BLOG

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. 

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.

Understanding Business Intelligence and Data Reporting

Published July 9, 2018
Business Intelligence. Data Reporting. These two terms are so closely related that they are often mistakenly lumped together or used interchangeably in the business world. But Business Intelligence and Data Reporting are immensely different concepts that, when misunderstood can be detrimental to an organization’s strategies and growth prospects. In digital advertising, where marketing teams are expected to provide regular and meaningful reports on their efforts, the confusion can be magnified.
 
Correctly understanding the differences can help digital marketers report back to stakeholders more effectively and give them the tools and frameworks they need to create longer-term value for their organizations. In this post, we will identify some key differences between Business Intelligence and Data Reporting and provide some basic suggestions as to how each is appropriate in different scenarios.

3 Reasons Why You and Your Client Need a Monthly Facebook Marketing Report

Published July 5, 2018
If your agency is running Facebook ad campaigns for clients, you need to provide them with a monthly Facebook report. Not only do regular Facebook analytics prove ROI, but they also provide valuable intangible benefits to your clients and your agency.
 
Consider this common scenario. Your client’s sales pipeline is slowing. They come to you with a clear request: help them increase inbound leads, asap. Because you’re a savvy account manager, you’ve done your research and know that Facebook would be a great place to find these leads - not just because it’s the largest social media platform in the world, but because a large portion of your client’s target audience uses Facebook.
 
As is the case at many companies, your client is skeptical. For all its exponential growth over the last decade, many executives are still wary of putting budget and resources toward social media advertising. It seems too trendy, or maybe they’ve tried it before and didn’t see any business benefits. You successfully make your case, though, and are rewarded with buy-in (and a budget) to begin running Facebook ad campaigns.
 
Now, it’s time to put up or shut up. The best way to prove that you know your stuff, and are delivering value, is with regular Facebook marketing reports, delivered at least monthly. Here’s how your client and your agency will benefit.

ALSO IN THIS BLOG

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.
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.
Digital marketers spend a lot of time focused on PPC and SEO campaigns in order to drive desirable traffic to a website. The phrases we’re ranking for and bidding on get meticulous attention, so much so that we often forget about some of the other ways that visitors find us.

We put a tremendous amount of the effort we put into reviewing organic search data and PPC campaign performance in analytics. But how closely do we monitor referral reports?

If that’s not a channel you review regularly, you may be missing out on seeing traffic that is coming directly from links you’ve obtained around the web, local business listings, news mentions, and more. Many times, links are only considered as a means to an end, a metric that Google uses in determining how to rank sites in the SERPs (search engine results pages). But the fact is, many of a site’s links may be directly contributing to its traffic.

In this article, we’ll review how to look at referral reports in Google Analytics, and some of the many ways to use that data to better inform your web marketing decisions.