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Reporting: Be Better

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(Presented at Learn Inbound, September 2018)

Starting out with a new client or in a new job always feels great — and then you have to deliver a report. Can you even tell if your work produced results? Does anyone care about your content? Why isn’t anyone clicking the thing you want them to click? Maybe if you cram all sorts of information into a 17 page report with 10 point type, no one will notice, right?

Except they will.

Published in: Business
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Reporting: Be Better

  1. 1. #LearnInbound @danaditomaso
  2. 2. #LearnInbound @danaditomaso The struggle is real.
  3. 3. #LearnInbound @danaditomaso But we still keep doing the same things.
  4. 4. #LearnInbound @danaditomaso Let’s share our struggles.
  5. 5. #LearnInbound @danaditomaso
  6. 6. #LearnInbound @danaditomaso
  7. 7. #LearnInbound @danaditomaso
  8. 8. #LearnInbound @danaditomaso How can we fix this?
  9. 9. #LearnInbound @danaditomaso
  10. 10. #LearnInbound @danaditomaso What is reporting?
  11. 11. #LearnInbound @danaditomaso Monitoring is data. Reporting is insight.
  12. 12. #LearnInbound @danaditomaso example: decrease in organic traffic
  13. 13. #LearnInbound @danaditomaso Monitoring is still important. But it isn’t a report.
  14. 14. #LearnInbound @danaditomaso Reports should tell you if you’re meeting your goals.
  15. 15. #LearnInbound @danaditomaso
  16. 16. #LearnInbound @danaditomaso We measure what’s important to the company, not the customer.
  17. 17. #LearnInbound @danaditomaso
  18. 18. #LearnInbound @danaditomaso
  19. 19. #LearnInbound @danaditomaso
  20. 20. #LearnInbound @danaditomaso We aren’t focused on helping our customers solve their problems as fast as possible.
  21. 21. #LearnInbound @danaditomaso Our metrics speak to our concerns, not our customer’s concerns.
  22. 22. #LearnInbound @danaditomaso We need to be customer centric.
  23. 23. #LearnInbound @danaditomaso Can we solve their problems faster?
  24. 24. #LearnInbound @danaditomaso
  25. 25. #LearnInbound @danaditomaso The old way is traffic and conversions, and that’s it.
  26. 26. #LearnInbound @danaditomaso Start measuring if a customer could answer their question without an organic visit.
  27. 27. #LearnInbound @danaditomaso Start measuring customer satisfaction after the sale.
  28. 28. #LearnInbound @danaditomaso Start measuring if a customer finds your content relevant and useful.
  29. 29. #LearnInbound @danaditomaso Let’s call these customer conversions.
  30. 30. #LearnInbound @danaditomaso Number of featured snippets.
  31. 31. #LearnInbound @danaditomaso Facebook conversation rate and sentiment analysis.
  32. 32. #LearnInbound @danaditomaso Was your content consumed?
  33. 33. #LearnInbound @danaditomaso How long would it take someone to read this content?
  34. 34. #LearnInbound @danaditomaso When does the content end?
  35. 35. #LearnInbound @danaditomaso Did both these things happen?
  36. 36. #LearnInbound @danaditomaso If so, the content was consumed.
  37. 37. #LearnInbound @danaditomaso If not, you abandoned, skimmed, or hoarded the tab for later.
  38. 38. #LearnInbound @danaditomaso Start measuring content consumption: kickpoint.ca/mozcon2018
  39. 39. #LearnInbound @danaditomaso
  40. 40. #LearnInbound @danaditomaso
  41. 41. #LearnInbound @danaditomaso
  42. 42. #LearnInbound @danaditomaso
  43. 43. #LearnInbound @danaditomaso We’ve all made bad reports.
  44. 44. #LearnInbound @danaditomaso But why do we do this?
  45. 45. #LearnInbound @danaditomaso Insecurity?
  46. 46. #LearnInbound @danaditomaso If you can’t trust the data, then we can’t trust you.
  47. 47. #LearnInbound @danaditomaso
  48. 48. #LearnInbound @danaditomaso Start with the end.
  49. 49. #LearnInbound @danaditomaso Build a goal charter.
  50. 50. #LearnInbound @danaditomaso A goal charter answers three questions.
  51. 51. #LearnInbound @danaditomaso What are your goals?
  52. 52. #LearnInbound @danaditomaso Why do these goals exist?
  53. 53. #LearnInbound @danaditomaso How will we know when we’ve met the goal?
  54. 54. #LearnInbound @danaditomaso Build the charter before you do anything else.
  55. 55. #LearnInbound @danaditomaso Ask the what, how, and why for each goal.
  56. 56. #LearnInbound @danaditomaso
  57. 57. #LearnInbound @danaditomaso
  58. 58. #LearnInbound @danaditomaso Use the client’s own words.
  59. 59. #LearnInbound @danaditomaso
  60. 60. #LearnInbound @danaditomaso Now what?
  61. 61. #LearnInbound @danaditomaso Share your goal charter!
  62. 62. #LearnInbound @danaditomaso
  63. 63. #LearnInbound @danaditomaso Once you hit a goal, start on another.
  64. 64. #LearnInbound @danaditomaso Let’s face a few hard truths.
  65. 65. #LearnInbound @danaditomaso People don’t switch agencies or hire new in-house marketers because they want more of the same.
  66. 66. #LearnInbound @danaditomaso People make changes when they don’t understand.
  67. 67. #LearnInbound @danaditomaso Without understanding, we lose accountability and trust.
  68. 68. #LearnInbound @danaditomaso And then we end up in the blame game.
  69. 69. #LearnInbound @danaditomaso We’re all trying to help people do better.
  70. 70. #LearnInbound @danaditomaso

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