With the digital landscape becoming increasingly competitive and modern attention spans getting shorter, digital marketing has become more challenging than ever before. Clients are always looking for quick results, often switching agencies when they don't get what they expect right away. They may expect to achieve a certain set of outcomes, such as an increase in conversions, more subscribers to their service, or additional online sales, in a short amount of time. In this environment, clear goals and regular client communication are the keys to building a long term relationship and improving client retention. So, how do we ensure that clients have reasonable expectations and reassure them that we are making steady progress to achieve their goals?
This is where detailed client reporting comes into play.
Client reporting involves collecting data on the performance of digital marketing campaigns, assembling it into a readable format to share and review with your client each month. The sources of data may include Google Analytics, PPC platforms like AdWords, Bing, and Facebook Ads Manager, social media accounts, etc. Reports may include tables of lead generation data, line graphs showing the number of website visitors over time, or bar charts displaying demographic information about social media followers. Any and all of these may be included in a digital marketing report, depending on the client’s reporting preferences and desired outcomes. What's important is that you and the client agree on what to track.
All digital marketing agencies should incorporate analytics reports as an essential part of services for clients. Although short-term projects or those involving only a few digital platforms may seem too straightforward to require analytics, digital marketing reports should be delivered to all clients regardless of project complexity or duration. That's because delivering and jointly reviewing a monthly report engages your client in the marketing and makes them a full partner. And better engagement will improve your agency's client retention.
No matter the client’s industry - retail, e-commerce, entertainment, professional services, etc. - regular reporting provides mutual benefits and strengthens the client-agency relationship. The best digital marketing agencies keep a few bedrock principles of client management in mind in regard to reporting. These principles include regularly communicating with the client, choosing the best metrics to measure success, and tracking progress against goals over time.
Here are some of the best practices your agency can implement to ensure that your reporting engages clients, involves them in your marketing, and ultimately helps to retain their business for the long term.