Section 3

CLIENT MANAGEMENT

It’s showtime. You are the trusted advisor. Actual fulfillment is done for you, so you can focus on making sure your plan works and managing the client.

When others do fulfillment for you, it might cause you to “forget” about the client and their campaign, especially if it’s recurring work like an SEO campaign.

Don’t fall into that trap, have bi-weekly meetings with your clients. Depending on the situation you’ll use these meetings to:

• Provide more value and deepen the rapport
  
• Upsell to additional services
  

Plus, if results are falling behind, these personal touches will keep the client with you as you work toward a positive ROI (Return on Investment).

Tracking & Reports

Reports are for you first. You are the marketer, the planner, the strategist. You need reports to know if the campaign is doing well.

If you use Umbrella, we’ll report on every campaign and product you sell. If you use another vendor, demand monthly or in some cases even weekly reports. If you see the campaign is not doing well, investigate with the vendor. Remember some campaigns take time to get ROI positive.

Reporting to Your Client

If your reporting cycle is monthly, make sure you show up with the report every other meeting.

• If it’s an SEO report, the goal is to show that you achieved first page on search terms, and an increase in traffic
  
• If it’s an ad report, provide analytics, lead gen numbers, etc.
  
• If you’re in the midst of building a website, provide a progress report.
  

Reports make clients feel like the process is tracked, and hence, controlled, which translates to peace of mind.

Report Design - Keep it Simple

Reports don’t need to be beautiful. Don’t overthink it. Get the reports from the vendor and make sure you understand them. Simplify if needed. Then just cut and paste into a deck or doc and convert to PDF.

Let’s look at a few real reports.

SEO Campaign Report Example

From left to right: Keywords, First Rank Date (When the ranking was first checked by the SEO provider), First Rank (Where it stood. Notice it says 100. That means it’s not in the first 10 pages. It could be on page 11, or page 150), Current Rank (The ranking on that keyword as per the time of the report). Those are the most important details of the report.

Facebook Ads Campaign Report Example

This is a bit more complex, as Facebook ads require creative approval and allow for potential changes in creative (ad image/video and copy).

• On the left you see the campaign targeting and general parameters.
  
• In the middle is the actual report for a specific time period. This example is for a lead campaign, so it includes how many saw the ad (people reached), how many leads were created (main metrics - most important in a lead campaign), how many clicks, and engagement rate (which is important but 95% of clients don’t care about anything besides leads in a lead campaign).
  
• On the right you see the steps of the campaign status: Setup, Ready to Launch (after all was approved by the client, Active (meaning it’s running now), and finished, which will be blue as well when the campaign is done.