How do you present marketing insights to clients?

This step is crucial for an excellent report foundation. Find out what information is important to your audience, whether it's conversions, traffic, tasks completed, etc. Then, you are able to present information more productively and keep your audience more engaged.

Top Tip: Always, always, always, present data in person or in real-time in a virtual meeting. The last thing you want is for a client to get their hands on a report, misinterpret data and .. freak out! Your job is not only to gather the data and present the data, but it's imperative that someone (you, the marketing professional) also interprets the data and how it impacts the bottom line of the brand goals! If you do not know how to do that, hire a data analyst to help you. It's important that data is presented correctly so that marketing decisions (budget, campaign, copy, visuals) are based on real data and tested content. By presenting data in real-time and explaining what the numbers mean, you build trust with your client.

Beyond the role of your audience, try to put yourself in their position. Offering insights into KPIs is one thing, but being able to clearly tie it back to the clients core business in terms that relates to their shines is crucial. For example, instead I’d simply staying a potential conversion, put in a little work and translate it to how much that could mean in revenue.

You might have some mind-blowing information, but just this one mistake can make things too boring. Think about how you want to present it. This not only includes the way you discuss it but also how you put it across in front of your clients. The right format can take your data from good to amazing and the wrong one can just make the person be forced to listen to you. So chose it very wisely.

A very simple things is always have sheets maintained or screenshots of social media platforms of when you started and where you reached every month. Documentation is super important to have real time data with what all progress you done with the company

In my experience, the connection between the campaign performance data and the objectives is paramount. To simply report “the campaign delivered X amount of impressions on these top platforms…” is not enough. The story should follow the aforementioned statement with “and what this means for you is….” Tying the performance data to examples of campaign objectives such as sale increases, foot traffic increases, site visits, to name a few, tells the story of how the campaign performance was planned and executed with the client’s goal in mind.

Data is a great tool for telling stories, but like every story you need to plan the narrative - problem, solution and outcome, to keep people engaged. I find leading with an insight(s), and then supporting with 2-3 data points for each story beat works well. Avoid sharing more data than you need to, include visuals where appropriate, and keep the language simple. I find forcing yourself not to use bullet points helps you to present the data in narrative form.

Presenting marketing insights that resonate demands a strategic dance between data and client vision. Here's your choreography: 1. Problem Definition 2. Solution unveiling 3. Active Proposition In the synergy of data and intention, your presentation becomes a symphony of connection. Data isn't just digits—it's the guidepost to client success. ????

Start with a strong story. People are more likely to remember information that is told in a story format. So, when you're presenting your marketing insights, start by telling a story that illustrates your points. This could be a case study of a successful marketing campaign, or a personal anecdote that shows how your insights have helped you or your clients in the past. Also, use visuals to engage your audience. As mentioned above, people are more likely to remember information that they see. So, make sure to use visuals throughout your presentation. This could include charts, graphs, images, or even videos.

Think of an insight report treasure trove of content. A report can be turned into: Customer-generated content Customer testimonials Interactive calculators Interactive quizzes Interactive maps Media like posts Live streaming How-to guides Virtual events Whitepapers Case studies Infographics Newsletters Interviews Blog posts Checklists Webinars Podcasts Tutorials Reviews E-books Memes Videos FAQs Our digital lives revolve around quick communication. We send brief messages in no time. So why should we stick to just one format? Let's break free from the traditional report, and start reaping the benefits of diverse content!

Be actionable. Don't just give your clients a bunch of information; tell them what they can do with it. What steps can they take to improve their marketing? This will show that you're truly invested in their success and that you're not just giving them a sales pitch.