A timely, correct, and informative report allows you to structure a huge stream of results of marketing activities and signals that changes are needed in a strategy or a specific advertising campaign. This article will present a guide on how to write a client report and its value for the company.
The role of the marketing report
The customer needs detailed reports to understand whether a launched Internet marketing campaign is achieving its goal. It is a tool that allows you to control the campaign’s progress, quickly receive feedback from the market and users, and understand whether the product of the target audience “enters” or needs some improvements. On the other hand, it is a way for the agency to broadcast the results of its work to the customer over a specific time and confirm its competence.
Reports can be summarized and operational (intermediate). In the first case, the agency is required to draw a line, talking about the plan’s implementation and the project’s final indicators; in the second, there are many more options. For example, you can provide one general report on targeting, context, etc., or separate reports on the effectiveness of the tools, platforms, channels used, and user behavior. You can also analyze market trends, competitors, and so on. The report’s content depends on the specific campaign and agreements with the client.
Life hacks in creating marketing reports and check-ins
There are the following helpful recommendations for creating efficient marketing reports:
- Write two reports
Sometimes making two short reports and a more detailed version is helpful. In the first one, we include a summary of the central working moments – data on the progress and effectiveness of the marketing campaign, and the detailed one – with details so that the client can spend one hour and 15 minutes getting acquainted with the report. It does not require a lot of work for the agency (in fact, you shorten your usual report), but it seriously increases customer loyalty because, in this way, you show that you value his time.
- Speak the language of money
Often count how much money was spent on each step taken as part of a marketing campaign and how much it brought to the client. You can also provide calculations for the recommended investments in the next campaign. Of course, it is difficult to do alone, so work with the customer’s marketers and analysts. It will be easier for you and him to track the campaign’s effectiveness.
- Give comprehensive feedback
Everyone knows feedback is essential, but Internet marketers usually give it only to the campaign – its progress and results- while forgetting to talk about the product or service with the customer. It is essential not to be afraid to say what, in your competent opinion, can be improved or changed to increase sales. The future of the campaign and your further cooperation with the client depends on this.
- Include customer reviews in the report
You can think even more broadly – help the customer form the complete picture of sales by integrating into the report reviews of several consumers (both positive and negative) who purchased the promoted product or service online. Show the strengths of the offer and possible growth areas. In addition, customer feedback will complement and help to argue your point of view, which we discussed in the previous paragraph.