Tailoring executive reports for client success
In this course, you will learn how to customize the Executive Report to deliver the specific data your clients want to see when they need it.
You'll learn how to use automations to scale client reporting, pair the Executive Report with strategy calls, and connect data sources to tell a compelling story of ongoing value.
The Executive Report was designed to showcase the value you're bringing to your clients with automations.
Why these automations are important
- Scale — As you build to 10, 100, or 1000 customers, it's no longer feasible to manually send the report. Automations ensure the report gets sent so you don't forget
- Remind them of value — It reminds your clients why they receive a bill each month—all with your business name and logo attached
- Customize cadence — Set weekly for high-traffic businesses (e.g., restaurants) and monthly for slower-moving businesses (e.g., plumbers)
Sending the report every week is awesome—but you have to make sure they not only consume the information but understand it.
If you simply send the report without preparing to speak to it or check in on it, your client may not open or read it—and won't understand the value within it. They need you to explain the data with a story and tie it back to the reason why they started with you in the first place.
The Executive Report is the key to having a regular strategy call with your client. It provides the opportunity to:
| Goal | What to Do |
|---|---|
| Maintain the client | Keep them happy and retain their business. You can never have too good of a relationship |
| Explain the story of the data | Walk through the peaks and lows as they relate to their current services |
| Establish their current standing | Show your client exactly where their business stands with the most up-to-date data |
| Compare against original expectations | Bring back the original Snapshot Report and showcase how far their digital presence has come since they came on board |
| Find ways to expand | Set new expectations and goals with your client |
Line the Executive Report up against the original Snapshot Report and the expectations you set at the beginning of your relationship.
The Executive Report is your roadmap to a regular strategy call. It gives you the data, assembles it to make sense, so you can put your story around it.
Before sending the Executive Report out, it's important to connect their data sources:
- Google Business Profile
- Google Search Console
- Google Analytics
This allows them to receive the most accurate picture of their reporting and online performance. The client simply needs their username and password to connect their accounts to their Business App.
A restaurant gets weekly Executive Reports. You schedule a monthly strategy call. You pull up the report and the original Snapshot from 6 months ago. You tell the story: "When we started, you had 12 reviews and a C listing grade. Now you have 47 reviews and an A. Your Google Maps clicks are up 200%." They see the value. You set a new goal: hit 75 reviews by quarter end. You discuss adding Social to the mix. The report drives the conversation and the upsell.
Key Resources
Knowledge Check
Knowledge Check
Test your understanding with 5 random questions from a pool of 5.
The Executive Report is your roadmap to strategy calls and client success. Connect data sources, customize the cadence, and put your story around the data.