Hello Reader,
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Who else has been struggling with not having the time to work on the marketing projects we know will need to make our business move forward? All while trying to show up on social, create reels, refresh your website, pitch yourself to show up in front of new audiences, start/continue a YouTube channel (and I could go on…).
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There’s no way that we can get all of the marketing projects done.
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For those of us who are DIYing our marketing, you could chip away at one major project per month or quarter and make progress, but the problem then becomes: what should I work on first?
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As you start to build momentum, you have to drop it to make room for something else.

If you haven’t seen it before, I created a pyramid to prioritize where to spend time and energy.

I still stand by this because too many times are we focusing on nurture content when we haven’t perfected how to position ourselves and how to capture the unique value we bring or what that looks like throughout the customer journey.
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One thing that this didn’t take into account is that we need to have a way to test what’s working and what isn’t.

How do we do that? Data. If you’re wincing right now, stay with me for a second.

I struggled with statistics (and even had to repeat the class in college), but it doesn’t have to be as complicated as some of these platforms make it out to be. (Looking at you, GA4.)

Like the customer journey, I’ve broken it down into three types of marketing goals/metrics:

📊 Reach
📊 Engagement
📊 Conversion

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A lot of folks focus on the first type of goal, but this is mostly important to see how important your awareness strategies are working to understand how many new people/eyeballs are getting on your content (so that they can enter your funnel and learn more about you).
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But this alone doesn’t bring in revenue. Data points here are impressions, podcast downloads, web traffic (to your blog), event attendees, etc.
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That’s why you need to check your engagement as well. I define engagement as people who take an additional step beyond just passively consuming your content.
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Engagement can look different: joining your email list, sending you an inquiry form, traffic to your landing page, video retention/watch time on YouTube, attending your webinar, or replying to the emails on your email list. This is how you know your content is resonating and translates the free content into paid clients.
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Which is where conversion comes in. That’s measuring your revenue and how well your sales campaign is performing. What’s the conversion rate on your sales calls? Sales pages? Proposals? People refer to this as a lagging metric meaning that the event has already passed and you can no longer influence it, but adding more people to your funnel or getting more people to make inquiries won’t improve your business if this is lacking.
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Reviewing your metrics doesn’t have to be intimidating. And as we finish up the first half of 2024 (I know, it’s crazy), it’s a perfect time to get clear on what’s working in your business, what isn’t, and how to use that information to prioritize the marketing campaigns & strategies that will propel your business forward.
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I’m holding a half-day marketing retreat on Thursday, July, 11th from 1 PM-5 PM where we’re going to break down your numbers (or figure out how to find them), create your marketing action plan, and go more granular with fleshing out your content calendar.
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Time isn’t on our side. And if you’re like me, it takes a lot of brainpower to figure out every week or month what tasks I should be doing that contribute to my overarching strategy.
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That’s often why we’re not as consistent as we want to be. Including me. Because by the time I feel confident about what I should be working on, the week is over. You don’t always have to feel like you’re behind.
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Let’s flip this script together. I’ll see you in the retreat.

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Live long and prosper,