Everyone understands the importance of nailing the business pitch to land that next big client or campaign but there’s often a step that gets overlooked once the client signs on the dotted line. Campaign reporting. And it shouldn’t be.
Campaign reports are not only a great way to measure results and analyse campaign effectiveness but considered and comprehensive reporting can also be used as a crucial sales tool. A tool to reassure your client they’ve made the right decision in choosing you and your business to execute their campaign activity.
Effective reporting can also assist in securing the client long term or even convert the competitive pitch for the next campaign, and the one after that. You’ll have a proven track record of success, and who wouldn’t want that for their business.
Whether for your own business or one of your clients, good reporting should highlight: the results, what’s working, what’s not working and any recommendations or tweaks that can be made to make the campaign even more effective.
Below is a great starting point for building a great report:
- Campaign Overview & Executive Summary:
- Include campaign objectives
- Campaign Highlights:
- Include any key statistics that prove campaign success and KPIs achieved i.e. Total sales grew by x%
- Campaign Specifics:
- This section should include a detailed breakdown of results
- Include any images, charts, graphs and trends, each broken down by channel i.e. Facebook, Radio Activity
- Helpful Tools: Facebook/Instagram Insights, Google Analytics, Google AdWords Keyword Planner, Twitter Analytics
- Future Recommendations & Learnings:
- What can be changed, added, subtracted from future campaign activity
So, where do you begin? Here’s our tips when putting together your next report:
- Ensure all parties are clear on what success looks like and what metrics matter. If how success from both sides isn’t determined from the outset, no amount of reporting or statistics will matter
- Don’t just focus on the report at the end of the campaign. Provide weekly or monthly reports so tweaks can be made as necessary to ensure success and the activity is meeting agreed KPIs
- Don’t clutter your report. Stick to the specifics, often less is more. People want the headlines and to know what is/isn’t working or what could be done better
- Create a great template that can be used or adapted for each report. If you’ve found or created a great template that works for you, there’s no need to reinvent the wheel. This will save you countless and unnecessary hours