Introduction

• Client reporting is an essential part of marketing. Without reporting a client is often in the dark about whether the strategies presented are working or failing.
• Here’s why many agencies fail to report.
  • It can be somewhat scary when expected KPIs aren’t met.
  • When KPIs are exceeded, sometimes the clients aren’t as enthusiastic as you’d like.
  • Sometimes some issues need to be addressed like:
    • Billing
    • Ad Spend Increases
    • Inconsistent:
      • Messaging
      • Branding
      • Brand Voice
      • Etc.
  • However, if you address everything with constant communication, the client will be on the same page as you.
• STORY: We’ve got a few clients who don’t want to be communicated with more than once a month. That’s because marketing strategies come in different sizes and different speeds. Some of them are just SEO, and some of them are just landing pages, ads, etc. Not everything needs constant communication. But, if you want to scale, you need to work very closely with your marketing agency. They become the marketing arm of your business just as if they were in-house. The more you chat, the better your marketing does.

The XYZ Mission Control CRM

How do we stay in constant contact with our clients? There are a few ways, but the most powerful in terms of speed is the Instant Reports via The XYZ Mission Control CRM. This is an automatic way to handle reporting in real time and as frequently as the client wants to see updates.

• What is the Mission Control CRM?
  • It’s a powerful platform that allows you to instantly obtain a birdseye view of your business, just as Mission Control does with a shuttle launch.
  • Let’s dive into what the XYZ Mission Control is and how to utilize it to its fullest.
    • To do this, let’s start with the simplicity of the design and it’s powerful dashboard to give you an overview at a glance.
• CRM Dashboard
  • See everything from opportunities, funnel status, ads, and more, right in one simple-to-use and understand dashboard.
    • Opportunities.
      • Opportunities are just that, an opportunity for growth and a way to know if your business is going in the right direction or not.
      • It lets you know where you need to pivot, if you should add more ads spend, or if a campaign is reaching the end of its impact.
        • Opportunity Status
          • See at a glance how many open opportunities there are.
          • These are how many people have raised their hand or contacted your company.
        • Opportunity Value
          • If your company can close the deal with this opportunity, how much would it be worth.
          • See the sum value of all the opportunities in the pipeline.
        • Conversion Rate
          • This shows how well your team or your company is doing at closing leads. IE: Getting them to pay you for services.
      • STORY: (DON’T USE CLIENT NAME) Talk about Regen and how they weren’t sure if the marketing was working, but they literally have $60,000 waiting to be closed. However, it’s allowed us to find a bottleneck in their pipeline where follow-ups aren’t happening as they should.
    • Funnel Stage
      • You can customize your sales funnel to work exactly how your business works.
      • See how many opportunities are in each stage of your funnel.
      • Learn about where bottlenecks are happening and you are dropping leads.
        • Optimize your business to remove these bottlenecks.
    • Lead Source
      • Find out what the strongest sources pulling revenue for your company.
      • Are ads doing the best? Maybe it’s the SEO? Maybe it’s a video or the website?
      • Identify where you should pull back or double down.
    • Google Analytics
      • Find out how people are interacting with your brand.
      • How many people visit your website, your landing page, etc?
      • How long do they spend on your website?
      • Where do they come from, enter in, interact with?
  • Google Business Profile
    • How do you improve your GBP?
    • Reviews
    • How many searches does it get?
    • How many calls?
    • What about directions?
  • Ads
    • Facebook Ads
    • Google Ads
  • Attribution Report
    • See an overview of revenue closed, opportunities won, total lead, lead sources, etc.
    • This is where you can see all the revenue generated if you are fully using Mission Control.
  • Call Reports
    • How many leads have called?
      • How many where first time callers?
    • This area can also record the calls for review.
      • This is a great opportunity to find out shortcoming of customer service or which team members really shine through.
    • You can also see how many calls are answered, missed, or went to voicemail.
  • Forms
    • See how many for submissions have been filled out.
    • See what page they where on when they filled the form.
    • You can even trigger emails to email multiple email addresses when a form is filled.
  • Appointment Reports
    • If you have a company that appointments are commen, you can see how many are booked, confirmed, showed, etc.
    • You can also see the channel, source, and outcomes.

Monthly KPI Reports

The last section I want to talk about is the monthly KPI Reports. Though Mission Control is awesome for day-to-day check ins, a monthly meeting is still great for staying on the same page with your agency. If you, or they, are making a change in direction it will allow you both to stay aligned.

It’s also a great opportunity to make sure you understand the intent behind a campaign. For example, a loss leader campaign might seem like a failed campaign until the rest of it rolls out and the income magic starts happening.

Monthly reports allows the alignment of these types of things before they even have a chance to become an issues.

Of course, if you are a client of ours, you get this and the opportunity to call in at any time.

• SEO
  • Like above, the SEO KPIs allow us to monitor how well we are ranking and making sure everything is staying in a positive direction.
  • It allows us to refocus and make sure we are keeping, removing, or adding keywords as necessary.
  • It also let’s us stay up to date on site health to make sure no external links disconnect, how well our link building efforts are doing, etc.
• Ads
  • Since they aren’t a set-it and forget-it type of a thing, a lot of time this is for budget control. Did a keyword become very expensive, are all the expensive keywords still relevent, etc.
• Campaign Updates
  • A campaign should always be running, but they almost always evolve over time as more data and insights come in. This allows us to keep a close eye on them.
• In-Person Frequent Communication
  • This is where the monthly meetings really shine. It allows you to keep a relationship with your agency instead of becoming a number to them, and them a neucance to you.
  • This is probably the most important part of communication.
  • In-person doesn’t always have to be in the office, it can be on the golf course, over pickleball, at lunch, etc.
    • Some agencies are more accommodating to this than others.