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EP.65: The 3 PILLARS of Data You Need to Scale Your Business | The Ambitious Podcast · Ambitious Podcast

0:00
Content does not convert people. It's actually one of the
0:04
silliest things that I've heard marketers say.
0:08
The content itself doesn't convert people.
0:11
We can get very on edge about what we feel is happening, what
0:14
we think is happening, but do we ever really know?
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Did it do well? Did it not do well?
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Did people listen? Did they not listen?
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Did they watch or not watch? And we feel like we're
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witnessing our marketing. But today I'm on a mission to
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make you excited about marketing data because marketing data to
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me is the equivalent of understanding your blood work.
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Tracking data is not about just collecting any data that's
0:35
readily available. It's about looking at what do we
0:38
want the data to do. Often times we can make things
0:41
more difficult than we need to in an effort to not get it done.
0:46
Hello and welcome back to Ambitious.
0:48
All right, today we are diving into a topic that I feel like
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unless you're a nerd potentially like me, who also is obsessed
0:58
with marketing, you may not necessarily love the idea of
1:02
data. But today I'm on a mission to
1:04
make you excited about marketing data.
1:06
Because marketing data to me is the equivalent of understanding
1:12
your blood work. Like if you're like, I'm sick
1:14
and I got my blood work done. Oh, that's what it says.
1:17
That's what it means. OK, got it.
1:19
And you feel like you finally have this understanding of
1:21
what's happening and how to solve the problems that are in
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front of you. And that's how I feel with
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marketing data. When I understand my marketing,
1:28
I finally understand what's going on with the things that
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are happening in my ecosystem of my business.
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So I am excited to talk to all things marketing data today.
1:37
If you are someone, by the way, who is new to the Ambitious
1:40
podcast, I want to take a quick second to say thank you so much
1:42
for listening and welcome to the Ambitious family.
1:45
We're so excited to have you. And also, if you are one of our
1:48
OG listeners and you know who you are, I'm just so excited to
1:51
have you back. I've talked to some of you who
1:53
are like Kate, I haven't missed a single episode.
1:56
I love tuning in. And I can't tell you enough how
1:58
much your words and your messages and all of it just
2:02
really do fill my bucket. Like it absolutely means the
2:04
world to me. So thank you to all of you who
2:06
listen every week and also who reach out and just have the most
2:09
incredible kind words. It means the world to me, as
2:12
well as to our incredible team who helped to edit and produce
2:15
this podcast. So I want to dive into data
2:18
because, you know, we want to ask ourselves, are we somebody
2:22
who is really data focused enough?
2:24
So are you someone in your marketing who does love data?
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Do you feel like you're like Kate Einer down on it too?
2:30
Or you're like, I know it's important and people tell me to
2:33
look at it, but I feel like I'm not emphasizing it the way that
2:35
I need to be. And maybe you have data.
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Maybe you are diving into your data, but you're not really
2:41
sure. Am I reading it right?
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Do I understand it properly or do I know what actions to take
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from it? Should I find something within
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that data? And also, do we know what to
2:51
track? There's so much that you could
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track when it comes to marketing, right?
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There's all the different platforms and the followers and
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the growth and the clicks and, you know, do we track at all?
3:00
Do we track some of it? And also, what exactly does data
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look like and what do we care about depending on what
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marketing platform we're on? So should we track something
3:11
different if we have a podcast versus Instagram?
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Are there core things we should be tracking amongst all of
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those? Well, today we're going to
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answer all those questions, which is how to know if you're
3:21
data focused enough, if you're using data wrong.
3:24
The three areas you need to be tracking as well as giving you
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specific examples on what it would look like on different
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platforms, for example, such as Instagram, Pinterest, podcast
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and more. And how you would actually know
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what to look for in those to know that that marketing is
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performing. So I will say today is
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definitely going to be almost, dare I say, a master class in
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marketing data. So if you are someone who's
3:47
listening, I want to make this as a mental note, come back to
3:50
this episode with a piece of paper and a pen.
3:54
Or you could go with the Google Doc, whatever feels good to you
3:57
and take some notes on this because this is truly how I
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would deliver this if I was going to coach someone on it.
4:02
And if you are someone also who's in the process of maybe Co
4:05
working right now, The other thing you could also do is take
4:08
today's episode and take some notes from this and put it into
4:12
AI for yourself to kind of, I condense some of the things that
4:14
you have and give yourself a structure because today is going
4:16
to be a meaty one. But I want this to be something
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that gives you all the understanding of what's
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happening in your marketing ecosystem so you can take back
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control of your marketing. One of the things that so many
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of us feel is that our marketing is just kind of happening and
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we're watching it like we'll put out an Instagram post or we'll
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put out, you know, something on social media and we just wait.
4:44
We wait to see how it does. Did it do well?
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Did it not do well? Did people listen?
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Did they not listen? Did they watch or not watch?
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And we feel like we're witnessing our marketing.
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The thing I want to use today for is an opportunity to show
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you how much in the driver's seat you really are and how,
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when you understand what to look for and most importantly, what
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it means that you can take back control of understanding how to
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make your marketing work for you and for your business goals.
5:08
So as I said at the beginning, if you guys know me, you know
5:11
that I am a little nerd when it comes to data and strategy.
5:16
I'm definitely somebody who when I think about strategy and data
5:20
and business, I think about it like a puzzle.
5:21
I see all these pieces of the puzzle on the table and I just
5:24
want to know like how to maneuver those and put those all
5:27
together in such a way that would allow me to be able to see
5:31
the outcome that I want. And so I really nerd out on
5:33
trying to make the picture all come together.
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And that's where I really love to dive into data because one of
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the best things that one of my previous mentors, Xander, taught
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to me was the fact that it's all data, no drama.
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And that basically means that a lot of the time in business, we
5:48
can get very emotional. We can get very, you know, on
5:51
edge. But what we feel is happening,
5:52
what we think is happening. But do we ever really know?
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And the only time that we really know is when it comes back to
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data. And the same thing, like I said,
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the beginning with blood work, right?
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Like I'm somebody who loves to get regular blood work done.
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Because instead of me saying I feel like something's off or I
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feel like I'm not feeling this way, I can actually confidently
6:11
know that something has changed based off my blood work.
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And the same is going to be true for your marketing.
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So if you are somebody who loves data, then today's going to
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really land for you. But I also want to say maybe
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you're someone who's like, well, I don't know, am I data-driven
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enough? Do I feel like I am putting
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enough emphasis on data? Maybe I could do better.
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These are some things I want you to think about to really know.
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Are you really data-driven? And these are some things that
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will come up if you're probably not someone who's focusing on
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data enough. So one of the things that I see
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with a lot of entrepreneurs that you may resonate with is you say
6:44
things like nothing is working. And it feels like, you know, one
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thing after another continues to flop, right?
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So you have an event that will happen in your business.
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A post doesn't do well, a launch doesn't do well.
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And you feel like you take that one little symbol and that
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little symbol becomes nothing is working.
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And I can see, you know, someone sends an e-mail in a launch, it
7:06
doesn't get a good open rate. They're like, see, my audience
7:08
doesn't like my emails or you have a post on social media.
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It doesn't land with people. You're like, see, my reels never
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work for me. It's this really summary type
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thinking. The belief that this one event
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is the sign and the aha moment that you need to be your
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consensus that nothing is going to work and nothing is going to
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land, so nothing is working is something that I see this big
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blanket statement. I also see people who pivot as a
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result of that without letting things really play out.
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You have this quick urgency where you feel like you need to
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constantly change. If something's not selling
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within the first day, change it. If something is not landing on
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the 1st post, change it. If something is, you know, maybe
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not had that the pre sale that you thought it should have,
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change it. Like you immediately pivot
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before you even have sometimes have allowed the thing that was
8:00
going to generate progress for you to generate progress.
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And so because you're changing so much, it's creating so much,
8:07
yes, for you evolution. You think you're making
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progress, but what's actually happening is you're not even
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giving things the time they need to breathe to be able to get you
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any kind of result. I also see a lot of people who
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base their strategy on personal feelings.
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So like maybe you say things like I feel like my audience is
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bored. I feel like my audience is not
8:28
full of the ideal client I want. I feel like my audience is not
8:32
the kind of people to invest. I feel like my audience are
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people who don't buy. I feel like they are people who
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don't want this right now. I feel like people are not
8:39
buying. I hear all of the things that
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I'll start with. I feel and listen.
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I just like the next person have feelings around my business.
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I have feelings in my own felt emotional experience around what
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I go through the business. And I also can tell you that it
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doesn't necessarily mean that that's backed by data.
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It doesn't necessarily mean that I'm right in what I feel.
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It just means that it's a feeling I'm experiencing that
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I'm allowed to acknowledge, but it doesn't mean that it's right.
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And I also see this as well, you react to one person or one event
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or one comment as if it represents an entire summary of
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people. So if someone, for example, does
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a podcast and they get a negative review on it, you're
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like, see, people don't like this topic.
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Or if you are somebody who put an offer on your social and you
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create an invitation for people to buy and you say DM you and
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people DM you and people start asking questions.
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You're like, see, this kind of buyer always has so many
9:36
questions. You label people, you have this
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this overarching label of these kinds of people or everyone or
9:43
each person, right? It's always a summary.
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Thinking that one person in your world you've interacted with or
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experienced is a representation of a larger sum of people.
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And I also see a lot of chasing of trends with no purpose,
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posting reels because other people are doing a series
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because another person did just like really this aspect of, of
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rinse and repeat and duplicating because it's quote UN quote
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trending, which means I guess I should be doing it.
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And most importantly, and lastly, making decisions from
10:11
burnout or fear. So for example, when someone
10:14
goes into a launch, if it doesn't go the way that you want
10:17
for the first two days, you're like, never mind, pull the
10:19
offer. We're not doing it.
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It didn't sell. I'm not going to promote it or
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in that sometimes even lowering prices out of a panic.
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Like I've seen people who've had maybe 2-3 conversations about
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something that was a new offer and because they got resistance
10:34
on the price point from 2 conversations, like, oh, I see,
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I need to lower the price. People are not going to buy at
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this price point. So it really is, you'll see
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across a lot of it, it's this all or nothing thinking.
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It's this belief that this little piece of stimulus that
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we're getting from someone has this huge, big, deeper meaning.
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And I think the thing that data can really help us to do is it
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can help us to be able to really take the meaning from it, which
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is presented to us. When we're emotional about our
11:04
business, what happens is we get some event that happens and we
11:07
take this big, deep, long story and larger meaning to it.
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And that meaning is the thing that derails our business.
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When we have a database mindset, we don't get caught up in all
11:17
the drama and instead we look at the data and say, what does the
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data tell us? When we have numbers, it will
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literally tell us regardless of how we feel what's happening,
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right? So an example that I would give
11:29
is, you know, say, for example, someone's like, well, have I
11:32
lost weight? If the question is have I lost
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weight, right? You may have adjusted sizes, you
11:37
may have adjusted endurance, you may have adjusted strength.
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But let's just say the question was have I lost weight?
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And you get on the scale for 10 days in a row and the weight has
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not changed. What does it tell us?
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Well, I feel like I've lost, I feel like I, you know, have lost
11:54
weight. I feel like I've this maybe
11:55
you've gained muscle. Maybe your body is changing the
11:58
way that it's structured. But technically to the question
12:00
of have I lost weight? You haven't because the weight
12:04
has been the same for the last 10 days, right?
12:07
So or to the personal contrast, who says I feel like I'm not
12:11
losing weight? I feel like I'm just like not
12:13
losing weight, OK. And then you get on the scale
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and you've lost 2 lbs. You have data to tell you you
12:18
have lost weight or you have pants that used to not fit that
12:22
now fit tells you you have lost weight, right?
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So there's literal data and metrics and markers that help us
12:30
to really center what is true and pull an analysis to help us
12:35
to make decisions and next steps in our business, regardless of
12:39
how we might feel both positive or negative.
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But here's the thing, data is not all created equal.
12:46
And I want to hit on this really quickly before we go into
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exactly what the data is we care about and where we would look to
12:52
it. And some examples, because data
12:56
can get very, very, very overwhelming if you don't
12:59
understand how to do it properly.
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And that's because if I'm going to be honest, every single thing
13:05
that you want to track could be tracked.
13:09
So I'm going to give you an example back to our fitness
13:11
example. If I wanted to, I could track
13:14
every ounce of water. I could track every minute of
13:17
sleep. I could track all my steps
13:19
during the day. I could track all my macros to
13:21
my carbs, fats, proteins. I could track my calories.
13:24
I could track my fiber. I could track my workouts.
13:28
I could track my rest days. I could track my weight, my pant
13:32
sizes, my measurements, right? Just listing that off feels
13:37
overwhelming. Just listing it off feels
13:39
overwhelming. And So what we want to think
13:42
about is, OK, well, I could track all of that.
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And technically speaking, that would give me a very detailed
13:49
picture of what my journey with health might look like.
13:55
However, it isn't necessarily going to help me to make a
13:59
decision, right? So let's just say that my, my
14:01
goal for me right now, I'm doing like a body recomp, which
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basically means that I'm focused right now on kind of like
14:08
leaning at my body, adding muscle, things like that.
14:11
If I am somebody who wants to do that for me specifically, what
14:15
I'm tracking right now is I am pulling my average weight each
14:20
week. I'm tracking how much protein I
14:23
eat in a day and I'm tracking my steps.
14:25
I have three things. I'm tracking my movement and my
14:29
food and my overall progress. Progress average.
14:33
OK, those are the only three things I'm tracking.
14:36
I have an awareness of the other things that did I drink water
14:38
today? Yes.
14:39
Could I probably done better? Probably.
14:41
Did I sleep well last night? Not great.
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But you know I'm going to try again tonight, right?
14:45
Like I I am aware of them, but I'm not tracking them.
14:49
And here's why I accentuate this.
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You can track everything, but not really have a clear picture.
14:56
Tracking data is not about just collecting any data that's
15:00
readily available. It's about looking at what do we
15:03
want the data to do. So one thing that is mistake #1
15:06
so many people track data of everything with not having a why
15:11
your data should always be connected to a goal.
15:14
The, the thing that you're tracking in your marketing is
15:18
always a matter of what do you want to know?
15:20
And then as a result, then we track it.
15:23
So if you just get stuck in the reason I think most people don't
15:26
like data, and this may even be you feel like I'm not excited
15:30
about it, it just makes me overwhelmed.
15:32
It's often because we're looking at all the metrics rather than
15:35
just the metrics that really we care about to help us understand
15:38
the story of what the goal is that we're looking to achieve.
15:42
So as your goals change with your marketing, the data that
15:45
you track will also change with that as well.
15:49
So the other thing that I want to really caution you against is
15:52
not doing something which I call data isolation, which basically
15:56
means you cannot just look at one piece of data.
16:00
It is the most skewed way to pull any kind of assessment.
16:04
One post doing well, one launch doing well, one e-mail that did
16:10
well can, yes, be something that, you know, kind of gets my
16:14
attention and brings the level of awareness to me, but it
16:17
doesn't necessarily tell me any kind of picture because we
16:20
cannot pull a story in an assessment off of data.
16:24
This is why in research studies, they will pull all kinds of
16:28
different samples, all kinds of different people and situations
16:31
and timelines and variables. And that's because they need all
16:36
these different pieces of data for them to say, OK, here's the
16:39
story that we're seeing, here's the here's the synopsis of what
16:42
we're getting from it. The same thing is true with
16:44
marketing. You cannot look at one piece of
16:46
marketing as a sign and symbol of what all of your marketing is
16:50
doing. So the reason we care about this
16:53
is we're looking at trends over time.
16:56
So usually I tell people like if you have never tracked marketing
16:58
data before, and again, we're going to get into exactly what I
17:02
mean by marketing data, but if you've never tracked your social
17:05
or your e-mail or your podcast or any of that before, I don't
17:08
want you to tell me how one episode did.
17:10
I want you to tell me over the last say with a podcast, 3
17:13
months of episodes. Let's look at that.
17:15
If you are someone who's been posting on social and you're new
17:18
to doing that, show me the last 30 days of data, your e-mail
17:21
sequence. I want to know how does your
17:23
audience usually move when you're sending, you know,
17:26
average newsletters for four weeks versus a promotional
17:29
campaign that we do and how they get activated.
17:32
The thing that we want to know is that summary of data is
17:35
really important because otherwise if we don't have that,
17:38
we don't really have what we need to even make a clear
17:40
assessment or to say something is quote UN quote working or not
17:43
working. Because the question becomes in
17:45
context to what if we're going to say that something in our
17:49
marketing, e-mail, promotions, launches or otherwise is
17:53
working, we have to have a basis from which to compare it, which
17:55
means we need more data. So I also with this, we'll see
18:00
people who are tracking the wrong things.
18:03
And the easy way for me to distinguish right and wrong for
18:06
you in this is you may be tracking things that are vanity
18:10
metrics that are not actually outcome metrics.
18:14
And I will tell you the basis of the easiest minds that you can
18:17
have in business as you scale specifically is that you always
18:21
want to focus on not doing things to do them or doing
18:24
things just to move the needle or doing things just to track
18:27
it, right? We're looking at how do we
18:29
really protect the outcome. There's so much busy work that
18:34
you can get lost in in business if you should decide to, but it
18:38
doesn't necessarily all lead to an outcome.
18:41
And So what I mean by that is, OK, so let's just say your goal
18:45
is that you're looking to get more people to book calls with
18:48
you and more people to be activated by your content,
18:54
right? So say you're putting out, you
18:56
know, social media content for this example, we're going to say
18:58
Instagram. If I'm putting Instagram content
19:01
out of my goal is I want to nurture my audience.
19:02
I don't want to get them to activate for my offer.
19:05
You might get really, really excited and say, Oh my gosh,
19:08
great. My reel today got, you know,
19:10
30,000 views on it. I'm so excited.
19:14
My question is, if the outcome is to get people to your
19:17
application or to your DMS, how many messages did you get from
19:21
that reel? Or how many people did you get
19:24
going back to your profile to binge?
19:26
Who then could become people who message you, who are interested
19:30
in working with you. If you are someone who's looking
19:33
at these really exciting metrics, IE typically vanity
19:36
metrics. If you're looking at these just
19:39
highlight reel things that you see on socials or on any given
19:43
platform, while it can feel exciting and it can feel like I
19:46
went viral and you know, this, this popped off and that popped
19:49
off, yes, but it doesn't necessarily mean that it's
19:53
moving the outcome for your business, right?
19:55
Like I have seen too many people who have gone viral, who have
20:01
gotten great views, who've gotten something that got shared
20:04
a a ton of times, but the outcome they were going for was
20:08
not visibility. It was actually just, I want
20:10
people to reach out about my offer.
20:13
And the problem is, if you end up being the person who's not
20:16
protecting the outcome, what it means is you will end up having
20:19
a business with tons and tons and tons of people looking at
20:23
your stuff, but never having anyone reach out.
20:26
So it means that if we do not actually look at the right
20:29
metrics, we're not going to get an understanding of how we can
20:36
change our marketing to protect this specific outcome we're
20:39
looking for. And it is essential, essential
20:43
element in looking at data. And before we go into how to
20:46
analyze it, context matters. OK, So I, for example, have a
20:53
client who's in the ad space and they had talked about the fact
20:57
that there was a specific period of time during the US election
21:01
where ads were not performing as well.
21:03
And clients were like, Oh my gosh, I'm freaking out.
21:05
I'm nervous. My ads are not doing what they
21:06
used to do. Well, of course they're not
21:08
doing what they used to do because you're in the middle of
21:10
an election and the buyer behavior has completely shifted
21:15
in light of it all happening around this period of time.
21:18
The other thing I would also notice if, say, your marketing
21:21
doesn't do very well in a certain day, was there something
21:24
happening during that day, right.
21:26
So if there's like a a natural disaster in the world or
21:30
something, you know, we saw this this year with the floods that
21:32
happened in Florida. If we're seeing that and you're
21:36
somebody who's got content going out during that time, especially
21:39
to an audience that lives in that area, yeah, like we might
21:43
see a change happen in that marketing.
21:46
So context around data is essential because if we don't
21:51
have context, it's a big part of the story as to why something
21:55
might do well, but it's also a big part of the story of why it
21:58
might not be doing well. So you also really want to make
22:01
sure anytime you look at data that you're also saying, have I
22:04
given enough appreciation and enough consideration on how
22:08
impactful the environment and the context around this is as
22:11
well. And lastly, the other thing that
22:14
I see which is huge is not reviewing data as a routine.
22:18
You're only looking at it when things are either really, really
22:21
crushing and you're doing super, super well and like everything
22:24
is like going and flowing in your business and nothing's ever
22:26
felt better and you're like, great.
22:28
So because of that, I'm going to look at the data.
22:30
Or you have the other side, which is the fact that you are
22:34
in this place where things are not going the way you want and
22:36
you're not seeing the movement that you'd like.
22:38
And because of that, you're like, I got to look at the data.
22:41
I got to understand the data. So the thing that I would urge
22:45
you to do and really want to kind of suggest and recommend is
22:50
that data needs to become part of your routine as a business
22:53
owner. And this is, by the way, not
22:55
just for marketing. This is for every area of your
22:57
business for this point. It could be financial data, it
23:00
could be sales data, it can be team data, client data.
23:04
It's really important that we understand that data is the way
23:08
for us to understand our business.
23:10
So you need to be making this a routine.
23:12
Like I look at our sales and marketing data every single
23:16
Monday with our team on our team meeting and that's baked into
23:21
our routine. It's not something that is a
23:23
side note that like, oh, when we feel like sales are slow, then
23:27
we'll go look at the data. Well, the best way to determine
23:31
if sales were going to become slow is to see the downward
23:34
trend of something happening in the information.
23:37
The thing is you have to be able to consistently look at it.
23:40
So something I want to urge you to do is try to make this a
23:43
ritual for yourself, right? Like make this a weekly thing
23:47
that you do. Make this a monthly audit that
23:49
you do. And I'm going to give you 3 core
23:51
pillars of what data we care about because I want to make
23:54
this simple for you. I don't need you to have crazy
23:57
dashboards and you know, all these insane amount of links
24:02
everywhere and like crazy analytical places.
24:06
Like I want to simplify this. And truthfully, I have seen
24:10
businesses that are 7 and multiple 7 figures that if you
24:12
really wanted to, you could put this in a spreadsheet.
24:15
It doesn't need to be difficult, but it just needs to get done.
24:19
OK, so I'm going to say that again for anyone who didn't have
24:23
it land because this is a motto I want you to really lean into.
24:28
It is not about making it difficult, it is about getting
24:32
it done. And often times, and I will
24:37
speak for myself as to not trigger anybody else, often
24:40
times we can make things more difficult than we need to in an
24:43
effort to not get it done right. We're making data collection our
24:49
business this big intricate and you're like, oh, Kate, I'm
24:52
feeling seen right now and that's OK.
24:54
That's why we're here. You're making data this really
24:57
intricate thing because by making it intricate and all
25:01
like, you know, dashboards and, and data and I don't, I don't
25:03
understand how to review it and I don't know how to track it and
25:05
I don't have time for that and I don't have a team.
25:09
No, that's making it difficult to do.
25:12
It really requires a spreadsheet with like 4 columns in it.
25:17
That's it. So I don't need you to make data
25:21
collection difficult and complex.
25:23
I would actually urge you to not do that.
25:25
And instead we just want to make sure instead of making it
25:28
difficult, we just need to make sure it got done.
25:31
And you need to be able to define whatever done looks like
25:34
for you. So what are we tracking is the
25:38
big question, right? We feel like we can go into
25:40
these platforms of LinkedIn, we go into Instagram and e-mail,
25:44
and we feel like there's just like data out the wazoo and we
25:48
don't know what we're supposed to be tracking, what matters,
25:51
what doesn't matter. And it's also the other thing,
25:53
which is also the fun part about it is the platforms are also
25:57
changing all the time. We're seeing them shift often.
26:01
And so because of that, the data they provide to us is also
26:04
changing. So how do we navigate that?
26:06
And that's where this comes in, which is the three buckets.
26:09
These are the three buckets, by the way, that I care about with
26:11
every single business. One of the things you hear us
26:14
talk about a lot is the fact that we really speak to the fact
26:17
that we focus on principles and not tactics.
26:20
This is an example of this. What I talked to with clients
26:23
day in, day out is about the principles of business, meaning
26:27
things that if you understand the principle, you will be able
26:30
to apply to your business. What we're going to go through
26:32
today is an example in a case study of what a principle that
26:36
we talked about means. The principle that we talked
26:39
about around data, especially marketing data today is these
26:42
three buckets. And these buckets are something
26:44
that are applicable to podcast, e-mail, Instagram, TikTok,
26:49
LinkedIn, it does not matter what platform you're on.
26:53
These three buckets are the ways that we basically assess how
26:57
your marketing is doing and knowing that it's doing and
27:00
hitting the outcomes that we want.
27:02
Bucket numero Uno is visibility. Visibility is basically how many
27:07
new people are being exposed and seeing your content, How many
27:10
new people are getting your content put in front of them,
27:14
What is your reach? And the most important thing is
27:18
to kind of subcategories under that, which is, is a new
27:21
audience, a non, you know, existing audience, non follower
27:26
audience, getting access to your stuff, a someone who does not
27:29
know you and your brand, Are they getting exposed to your
27:32
brand? And then we also want to look at
27:34
are the people that you're trying to market to that have
27:37
already been experienced to your brand?
27:39
Are they getting access to it? So are you actually getting your
27:42
message in front of the people who need it with people who are
27:45
aware of you and who know you exist as well as people who
27:48
don't know that you exist yet? The goal is with visibility, not
27:53
just getting in front of people, but getting in front of the
27:56
right people. And this is a really important
27:59
distinction, which is why I'm not a huge advocate of just
28:04
like, oh, well, in general, if you have views, then that's all
28:07
that we care about. It's not just about that, it's
28:09
about the fact as well. Are we getting in front of the
28:12
right audiences? Are we getting in front of the
28:14
right people? And I have an example of this.
28:16
I had a friend who posted something on TikTok and she went
28:19
mega viral, like, I mean, insane.
28:23
I think the video got like 11 million views or something like
28:25
that. It was really quite crazy.
28:27
Anyway, she posts this video and it went viral and it was her on
28:31
vacation. So when she posts this video and
28:35
it goes viral, the thing that she posted about while on
28:38
vacation had literally nothing to do with what she did as a
28:42
business and what she sold. It couldn't have been more polar
28:46
opposite if she tried. And so she thought putting it
28:50
up, it was never going to take off because it had nothing to do
28:53
with anything. It was just a fun cute video.
28:55
But the fun cute video got her and those 11 million views in
29:00
front of a really non ideal audience.
29:04
So much so that when that video went viral and she had the video
29:08
go crazy, she had to shut down her existing TikTok page and
29:12
restart a new one because she had called in so many people who
29:16
were non ideal clients. All people who didn't resonate
29:19
with her and her message at all. And So what ended up happening
29:23
is, well, yes, again, vanity metrics great.
29:26
We got visibility. We're so excited.
29:29
It's not just about getting in front of people, It's about
29:31
getting in front of the right people.
29:33
So if I'm a business coach, but I get in front of, let's just
29:36
say 3 million people who are dog lovers looking for dog clothes,
29:42
that's not going to be the same person who's going to want my
29:45
services. So because of that, well, yes, I
29:47
got visibility and maybe by some fluke some of them are service
29:50
based businesses who want coaching.
29:53
Most likely a lot of them are not going to resonate with me or
29:56
my message. So visibility is not just about
29:59
getting in front of any people, it's about getting in front of
30:02
the right people, meaning the people that you know are in the
30:06
process of developing the problem that you solve either
30:09
are currently there or desiring actively right now to change it.
30:13
So it really is when we think about visibility, this aspect of
30:17
awareness and discovery of you as a brand.
30:20
And so we really can define success and visibility.
30:24
And if I look at anyone's marketing, a general assessment
30:27
would be, are you getting new people who are discovering your
30:30
business, your brand and really your account, your profiles?
30:35
If you're looking at social, are you getting more people to know
30:38
that exists day in, day out, more today, this week, this
30:43
month than ever before? If that metric is consistently
30:47
increasing, what it tells us is we're getting new eyes.
30:50
And the way I explain it to clients is you don't want to
30:52
fish in the same pond without any new fish being created,
30:57
right? So if you are somebody who has
30:59
had this pond and there's no reproduction happening and it's
31:02
the same 12 fish, eventually you're going to run out of fish.
31:06
So we need to make sure that if you're fishing in this lake
31:09
every day, it's also replenishing itself, meaning
31:11
that you're again, that the fishing being you selling and
31:15
you converting people into clients.
31:17
We need to make sure that you are getting access to being in
31:19
front of the new ideal people you want to be in front of day
31:23
in, day out to help you to always have new fish to source
31:26
from. So the first bucket is
31:29
visibility. OK, So that's metric category.
31:31
Number one metric category #2 is nurture, which is really where
31:37
we want to know how deeply your audience on any given platform
31:41
is interacting and activated and consuming your marketing.
31:47
So are they actually paying attention once they see it?
31:50
Right? When we first looked at
31:51
visibility, we were looking at, OK, are people even seeing your
31:56
marketing? But now we want to look at, OK,
31:58
well, if people are seeing it, if I'm getting exposed to your
32:02
marketing, am I even consuming it?
32:04
Am I activated by it? Am I actually going and diving
32:08
into it? Because for me to see on my For
32:11
You page, a quick video will give me views, but it doesn't
32:16
necessarily mean that I'm going to go and binge your profile and
32:18
go and consume more of your content.
32:20
The 2 are not necessarily always correlated, so This is why it's
32:23
really important for us to understand the distinction.
32:26
The goal with nurturing is to hold someone's attention and
32:31
deliver value at such a level where you're actively getting
32:34
people to consume more and more of your content and you're not
32:37
having them scroll past it. We want them to binge our stuff
32:42
and we want them to be someone who's consistently consuming.
32:45
So again, this doesn't have to be social media.
32:48
This can be also e-mail. It can be anything that you're
32:51
putting in your marketing. We want to know are people
32:54
consuming it? Another example, again, not even
32:57
related to online business, but say you know I'm I'm a Super
33:00
Bowl ad well, we would want to look at for consumption during
33:03
our ad. Did people click away on the
33:06
screen? Were people watching it?
33:08
Same thing on YouTube. If someone's getting exposed to
33:10
my ad, I want to know, are people trying to click out as
33:13
fast as possible, or was the ad so entertaining that they
33:17
actually watched it all the way through?
33:20
That matters because just knowing my ad got in front of X
33:23
amount of people, well, that's great.
33:25
But if 99.9% of all the people who saw your ad wanted it to go
33:30
away as fast as possible, then that tells us that regardless of
33:33
how many people got in front of, no one wanted to see it.
33:36
So it is a big factor. And so when we look at
33:39
nurturing, what do we care about?
33:41
When we look at nurturing, we want to know people are
33:43
watching, listening and reading all the way through.
33:46
They are consuming to the highest level that they possibly
33:50
could to consume our stuff. And so this means things like
33:54
saves, it could be clicks, it could be comments, it could be
33:58
completion rate, right? We're looking at the retention
34:01
really that an average person has to listening to us, watching
34:05
us or reading through anything that we're writing.
34:08
So the second bucket is nurture, OK, How deeply your audience is
34:12
interacting or consuming with your marketing.
34:16
Now this third one is going to be potentially a little bit
34:18
different than what you may have experienced with other people
34:21
who've talked about data. And I'm going to explain why.
34:24
You're going to often hear people talk about things like
34:28
content that converts and I don't, I have so many thoughts
34:36
on that. I don't understand what people
34:40
are talking about when they're saying content that converts
34:42
because in the basis of business principles, and I'm going to go
34:46
on like a 32nd tangent here for a second, but just needs to be
34:48
said, content does not convert people.
34:54
It's actually one of the silliest things that I've heard
34:59
marketers say. Content that converts doesn't
35:04
make any sense because the content itself doesn't convert
35:08
people. If I am buying into a
35:11
mastermind, If I am buying into an agency.
35:15
Unless you have a digital product that is anywhere between
35:19
like $7.00 to $2000 as part of a passive funnel.
35:22
OK maybe Content that converts is not a thing.
35:27
And that's because your contents job is not to convert.
35:31
That's the sales processes job. So if someone says to you, oh we
35:36
teach content that converts, ask a follow up question, how do
35:40
they convert? Oh well like in the DMS?
35:43
Great. So then without the DMS, the
35:44
content doesn't convert them then is what you're saying this
35:50
this? I'm so sorry, but this part of
35:53
online marketing gets me because it does not make any sense.
35:56
It literally is rooted in nothing and it's just marketing
36:00
tactic. It's so silly.
36:01
So Please remember that marketing's job is not to
36:05
convert. I would argue that I don't want
36:09
to argue. I submit that I would look that
36:13
marketing's job is to prime people.
36:16
Marketing's job is to prep and prime people to be at a place
36:21
where they are ready to convert. Whether they buy is strictly a
36:26
byproduct of whether your sales process, whether DMS, phone
36:30
call, application funnel, e-mail funnel, all of that is what's
36:35
required to actually get them over the finish line.
36:38
So the content's job or the marketing's job is to bring them
36:42
right to your storefront and to get them.
36:45
The way I explain it to people is if you're a coffee shop and I
36:50
give you a line up out the door, OK, like I have just given you 2
36:54
blocks worth of people who want to come and they're all ideal
36:56
clients. They've been so excited.
36:58
They've been watching your socials of you building this
37:00
coffee shop, can't wait to get a coffee in this coffee shop.
37:04
And then they go to the front counter and they go to cash out
37:09
and you go and you say, OK, great.
37:11
Well, like I want to have this. Oh, we're sorry, we're out of
37:13
that milk. OK.
37:15
Well, like, do you guys have anything gluten free?
37:16
No, we don't. And you go through this list of
37:19
things in the sales process. Well, the marketing's job was to
37:23
bring people in who wanted coffee, who wanted the ambiance,
37:28
who are ready to pay that price if whatever you said, the cash
37:31
or how you cash them out put a bad taste in their mouth, IE
37:34
your sales process. I did my job to get them into
37:39
your storefront. That's marketing's job.
37:40
If I'm marketing, I did my job. I made people know about your
37:44
coffee shop visibility. I got them to consume.
37:50
And again, like, go, go to the point where they're literally
37:52
taking time out of their day and driving to your location, right?
37:55
I got them to take action and be invested in you.
37:59
But if they don't convert, it's not because of the marketing,
38:04
it's because of the sales process.
38:05
So the only time that I really want to hear about, you know,
38:09
conversion and connection to marketing is if you're getting
38:12
the wrong ideal clients. If you're getting people who
38:15
don't have the problem that you solve, if you're getting people
38:18
who are notoriously at this place where they're very
38:22
surprised by the investment, even that nine times out of 10
38:25
is a marketing thing that we can dive into, right?
38:28
But all of this idea of content that converts, I'm going to put
38:32
a nail in this right now. It's BS because the thing that I
38:36
will say is if you have a sales process, there's 50% of the
38:40
equation that's not being considered in that.
38:42
And what happens if I'm just going to be really direct with
38:44
you because you guys have said that you like the direct
38:47
feedback, so here you go. If you're not converting people
38:52
and someone said, oh, it's content that converts, what does
38:55
that do? It makes you feel shame.
38:57
It makes you feel like, Oh well, if your content's not
38:59
converting, it's because you're doing it wrong.
39:01
No, it's because there's a whole other part of the sales process
39:03
that we're not acknowledging. This is why #3 exists, and it's
39:07
a very specific word, and it's not conversion.
39:10
Interest is the third category of data.
39:13
The third category of data is interest for a reason.
39:16
Interest is what we want to know or what we want to see, which
39:20
tells us someone is interested and has buying intent.
39:24
So if you want to make it on your notes, interest slash
39:27
intent. They have an intent to buy.
39:30
They have an interest in buying, but they're not going to buy
39:35
just because they consumed your marketing, But they have a
39:39
interest or an intent to buy from you.
39:41
They're raising their hand to go and say, hey, I'm so and so and
39:46
I want to go through your sales process.
39:47
I want to sign up, I want more info.
39:49
I want the link to buy. I want your sales page.
39:52
I want to get on a call with you.
39:53
I want more info. The goal with the interest or
39:57
the intent pillar of data is to help people to take the next
40:02
step in commitment, to take the next step, to join your list,
40:05
send you Adm, download a freebie, make a purchase, book a
40:08
call, fill in an application. It's just commitment around
40:13
buying intent, that's what. The interest category, which is
40:17
the pillar #3 of data is and how we define success is by a steady
40:22
flow from the marketing of opt in DM, sales, applications,
40:27
clicks. It's really this distinguishing
40:30
factor between the link of your marketing to your leads.
40:35
OK. But you'll notice I didn't say
40:37
sales. It's the connection between the
40:39
marketing and the generation of leads who go into your sales
40:43
funnel. If the sales process then starts
40:46
now, it's the sales process's job to see it through, which
40:49
means to get them to the finish line of actually investing.
40:52
So to summarize, the three core pillars of all marketing success
40:58
are visibility, nurturing and interest slash intent.
41:02
We need to get in front of new eyes and have more people know
41:05
who we are and that we exist about new eyes on our business
41:09
and our brand. Two, we need to have nurturing
41:12
people who are consuming and activated and diving in
41:15
consistently with consumption into any of our marketing
41:18
materials. And 3rd, we need to generate
41:20
interest and buying intent. We cannot sell to people who
41:24
don't have an intention to buy. So the marketing's job is to
41:27
fill this line outside the store front of your coffee shop.
41:30
So once they come inside, your sales process can take over.
41:33
That's the goal of all marketing.
41:35
So visibility, nurturing and interest.
41:38
OK, so now we know what the three buckets are.
41:40
So you're like, OK, this feels like it makes sense.
41:42
I got the three things I'm looking for, but what the heck
41:45
does this mean for my e-mail marketing or for my Instagram or
41:48
for my TikTok or my Pinterest or my podcast, right?
41:51
So I'm going to go through a couple different examples of
41:55
different ways that we market as business owners and ways that
41:58
you can look at visibility, nurturing and interest and those
42:01
categories and what you'd look at and why.
42:03
So for example, we're going to start with e-mail marketing,
42:05
e-mail marketing visibility. We're going to look at open
42:07
rates, OK? The open rates of your emails
42:10
signal how many people are seeing your subject line and
42:13
actually being pulled in. So again, how many people
42:16
overall are going to see your stuff and are being pulled into
42:21
consuming content, right? That means they're getting put
42:23
into the nurture bucket. I also want to know with
42:26
visibility, what is the overall list growth?
42:29
So I want to know how many new subscribers are you getting
42:32
every week, every month, every year?
42:34
OK, So if I was going to pick like two things in the
42:36
visibility bucket of e-mail, I would want to know how many
42:40
people are getting added to your list?
42:41
And of the people getting added, how many are opening your
42:44
emails. Like that to me means they're
42:46
seeing it. They're seeing the subject line
42:48
and they're activated. Now we want to know are they
42:50
consuming, right. So we want to know.
42:52
OK, great. Are we actually getting the
42:55
click through rate? So when someone is going through
42:59
an e-mail, I also want to know how many people are clicking on
43:02
that e-mail, how many people are engaging with the content that
43:06
is inside of the e-mail? And the other thing thing that
43:09
we can also see, which is kind of getting a little bit nerdy
43:12
now, but it's something that we want to look at is also heat
43:15
mapping, which is something a lot of people will talk about in
43:18
context to websites. You can also heat map your
43:21
website for anyone who's not familiar with it.
43:23
It basically basically means that you can link your website
43:25
to a software that allows you to see how many people are actually
43:30
consuming your site and specifically where they're going
43:33
and how far. So if I'm looking for
43:35
consumption, you can also do the same thing on e-mail.
43:37
You can see the reading time, which means how long is someone
43:40
on average in your emails or on your emails.
43:43
And you can also see the scroll heat map, which is how many
43:47
people when they open your e-mail, how far are they
43:49
scrolling in the e-mail, which tells me how far are they
43:52
consuming, right? So that tells us what is the
43:54
consumption. So how much, how long are they
43:56
consuming, how much time or how much depth and how many people
44:00
are clicking through that e-mail, right, tells us the
44:02
consumption. Now last again, we want to look
44:04
at interest or intent. So we might see, you know, if I
44:07
have a call to action button that says, you know, click here
44:10
to join my program or to apply, how many people are going to the
44:13
sales page? How many people are going to the
44:14
application? Now you also Summers myself can
44:17
have replies to your emails, which is an A call to action
44:21
that you have at the end of your e-mail that encourages somebody
44:24
to reach out to you and say, hey, if you're interested or if
44:27
you resonate with this, message me this word or reply to this
44:30
e-mail. So it's a great call to action
44:32
from an interest or an intent perspective.
44:34
Another one also being conversions right from the
44:37
e-mail to the sale. So if you have a link, let's
44:39
just say to a digital product, you can also have like click
44:43
here to buy our master class, click here to buy our ebook.
44:47
Now, one of the things that we do, and again, this is getting a
44:49
little bit nerdy, so you don't necessarily need this.
44:53
I want to also say that you should only do this if it solves
44:56
a problem in your business. But what we do is we actually
44:59
use Bitly links. So Bitly, Bitly, Bitly links are
45:06
a, I almost want you to think about it like A tag.
45:09
It's A tag that goes anywhere in your ecosystem of marketing that
45:13
tells you where someone's coming from.
45:16
So I almost want you to think about, it's going to sound
45:19
weird, but I almost want you to think about like cattle, right?
45:21
Like you know how they tag cattle for the different
45:24
livestock and the different sections of their livestock?
45:27
It's the same kind of idea. If someone who's coming into
45:30
your ecosystem is a lead, each lead is going to get A tag
45:34
depending on where they came from.
45:35
So if someone buys, let's just say a master class and they have
45:38
a separate link we use for e-mail, I will know that that
45:41
person had come from e-mail because that's where they
45:45
clicked from. If someone is clicking from
45:47
Instagram, I will know how many people came from Instagram.
45:50
So you can actually see the data of where people are coming from
45:54
in your ecosystem. And I find with that, you can
45:58
actually see where is their intent, where are we getting
46:00
interest? For example, if I promote a
46:03
master class on my stories on Instagram versus on my e-mail,
46:07
and my e-mail got 52 clicks but my story got 3, where do we have
46:12
a higher overall intent and interest?
46:15
And again, it's not to say that we shouldn't try to change the
46:17
stories and try to get them higher, but it tells us that the
46:20
e-mail is doing very well when it comes to intent and interest
46:23
around a certain product or a certain offer.
46:26
So that would be example around e-mail.
46:28
Let's go on a different side now going in to say podcasting.
46:32
So for podcasting, again, remember the buckets are
46:34
visibility, nurture and interest.
46:37
So if we're looking at visibility, I would want to know
46:39
how many reviews and how is our ranking doing right now?
46:43
So this is something that really is, I would say, in the podcast
46:47
space, not absolutely needed and necessary, but it is something
46:51
that is a good pulse check to see how are you doing.
46:53
So overall, how are we ranking that can see again, how is the
46:56
overall reach of the show doing and how well is it being grown
47:01
or being exposed to the larger podcast network?
47:04
How many total listeners are you getting?
47:06
So total audience reach, are you getting?
47:08
OK, so people who are listening to the show for the first time
47:12
or consistently, you can also look at downloads per episode.
47:16
So for us, we track within the first seven days and then
47:19
obviously you have data that's longer.
47:21
We're looking at the downloads of our episodes, so our overall
47:25
downloads increasing, right? So I have a client, they have
47:28
like, I think like 200,000 downloads on their podcast.
47:32
And so if we're trying to increase visibility, we're
47:34
looking at, OK, well, if they're 200,000 right now, how can we
47:37
get it to 300,000 as the next target?
47:40
So we're looking to increase the visibility to people who are
47:43
consistently being exposed to and consuming of their show and
47:47
sense of starting to be like, OK, like, great.
47:49
I landed on this is what it's telling us.
47:52
And then after that we go into nurturing.
47:54
Now nurturing, this is the thing for podcasts that I really think
47:57
is important, which is how much percentage of the episode did
48:02
they listen to? So this is what I I'm looking
48:05
at, which is overall how many people are listening to it in
48:09
the sense of retention. So if I have a podcast, let's
48:12
just say it's 60 minutes and most of our episodes are around
48:15
45 to 60 minutes, some as long as 90 minutes when I really get
48:19
going. But on average, say it's 60
48:21
minutes. Well, I want to know if I'm
48:23
having total amount of people who are clicking to download the
48:25
show. Are those people listening for
48:28
five seconds? Are they listening for 5
48:30
minutes? Are they listening for 50
48:32
minutes? Are they listening to the entire
48:33
episode? If I'm trying to figure out, OK,
48:36
I want to grow my show, I want to grow my show, that's OK,
48:39
great, I can give you all the exposure.
48:41
But if I'm giving you tons of exposure to your podcast, but
48:44
people only consuming 5% of your episodes, well, that tells us
48:48
that there's a disconnect. It tells us that there's
48:50
something about the actual content in the podcast that is
48:53
not activating people, which is why they're not consuming more
48:56
of it. So we want to know episode
48:58
completion rate and we want to know the time that they listen
49:00
to it on dashboards like Spotify and Apple and all that.
49:04
It will actually give you that data to show the amount of time
49:08
that people are listening. So how many minutes, let's say
49:11
out of a 60 minute episode are people on average listening?
49:14
That will tell us our consumption are nurturing.
49:16
Because again, we want to remember that if somebody is not
49:20
listening to our podcast, then great, you clicked it.
49:23
But if you're not listening to the content, it's not
49:25
necessarily going to help you in getting that person to the next
49:28
level, right? So it's not about just getting
49:30
people landing on it, but also consuming.
49:32
And 3rd is really looking at interest or again, intent, which
49:36
means I don't personally leverage my podcast to sell.
49:39
Like this is really just a space for me to pour into you.
49:42
But if I was going to coach someone on using a podcast to
49:45
sell, it would be things like, you know, how many people
49:48
reached out to you and your DMS from the podcast about your
49:51
offer? How many people, if you have in
49:53
the show notes, a, you know, passive offer or an application,
49:57
how many people click that to start to work with you?
49:59
How many people did you get to sign up for a certain promotion
50:03
or a sale that you're doing as a result of an ad that you put
50:06
inside of your podcast? So if you're leveraging this
50:10
from a sales intent, then what we would try to be doing to use
50:15
a podcast to convert is really having interspersed call to
50:18
actions through show notes, through ads, through mentions
50:21
throughout the show to try to bring some traffic to your
50:25
offers. So that would be again, a way
50:27
for us to see that the podcast is creating buying intent.
50:31
And again, you know, here's the thing, which is why we go back
50:34
to our other mistake we noted, right?
50:35
Which is like looking at the goal for me.
50:38
I don't personally, you know, as myself, like the host of this
50:41
podcast, like our application is there if someone is interested
50:44
in looking for it. But the goal of this show is not
50:48
to convert people. Like if I was going to convert
50:51
people, I would be selling and pitching.
50:54
And here's how you can work with us.
50:55
I've never offered that on the show.
50:58
And the reason we don't is because I don't want this to be
51:00
a place where people are sold to.
51:01
I don't want this to be a place where you're feeling like every
51:03
other word is about, you know how I can help you and all these
51:06
things. You know where to find me on the
51:08
Internet. If you were looking for me, you
51:09
know where to find me, OK, if you are interested in that.
51:12
The thing that I look at for us, our intent if this were if we're
51:16
going to look at our category of this is literally just intent to
51:19
connect because our goal is connection and not sales with
51:22
this. So our intent is to connect with
51:25
people who listen to the show. So say for example, you're
51:28
wanting to connect, it would be joining the ambitious network,
51:31
our free community, which is in the show notes by the way,
51:33
that's a free community that is literally a place for all of us
51:36
to connect. So my intent metric of our show
51:40
or my interest level is how many people are interested in joining
51:43
our free community. That's a place for us to be able
51:46
to connect further because again, that goes back to the
51:48
data in correlation to our goal. Our goal is not sales, it's
51:52
connection. So it's great how many people
51:54
are interested or intending to connect.
51:56
And so that's how we look at our intention for the last pillar of
52:00
our podcast. OK, So that was the visibility,
52:03
the nurturing and the interest or intent of a podcast.
52:06
Now for our last one here, let's go into something a little bit
52:09
different, which is, for example, Pinterest.
52:11
If you're somebody who's leveraging Pinterest for your
52:14
business. And by the way, I feel like
52:17
there's so many people, as a side note, who sleep on
52:19
Pinterest. Pinterest is not something that
52:21
I personally leverage a lot within my business, but I will
52:23
tell you that I, I genuinely just don't do Pinterest because
52:28
of the capacity aspect of our business.
52:30
Meaning like run TikTok and Instagram and YouTube and
52:33
LinkedIn and e-mail and all these things.
52:35
Like I would say blogging and Pinterest are probably like the
52:38
last piece that we are at this moment as I record it, not doing
52:42
yet. But I will tell you from a lot
52:44
of the clients that I work with who do Pinterest for their
52:47
business or even have Pinterest agencies or blogging agencies,
52:51
It is such a leverageable area of business to double down into.
52:56
So Pinterest visibility impressions monthly viewers and
53:01
people who are saving your content.
53:03
If someone is going to go to your content and they're saving
53:06
it, it is spreading and staying on people's boards is what it
53:10
means. So on Pinterest where we have
53:12
our saved boards, it means that it get again indirectly is
53:15
getting visibility impressions is visibility monthly viewers.
53:19
It shows us how many people are actually getting exposed to us
53:22
and to our brand. So engagement or like the actual
53:26
nurturing or the activation, right?
53:29
If we look at nurture, it's outbound clicks.
53:31
So how many clicks from pins went to go consume more of your
53:36
stuff? So how many people are clicking
53:39
on the pin itself? And not just the link is also
53:41
another thing, so we can look at pin clicks.
53:44
This again for all those that are in the Pinterest category,
53:46
but it is something that we would look at, which is to see
53:49
how many people are going from being exposed to your pins to
53:52
going and consuming more. And then again, we know
53:55
visibility, we know nurturing, and now we know interest.
53:58
Interest would be how many website conversions that you've
54:01
had came from Pinterest? How many signups or downloads of
54:06
your offer have happened from people who came from Pinterest?
54:10
How many pins were we needing to drive the most traffic when it
54:14
comes to our website or when it comes to maybe our blogs, sales
54:17
pages or opt in's. And again, that is something
54:20
that's a lot easier to do with using something which would be
54:23
called a UTM link or a Bitly link as I mentioned earlier.
54:27
So here's the thing I want to say, these are some examples,
54:31
but what I wanted to do today is I wanted to really break down
54:34
how simple data can be if you choose it to be.
54:40
So if I was going to give you an actionable item from today, I
54:43
would love for you to take your platforms, whatever they are.
54:48
And you can really get a spreadsheet out.
54:49
And on the left hand side you can look at, OK, what are all
54:53
the platforms? So maybe you have a podcast,
54:55
maybe you have Instagram, you have TikTok, you have all the
54:58
platforms. And on each of those, all I want
55:00
you to note is I want you to Note 3 categories, the
55:03
visibility metrics, the nurturing and the interest or
55:07
the intent. And you could start, if you're
55:09
not starting with any data right now and you've got no data, I
55:12
would start with one piece of data for each of those, right?
55:14
So maybe you're looking at your emails, for example, and maybe
55:18
you sent out an e-mail right now.
55:20
So what you could say is our emails, I want to look at how
55:23
many new people joined our e-mail list this week, How many
55:26
of those people on average are consuming are and like what is
55:29
our click through rate, what people are consuming it?
55:31
And of that how much conversion from our call to actions or
55:35
offers around into our sales process have happened, right.
55:39
So how many people are moving into the sales process from
55:41
those emails? What type of interest level is
55:43
there? So those would be 3 things that
55:46
you could start on a spreadsheet to look at and just track as a
55:49
weekly. Remember we mentioned at the
55:50
beginning having this as a practice for yourself.
55:54
So you can just say every Monday or every Friday I'm going to
55:57
come in, I'm going to update the spreadsheet.
55:59
And this is, again, getting in the routine of collecting data.
56:02
It's simplifying it and getting you things that help you to
56:04
understand how to protect the outcome.
56:07
Meaning if we want to grow our e-mail list and activate people,
56:09
we need new people on it. We need to make sure they're
56:11
consuming and that they're doing something when they get the
56:13
e-mail. I don't care about anything else
56:16
if those three things are not happening for your emails and if
56:18
e-mail is your goal. So that would be the first step,
56:22
the first couple things that I would do to get started.
56:25
Now here's the thing I also want to say for any of my more
56:28
advanced entrepreneurs, I am not saying this should start and
56:32
stay in a spreadsheet. That's to simplify.
56:35
As I said, we don't want to make it difficult to start.
56:37
We want to get it done. If you are somebody who's
56:39
already doing data and you're collecting data and you've
56:42
already been pouring in and investing energy into doing
56:46
data, that's great. And that's also something that I
56:50
really want to make sure it's protecting the outcome for you.
56:53
We have seen countless businesses behind the scenes
56:57
that have really complex data. They've got crazy dashboards,
57:01
they've got insane areas that they track and really super
57:05
intricate data. But if I ask you to tell me a
57:08
story of what you're seeing and what's happening, they can't
57:10
tell me the story. And what I mean by story is tell
57:14
me the problem you're experiencing and tell me how you
57:16
specifically would solve it based off what you're seeing.
57:19
And often times people are so overwhelmed by so much data that
57:23
they actually can't tell me anything.
57:25
So if you're someone who has more advanced systems, maybe
57:28
you're using a click up, maybe you've got Bitly links, you've
57:30
got all this data, but you're like, Kate, I've been tracking
57:33
it because I knew I was supposed to track it, but I don't really
57:36
feel like I have a good understanding.
57:38
You actually might want to go back to simplifying, which is to
57:41
not say that you should not track it or any of that anymore.
57:43
It's to say that you need to be able to compile it in such a way
57:47
that it gives you a snapshot, a synopsis of how to actually get
57:51
a story from that. Because it's only once we can
57:54
use the data for something to make a decision that it's
57:57
helpful. The data and all of this
57:59
conversation today is not really a matter of just doing it to do
58:02
it. It's not checking a box.
58:04
It's doing it because it helps us to make decisions from a
58:07
place of knowing instead of guessing.
58:09
And when we can do that, we can move faster and with more
58:12
confidence in the business because we're doing so.
58:15
So I want to thank you so much for spending this time with me
58:19
today and diving into all things data.
58:21
And I hope that in some little small sliver of a way, I have
58:25
convinced you today to fall even more in love with getting into
58:28
the data of your business because of how much it provides
58:32
to us and how much of a picture it paints.
58:35
And so with all that being said, I also, as always, would love to
58:38
hear from you what was something that was a download for you
58:40
today? Maybe there was an aha moment.
58:42
You're like, maybe I used to hate data and now I'm kind of
58:45
excited about it. Or maybe you're realizing that
58:48
you've been over complicating data and you got to simplify.
58:50
Whatever your aha moment is, I would love to hear it from you.
58:54
My DMS are always open as usual. I love getting the incredible
58:57
messages from you of things you're working on, the aha
59:00
moments you had, the actionable items that you've put into
59:03
action already, and just all of the things, things that really
59:05
just like completely fills my bucket.
59:07
So I would just love to hear any feedback from you.
59:09
And with all that being said, as you heard in today's episode,
59:13
the Ambitious network is an incredible free community that
59:16
is designed for women that like yourself, ambitious in every
59:19
single category of her life to connect to get exclusive
59:22
resources, trainings, hot seats and so much more.
59:25
So I'd love to have you inside message us the word ambitious on
59:28
Instagram if you'd love to join us.
59:30
And with all that being said, I cannot wait to see you on the
59:32
next episode. And, as always, stay ambitious.