Client reports are one of the most powerful tools for building and maintaining a strong client/agency relationship. Client reports are a fantastic way to show your client how you’re working for them, but also what you need from them in order to continue doing so.
Client reporting is essential if you want to grow your business and get more clients. And with the right automated client reporting tools and a rock-solid process, it’s easier than ever before!
Client reports can help agencies reach their potential by giving them an understanding of where they stand with their clients. Client reporting creates trust and ensures that both agencies and clients know what to expect from each other.
It’s important to not just send reports containing numbers and stats – they should show how you work, what you do for your clients and why your strategies are effective.
Client reports are essential if you want to grow your business, as they show good results from both sides that will be beneficial in the long run! Client reporting can help agencies reach their potential by giving them an understanding of where they stand with their clients.
Clients generally want to know how their projects are progressing and whether they're on track. They also seek a monthly report regarding the project's progress, as well as information on what they've accomplished so far.
On the basis of these monthly (or weekly, or semi-annually – it's completely up to you) reports, you get to conduct discussions with those clients and highlight how you've been delivering results for them.
That's what makes client reporting one of the most direct and effective ways to build the client's trust in you.
Clear and well-written client reports are a tool to develop and improve the agency-client relationship. It counts among the big secrets to building your arsenal of repeat clients, otherwise known as recurring revenue sources.
If the above still doesn't convince you to adopt client reports, here are some more benefits to sway you:
Client reports let you interact with your clients regularly
Whether you communicate with your clients at the end of the month or after a campaign has finished, it's still beneficial. It lets the customer know they are on your mind. Every month, discussing outcomes allows you to tidy up any minor concerns before they grow into a major problem.
Transparency is maintained
Trust is the foundation of any business relationship, and it's built through consistent transparency – which client reports offer in bounds. You make yourself accountable to your clients by providing them with regular reports, so they never have to worry about you fudging details or performing poor work.
You get to educate your clients
Not every client will be familiar with KPIs in the workplace. As a result, your reports provide an excellent teaching tool.
You can educate your customer on the value of each data point and why your work is so vital in just a few minutes by merely adding comments and professional expertise to each data point.
As you educate your customers about the metrics and KPIs, you add value to their interactions with you. You have the opportunity to explain why minute changes in data occur, as well as how they relate to the bigger picture. And it even helps clients better express what they want from you.
It keeps clients accountable to you too
Your clients are likewise accountable to you, as much as you are to them. After all, they are the ones who must provide you with the precise, measurable, and feasible goals that you will attempt to achieve.
This data is what you utilize to determine the metrics and KPIs that you will track. You can combine client reports with the information given by them to keep track.
It allows you to showcase your achievements
People are predisposed to recall the negative over the positive. Your accomplishments are in danger of being taken for granted or overlooked if you don't keep in touch.
To highlight the excellent work you've done, use client reports to identify areas in need of improvement. Allow your clients to see how much value you're providing them with your marketing efforts.
While the contents of your client reports will vary depending on your customer's demands, it is recommended that you have a standard procedure in place. We'll look at what this preparation process entails before getting into what should be included in the reports.
How to prepare for Client Reporting
Before you start creating a client report, it's critical to have a plan in place. While the specifics of each client will vary, it's usually advised that this be done as a standard practice so that it may be repeated and expanded.
Take your time at the start of your client reporting procedure and figure out what sort of customer you're dealing with.
To put it another way, figure out what their needs are, what goals they pursue, what metrics are most important to them, and so on. You can then begin customizing your client report according to these details.
The following step is to collect all of your information together and develop a succinct abstract based on it. The client will be able to easily draw conclusions from your report if you can unify all of your data. Otherwise, your time and effort will go to waste.
One of the client reporting 101 rules is that you must have only one client reporting source. Some firms use a wide range of sources to report on email marketing campaigns, SEO performances, and so on.
This might be quite perplexing for your clients because it's a scattered approach to delivering key information. As a result, I recommend collecting data coming from a single source.
Another option is to provide your customers with a reporting dashboard that opens up a world of possibilities beyond simple client reporting. This dashboard may be used as an onboarding tool by your business.
It's an excellent method to boost your brand name awareness because it allows you to display your logo and brand name on the dashboard, making you look bigger than you are. Also, it allows them to customize it according to their needs.
Another thing to consider is including a live chat in your dashboard. What makes this approach so appealing is that you may deliver a report and upsell at the same time, allowing clients to interact with you about the upsell immediately.
This increases the likelihood of a successful upsell.. You may also achieve this if you send your client reporting via email.
Last but not least, every client analysis should include a forward-looking viewpoint. In other words, it's critical that you build (new) goals and explain how you'll achieve them based on your data and explain the measures you will be taking to achieve them.
The preparatory reporting steps include:
Client onboarding questionnaire
A client onboarding questionnaire is not only a great way to gain a better understanding of your client and their goals, but it's also a helpful way to know exactly what to include in your reports. Some important questions are:
- What are your monthly marketing objectives? It's a no-brainer, but it allows you to see how the client has performed in the past with marketing.
- What are the core principles that shape your brand's personality? A sample question to help you understand your customer's business strategy.
- What people are you trying to reach? Do you have a buyer persona for each target customer category? This sort of question helps you understand the brand's audience and sector better.
- What made you want to hire our agency? This question allows you to understand their motivation and goals for making a change in their business.
Identifying KPIs and Metrics
Next, before you begin any sort of marketing campaign, figure out exactly how you'll define the success of your performance. A business metric is a category of measurable data relevant to the usual business procedures of an organization.
A KPI, by contrast, is a numerical value indicating progress or performance. A metric, does not need to be linked to a strategic objective. A KPI, by contrast, is a performance indicator that is directly linked to company goals.
This might be revenue development, user acquisition, and so on; but the key distinction between them is that a KPI focuses on one single parameter.
Of course, the KPIs and metrics you use to measure your marketing efforts will change based on the type of campaign you're running (i.e., SEO, PPC, email, etc.), but regardless it's crucial to have these in place before you create a client report.
Often, you'll be able to identify the KPIs and metrics that matter to your clients in the previous step of interviewing the client.
Tips to Write a Client Report
1. Agree on when and what to cover
At the beginning of your client engagement, set forth report timing and content. Every project is unique. For long-term projects, a monthly phone call, weekly email summaries, and a quarterly report are common.
Some clients want a short weekly update with a more in-depth monthly report. Make arrangements for future communications at the start of your relationship
2. Come up with a strong summary
Even with an upfront agreement, some clients, especially senior level executives, may not have the time to go through the whole document. To present the key points of the report, use a "executive summary" style that can be easily understood on its own which focuses on facts and figures.
3. Maximize readability
Make your report easy to understand by using headings and bullet points that are appropriate. This allows your customer to discover information quickly. If relevant, include visual representations such as graphs or pie charts to support your main message and break up text.
4. Write concisely
A high-quality, well-written report should not be much longer than is necessary. Make sure your document isn't overly long just to make it seem more important. Use simple language and avoid using business jargon that has become cliche. Keep your report focused on the information the client wants and needs.
5. Be certain your data is accurate
Writing a well-written document not only serves as a vital business tool, but it also validates your brand by demonstrating your expertise and knowledge. Make certain that your data is correct.
Don't trust spell check alone to detect spelling mistakes. You might even want to print out and read your report; it's often simpler to make changes "on paper".
6. Reflect Your Personal Brand
Your report should represent both your client's culture and their personality. Report writing does not have to be impersonal in order to be professional. Your brand should have a consistent voice and tone that reflects both your personal brand and the demands of your client.
Clients reports are an invaluable asset to both the client and you. They lead to better communication and transparency between both parties. I hope this article has made you understand the value of client reports and has made it easy for you to generate a client report.