5 Reasons Why Your Clients Don’t Read Your Agency’s Reports

Establishing the business value of your SEO performance as an agency is part of client relationship building. It’s also what keeps the churn rate low and the referral rate high.

Yet, when it comes to reporting, why is it that some things get lost in translation?

Picture this – an SEO agency just managed a massive win for their automotive client, a 5% visibility improvement on both desktop and mobile for their highly competitive keywords list in the last month. From the content-driven campaign, over 25 links were built as well for one of the client’s main money pages.

But all of these insights are compiled in a fully automated report that gets sent to the client, together with all the technical tasks and other actions, without being highlighted in particular.

How can the agency make sure the client understands the ROI delivered for their business? Maybe the team is relying on the monthly meeting, but the client postpones that too.

Reporting is a critical activity for an SEO agency – one that supports effective communication and retention. And it can be tedious or strenuous work.

At times, clients don’t react as expected – but doesn’t have to be so.

Let’s dive deeper into reasons why reports sometimes fail to accomplish their objective and what do to about it, to make the best of your reporting process.

Here’s Why Clients Don’t Read Your Reports

Clients Have Different Expectations

One reason why clients won’t read reports can be the implicit expectation to see certain metrics included there or to receive them at a certain date. Or it can be that they don’t understand the specifics of your SEO activities, so they let it slide.

Keeping your clients close from day 0 is mandatory for communications to work. That means setting the right expectations regarding the agency workflows and what’s expected of the client’s team from the onboarding phase.

Reporting is a huge chunk of that so be sure to take into account the following questions and clarify them in the first month:

  • Why do we report?
  • When do we report?
  • How do we go about reporting?
  • What data goes in and where do we get that information?
  • Who is responsible for this client’s reports?
  • When should we escalate an issue? When do we make recommendations?
  • What’s the frequency of our reporting and meetings?

After negotiating all those aspects above in the agency-client alignment meeting, you can create an agency internal dashboard that includes your clients’ portfolio, the account managers responsible for each client report, monthly statuses, and due dates. That way you have an overview of your reporting process at all times.

Confusing, Long, or Unbalanced Reports

Whether it’s a fully automated 70 pages report containing every single SEO action the agency’s done or a document with inconsistent branding and copy-pasted data from various tools – it’s not an actionable document that a client can easily read and understand.

You need to have the end goal in mind: the client reading and getting how your work is helping the business. If the client doesn’t engage with your report, it’s a missed opportunity for both showcasing results and gathering feedback.

To avoid these situations, once more think about the main KPIs and SEO objectives you’ve agreed upon:

  • Do they have a keyword list they’re particular about?
  • Are they an ecommerce client wanting to increase the conversion rate?
  • Is it a lead generation campaign?

Having clarified the expectations and business objectives, that’s what you’ll report on monthly while explaining how your SEO intervention directly impacted their KPIs and business results.

To settle inconsistencies, you can create an agency template with a focus on these key insights and your agency’s brand and unique voice:

  • Think about highlighting the most important trends and victories on KPIs like non-brand organic traffic and Visibility trends.
  • Areas of focus and keyword groups.
  • Content performance.
  • Competitors’ insights.
  • Major updates that affected the campaign (if applicable).
  • Technical insights and recommendations.
  • SEO opportunities.

Then, you’ll have a good foundation that you can go on personalizing for each client.

After all, as each SEO campaign has its particularities, you need to make sure you report on the client’s specific requests.

Too Much Data, Not Enough Explanations

Apart from long or unbalanced documents, another reason for clients skipping on reading the monthly reports can be data-heavy documents, with lists upon lists of keywords and complex graphics that aren’t self-explanatory for a non-SEO specialist.

Sometimes you might work with in-house SEO professionals, but most of the time it will be a stakeholder that is interested in reaching their business goals, so they need to talk business. And even if you’re the extension of the in-house SEO and digital marketing team, they still need to justify the ROI of collaborating with your agency.

In the end, highlighting how you influenced marketing leads and sales is much more important than going into the nitty-gritty of rankings and traffic.

Want more time to focus on what matters? Then think about ways to automate data gathering.

Instead of spending multiple hours in your SEO tools, copying charts, making screenshots, and searching for the most relevant insights, optimize for time and integrate these actions into your daily routines.

For instance, with a reporting module like SEOmonitor’s, you get an assistant in the form of a Google Slides add-on that surfaces the critical insights from your campaign – that you can insert with a click. Those insights are transformed into visually appealing slides, within your predesignated agency template.

You get to focus on what matters – explaining the metrics behind your actions, how the strategy evolved, and what’s next for the client’s business.

Inconsistent Reporting Frequency

Was it supposed to be monthly? Or did you agree on a custom period?

Not getting the timing right and in alignment with your client can be another reason why reports pile up in the unread file.

Having a set frequency, which is usually month by month, helps both from a process point of view and as a ground for calibration with the client’s team.

To make sure you send your reports on time, you can use a project management tool or, again, your internal agency dashboard. Having a support system with nudges and alerts, via email, Slack or something else, keeps you on schedule.

Don’t forget to set your notifications beforehand for preparation – compounding the insights and creating the document itself. Also, you may think about the roles involved in the reporting process from the start, so you coordinate with all the team members in due time.

Unmet Expectations

There may be unmet expectations on both sides: your team made some important SEO recommendations that the client hasn’t implemented, the client expected to see a different outcome.

Returning full circle to the crucial part of alignment and expectations setting, there’s also one final aspect to take into account: communicating why it’s important to receive the report beforehand and read it.

It can work as agenda-setting for the last step in the reporting process – presenting it.

It’s also in the monthly meeting or call that you get to clarify, explain, and make recommendations while presenting the journey so far.

It can even be an opportunity to recalibrate the relationship with a silent client. It’s not the unread report per se that needs solving, but the way you both communicate.

Maybe it’s time to rehash what you both agreed during onboarding or maybe it’s time for a new approach that benefits both sides.

All in all, having the same foundation for this discussion raises its efficiency. You and the client can now focus on campaign fine-tuning and strategic talk because you know where you’re standing, the questions that need urgent answers, and can infer the next steps.

Ways to Optimize Your Reporting Process

Creating an efficient reporting process for your agency is important because, to a certain degree, reporting is retention.

Being able to articulate how your monthly activities and SEO interventions are improving business results will not only be beneficial for your client’s trust, but also for their continued collaboration.

In brief, here are the main things to consider when designing that reporting process:

  • Establishing the rules of reporting and clearly communicating them to the client in the onboarding phase.
  • Having a set internal process for how you approach reporting and its strategic objective.
  • Create a visually appealing monthly report to use across the agency, that showcases your approach and the most relevant SEO insights: SEO actions, visibility status, keyword groups, and their performance, competitors insights, SEO issues and opportunities, and next steps.
  • Automating data gathering so you have time to focus on what matters: strategy, tactics, and explaining what happened in order to translate SEO interventions to business results.
  • Creating a transparent process and gathering feedback. Your reports and meetings are a great opportunity to take the pulse of your clients and find out what you can optimize. For the sake of transparency, you should offer your clients the context to give you feedback and ask burning questions.

Our team at SEOmonitor researched this process through and through, and after gathering insights from SEO agencies, designed a reporting module that takes into account all the aspects above, so you don’t have to struggle.

You get:

  • An overview of your reports’ status at the portfolio level.
  • The status of a client’s report at each stage of the process (Due, Overdue, Submitted, In Progress), in your account manager dashboard.
  • A builder that leverages your campaign data from SEOmonitor into Google Slides – our smart assistant pulls the most relevant insights from each campaign that you can click and insert in your agency template in seconds. Plus, we’ll generate visually consistent graphs and charts that are easy to follow.
  • A feedback tracker for each monthly report that highlights engagement data: the most engaged slides, the most liked slides, and the client’s overall satisfaction, collected at the best possible moment – just after reading your report.
  • Reporting doesn’t have to be a painful or time-consuming experience for your team. And it can be significant for supporting client communications.

By: SEOMonitor

.

.

Ryan Stewart 32.6K subscribers Download report (free): https://theblueprint.training/extend-… It’s much easier to keep your current clients than to sign new ones. This video talks about tips you can use to re-sign your clients at the end of their agreements. ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ 💥 LEARN to scale your agency ► http://bit.ly/2MntKos 💥 Let me MANAGE your marketing ► http://bit.ly/2MhTQJi 💥 Get hourly CONSULTING from me ► http://bit.ly/2MiXRNJ ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ 🗣 CONNECT WITH ME ON SOCIAL Instagram ► https://www.instagram.com/ryan.was.here/ Facebook ► https://facebook.com/hellowebris Twitter ► https://twitter.com/ryanwashere FREE FB Group ► https://www.facebook.com/groups/digit… ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ 👂CHECK OUT MY PODCAST Spotify ► http://bit.ly/mind-of-marketer-spotify Apple ► http://bit.ly/mind-of-a-marketer Google ► http://bit.ly/mind-of-marketer-google Stitcher ► http://bit.ly/mind-of-marketer-stitcher ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ 👋 ABOUT ME: My name is Ryan Stewart, I’m on online entrepreneur and marketer. I used to work a job I hated for a company I didn’t believe in, until I stumbled upon “SEO”. Flash forward 10 years later and I’ve built, grown and scaled almost a dozen 7 figure businesses. It’s my goal in life to free you from the old mindset and institutions in place. If you follow my Channel you’ll learn valuable marketing, business and technical skills that will help you build your own online businesses.

Nine Strategies To Attract Online Coaching Clients

photo:

Once you launch your business online, the first step is to have a predictable way to attract customers 24/7. Regardless if you are an online coach, creator or services provider, the client acquisition process is the most important asset you can focus on building.

In this article, I’ll give you a step-by-step guide on how to get online coaching clients.

Step 1: Be clear on the problem you want to solve for your clients.

Don’t try to be a “do it all” coach. It’s important to find a niche if you want to remain ahead of the competition. Your niche is your area of expertise. That expertise should be clear in people’s minds when they think of you as a coach. The one thing to remember here is that people don’t pay for coaches; they pay for results. To find your niche, think of the problems you want to help people solve.

Step 2: Identify your target audience.

Once you’ve decided on the type of coaching you want to practice, the next step is to identify the audience that can benefit most from your services. Finding the right clients is vital to the success of your online business. Identifying your target audience can be a simple process. Start by identifying your biggest competitors, as they have already spent time and money attracting proven buyer behavior audiences.

1.png

Step 3: Identify competitors and influencers who already do what you want to do.

Researching competitors in your industry can provide you with valuable insights to fuel your own strategy. Competitor analysis isn’t about stealing your competitor’s ideas; it’s about identifying their strengths and weaknesses. To get started:

• Identify the top 10 competitors or influencers in that space. Competition exists in every market. It means that others have already proven the model and there are buyers willing to spend money for the same services you are offering.

• Analyze and compare content. After identifying your competitors, you can now begin to do detailed research to understand what type of content they are publishing. Analyzing your competitors’ content can help you learn how to outperform them.

• Assess your competitors’ social channels and ads. To stand out from the competition, identify and analyze your competitors’ social channels. For example, if they have YouTube pages, look at their most popular videos. On their Facebook pages, look at the types of ad campaigns your competitors run, what they say in their ads, what their offers are and their strategic goals.

Step 4: Create a compelling and irresistible offer.

The way to rapidly scale any coaching business is the existence of an irresistible, compelling offer. To craft this offer, ask yourself the following three questions:

• What is the price point for my services?

• How can I add more bonuses to make it more appealing?

• Can I add direct access to myself to increase the value?

No matter the coaching specialty you choose, the better you are at creating a compelling offer around it, the more likely you will be to succeed.

Step 5: Build your authority.

Brand authority is one of the most important business assets. If you can get people to recognize you as an expert, you will attract more online coaching clients and be able to charge more for your services. One great way to build authority is to interview other experts in your niche. One way you can start doing this is by starting your own podcast or by being a guest on other podcasts.

Step 6: Build your sales process.

The sales process starts the moment you launch your ad campaigns with educational content, and it basically runs forever. The sales process should not stop after the first sale; it should continue to bring more value to your customers and nurture them into your back-end packages.

The best way to build a sales process is to base it on the price point of your coaching programs. For example, a person likely will not swipe their credit card online for a $2,000 price point without a phone call or a more in-depth video presentation. However, if your coaching program or online course is only $97 to $297, they will be more likely to become buyers without a phone call.

After you decide the price of your services, continue the sales process through a sales funnel.

Step 7: Establish a sales funnel.

A sales funnel is your marketing strategy; it’s a series of steps you take to lead a potential customer to hire you and to maximize your revenue. There are a number of ways you can create your own sales funnel. For example, you might decide to market your services through regular webinars, or you might decide to use an application funnel, which requires potential clients to apply to work with you. It all depends on the type of client you’re trying to attract.

Step 8: Use a mix of paid and organic marketing.

Every business needs more traffic to their website, because traffic means potential sales. There are two types of traffic: organic, which is when visitors find your website based on unpaid search results, and paid, which is when visitors find your website from a paid ad. To stay ahead of the competition, I recommended you combine both of these marketing tactics. While paid traffic is the only way to scale your business predictably, if your offer doesn’t convert organically, paid ads will not help that process.

2.png

Step 9: Build a membership site.

There are many reasons you should build a membership site for your high-end coaching clients. A membership site is an ideal way to showcase your expertise and let people know you are a professional. It is also a legitimate way to help your potential clients understand your products and services.

Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?

Founder of High End Client Acquisition Show, Marian helps online coaches and leaders become omnipresent and create automated sales machines. Read Marian Esanu’s full executive profile here.

 

Source: Nine Strategies To Attract Online Coaching Clients

Social Directory – Change The Way You Market On Social Media With Simple Point & Click All Inclusive Directory Maker

Social directory will change the way you’ll be able to market your business. It doesn’t matter if you are selling Amazon products, pushing affiliate products, working with local businesses, or even building yourself as an Authority Figure.  Once you have deployed your directory you just sit back and watch.With our Facebook App Integration you can instantly publish your complete directory to any Fanpage inside your personal Facebook Profile. Your new directory is published to your fanpage instantly. You can start making more sales, generating more leads, and getting more clients that ever before. The best part is, you can do it without having to spend any more of your hard earned money…….

Read more: http://www.socialdirectory.io/sales/index.html