Client reporting has been considered a necessary evil in the life of an agency. The fact is, it remains the most significant and crucial task you can do to help yourself and your clients. It is a means by which you build and enhance a client-agency relationship. It is also a simple way of communicating marketing outcomes to your clients, thus giving them a sneak peek into your results. Client reporting tools are there to ease the analytics process for you as well as your clients.
Client reporting is a strategy that you can employ to grow your agency business. You can make decisions based on what garnered results and what has failed. While you may see the reporting process as a time-consuming and challenging process, it does not have to be if you are conversant with the right tools.
Having conducted extensive research on client reporting tools that leading marketing agencies use, here are the top 12 reporting tools that can optimise your analytic process.
For clarity, we categorise the tools into four groups:
Let’s start with the ‘all-in-one’ client reporting tools.
Digital marketing is an all-encompassing field. The functions of modern agencies incorporate designing websites, managing online ad expenditure, content creation, and even replying to comments on social media.
You can deploy different methods to reach the overall objective of your goals. However, if those methods span across different platforms, your reporting will not be as organised. Clients lack the time and patience to put the piece together. Therefore, it is ideal for offering them the reports in one place to ensure they understand the impact of each strategy on the overall objective.
Here are some top-notch tools:
If you are finding hard to compile relevant data from all marketing sources like – most agencies – then use Whatagraph. This tool enables you to visualise data extracted from social media platforms, Google Analytics, and over 30 other digital marketing tools to create visual reports. You can easily share these graphs through your browsers or convert them to PDF and send them to clients so they can be in tune with digital marketing campaign performance.
Whatagraph monitors crucial metrics by integrating with the essential digital marketing tools. Once you have integrated a specified tool with your Whatagraph account, data will be automatically pulled from that platform with a click of a button.
Why is Whatagraph one of the most preferred reporting tools?
Clients, even with technical aptitude, find it challenging to implement and measure analytics that informs good marketing and business decisions. Therefore, they prefer automated systems such as Whatagraph to generate overview reports for their clients. Whatagraph clients have saved on average 4 hours of their time on each report they create.
It is a robust web traffic tool that is continuously being improved and it’s free. It is accessible to anyone though it may not compare to other premium tools in terms of convenience and flexibility; it can however make your client reporting undertaking a bit simpler.
Cyfe pulls dashboards and data from every analytics tool you use and organise them in a single location. This enables you to add information such as backlinks and share numbers for some if your client’s ever need additional insights.
Once the data has been organised, according to your specifications, just copy the link of the report to share with the client. This reduces about half of the time spent on reporting.
Your online reputation matters. Online reviews and mentions are one key aspect of growing and nurturing a brand reputation. However, with so many channels to keep track of, having your eyes on every single brand mention can pose some challenges. That’s where software can come to your aid.
Here are some of reputation management tools for you to look through:
Social listening is pivotal in the agency-client relationship. Businesses want to hear what people are saying about their brand online, and you need to be appropriately positioned to tell them. This is where Mention comes in. This tool tracks keywords online across different platforms, including review sites, as well as forums.
With Mention, you can:
· Compare their shares with that of competitors;
· Perform valuable analysis of sentiments towards your clients, your agency, as well as social media posts;
· Discover the reach of the marketing endeavours;
· Identify the best-performing content so you can promote its reach.
This social media tool enables you to keep a close tab on the social media profiles of your clients. It helps you establish a centralised analytics dashboard to build and monitor an audience across all social media platforms.
You can utilise Quintly to:
· Monitor growth in fans across several platforms;
· Check the reach of your social media posts;
· Obtain more in-depth insights into the demographics of the audience.
Imagine your client is running 25 stores across three countries – Reputology can help you discover how each location is reviewed and how people perceive the brand as a whole. It can aggregate reviews from over 70 sources such as Yelp, TripAdvisor, and Yahoo.
With Reputology, you can:
· Track and compare your competitors;
· Monitor different locations across the globe;
· Acknowledge customers for quality reviews.
Coupled with those, it can coordinate your team using the workflow tool to ensure they are implementing the required task.
Efficient PR specialists always focus on the task that counts. That is, providing clients with the latest communications strategy. You can only achieve this if you are maximising your time. Leverage robots and use any of these PR tools.
CoverageBook is an ideal option for any agency that wants to save time off reporting. You can monitor coverage pieces, readership by source, links generated, and the total ROI for each PR campaign.
It also organises all previous campaigns in a central location. That way, you can know assess campaigns to see what has worked and what failed.
Save yourself the headache and time; avoid messy spreadsheets by adding CoverageBook to your digital tool collection.
This is an effective means of assessing the performance of your social media content.
If you want to check the ‘buzz’ your content is generating, or you want to build buzz while monitoring your campaign, Buzzsumo is the tool.
You can check your publications across different digital platforms. See how your content is performing over a period of time and know the number of shares you have garnered. It provides the information you need accurately and quickly.
Ahrefs is one of the popular tools in analytical reporting as most SEO companies utilize it. It crawls websites much like Google’s bots to provide you with the most up-to-date SEO page analysis.
The beauty of the platform is not only the checking of backlinks, but it holds a massive data index with a capacity of about 12 trillion links, 200 million root domains and three trillion URLs.
Ahrefs also has a website audit tools which checks the areas of a website that require refinement and additional optimisation. You can also help your clients conduct a competitor analysis to find new ranking opportunities or faults in your SEO strategy.
It shows you the strategies of winning the SEO game – for free. With this tool, you can gain insight into the SEO marketing techniques of your competitors.
Ubersuggest extracts data from Google Suggest by providing you with keyword ideas that share similarities to Google searches and ranking properties.
It is an easy-to-use SEO tool with a remarkable automated reporting embedded. You can track clients across different metrics such as on-page SEO, search visibility, and traffic generated from organic search.
It is an easy-to-use SEO tool with a remarkable automated reporting embedded. You can track clients across different metrics such as on-page SEO, search visibility, and traffic generated from organic search. The notable thing is that you can create customised reports from scratch.
Moz is perfect for:
· Tracking essential metrics for a client’s campaign;
· Monitoring several campaigns for several clients;
· Automating reports for several users in a client’s enterprise.
With Moz, you can also monitor any SEO metric that catches your fancy. The results can be sent to your clients without any hassle.
Just like Moz, you can track vital SEO metrics of competitors and your metrics with SEMRush. There’s no need to access Search Console or Google Analytics. You can insert the domain into SEMrush while it generates a list of phrases the page is ranking for.
It is exciting to perform competitive analysis. You can create a filter, then export that data and send your client the report of phrases they rank for in Google search results.
· track the keyword rankings of your clients
· Unravel new keywords to target
· Find new opportunities and keep an eye on PPC ads.
It is a popular free platform that informs you about the frequency at which Google crawls your sites. As websites are added to the dashboard, the tools verify them and include essential insights about those websites such as the time the websites were last crawled, as well as the errors that have been encountered while crawling the pages.
So which of the client reporting tools should you pick?
The answer depends on the needs.
If you currently have a different set of specialised tools, an ‘all-in-one’ tool to organise all metrics in one place may be a perfect choice.
Or else, you can pick from the PR, SEO, and social media tools that add value to your clients.
But, if you are not sure, you can test any of the tools. Most of them provide free trials; for instance, Whatagraph provides a seven days trial.
Nevertheless, your main objective is to be positioned correctly in communicating correct information that’s easy to comprehend. After all, not everyone possesses sufficient analytical or data-literacy skills.
These tools will be helpful, but in case if we miss any tool that should be on this list, please share them the comments!