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Marketing Agency Guide to Creating Client Reports


As a marketing agency, you must showcase your value and the results you provide for your clients. This can be done through effective client reporting. 

Client reporting is analyzing and presenting data to clients clearly, concisely, and visually appealingly. It is important to note that client reporting is not just about showcasing what you have done, but it's also about addressing your client's business needs and priorities. 

This blog will discuss best practices for creating client reports that effectively showcase your results and demonstrate your commitment to your client's success.

Best Practices for Building Client Reports

Consistently Create and Deliver Client Reports

Consistency is key when it comes to client reporting. Establish a schedule with your clients for when they can expect to receive reports and stick to it. 

Creating and delivering timely reports will build trust with your clients and show your commitment to their success. 

Consistently delivering reports also ensures that your clients are always up-to-date on the progress of their campaigns.

Include KPIs That Are Important to Your Client

When creating client reports, it's important to focus on the key performance indicators (KPIs) most meaningful to your client. 

Understanding your client's goals and priorities can help you identify which KPIs to track. For example, if your client's top priority is lead generation, then you should focus on metrics such as conversion rates, cost per lead, and lead quality. 

Make sure to present this data in a way that is easy to understand and provides actionable insights.

Showcase What Is Working

In addition to highlighting what needs improvement, showcasing what is working is important. Celebrating successes is a powerful way to reinforce the value you are providing for your clients. Remember to point out positive trends, milestones, and achievements in your reports.

Include Recommendations and Insights

Your reports should not just be a summary of data. They should also include actionable insights and recommendations. 

Use the data you have collected to provide valuable feedback and suggestions for improvement. 

This shows that you are invested in the success of your client's business, and it provides them with clear next steps to take.

Have Next Steps to Show What You Plan to Do

In addition to providing insights, your reports should include clear next steps. 

What are your plans for the future? 

What steps will you take to improve the performance of your campaigns? 

Communicating your plans shows that you are proactive and engaged in the success of your client's business. 

Writing down the next steps is important, but what is equally important is to make sure that your team follows up on the next steps. If your campaign manager suggests he/she will do something as a next step, ensure that the person follows through on the promise. Many clients will reference back and hold you accountable for what you said or committed to. 

By following through on the next steps, you show your clients that you are reliable and committed to their success.

Provide Context for the Data

Data can be overwhelming and hard to interpret without proper context. Make sure to explain any significant changes or trends in the data. 

This will help clients better understand the data and make informed decisions.

Address Client's Business Priorities

As mentioned earlier, it's important to understand and address your client's business priorities. Use this information to guide your reporting and provide insights and recommendations aligning with their goals.

Make Sure that Your Client Owns the Data

Ownership of data is crucial in today's data-driven marketing environment. Ensure your client has full access to their data and understands how it's collected and used. This gives them peace of mind and allows them to fully trust that you are doing everything possible to improve their campaigns.

Creating effective client reports is essential for any marketing agency. Following these best practices can build trust with your clients, demonstrate your value, and provide insights and recommendations that drive business success. 

Remember to focus on the key performance indicators that matter most to your clients, consistently create and deliver reports, celebrate successes, and provide clear next steps. Doing so will set your clients up for long-term success and establish yourself as a trusted partner in their business growth.

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Building An Agency - ZoomMetrix
I’ve been running a marketing agency as a COO, and I’m writing articles for specific to building a marketing agency. By sharing my experience, I hope that my it will inspire ideas and help avoid mistakes for those business leaders interested in building an agency. Even if you’re not an agency owner, I hope you can find something interesting from my experience that can add value in building your career as a marketer or as an entrepreneur.
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Kris Twitter

As a data journalist, I enjoy curating and analyzing marketing trends, and data. The things that fascinate me the most are the transforming business landscape due to evolving marketing technologies.