In the grand scheme of things, most clients are interested in bottom-line business results that have a real impact on their company — such as leads and loyalty.
Agencies that can connect the dots and tie their services to client key performance indicators (KPIs) are the ones that will be stand out and continuously prove their value. But, how do you do this? Below are five tips for centering campaigns on outcomes, not outputs.
1.) Identify Priority KPIs.
How does your client measure success of an agency partner, and its overall marketing program? Asking this question at the onset of a new relationship is critical to aligning expectations, setting realistic goals and tying activities to results.
Generally speaking, most companies will want to either build brand, generate leads, convert leads into sales, or increase customer loyalty. Any recommendations you make should be directly tied to these client goals.
2.) Put Measurement Tools in Place To Show Business Results
Unless you have a way to track results, it’s nearly impossible to prove your agency’s value. However, measurement is only possible if the right technologies are in place to report on performance. If the client doesn’t have analytics tools set up, make this your first priority as a consultant.
For a sample of tools you can use to measure performance, check out this Marketing Agency Insider blog post.
3.) Set Benchmarks and Goals
If possible, try to gather at least three months of historical data from the client at the start of every engagement. Use this information to get a base understanding of how campaigns currently perform and to set realistic expectations moving forward.
Based on the data, set quarterly goals tied to core client KPIs. Note: You don’t have to set a goal for all secondary, or supporting, metrics — just those that matter most to your client.
4.) Create a Process for Ongoing Reporting
Have a process in place to monitor metrics on a daily basis, and report to clients at least monthly on key happenings.
For example, we use Campaign Scorecards built in Google Drive to analyze data, identify fluctuations and anomalies, and understand what campaigns are working.
Each scorecard contains a key metrics section that offers an executive-level snapshot of core metrics for a quick glimpse into performance.
5.) Evolve Campaigns Based on Performance
Use data collected to guide campaign recommendations. If one initiative works well, then revisit it again the next month. If something performs poorly, shift budgets and resources elsewhere. Read into the data to discover hidden opportunities to optimize your campaigns and improve.
Tracy Lewis (@Tracy_J_Lewis) is a consultant at PR 20/20 where she is involved with client services and account management activities. She is also the community manager for Marketing Agency Insider, the hub for a more open and collaborative agency ecosystem.