Client reports are one of the most effective tools for developing and sustaining a positive client/agency relationship. Client reports are an excellent way to demonstrate to your client not only how you are working for them, but also what you require from them in order to continue doing so.
Client reporting is critical if you want to expand your business and gain new clients. And it's easier than ever before with the right automated client reporting tools and a rock-solid process!
Client reports can help agencies reach their full potential by letting them know where they stand with their clients. Client reporting fosters trust by ensuring that both agencies and clients understand what to expect from one another.
It is critical to send reports that show how you work, what you do for your clients, and why your strategies are effective, rather than just numbers and statistics.
Client reports are essential if you want to grow your business because they demonstrate positive outcomes from both parties, which will be beneficial in the long run! Client reporting can help agencies reach their full potential by providing insight into where they stand with their clients.
Clients are generally interested in knowing how their projects are progressing and whether they are on track. They also want a monthly progress report on the project, as well as information on what they've accomplished so far.
You get to conduct discussions with those clients and highlight how you've been delivering results for them based on these monthly (or weekly, or semi-annually - it's entirely up to you) reports.
That is why client reporting is one of the most direct and effective ways to gain the client's trust.
Client reports that are clear and well-written can help to develop and improve the agency-client relationship. It's one of the big secrets to building your arsenal of repeat customers, also known as recurring revenue sources.
If the benefits listed above aren't enough to persuade you to use client reports, consider the following:
Client reports enable you to communicate with your customers on a regular basis.
It is still beneficial to communicate with your clients at the end of the month or after a campaign has concluded. It communicates to the customer that they are on your mind. Every month, discussing outcomes allows you to resolve any minor issues before they become major issues.
Transparency is upheld.
Trust is the bedrock of any business relationship, and it is built on consistent transparency, which client reports provide in spades. You hold yourself accountable to your clients by delivering regular reports, so they never have to worry about you faking details or delivering subpar work.
You get to educate your customers.
Not every client will be familiar with key performance indicators (KPIs) in the workplace. As a result, your reports serve as an excellent teaching resource.
By simply adding comments and professional expertise to each data point, you can educate your customer on the value of each data point and why your work is so important in just a few minutes.
You add value to your customers' interactions with you by educating them about metrics and KPIs. You have the opportunity to explain why small changes in data occur and how they relate to the big picture. It also assists clients in better expressing what they require from you.
It also holds clients accountable to you.
Your clients are just as accountable to you as you are to them. After all, they are the ones who must provide you with specific, measurable, and achievable goals to work toward.
This data will be used to determine the metrics and KPIs that will be tracked. To keep track, you can combine client reports with information provided by them.
It allows you to highlight your accomplishments.
People are more likely to remember the negative than the positive. If you don't stay in touch, your achievements may be taken for granted or overlooked.
Use client reports to identify areas for improvement to highlight the excellent work you've done. Allow your customers to see the value you're providing them through your marketing efforts.
While the contents of your client reports will vary depending on the demands of your customers, it is recommended that you have a standard procedure in place. Before we get into what should be included in the reports, we'll look at what this preparation process entails.
Preparing for Client Reporting
It is critical to have a plan in place before beginning to create a client report. While the specifics of each client will differ, it is generally recommended that this be done as a standard practise so that it can be repeated and expanded.
Take your time at the beginning of your client reporting procedure to determine the type of customer you're dealing with.
Figure out what their needs are, what goals they are pursuing, what metrics are most important to them, and so on. You can then start tailoring your client report based on these specifics.
The next step is to gather all of your information and create a concise abstract based on it. If you can unify all of your data, the client will be able to easily draw conclusions from your report. Otherwise, your time and effort will be squandered.
One of the rules of client reporting 101 is that you should only have one client reporting source. Some businesses report on email marketing campaigns, SEO performance, and so on using a variety of sources.
This may be perplexing for your clients because it is a disjointed approach to delivering critical information. As a result, I advise gathering data from a single source.
Another option is to offer your customers a reporting dashboard, which opens up a world of possibilities beyond basic client reporting. Your company may use this dashboard as an onboarding tool.
It's a great way to raise brand awareness because it allows you to display your logo and brand name on the dashboard, making you appear larger than you are.
It also allows them to tailor it to their specific requirements.
Another thing to think about is including a live chat feature in your dashboard. This approach is appealing because you can deliver a report and an upsell at the same time, allowing clients to interact with you about the upsell right away.
This increases the chances of a successful upsell. You can also accomplish this by sending your client reports via email.
Finally, every client analysis should include a forward-thinking perspective. In other words, it's critical that you create (new) goals and explain how you'll achieve them based on your data, as well as the steps you'll take to get there.
The following are the preliminary reporting steps:
Questionnaire for new clients. A client onboarding questionnaire is not only a great way to learn more about your client and their goals, but it's also a great way to know exactly what to include in your reports. Some critical questions are:
What are your monthly marketing goals? It's obvious, but it allows you to see how the client has performed in the past when it comes to marketing.
What are the fundamental principles that shape the personality of your brand? A sample question to assist you in comprehending your customer's business strategy.
Who are you attempting to reach? Do you have a buyer persona for each customer segment? This type of question will help you better understand the brand's target audience and industry.
What prompted you to choose our firm? This question allows you to learn about their motivation and goals for changing their business.
Identifying Key Performance Indicators and Metrics
Next, before you launch any kind of marketing campaign, decide how you'll measure your performance's success. A business metric is a type of measurable data that is relevant to an organization's normal business procedures.
A key performance indicator (KPI) is a numerical value that indicates progress or performance. A metric does not have to be linked to a strategic goal.
A key performance indicator (KPI) is a performance indicator that is directly related to company goals.
This could be revenue growth, user acquisition, or something else; the key difference is that a KPI focuses on a single parameter.
Of course, the KPIs and metrics you use to measure your marketing efforts will vary depending on the type of campaign you're running (e.g., SEO, PPC, email, etc.), but having these in place before creating a client report is critical.
Often, you'll be able to identify the KPIs and metrics that are important to your clients during the interviewing process.
Client Report Writing Tips
- Decide when and what to cover.
Set report timing and content at the start of your client engagement. Every project is distinct. A monthly phone call, weekly email summaries, and a quarterly report are common for long-term projects.
Some clients prefer a brief weekly update followed by a more detailed monthly report. Make plans for future communications from the beginning of your relationship.
- Create a strong summary
Even with an upfront agreement, some clients, particularly senior executives, may not have the time to read the entire document. Use a "executive summary" style that can be easily understood on its own to present the report's key points, focusing on facts and figures.
- Improve readability
Use appropriate headings and bullet points to make your report easy to understand. This enables your customer to find information quickly. Include visual representations such as graphs or pie charts to support your main message and break up text if applicable.
- Write succinctly
A well-written, high-quality report should not be much longer than necessary. Make sure your document isn't overly long in order to appear more important. Use straightforward language and avoid cliched business jargon. Maintain your report's focus on the information the client desires and requires.
- Ensure that your data is correct.
Writing a well-written document is not only an important business tool; it also validates your brand by demonstrating your expertise and knowledge. Check that your data is correct.
Don't rely solely on spell check to detect spelling errors. You should also print and read your report; it is often easier to make changes "on paper."
- Showcase Your Personal Brand
Your report should reflect your client's culture as well as their personality. To be professional, report writing does not have to be impersonal. Your brand's voice and tone should be consistent, reflecting both your personal brand and the needs of your clients.
Client reports are a valuable asset to both you and the client. They result in improved communication and transparency between the two parties. I hope this article has helped you understand the importance of client reports and has made it easier for you to create one.
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