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Google Search Console Data That Agencies Should Share With Clients

Published August 21, 2018
There are lots of ways to drive traffic to a website these days – social media, pay-per-click ads, display ads, email marketing, etc. But, for many websites, organic search remains the largest source of traffic.
 
As an agency, you need to help your clients understand what’s driving organic search traffic to their websites and how they can grow that traffic. This means you need a source of data that measures organic search traffic. For traffic from Google Search, there is an excellent free tool from Google providing that data: Google Search Console (GSC). While other tools "scrape" data from the Google search engine result pages (SERPs), GSC provides the official data from Google.
In this blog post, we’ll look at what kind of data you can pull from Google Search Console, how to use it for SEO, and how to best share it with your clients.

6 White Label Reporting Features that Agencies Need

Published August 13, 2018
Marketing agencies now use many different software tools to do their jobs, including reporting tools. Some agencies worry that their clients might see branding from a tool company on their reports, misunderstand, and think that their work is being subcontracted. Other agencies believe that the tools they use provide a competitive advantage and would prefer that clients and third parties not be able to determine which tools are being used.
 
These are a couple of the reasons why agencies look a reporting system that they can “white label”. White labeling means adding your own branding to another company’s product so you can present a unified front to your clients. When applied to a reporting tool, this is called white label reporting.
 
White label reporting is important for your agency’s branding efforts. If you’re not including your branding with your reports, you’re missing out on an opportunity to strengthen your brand and add a personalized touch. Since clients will be looking at your reports regularly, that’s a lot of brand reinforcement. Also, if you offer an agency dashboard for your clients, adding your branding to that will also give a boost to your agency.
 
Furthermore, some of your clients may want to see their own branding on the reports. Or, maybe a combination of client and agency branding.

But what white label features do you need in your reports and dashboards in order to support your agency’s branding needs? In this article, we’ll be look at 6 of the most important. These are the features your reports need in order to serve as a face for your company’s deliverables.

How Agencies Use Client Reporting to Sell More Retainers

Published August 7, 2018
All new digital marketing agencies, indeed all new businesses, seek a steady flow of cash. In the beginning, this might be done by trying to get as many clients as possible. That’ll work in the short-term, but it’s a bad long-term strategy.
 
Working a constant stream of one-off projects is no way to make your agency’s cash flow steady. The way to overcome this is to convince your clients to hire you on retainer. To do this, you must show your clients that you offer value over time and that keeping you on-call is in their best interests.
 
How do you do this? How do you sell marketing retainers? It’s all about client reporting. 

How to Share Instagram Access with Your Agency

Published August 1, 2018
There are a lot of ways that you might want to share access to your company's Instagram account with your digital marketing agency.
  1. You want your agency to run ads for your business on Instagram.
  2. You'd like your agency to boost some of your Instagram posts to achieve specific marketing objectives.
  3. You want your agency to create content and post directly to your feed.
Instagram advertising is handled through Facebook Ads. So, you can achieve the first two objectives by sharing access through Facebook Business Manager. In the third case, you will need to share your company's Instagram account password with your agency or else give them access through a third-party tool like Hootsuite or Buffer.
We've put together this blog post to walk through the steps in each scenario and provided screen shots to make it easy to follow. So, if you are ready to begin sharing Instagram access with your agency, but haven't known how to get started, you've found the right resource. 

Improve Your Agency's Client Retention with Better Reporting

Published July 19, 2018
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.

ALSO IN THIS BLOG

Remember how your mom told you not to stand too close to the television because it might hurt your eyes?
The same rules can apply to data. If you’re too close, you may miss the patterns and trends that are crucial to understanding your website’s performance. You can’t judge a site’s performance looking at data in the bubble of a single day, you must consider any day’s traffic compared to the days before and after.
Google Analytics makes it fairly easy to analyze trends over long periods of time. But it also allows you to stand right in front of that TV, to look at more granular levels of time, right down to the hour.
There’s a better way to get that close to the data, without burning your retinas. We’ll cover how to analyze traffic effectively in today’s post.

 

 

When the client first came to you, you talked up the value of Google Analytics. You emphasized the importance of seeing where your traffic was coming from. You went on and on about how Google Analytics can show traffic sources to pinpoint whether people came from search, social media or a specific site referral, and how valuable this data was. You sold them on it, so much so that your client looked forward to receiving that first report, the magical day when they would finally understand where visitors were coming from.
But then the report came, and it looked like this:

 

 

It showed that 10% of your client’s traffic came from “(direct)/(none)”. What does this label mean? How do you explain Direct traffic to your client? Better yet, how do you explain “none”?
Let’s take a closer look at understanding Direct traffic in Google Analytics and how we can address it with clients.
One of the most exciting and important aspects of digital marketing is the ability to understand exactly how your customers are finding you. It informs every single part of integrated campaigns and helps determine which efforts are working and which ones need to be revisited. Google Analytics allows you to zero in on the performances of different marketing channels to evaluate everything from brand awareness to social media messaging. To get the most insight from that data, it’s crucial to understand exactly how Google sorts your traffic.
Channels in Google Analytics are high-level categories indicating how people found your site. While the Source/Medium report shows you in more detail where people came from, Channels are broader, more “user-friendly” names lumping visits together in buckets useful for high-level reporting categories.
For instance, Facebook Sessions often show up in multiple ways in the Source/Medium report. They may appear as facebook.com, m.facebook.com, and l.facebook.com, all of which are variations of the same source. The Channels report will include all of these in the Social bucket, so you can see less granular, aggregate numbers on social media performance.