Marketing reports don't have to be a chore to read or a
monthly obligation that clients dread. In fact, with the right approach, these
reports can be engaging and insightful–something they will genuinely want to
read and discuss.
The goal is to deliver value in a digestible format that
informs and entertains. Here’s how to create marketing reports that your
clients will actually look forward to receiving.
Customize the content
Customization is the cornerstone of compelling marketing
reports because every business is different and deserves a tailored approach.
Start by diving deep into the specific interests and objectives of each client.
Instead of a one-size-fits-all report, curate the data to focus solely on
metrics that resonate with the client’s goals.
If a client is looking to boost online traffic, emphasize
web analytics and SEO outcomes. For those more interested in customer
engagement, highlight social media statistics and campaign interactions. As you
filter out irrelevant data and spotlight the areas that directly impact the
client’s targets, your reports will demonstrate a tailored understanding of
their business.
Also, you can avoid overwhelming them with unnecessary
details so they have more energy and interest to focus on important stuff.
Visualize the data
A picture is worth a thousand words, especially when it
comes to digesting complex digital marketing data. Incorporating charts, graphs, and
infographics can transform dense datasets into compelling visual stories.
Use bar graphs to show progress over time, pie charts for
market share distribution, or line graphs to depict traffic growth. These
visual elements help clients quickly grasp significant trends and outliers
without sifting through rows of data. Converting analytics into visually
appealing formats will make the report more engaging and accessible.
This approach makes the information easier to understand at
a glance but also helps in keeping the client’s attention focused on the key
outcomes and successes.
Highlight actionable insights with advanced tools
In today’s data-driven marketing landscape, utilizing good
reporting tools can significantly enhance the value of your reports. The best SEM reporting tools allow for
the integration of real-time data into customizable dashboards, presenting a
dynamic and current view of campaign performance.
This enables you to highlight successes, pinpoint areas
needing improvement, and recommend specific actions. By providing clear,
actionable insights, these tools help translate complex data into
straightforward strategies.
This not only aids in decision-making but also positions
your report as an indispensable resource for strategic planning, making each
session a proactive step towards achieving marketing goals.
Use clear, jargon-free language
Your clients are not obliged to know all the terms and
jargon of marketing. They are clearly not experts–that’s why they hired you in
the first place. Clarity and simplicity in communication are key in maintaining
a functioning relationship with your clients.
Avoiding technical jargon and explaining terms in plain
language can greatly increase the readability and effectiveness of your
reports. When you must use industry-specific terms, include a brief explanation
to ensure that all stakeholders, regardless of their familiarity with marketing
terminology, can follow along.
This practice not only educates your clients but also
fosters a better understanding and appreciation of the strategies being
implemented. Also, since your reports are less formal, the clients will feel
more confident to give their own opinions and ideas, which can often be quite helpful.
After all, they know their clients best and might have some
good insight into the marketing habits of the industry. Just because you’re the
expert, it doesn’t mean you don’t need some help from the client to stir you in
the right direction.
Include a look ahead
Forward-looking insights are essential for maintaining
client engagement and anticipation for future reports. In each report, dedicate
a section to upcoming trends, potential challenges, and opportunities that may
affect the client’s industry.
Discuss how current strategies can be adjusted to take
advantage of these developments. This not only demonstrates your proactive
approach in handling their marketing needs but also keeps your clients informed
about the ever-evolving market landscape.
Consistently offering a vision for the future will ensure
that your clients view these reports as a vital part of their strategic
planning, looking forward to each one as a key insight into their business’s
path forward.
So, that about covers it. Crafting clear and compelling
marketing reports that clients actually enjoy reading lies in personalization
and clear communication. When clients receive a report that speaks directly to
their needs, presented in a visually appealing and easily digestible format, it
stops being boring ordinary data recap.
These reports then become strategic tools that clients don't
just skim over, but read with understanding, utilize and look forward to as
part of their decision-making arsenal. Consistently delivering reports that are
both informative and enjoyable, will create a deeper understanding and stronger
engagement with your clients, helping them realize just how important your
services are for their growth with every page turned.
By Brigitte Evans
