How Marketing Professionals Can Easily Show Clients the Results They’re Getting

Editor's Note: Take a look at our featured best practice, Marketing Plan Development Framework (63-slide PowerPoint presentation). A marketing plan is a comprehensive blueprint, outlining an organization's overall marketing efforts. This PowerPoint presentation is a guide to developing a comprehensive marketing plan. Marketing Management topics include: * Marketing Management Process * Market Segmentation * Market [read more]

Also, if you are interested in becoming an expert on Strategy Development, take a look at Flevy's Strategy Development Frameworks offering here. This is a curated collection of best practice frameworks based on the thought leadership of leading consulting firms, academics, and recognized subject matter experts. By learning and applying these concepts, you can you stay ahead of the curve. Full details here.

* * * *

Clients don’t always know what they want from a marketing agency, but they expect positive results either way. Despite the challenge many marketers face from uncommunicative clients, you still need to show them how your business will improve their reach and spending power. To do this, you need to present your company’s results in a way that the client understands.

Using a Client Dashboard

The following tips can be used more effectively with the use of a client dashboard. Client dashboards can help you display marketing data to your clients in a way that’s easily understood by them. This software offers a wide variety of customization options, such as:

• Managing permission for each marketing sheet, sample, or report.
• Automating reports that are sent to a client’s email each day/week/month.
• Showing data in multiple visual formats, such as graphs and pie charts.
• Integrating data from various sources, such as Twitter and Facebook Ads.
• And more!

Test out each option to see what works for clients and adjust based on their preferences.

How to Present Marketing Results to Clients

Create a Clear, Actionable Report

A report that’s full of numbers, raw data, and no color will make your clients check out, even if your information is neatly presented and separated. Humans are visual creatures and respond better to colors, charts, well-placed headers, and actionable images.

The following methods can also make your numbers look more punchy because a visual representation of 50% on a pie chart looks better than the written number.

• Use Variety: Charts and graphs are fun to look at, but they can also become redundant if you use the same colors or types of visualization. Pay attention to why you’re using a graph. For example, a pie chart works best for new vs. returning visitors.
• Separate sections: If you’re marketing to multiple platforms, separate your findings based on each website. You can also separate based on ad type, like PPC vs. Google.
• Refer to Ads With Images: Instead of saying “The post on X date,” actually show the ad or post you’re referring to. Doing this will instantly convey what you’re talking about.
• Don’t Crowd Your Report: Combining some data is necessary to help the client stay focused. Only use high-quality data points that provide actionable responses.

Add Notes or Comments to Aid the Client

Now that you know how to present the information, you can provide more information in other ways. A chart may not be enough to tell the client why this information is essential or how this information was found in the first place. However, most clients are more concerned with what these numbers mean for their business, but some clients will appreciate staying informed.

You can gauge what they need by putting both in a comment box next to the report and see what they respond to. Or, you can ask the client how vital this knowledge is to their industry.

Send Reports on Their Schedule

Most of your clients will be content with receiving a monthly report, but others will want a weekly or even daily report of your digital marketing efforts. You can quickly gain a beneficial relationship with your client by communicating consistently. This will make it easier for you to learn more about their industry, adjust on the fly and ensure the data is understood.

Stay Approachable to Build Trust

Never hide bad results from your clients because you’re afraid they’ll fire you. If you explain to your clients that marketing doesn’t always lead to a consistent net gain, you’ll build a more trusting relationship with your clients. Your clients will respect you more and consider you an asset to their company if you’re interested in working hard to find a solution to their problems.

Want to Achieve Excellence in Strategy Development?

Gain the knowledge and develop the expertise to become an expert in Strategy Development. Our frameworks are based on the thought leadership of leading consulting firms, academics, and recognized subject matter experts. Click here for full details.

"Strategy without Tactics is the slowest route to victory. Tactics without Strategy is the noise before defeat." - Sun Tzu

For effective Strategy Development and Strategic Planning, we must master both Strategy and Tactics. Our frameworks cover all phases of Strategy, from Strategy Design and Formulation to Strategy Deployment and Execution; as well as all levels of Strategy, from Corporate Strategy to Business Strategy to "Tactical" Strategy. Many of these methodologies are authored by global strategy consulting firms and have been successfully implemented at their Fortune 100 client organizations.

These frameworks include Porter's Five Forces, BCG Growth-Share Matrix, Greiner's Growth Model, Capabilities-driven Strategy (CDS), Business Model Innovation (BMI), Value Chain Analysis (VCA), Endgame Niche Strategies, Value Patterns, Integrated Strategy Model for Value Creation, Scenario Planning, to name a few.

Learn about our Strategy Development Best Practice Frameworks here.