reporting digital and content marketing results to your clients - unifusion
TRANSCRIPT
“Reporting Digital & Content Marketing Results To Your Clients”
What does “report” mean?
Report as a Noun
“I am going to create a report to share data with the team”
Report as a Verb
“I am going to report back to the team with the status of creating the report”
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What does “report” mean?
Report as a Noun
“I am going to create a report to share data with the team”
Report as a Verb
“I am going to report back to the team with the status of creating the report”
Which is correct? The noun or verb?
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What does “report” mean?
Report as a Noun
“I am going to create a report to share data with the team”
Report as a Verb
“I am going to report back to the team with the status of creating the report”
Which is correct? The noun or verb?
BOTH ARE!
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Why Do You Report?
1. Maintain a client relationship
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Why Do You Report?
1. Maintain a client relationship2. Show and discuss results
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Why Do You Report?
1. Maintain a client relationship2. Show and discuss results3. Motivate the team
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Why Do You Report?
1. Maintain a client relationship2. Show and discuss results3. Motivate the team4. Learn from past efforts
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Why Do You Report?
1. Maintain a client relationship2. Show and discuss results3. Motivate the team4. Learn from past efforts
And most importantly….
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Why Do You Report?
1. Maintain a client relationship2. Show and discuss results3. Motivate the team4. Learn from past efforts
And most importantly….
It’s the path to an upsell
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How Do You Report (Verb)?
1. Automatic PDF exports of analytics dashboards
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How Do You Report?
1. Automatic PDF exports of analytics dashboards
WRONG
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How Do You Report?
1. Tell a story
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How Do You Report?
1. Tell a storya. Traffic - Blogs were
published, landing pages optimized, social media, ppc, etc.
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How Do You Report?
1. Tell a storya. Traffic - Blogs were
published, landing pages optimized, social media, ppc, etc.
b. Conversions - landing pages, calls-to-action, lead captures, etc.
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How Do You Report?
1. Tell a storya. Traffic - Blogs were
published, landing pages optimized, social media, ppc, etc.
b. Conversions - landing pages, calls-to-action, lead captures, etc.
Connect these to their goals traffic and conversions to tell
your story
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How Do You Report?
2. Follow a Schedule
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How Do You Report?
2. Follow a Schedulea. Meet frequently to increase
transparency with marketing efforts
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How Do You Report?
2. Follow a Schedulea. Meet frequently to increase
transparency with marketing efforts
b. Participate in their internal meetings
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How Do You Report?
2. Follow a Schedulea. Meet frequently to increase
transparency with marketing efforts
b. Participate in their internal meetings
c. Invite all stakeholders
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How Do You Report?
3. Be prepared
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How Do You Report?
3. Be prepareda. Provide handouts
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How Do You Report?
3. Be prepareda. Provide handoutsb. Plan your presentation
i. Start with highlightsii. Explain challengesiii. Explain resultsiv. Explain next stepsv. Ask for buy-in/approval
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How Do You Report?
3. Be prepareda. Provide handoutsb. Plan your presentation
i. Start with highlightsii. Explain challengesiii. Explain resultsiv. Explain next stepsv. Ask for buy-in/approval
c. Leave time for questions and/or feedback at the end
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What Metrics Do You Put In Your Report (Noun)?
1. Number of Users from effortsa. Sources of usersb. Pages viewed by users
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What Metrics Do You Put In Your Report (Noun)?
1. Number of Users from effortsa. Sources of usersb. Pages viewed by users
2. Number of Conversion from effortsa. Passthrough conversionsb. Entrance conversionsc. On page conversions
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What Metrics Do You Put In Your Report (Noun)?
1. Number of Users from effortsa. Sources of usersb. Pages viewed by users
2. Number of Conversion from effortsa. Passthrough conversionsb. Entrance conversionsc. On page conversions
3. Marketing Efforts to generate resultsa. Hours towards X effort
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Only Website Metrics?
Yes, isn’t your website is the hub of your marketing efforts?
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But Why Only Website Metrics?
Yes, isn’t your website is the hub of your marketing efforts?
The goal of each is to drive more users to the website to learn more about the product/service and convert, report the metrics that tell that story.
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In Summary
Why Do You Report?1. Maintain a client relationship2. Show and discuss results3. Motivate the team4. Learn from past efforts
And most importantly….
It’s the path to an upsell
How Do You Report?1. Tell a story2. Follow a schedule3. Be prepared
What Metrics Do You Put in Your Report?1. Users2. Conversions3. Efforts
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