We live in an on-demand world where more marketing clients and brands have a self-service mindset. They want access to their campaign at all times of the day and night, not just when you have time to compile their latest report. This sort of all-access world can be difficult for agencies to manage, if they don’t have the right tools in place. Uninformed customers are unhappy customers, and unhappy customers don’t stick around.
Improved client communication can lead to higher engagement, better agency outcomes, higher revenue growth, and increased loyalty. But improved client communication doesn’t mean that you talk to your clients more, rather your conversations are more focused on the shared business goals.
That’s why so many agencies are looking to marketing reporting dashboards to improve their customer experience numbers via increased on-demand communication. Dashboards help both the client and the agency track metrics at any time it’s convenient, not just at the end of the week or month. This doesn’t mean that agents have to be on-call at all times of the day and night, but rather that marketing agencies are looking to self-serve solutions to better communicate with their customers. And improved customer experience means higher retention rates: 67% of customers will seek a new product or agency if they have a bad experience.
When used correctly, marketing dashboards can fill in the gaps between monthly reporting. And if constructed correctly around a limited number of goal-based KPIs, those dashboards keep the conversation focused on measurable results, rather than gut feeling.
Self-serve and on-demand communication really starts with the kinds of marketing reporting tools you use to communicate progress and success with your customers. Read on for 3 ways using a centralized client dashboard built around clearly defined business goals (with a few extras like markups, margins, and alerts) can help make your life a little bit easier.
Reduction of Gatekeeping
Many brands don’t want to work with an agency because they’re afraid of handing over all of their data and getting gouged in return, a fear that’s not unfounded. It only takes one bad experience with a marketing agency to make a brand think they can do better on their own.
But when you start thinking about the agency-client relationship as equal and symbiotic rather than competitive and contentious you will have an easier time opening up data and processes, which in turn builds the customer loyalty. Dashboards help you do this, because you’re not just showing the client the rosy end-of-month outcomes, but the bumps in the road along the way.
The TapClicks marketing reporting tools let clients connect their own accounts without handing over passwords, and then clients and agents can work together to come up with workable solutions to complex problems, all while keeping data secure and centralized.
It’s important to report with integrity, so discuss any agency markups and margins during the contract phase. There’s no need to make your monthly invoice a surprise, however. You can add your agency markup or margin right on your dashboard widgets, which keeps all involved from doing those mental calculations when they look at the reports and the sticker shock when the client gets the monthly invoice.
Single Source of Truth
The number of marketing tools we use to promote brands is growing every day, and it’s harder and harder to get a cohesive picture of how all of the marketing campaigns you run perform. According to the blog ChiefMarTech.com, between 2011 and 2017 the number of tools available to marketers grew from around 150 to around 5000. That exponential growth has caused marketers to spend more and more of their time switching from platform to platform and losing valuable client support time to context switching.
You could spend your time exporting or copy-paste-ing your metrics to spreadsheets to send to clients, but who has time for that, really?
When you import your data into a single marketing dashboard, everyone from agents to contributors and brand marketers can come together over the same information in the same place. This reduces time spent on questions and clarifications, and more time to discuss next steps.
Marketing is time-sensitive, especially if you want to catch a potential customer or lead while they’re still hot on your brand, or if you need to pivot strategy to keep the lead pipeline open. Weekly reports don’t come fast enough, and daily reports lose their urgency. So what’s the answer?
Alerts and notifications are the happy medium between over-communication that gets lost in the everyday barrage of emails and the too-little-too-late communication of weekly or monthly reports. Alerts also allow you to get notified for actionable items, rather than spending time every day watching dashboards for your important changes.
Ready to make your own on-demand marketing dashboards? Get started today and build your first dashboard with over 200 marketing data connectors with the no-pressure free 14-day trial. Or, schedule a demo for a custom walk-through of TapClicks.