If you’ve been listening for a while you know that this year I’ve started to make the transition into being in more of a “visionary CEO” role in my business. I’ve experimented with being completely off social media, and in February I took a full 30 days off. This has been a really enlightening experience but it has many of you asking, “How can you stay in control of your business when you’re not in the day-to-day operations?”. Well, in this episode I’m sharing with you exactly how I measure and track every facet of my company, from marketing metrics to team performance, so that I can keep my finger on the pulse, and know where you troubleshoot and optimize when necessary.

 

I’ll be sharing:

 

  • The common mistakes entrepreneurs make in data tracking.
  • A detailed breakdown of marketing metrics including applications, calls booked, leads, social media followers, and funnel-specific metrics.
  • How to use data to drive quarterly and monthly decisions, focusing on areas of improvement and growth opportunities.

 

… and more!

 

Many business owners tend to bury their heads in the sand when it comes to numbers and data, and then they wonder why they don’t have any control over their sales and growth. In this episode, I’m breaking it all down and simplifying it so that you can harness the power that’s in these metrics and understand how to bring your company to the next level.

 

Tune in to this episode if you’re ready to dig through the data and discover concrete strategies for optimizing your systems, generating more sales, and expanding your business to greater heights than you ever thought possible. The numbers are right in front of you, you just have to look.

 

Like the podcast? Leave us a review on Apple or Spotify.

_________________________

 

Ways I can support:

[FREE] Get a weekly behind-the-scenes look at what is getting our clients’ insane results in real-time delivered straight to your inbox: https://www.notforlazymarketers.com/newsletter 

Tired of inconsistent revenue & marketing strategies that leave you overwhelmed? Whether you’re just starting out or ready to scale to multiple 7-figures, book a call with Team Hirsh to see how we can help: http://helpmystrategy.com

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READ THE EPISODE TRANSCRIPT

Emily Hirsh:

 

Hello my friends, welcome back to the podcast. Happy Thursday. Well you guys, I did it, I did my 12 hour walk at the beginning of this week. I walked twenty seven miles in 12 hours completely unplugged. 64000 steps and as with any type of challenge like this or experience that I go through. It’s never what I expected it to be. It was really challenging, way more physically challenging than I was expecting.

 

And very profound but I don’t think I realized how profound it was until afterwards because by hour five every single step I took hurt and so you’re not thinking of a lot of business ideas or things besides just trying to survive. So I probably will do a specific podcast episode on it if you guys want. I actually want you to send me a message and tell me on Instagram I’m not, I’m not back yet. But my team manages it and passes them all to me if you want me to give a podcast episode on it. This is one of those things that I’m like it’s not. Marketing but it was a pretty profound experience like life changing experience in such a unique way. So I did it. I walked twenty seven miles the other day. You guys like everybody I tell is like why I’m like. You know, honestly I ask myself that question in the middle of the walk too. Why do I do these things? Who am I? What motivates me to do these perceived as very crazy things and I sat with that and I came to some conclusions but. I questioned my existence and my motivation and why I do anything that I do at about hour six on that walk. So it was pretty wild, yeah, I’ll share somehow with you guys at some point soon. This is not what this episode is but I wanted to share that I did it.

 

So I should be back on social media soon. I’m kind of deciding I’m at forty five days. There’s a part of me that doesn’t want to come back at all. I’m on social media. But I write posts in a dock and I review posts in a dock and my team is managing the account and I am locked out of it which means no scrolling. And not actually being on it and it’s just been a very nice break and I forgot about it like I don’t think about it in my day. I don’t think about scrolling social media or posting a story or having to get a photo to have this piece of content like I just live my life. And people don’t know where I am or what I’m doing and I kind of love it. So my next mission I guess is to figure out what my relationship with social media is going to be because I’m actually not sure yet well completely unrelated to all of that. I wanted to give you guys behind the scenes of how I track everything in my own business. I have a friend who I went on a trip with and she was like will you just show me your spreadsheets will you show me. 

 

How you track your marketing, how you track everything in your business and how you set it up and when I showed her she was like oh my god this is worth like thousands of dollars just to hear this so I was like well I might as well share it with you guys. So I’m going to give you basically the whole process and the layout of how I track everything in my business. I’m very good with data like my brain is wired to be very logical very matter of fact, like data oriented and so I do have that going for me like this comes very natural to me. But. As I have removed myself from the day to day of my business. These metrics have become even more important because here’s the thing I want to make sure I’m very clear that when I say I’ve remove myself from my business or I even take thirty days off I don’t just like cross my fingers and hope that everything is going well I have data tracking every single thing in our company that I can look at at any time that is updated on a weekly basis that I would be able to see if something was wrong. So it’s not like oh well hope you guys got it piece out like I’m taking thirty days off I have the process in the systems to do that. But then I also have the data so that if something is not going well I’ve got a red flag alert like we need to do something here. And so when I was off I still did have my team members who report to me send me a report that included data. So I knew what was going on. I know at a high level what is going on in my company. I’m just not involved in the day-to-day slack and huddle and communication and the things I just don’t need to be involved in because I’ve built an incredible team and process in systems around my company but data is the key to being able to step away like that now if you’re at the phase of your business where you’re not ready to do this. 

 

And you don’t have a team this episode’s still valuable to you because you should be doing this. You should be doing it yourself. The difference will be. You’re tracking it. You are creating the story around it. So if you ever want to get to a place where you can take a week off or you can take. 30 days off or you can step away from the day to day of your company. The reason why most people don’t feel confident doing that is because when they do it. They have no idea what’s going on because they’re not tracking anything or they don’t even know what they’re tracking or what they should be tracking and so this is a key. In having the confidence backed by data to be able to step out of the day to day of your business because you will know when something isn’t working and a lot of business really just comes down to numbers like I just see things that way and of course there is. Other components to business and marketing. But at the end of the day numbers speak for themselves like you can’t argue them. They are facts. So first of all I see so many entrepreneurs.

 

Make mistakes with data. First of all, like the first number 1 mistake is they don’t track anything like that is a recipe for overwhelm for something blowing up and not working all of a sudden that you could have caught for not feeling confident. And being able to make investment decisions or spend money on ads or anything in your business because why would you be confident if you don’t know how things are going? Number 2 mistake is not understanding what or why they’re tracking. I think some entrepreneurs are like oh I know I need to. Track stuff but I have no idea what numbers and if I am tracking numbers. It’s because somebody told me to and I don’t even understand what that number means. Data tells a story that drives our actions. So if you don’t know the story that the data is telling because you don’t on a deep level understand. It’s not complicated. It just takes asking the questions to understand it and get to the root of it if you don’t know that story. You can’t drive the actions but the data is just going to add to your overwhelm. Which is the next mistake is not allowing the data to tell a story. If entrepreneurs get as far as tracking then they just have the tracking but they’re like okay, what do I do with it. The numbers themselves are not valuable unless we have it tell a story.

 

And then that data drives Decisions Data should be driving the majority of your actions and decisions. I used to say every but I do think there’s an element of intuition in business and sometimes sometimes 5% of the time. Something may not fully make sense with the data but you’re like I know that this is the right thing. So I’m going to say data drives most of your actions and decisions but data should always be taken into consideration with a decision. So if you don’t have the data. If. You don’t know what the data is or the story behind the Data. You can’t let that drive your actions which will lead to overwhelm confusion and lack of confidence in your business and every time you do try to get out of the Day-to-day. You’re going to feel like you’re just hoping things go well versus having concrete knowledge that things are going Well so that’s the list of mistakes that a lot of people are making and I think the root of them is because of that. It’s not always a natural thing for someone to think the way I do with data like that’s a certain type of a brain that thinks very logically very matter of fact, very here are the numbers and knows what the numbers are what they mean like I am naturally able to do that If. You’re not naturally able to do that.

 

You need to learn how you need to push yourself to learn because it’s very important as a Ceo so having the support of team members or you know even agencies that you partner with that will help you with this will bring you the numbers and help you understand them is really really important. Because if it doesn’t come natural to you, ignoring. It is not a good thing for your business and the long term of it. So first things first is you really can’t make decisions without data like once you get to a phase in your business where you are getting data meaning you’re posting. Organically you’re getting some leads. You’re either getting or not getting sales. But you’re able to see what those people are doing. You are doing things in your business that are resulting in feedback through the form of data. We are constantly getting feedback in our business about how people, our audience or even our team. Are responding to actions. We’re talking like that when you boil it down. That’s what data is: it’s giving you information about the actions people are taking from the things you do in your business so we can look at all different areas we can look at your social media. The data will tell us how many people are engaging. How many people are following you right? That’s a direct reflection of your content when we look at a funnel. The data will tell us how many people are clicking, how many people are opting in and how many people are buying. Those are all actions.

 

When we look at a business with a team we can look at how many people are quitting, how many people are staying, how long are they staying? Those are all actions. So data just gives us feedback as it relates to responses that people are having to your business whether that is marketing or internally on your team. Or in your company. So once you get to that phase data makes making decisions pretty easy because it should tell you where opportunities are where potential future problems might be like if you track for a while you might start to see a decline. Before it gets serious and this is where a lot of times I see people in situations where they wait so long to respond to a problem because they weren’t getting the data that by the time they respond to it. It’s too late and they’re going to have this delayed reaction to the result There’s almost always a delayed reaction in almost everything we do not even just business like this 12 hour walk that I did like the the reaction from it and the results from it are going to carry out over the next month or two months it’s not all overnight. So in your business when you wait. Let’s say you have a declining number of new leads being added to your list for whatever reason and you were looking at this data and you could see every month. It’s like we added 600 then we added 400 then we added 300 then we added 200.

 

By the time you get to like 20100 when you added six hundred four months ago it’s a problem but if you would have looked at the last six months you would have seen that it was declining and by the time you see that it’s a problem you’re now like oh my god. Our leads are a third of what they used to be and we got to do something. Let’s do this and let’s do this and like we’re in urgent panic mode and now all those actions are going to take probably 2 to three months to start working because as long as. You saw that decline. That’s probably how long it’s going to take to get back to where you were because of the time it takes with leads to convert to nurture all those things now if you were paying attention to your data. You would have started to see the decline and you would have been like oh we better watch this. We better. Do something now when the decline is only like 10 before it gets to that point. So data should tell you where opportunities are potential future problems. It also will tell you straight up without argument. What is going well and what is not like this is working. This is not. Data does not lie. So how I track in my own company is first of all I have data in every single department marketing is a huge part of where I get data. But I obviously also have it with our delivery. I have it with hr in our team.

 

So I track things like every month our team fills out a self-assessment and there is their satisfaction from a 1 to 5 in our company. We track that, we track how many resumes, how many first interviews, how many second interviews do we need to go through before we hire someone. How long does it take for us to hire someone now? What the actual metrics are that you track I’ll give you some of my marketing ones in a second but what they actually are are going to be unique to your business like if I sat here and was like well every single one of you needs to track how long it takes you to fill a position. And your company that may not be relevant to you. How I come up with the metrics is I look at the end result that I’m trying to get to so hiring right? Okay, what are all the things that impact hiring along the way while we review resumes metric number one. We host first interviews metric number 2. We then test candidates metric number 3 and then we do final interviews and 5 we send an offer so that’s 5 steps that goes from square 1 to hiring each one of those steps can have a metric which gives me. How long does it take and how many people filter through each and so if we go back to reviewing resumes. Okay, we have to review a hundred resumes to fill a role on average if we look at my delivery. What are the metrics that tell a story while clients added clients lost.

 

That gives me retention but let’s dig even deeper. Okay, so why do clients stay while they need to be profitable right? They need to be making money so out of our whole roster. What percentage of clients are profitable because that gives me a straight number of like. If. We’re not at eighty eighty five percent of clients are profitable. We need to get on that because eventually they will leave, maybe not for a few months but we need to work on that now before it becomes a problem like that’s how I can future tell. So. I come up with the metrics by saying what’s the end result, the end result and my delivery. I want to keep as many clients as possible. So what impacts that the end result in my team is I want to keep as many quality team members as possible hiring I want to make sure we can fill our positions in four to six weeks all the metrics that impact that track them have goals for where they should be which sometimes take a little bit of gathering data to get there and then we just track when it tells a story and it tells us what’s working. Well, what’s not so those are my other departments marketing has quite a lot of metrics to it. 1 because I love all the metrics but marketing in general has a lot of metrics marketing and sales. So for me I have marketing at a very high level so I’ll have things like our total number of applications. Our total number of calls booked our total number of clients sold.

 

Our total number of new leads total number of social media followers. So I actually have a spreadsheet and I break down marketing into categories. So I have like our application, my podcast, our email marketing, my social media and I think that’s it. Then I have another spreadsheet that has every one of our funnels. So if we do a live webinar. It’s got a tap if we have our evergreen funnel like my newsletter. It’s got to tap so I have a high level the different categories of my marketing which is everywhere we’re putting energy. Right? My podcast social media for me. A huge driver is our applications and calls booked in sales. So that’s got kind of a whole journey that is tracked new leads being added to our list and then email marketing open rates clip greats right. So that’s 1 sheet and then each funnel also has a set of metrics and this is how we track for clients based on per funnel is from the beginning to the end of the funnel so the high level metrics that you’re going to have are like. Click through rate and cost per click right? because those are your ad metrics. Those are telling you are people taking action on your ads from there. They get to a landing page so you have a landing page conversion. How many people go from the landing page to the next step then you probably have leads cost per lead sales sales conversion.

 

That’s at a high level. We usually have more metrics than that. But at a high level that will give you the story of what you need and also if there’s more steps in your funnel like for me I go lead to sales call to sale. So I have to track that sales call. Because every step people will drop off. You’re never going to have 100% of people do every step in your funnel that doesn’t exist so every single step to go from. They saw my ad for the first time for this funnel they bought from me is tracked. It’s also tracked against a goal. So in our spreadsheet that we track for clients we track every single step past the Facebook and this is what the majority of agencies do. Do not do. They’ll be like here’s your Facebook metrics. Not even accurate because we’re basing it off the pixel which we do not and good luck converting the leads. But you’ve got to track landing page conversion sometimes even email open rates webinars show up right? like every single step through the funnel because you need to figure out where people are dropping off so I have every step and then I have a goal so if our goal. In a live launch is to do 500 leads from ads then I know okay to pay you know $6 cost per leading get 500 leads. This is my budget and now every day of that launch. We’re tracking are we on track to that 500 leads.

 

Also break out my own funnel tracking in categories. So we have different funnels and this is what we do for clients too for ads versus social media versus organic so that I can tag the leads and I know 100% at with. 100 % accuracy where those leads came from so we know exactly how many leads and calls and sales we got from those 3 categories and so every funnel has this now this is filled out every week for me. I can go look at it at any time but I don’t stop there. What’s important to me with where I am at in my business is that my team gives me a report based on the data with actual commentary and actions. So every single Monday morning in my inbox is a report from my 3 direct reports on all of our products. Emerge essential my ads delivery, marketing like everything it’s in our spreadsheet. And my team members are not just saying here’s the data you go look at it. They’re saying here’s the data here’s where we’re off bullet bullet bullet here’s what’s going. Well bullet bullet bullet and here are the actions that we will take this week bullet bullet bullet and I can weigh in it takes me 5 minutes or less.

 

Look at the report I make comments I can be like this is more urgent than you are maybe talking about. We need to put some attention on it this week. Follow up with me on Wednesday with how that’s going or whatever. So the data’s fed to me. But more importantly is the commentary. This is also exactly how I train our team so when you become an account manager at Hirsh Marketing it’s not just send the report here’s the numbers you figured out. Here’s the report and here’s what’s going on. Well here’s where we need to improve in the funnel, here’s what we’re doing and here’s what we need from you. Which allows the entrepreneur to actually understand the data as you build your company. This is the ultimate way to become removed because when I was off on my thirty days every Monday I still reviewed those reports because I wanted to know. How things were going I wanted the update. I wanted to be able to weigh in. I felt in full control over how my company was going and making sure every box was being checked. Obviously we had metrics that weren’t where we wanted them to be. That’s normal like every company has metrics that need to be improved. That’s what should drive your actions. These metrics drive my actions so every quarter and every month I connect with my marketing role . I’ve actually cut down the meetings but my marketing coordinator and we say okay based on the data here from a quarterly perspective is what’s going well.

 

Here’s what’s not and therefore what are our projects this quarter. What do we want to focus on and improve what’s the biggest needle movers based on this data. So our actions, our projects everything is driven by data and I also constantly feel fully in the know. Fully in control so that even when something isn’t working I know we have a plan. I know we’re taking action. Everybody that’s involved in that metric knows when something is not hitting the goal and where we’re trying to get but where we are right now. So everybody’s working towards that goal. So that’s how I track my data. That’s how I get it delivered to my inbox every Monday and an important piece to this is as you grow a team or as you’re working with an agency like ours. You need to set yourself up where you are fed. Not only the data but the commentary behind that data because that’s actually what matters is what is the story saying about the data because if you just look at data. It doesn’t really matter unless it drives your actions. Unless it allows you to be proactive like with clients we’re able to see okay out the gate this cost per lead is higher than we wanted so instead of waiting another week. We’re going to do new copy creative edits to the landing page. Whatever we need to do to start improving. It.

 

And not wait because we can already see this is our goal and this is where we’re at so that’s how I track everything I have custom spreadsheets like I don’t. I don’t use the software. I don’t use a program even for our clients. We’ve built fully custom spreadsheets. It’s the only way that I’ve been able to get it exactly how I wanted and it tracks your goals against your actual It’s 100 % accurate because it’s based off of tags the leads in your crm. So the way that I do it. The leads are tagged if they’re a Facebook lead. They’re tagged specifically as a Facebook lead. So therefore we know one hundred percent that the number is accurate and if they convert in three four five months from now I can attribute it back to ads. I’ve been doing this tracking in my business for years in my own business like probably four five years and I can go in our sales tracker and I can look at a lead who booked a call and I can see that the first time they came on my list was from an ad to a live launch. We did two years ago that is valuable. I know from our sales the average amount of time it takes for someone to convert when they join our list. I know exactly what funnels are actually contributing to our sales and where they are, what their first source was and their last source.

 

I have all this information and this helps me drive what our launches should be, how often we need to launch which ones are the most successful and it constantly allows us to say here’s where we can improve like last time I made a shift in our live launch where I didn’t do a. Live webinar only bonus so I didn’t do like book your call on this training because honestly I didn’t have one that I felt good giving away but I should have done it because it cut our on the live webinar booking rate down in half. And so it’s like so easy for me to be like well next time we have to have that because look at all the data look at their receipts this will back our actions. So I hope you guys found this helpful data can definitely be overwhelming. My recommendation is to just choose 1 specific place of your business and start there. And most likely it’s your marketing first because getting clear on your leads and your sales conversion and like what is working and what is not working in your marketing will help you create more efficiency around your actions that you are taking or your team or the agency you’re working with Obviously if you are listening to this and you’re like well I would love to have a weekly report delivered in my inbox and someone driving everything and telling me what we need to do based on data then you can go to help my strategy dot com book a call we do this at both of our done for you. Levels.

 

So it doesn’t matter if you’re in evolve which is our lower and less expensive done for you level or elite where we also do the funnel work. We are sending weekly reports. We are tracking the data all the way through the funnel comparing against the goals and allowing data to drive all decisions and actions and supporting. Ceos in understanding this and feeling confident in this because oftentimes it’s not about when something isn’t working. It’s when something isn’t working and you don’t know the root cause and you don’t know what you should do about it. That’s where the overwhelm comes from so don’t let that be. Reality in your business. It is for so many people all right everybody I will talk to you next week.