches to their reports, such as including the client’s company logo.
#2- EDUCATE
Many clients simply want their marketing “taken care of” and don’t always have a background in the advertising tactics being used. Reporting is an opportunity to educate and ultimately make them more engaged with campaigns.
- In order to be effective, agencies need to remember to explain the data rather than using industry jargon and terms. This is one of the primary reasons reports don’t get read.
- Most educational reports are clearly focused on the client’s specific goals. These can range from leads acquired, website conversions, or total monthly online sales. Great reports show those results presented in a way the client can easily understand what is working and what isn’t.
- Use reporting as a way to show clients what you do for them and remind them of the value this relationship brings to their bottom line.
What To Look For: An agency that treats reporting as a priority will make good use of your time by showcasing the actionable bite-sized pieces of information directly tied to the goals in a quick and easy way.
#3- ACCOUNTABILITY
Let’s face it, some months come and go, and the time just flew by. You didn’t have time to go back and review that ad or blog performance like you intended to. Setting a monthly reporting routine forces that critical look at your client’s results. Reporting is as much for you as it is for them.
- Don’t shy away from including the results that fell short of their goals. Remember, reporting is about building trust and educating your client, so be honest and be sure to include actionable methods to change the outcome next time.
What To Look For: Consistent reporting formats allow you to see the trends that have occurred over the course of your relationship.
Now set yourself a goal to make reporting a priority. It’s worth it.