Reporting that actually make clients happy
Have you ever received a 10+ page report filled to the brim with information? Yeah, me too 🙁
Did you read it? I bet you didn’t.
Neither does your clients, if you send them a “complete” report every month.
The reason’s simple. There’s too much information and too little time (or motivation) to get it read. Even if they read, then what?
In our AdWords agency, we had this problem too. Cutting to the bone and focusing on the important stuff can be tough. Especially if you are sending your report to a company where each employee needs something different.
It doesn’t really make sense to show the CEO all the landing page URL’s and how they perform. And the SEO guy doesn’t really care about Facebook and AdWords spend.
So don’t fall for the line “just send me everything”. You have to take control and choose what to show. You are the expert after all and they pay you good (I hope) money to be just that.
In this way you can also highlight your results – showing the value you create without all the noise.
The solution (and the one thing you probably forgot)
In Mimer Metrics we now make custom reports for each client / company AND each employee if needed. That way we typically set up 1-5 different reports, each with its own specific recipients depending on their focus.
Once set up, we automate the sending schedule to ensure that the frequency also matches the needs. Didn’t think about that aspect, did you?
There’s a big difference between an investor and a content creator. The big picture stuff and the day-to-day work.
Some reports need to be send each week and others every quarter. Luckily that’s an option in Mimer Metrics too 🙂
To sum it up:
- Focus on the most important key points. The ones that add the most value and makes you look like a star! Cut out the rest.
- Customize a report to each receiver. Both the content (see 1.) AND the sending schedule.
- Get praise and high fives from happy clients