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My name is Anna Olyanaya. I have been working with B2B clients for over 12 years and have been running my own SEO agency for 8 years. I understand perfectly well what business owners and marketers expect from reports. The average period of cooperation with clients in the agency is three years or more.
In this article, I will share the principles of creating reports that help you communicate effectively with clients and ensure transparency of work.
Today, more and more specialists are working for themselves, and numerous courses teach them basic work algorithms. However, there is no training on how to write reports correctly. This leads to many business owners not understanding what they are paying for.
Reports must be clear, visual and effective so that the client can clearly see what tasks have been completed and what results have been obtained. After all, every specialist, be it a marketer, SEO specialist, SMM manager or targetologist, brings his own results, but often these results remain incomprehensible to the customer.
But at the same time, he does not always understand whether he spends this money effectively, or whether it flows away without any visible result. Why? Because the reporting of specialists often does not meet the customer’s expectations.
No report - no work. Job satisfaction consists of two components:
The client is not interested in paying for “a lot of work.” His goal is to get results: leads. Therefore, the report should be targeted at these leads:
It is important that the list of works is clear to the customer. Most people get annoyed if they see a report with unclear terms. This may give the impression that you are hiding a lack of real work. Learn to explain things so that everything is clear.
- Which tasks were completed and which were not. Reports must contain conclusions, graphs, tables and explanations of what influenced a particular result.
If monthly reports are still somehow prepared, then many specialists forget about interim reports. For example, a client asked to post news on the website - you completed this task, but forgot to inform the client about it.
It is important to inform the client about the progress of tasks so that he does not feel that he is not in control of the process. After all, you were hired so that the client could have less control and delegate tasks.
Thus, it is important to report in real time on the fulfillment of customer requests. It's also helpful to send a summary progress report once a week, showing what's been done and what's stuck.
A report is an important tool for communicating with the customer. A well-written report shows your professionalism, while a poorly written report can cause dissatisfaction and even a change in contractor.
If the client does not have a clear understanding of what you do and what results you bring, this will lead to dissatisfaction and loss of trust. The result is the loss of a client and additional costs for finding a new contractor.
No one wants to waste time changing contractors, as this always requires time to build work processes, dive into the business and find a new specialist.
If you have questions about reporting or any other issues, write to the SEO studio "SEO COMPUTER" by email info@seo.computer.
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