SMM specialists usually present reports on the results of their work. This is often one of the least favorite tasks for professionals, but it’s important to understand that reports are not a sign of distrust. Rather, they are a crucial tool for effective communication with clients or management. In today’s Brandon blog, we will share a few tips to help you prepare a proper report.
This way, you won’t have to spend extra time assembling the report in parts before the deadline or worry that the client won’t understand something. Find out if the client currently has a reporting system and whether it suits them. Decide whether to update an existing report or create a new one. Agree on the report's level of detail—should it be concise or detailed? Determine how often the client needs the report—daily, weekly, monthly, etc. Choose only the key metrics that are necessary for both your client and yourself while excluding unnecessary ones.
Key metrics for an advertising report:
Naturally, there are many other important and useful metrics, and the final list depends on the specific business and client preferences. The end result of this stage should be a ready-made report template that the client approves without hesitation. However, even at this stage, challenges may arise, which brings us to the second tip.
Even if the client has stated that the report format and metrics are clear, this is not enough. Accompanying emails and comments are always necessary. These provide explanations of the data and a summary of the results, helping you quickly understand the report—even months later or in the absence of a specialist. Essentially, this serves as a report summary, including achievements, plans, goals, challenges, and recommendations.
That’s all for today’s blog! Keep following Brandon’s blog for more interesting industry insights, and don’t forget to read our blog on "What is Neuromarketing?"