Make a Big Impact with Your Annual Report

Make a Big Impact with Your Annual Report

Don’t dismiss an annual report as something that’s produced by accountants for accountants. In fact, it’s a valuable marketing tool that can be used to make a big impression on your clients.

Forget about the traditional image of a dull document filled with pages of tables of figures. Today’s annual report is about sharing your successes and showing your customers what you can do for them.

Why do you need an annual report?

The purpose of an annual report is to give your shareholders and other interested parties an insight into your previous year’s activities and financial performance.

Depending on the nature of your business, you may be required to prepare and disclose these reports and file them with the relevant authority. This contents list for the annual report of a UK company provides some helpful guidelines.

However, your yearly report is also an opportunity to showcase your organisation’s achievements. You can include any information relevant to your stakeholders – and this is where you can use your it to your advantage.

How to gain maximum benefit from your annual report

When it comes to incorporating additional elements into your annual report, there are many areas you can choose to focus on.

For example, you could use your report as an opportunity to highlight your stance on corporate social responsibility (CSR). Once upon a time, this was an issue that manufacturers with environmentally or socially sensitive operations would focus on to dispel any concerns about their practices.

Now it’s a subject that’s relevant to every organisation.

By highlighting your stance on corporate social responsibility, you can build trust and credibility with your clients. Why not use your annual report to showcase your environmentally friendly office practices or publicise your involvement with local community causes?

What to include in your annual report?

Once you’ve incorporated the essential financial information that you’re required to disclose, you have the flexibility to choose what else to include.

Essentially, whatever you put in your report, the tone should be positive and forward-thinking. These are just some of the themes you can explore:

  • Celebrate your achievements
  • Explain your future vision and goals
  • Encourage your clients to engage with you
  • Build trust with your stakeholders
  • Motivate your staff or volunteers

Pick out key messages you want your audience to concentrate on. If your organisation is about to undergo significant changes, use your report to explain these to your stakeholders.

This is your chance to describe your strategic business plans. But be brief – and avoid information overload. You’ll make a bigger impact if you’re selective about what you include.

Think of your annual report as a visual journey that guides the reader through your activities, successes and future plans.

Create a compelling call to action

Even though your annual report is for information sharing, rather than selling, you can still include a compelling call to action.

At the end of your report, give your readers a clear message as to their next course of action. What do you want them to do now? Give them directions on how they can purchase your products or services, sign-up for your offers, or donate to your charity.

Why include a table of contents

Your annual report will be viewed by a broad range of people that could comprise of stakeholders, clients, employees and other interested parties. Even competitors.

That’s a diverse audience, which is why a table of contents is a handy tool. It helps each reader skip to the sections they’re most interested in. A clear contents page with engaging graphics should pinpoint exactly what can be found in the report, and where.

By making your report user-friendly, you ensure the information contained in it gets read by the people that matter.

Maximise exposure of your annual report with an interactive digital version

Why not let our digital publishing department transform your report into an interactive online publication? This way, you maximise its exposure.

You can make your annual report even more engaging with these features:

  • Multimedia content
  • Infographics
  • Video, animation and sound
  • Live web links

An interactive digital report will impress your customers and motivate them to act. Incorporate click-to-call numbers and an enquiry form submitted from inside the document. It’s an effective way to direct customers straight to your sales team.

A link to your digital annual report can be shared on social media to drive traffic to your website. As a result, you can obtain detailed analytics offering open rates and click-through rates via the publication.

Your report can also be made downloadable from your website – and optimised for viewing on digital platforms such as smartphones, iPads, and tablets.

The Clever Marketing approach to designing an annual report

When designing an annual report, our team works closely with you to ensure your message is delivered in the right way. Our graphic designers know how to draw the eye to the statements you want to stand out.

We use graphics, quotes and other design techniques to highlight your most significant achievements. Visuals can be used to impart facts in bite-sized chunks while devices such as ‘your year in numbers’ can be used to tell your story with powerful statistics.

The result is a sleek, colourful and highly polished publication that has the wow factor.

Let us create your powerful and persuasive annual report

Our team will take the hassle out of producing your annual report. We take care of everything for you, from the design to the printing of your choice.

We’re a digital marketing agency made up of experts in a number of different fields, and we work across multiple industries. This gives us the experience to advise you on the best style, layout and format for your organisation and the type of messaging you want to convey.

We offer competitive pricing, quick turnaround and fast delivery. Because the sooner you can get a persuasive and professional annual report in the hands of your stakeholders and clients, the sooner you can start winning new business.


Clever Marketing - Hampshire Digital Agency.Looking for a new slant on your annual report design? Need a fresh design, quality printing?

Give Clever Marketing a call on 01276 534 680 and speak with us about your annual report specification or complete our contact form.

Clever Collaboration: Digital Marketing Agencies and Clients

Collaboration: Digital Marketing Agencies & Clients

Why Digital Marketing Agencies and Clients Should Work Together for Success.

Have you worked with a marketing agency recently? If not, you may find that the world of marketing has changed. And I don’t just mean that it’s gone digital.

It’s no longer about sending out a brief and waiting for a piece of work to come back. It’s about collaboration between agency and client.

At Clever Marketing, we work with our clients as an extension of their own in-house teams – creating marketing strategies that deliver on their objectives.

We want you to share your goals with us.

As a digital marketing agency, we operate best when you share your goals with us. Tell us your problems.

Is your business struggling to build its sales pipeline? Are you keen to attract new types of customers? Are you failing to retain existing customers? Perhaps you’d like to grow your social following?

Whatever your objective, we want you to feel confident that as your digital marketing agency, we will:

  • Respect the confidentiality of any information you share with us.
  • Work with you to develop marketing campaigns to help you achieve your business goals.

We align our marketing strategy with your business objectives.

This is where not all marketing agencies are equal. We don’t market for the sake of marketing.

We align all our marketing efforts with your business objectives. We’ll advise you on the most effective strategy for what you’re trying to achieve.

For example, there’s the dark art of Search Engine Optimisation (SEO). A mystery to some, but not to us. Our SEO services can transform your website so that it ranks highly in search engine results.

Not only do we make sure your site is search engine friendly, we also analyse SEO data to help you discover new opportunities. Because what you want is not just more traffic – what you need is more relevant traffic.

We can show you the results of our analysis, interpret the data and help you plan your long-term strategy. As a result, you can generate new leads whilst at the same time improving the user experience of your website.

And, if you want to boost your lead generation efforts, we can also undertake Pay Per Click (PPC) campaigns via Google Ads, Bing Ads or paid social like LinkedIn or Facebook ads. PPC campaigns can be targeted, based on location, demographics, language, interests, and time.

PPC can be used to promote new products or services or simply drive more traffic to your website. Plus, with detailed tracking, this form of advertising can help you to make data-driven decisions.

We understand that you know your business best.

Of course, you know your products and services better than anyone.

However, this can lead you to assume a certain level of knowledge on the part of your clients. But the fact is, information that may seem obvious to you may not be apparent to them. This is why it pays to have a fresh pair of eyes to examine your communications.

What we bring to the table as a marketing agency are fresh insights along with an extensive range of experience in different areas of marketing. Together, our teams can work with you to decide on the best way to communicate your message and grow your business.

We offer the latest marketing technology.

Clever Marketing is a digital marketing agency made up of experts from varied fields. Our team of skilled individuals are highly experienced in different aspects of digital marketing.

And because we’ve worked with a diverse number of business and industries, we have a wide-ranging experience of what works (and what doesn’t) in a variety of marketplaces. This allows us to bring best practice to our marketing campaigns.

Plus, as well as gaining the in-house knowledge and skills of our team, you’ll also be able to take advantage of some rather impressive technology. We’re talking about the latest design software and up-to-the-minute data analysis tools.

At Clever Marketing, we continually invest in new technology and training to help our marketers, digital experts, designers, and copywriters deliver their best work – and gain the most positive results for our clients.

We analyse data so you can make informed decisions.

A significant aspect of what good digital marketing agencies do is to analyse data from campaigns. If a particular campaign is a success, we want to be able to repeat it.

Similarly, if a campaign isn’t effective, we need to know why. We’ll look at results, investigate why something didn’t work – and then make changes to turn it into a winner.

That’s why we run reports on different metrics – so we can provide educated recommendations. By giving our clients accurate and insightful information and analysis, we can help them to make informed decisions about the marketing direction they take.

We work collaboratively to achieve results.

We like to engage with our clients throughout a marketing campaign because their feedback is essential. If there’s a problem, we want to know about it, so we can fix it.

Dissatisfaction with marketing agencies tends to occur when unrealistic expectations are set. That’s why it pays to work collaboratively.

For example, some campaigns won’t deliver immediate results. Which is why we’re honest with our clients about what we expect a campaign to achieve and how quickly they’re likely to see results.

When we embark on a new marketing strategy with a client, we’re clear at the outset about the anticipated short and long-term outcomes. And during the campaign, we maintain open, honest and consistent communication – so our clients are aware of what’s happening at all times.

We want you to be successful.

Ultimately, our marketing efforts are always targeted firmly towards your business goals. And we don’t lose sight of this. Each client has a dedicated account manager, so there’s engagement at every stage.

By working collaboratively with our clients, we can identify what makes them different and create campaigns just for them. As a result, we have loyal customers who return to us again and again.

If you’d like to find out more about a , call us to discover what we can do for your business.


Clever Marketing - Hampshire Digital AgencyBased in Hampshire SEO, PPC and social are our key digital channels with web development and graphic design skills to boot.

As a Hampshire digital marketing agency, Clever Marketing are uniquely positioned to serve London and the home counties (including Surrey and Berkshire). We’re easy to get to and easy to get on with, so if you want a collaborative relationship for once, call us on 01276 534 680 or fill in our easy contact form.