Biggest Mistakes in Reporting Digital Marketing Project Results to Clients
A very effective strategy that creates a healthy working atmosphere and cordial relationship between clients and digital marketing services are referred to as “Reporting.” As a digital marketer, there are some mistakes you have to avoid to maintain that healthy working relationship with your client.
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You may have spent time trying to implement a well packaged digital marketing service for a client. You may have significantly contributed to making them achieve their objectives. During the process, you may have even come up with brilliant ideas that you believe will be of great help to you and also to your prospective clients.
You may not want to get carried away with the euphoria of providing an excellent service to your client and then make mistakes in your reporting.
Errors in digital marketing reporting may hamper your relationship with your client.
Failure to avoid these pitfalls when it comes to reporting to your clients may have negative consequences on you as a digital marketer.
Creating A Client Report
Creating a client report may be a way for you to explain the work you are doing for your client and why you are doing those tasks. In the process of digital marketing, a lot of work may have been done, and the report is an avenue for you to explain them. It may also be an avenue for you to sell your skills further. But in doing all these, you have to avoid the following mistakes:
1. Selective Results
Some digital marketers, in a bid to be on the good books of their clients may want to pick out only the right parts of the marketing strategy. We understand that in the world of digital marketing, digital marketers face a lot of challenges and constraints. Do not just write about how smooth and easy the ride was. You may also need to let your clients see the real picture of how everything went without cherry-picking the good and leaving out the bad.
2. Leaving out offline marketing
Most digital marketers tend to focus solely on online marketing that they forget that there is a whole lot of untamed resources in the offline market. With offline marketing, your client may get high traffic that may be unconnected with the online market.
As a digital marketer, you may want to consider the various offline marketing strategies that may be beneficial to your client and help drive traffic to your client’s site. You may also do well to include this in your report.
Your client would appreciate that you have gone the extra mile in making sure all available options have been considered in providing a total sell-able package for their business.
3. Failing to identify discrepancies
In your course of carrying out your digital marketing strategy, you may have used different platforms such as CMS, AdWords. You must do a careful cross-referencing to determine if there are discrepancies. You should be able to identify those discrepancies and make proper corrections so that your data will be uniform across all platforms.
4. Excluding visuals
As digital marketers, it is understandable that you deal with numbers, but it is also crucial that you include visuals. Visuals rather than numbers generally move humans. Visuals tend to create a lasting memory than when your report is filled with numbers and how those numbers add up. You may want to include some visual content in your report.
Use the visual display to represent your data and not just submit an excel spreadsheet without any form of visual presentation. Reports containing visuals help to prevent your clients from feeling bored while reading your report. It also adds an extra touch of professionalism to your report.
5. Failure to separate branded and unbranded search
You need to separate branded search from non-branded search because they give out different results. You must specify your primary target to avoid any form of mix up in your results. Branded search refers to search queries made on your brand name, while unbranded search refers to a general query made on search name. You should understand what your client wants as an area of focus between branded or non-branded search.
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Having gone through these approaches in creating a comprehensive digital marketing report, let us now take a look at other areas of the client report and the errors that should be avoided if you want to maximize your digital marketing potential.
Some of the areas to avoid if you want to maximize your digital marketing;
1. Long and monotonous report
Sincerely, your client may not have the time or patience to go through a sixty-page document once every month. You should avoid writing a lengthy report but be precise and straight to the point. You can be able to give exact details without sounding too long or monotonous.
2. Your report does not contain a summary
One of the mistakes digital marketers should avoid is to write reports that do not provide an overview. You must include a summary because it briefly explains all that you are doing in just a few paragraphs. Summarizing your report gives your clients a concise picture of your role in helping them attain their desired objectives.
3. Inconsistency in report schedule
Some digital marketers may have a discrepancy in their report submission timing. Submitting your report too frequently or unnecessary delay in report submission may lead to an unhealthy relationship with your client. It is advisable to set up a monthly time frame in which your report is to be submitted and try as much as possible to be consistent in your reporting schedule. You may want to consider using monthly snapshots as a means of capturing a large data sample with consistent frequency.
4. Writing reports for long hours
Most digital marketers spend long hours drafting a report for their clients. Digital report writing could be tasking and tiring if not well planned. You may end up becoming exhausted and might be inefficient in performing other responsibilities.
So how do you avoid spending too much time writing a single report for a client? You may want to consider having a laid down template that will serve as a guide as you write. Simply put the relevant information into the existing template, and your work is done.
5. Choosing a full automated strategy without considering your client’s choice
Before deciding to be fully automated in terms of your digital market reporting, you should carry your clients along. We understand that automation helps you save time and is of immense benefit to you and your client.
However, it may also come with some drawbacks which you may also want to consider. Whichever way you choose to operate, you should liaise with your client so that both of you will have a common ground that may be beneficial to both parties.
6. Lack of proper communication with your client
It is not enough to submit a monthly report to your client and not to create the time to communicate with your client. You may want to consider your monthly reporting as an avenue to discuss and share new ideas, challenges, and even breakthroughs with your client.
Communicating regularly with your clients creates a cordial relationship between the both of you. You may also use it as an opportunity to educate your clients on gray areas that they may have concerning their business. Your clients may also get to appraise your performance during real-time conversations.
Writing a report is very good for documentation and reference purposes, but they cannot be compared to having a one on one discussion with your clients. It is a time to solidify your business relationship and create a much improved partnership for both of you.
7. Not writing according to your client’s preference
Every client should be treated with uniqueness. What works for Client A may not be what client B requires. What this means is that before drafting your digital marketing report, you must understand your client’s preference in terms of what they would love to see in the story.
Some clients may want a summarized report and not necessarily a comprehensive analysis, while others may prefer a well-detailed description. Whatever the case may be, work according to your client’s preference and not according to your assumption of what they may want.
The key to writing a digital marketing project report that is devoid of errors is understanding your client’s preferences. Your client is the one to appraise your report, and thus, it is best to satisfy your client’s demand. Your report presentation should not be too monotonous or filled with irrelevant information.
Do not forget to add a visual representation of data to your report to make it look more professional. Communicate regularly with your partner to foster a more cordial relationship between both parties. Your report is a representation of your work, and it tells a lot about your level of professionalism. Avoid these mistakes, and you may surely be on your way to the zenith of your digital marketing career.