It's that time of the month again
How many of us let out that big sigh come reporting time each month? Run the reports, analyze the numbers and compare them to last month while keeping your fingers crossed. Where are we doing well? Where are we doing poorly? What didn't change at all? Was there enough blog content development this month?
Once we feel we have enough data we package it up neatly and send along to our clients. Reporting done, right? Well, not so much. If that's the full extent of your reporting then you are missing out on some great opportunities.
Reporting allows you the chance to reconnect with your client and encourage a more hands on business partnership between the two of you. One great option is to use the reporting to connect directly with your client.
You can :
Set up a face to face meeting
Set up a GoToMeeting video conference
Set up a conference call
Take the time to actually talk over the results. Discuss why certain elements of their internet marketing strategy are working and why certain ones aren't. They will likely have questions for you. Pay close attention to them and answer enthusiastically. It's contagious. Be sure you answer the questions with solutions to their problem in mind as opposed to spending too much time explaining what has already happened. Be proactive... not reactive.
Motivate your client to get actively involved in making the needed campaign changes. A successful inbound marketing campaign does not rest solely on your shoulders. It is a continuous, combined effort between you and your client. The weakest link theory unquestionably applies in this scenario. If you get your client fired up to be a part of the process, it will succeed.
Strength In Numbers... of people
When you are meeting with your clients make sure you include as many people from the clients company as possible in the meeting. The more people you can keep in the loop the better. It's also far less likely that if one person falls behind in their work that it will effect the overall efforts and outcome.
Worst case scenario, if you have just one contact in the company that you meet with and he/she is carrying the torch for both you and inbound marketing in general, what happens if they leave? That's a recipe for disaster and you'll likely be fighting an uphill battle to retain that client.
Don't forget why you're here
Let's not forget that the analytical numbers you present are still very important. They allow you to track the progress of all segments of your work over time. Using these numbers in your presentation, both good and bad, can always be spun to create momentum.
Numbers are good?..."Keep up the good work and ramp up the efforts so we beat this next month."
Numbers are bad?... "Don't let it get you down. You have to try something to know if it works. Let's try something slightly different this month and compare the results."
If you're client is still stuck in traditional numbers to determine whether or not their businesses is growing, David Meerman Scott has a great 2 minute video that explains how there is much more going on then just numbers of leads you get. As he indicates in this Hubspot Marketing e-Cast, the ultimate goal is "How is your business doing?". The trick is what path to take to ensure that the answer is "good".
Time Well Spent
This may seem like more work than you're used to putting in (believe me I did the first few times) but the payoff is huge! Overcome the traditional resistance to monthly reporting and you will set youself apart from the competition along with providing and invaluable service to your clients.
Got any great anecdotes about your reporting style and results? Be sure to leave a comment and let us know!
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